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Live streaming sales change the game
Thailand's live commerce sector is experiencing explosive growth, mirroring trends seen in China, with entertainment-driven online shopping, or "shoppertainment," taking center stage on live-streaming platforms. However, experts emphasize the importance of focusing on product quality and building independent sales channels for long-term sustainability, rather than relying solely on influencers or third-party platforms.
The recent success of singer and influencer Ratchanok 'Janey' Suwannaket has captured significant attention. Her record-breaking TikTok live-stream, generating 400 million baht in sales between October 9th and 14th, has solidified the potential of this sales method. Daily sales peaked at an impressive 557 million baht during the six-day period.
Janey's strategy incorporates performance-based fees, an engaging and authentic presentation style, and collaborations with well-known celebrities. She also offered substantial discounts to attract a large audience, encouraging spending and creating opportunities for smaller brands.
Comparisons to the Chinese Market
Kulthirath Pakawachkrilers, president of the Thai e-Commerce Association, noted the 'Janey live commerce phenomenon' was inevitable, but its arrival in Thailand was later than in China. Live commerce has been gradually gaining traction in Thailand since 2021, while in China, it has been a mainstream trend for the past four to five years.
In China, top-tier streamers such as Xinba and Li Jiaqi regularly generate between 100 million and 200 million yuan in a single session, reaching audiences of up to 99 million followers across platforms like Douyin, Kuaishou, and Taobao Live.
"The adoption curve has been slower in Thailand. Many brands were unsure about the true power of live selling until Ms. Ratchanok demonstrated what's possible," Kulthirath explained. "Her record-breaking live-stream proved Thailand has officially entered the live commerce era." She further stated that Janey's success is changing perceptions of live-streamers, demonstrating that it can be a respected and rewarding career path.
On October 14th alone, Janey's live-stream generated over 100 million baht from 310,000 orders, with an average spend of 322 baht per order. This aligns with data from leading TikTok networks, which indicates that products priced between 300 and 400 baht perform particularly well.
Kulthirath also emphasized that Thailand's new live-stream stars are not only achieving commercial success but are also giving back to their communities. This mirrors China's "live commerce success formula," where influence and gratitude go hand in hand. "Fans don't just buy products; they buy into purpose, pride, and the personalities they love," she stated.
The Importance of Authenticity and Community
Thanawat Malabuppha, CEO of Priceza, an e-commerce pioneer, drew parallels between Janey's success and similar phenomena in China, where influencers generate sales worth hundreds of millions of baht in a short timeframe. He attributed her success to her large following of 19 million and attractive product pricing, similar to other successful influencers. Janey also brought celebrities onto her live-streams, attracting their fans to her broadcasts.
Thanawat emphasized that influencers remain important and that AI can only supplement their efforts, not replace them. Even nano and micro-influencers with 10,000 to 100,000 followers can achieve millions of baht in sales, depending on the creativity of their content, product prices, and timing.
"If the content is interesting and generates engagement, the platform's algorithm will push it to potential audiences who are likely to be interested in the products," Thanawat explained.
Hidden Costs and Profit Margins
However, he cautioned brands to be aware of the hidden costs associated with live commerce. On average, around 20% of buyers cancel their orders after changing their minds, and platform fees and commission charges can amount to another 20%. "The actual profit margin for brands may end up being only around 5-10%," he warned.
A Shift in Influencer Pricing Models
Suvita Charanwong, CEO of influencer platform Tellscore, observed that Janey's success has inspired other creators to adopt similar charging strategies, albeit at more affordable rates. The new pricing model for influencers is performance-based, such as 50,000 baht per 1,000 orders within five minutes, a shift from the previous hourly rate model.
Suvita emphasized that Janey's success is not an overnight phenomenon but the result of building a fan base over eight years and sharing personal stories that deeply connected with her audience. This emotional engagement creates a unique shopping experience for viewers.
"Brands also need to take a long-term view, working with multiple influencers over time and demonstrating consistent success, rather than relying solely on a single individual, while brands can use AI to offload their live session," she added. Thailand has approximately 9 million influencers, with 3 million earning income from their content, although few rely on it as their sole source of income.
TikTok's Role in Economic Growth
According to TikTok, Janey's case, which holds a record-breaking 1.2 million concurrent live views, demonstrates how platforms can effectively promote local brands and seamlessly guide consumers from product discovery to final purchase, driving genuine economic growth. The success of TikTok's "Live with a Pinned Basket" model extends beyond entertainment, highlighting TikTok Shop's role in elevating local brands and sellers. Janey's live session helped promote almost 270 Thai brands and homegrown sellers, demonstrating the power of a robust ecosystem of creators and celebrities in promoting local small businesses.
Janey stated that she decided to do these live sessions to support Thai products and increase the visibility of local micro, small, and medium-sized enterprises. "My goal is to use my platform to connect my community with great Thai brands. For any aspiring affiliate creators, my advice is to be authentic, know your product inside and out, and most importantly, be consistent. That is where the community trust comes from."
The Challenges of Live Commerce
Pathom Indarodom, director of the Digital Council of Thailand, pointed out that newcomers to live commerce often face challenges. Without fame or a loyal fanbase, low viewership frequently translates to low sales. Live-streaming requires stamina, emotional resilience, and constant engagement. Success is generally limited to those with strong skills and solid support systems.
While Janey's success has inspired many, the market can quickly become saturated without a distinctive edge. Trends are fleeting, and what works today might not work tomorrow. Platform rules, fees, and algorithm changes can also impact visibility and sales. Technical issues and order cancellations add further risks.
Pathom also noted the hidden business costs associated with live commerce. If sales fall short, losses and debt can accumulate. Not every order translates to real income. Many young Thais aspire to overnight success, but "behind the big numbers lies a tough reality – more a cautionary tale than a guaranteed formula."
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