"Savvy Shopper" Segment in Thailand Prioritizes Quality, Spending Reaches 46.5 Billion Baht Annually: Cube and Lazada Report

Key summary

The "2026 eCommerce Savvy Shopper Report: Southeast Asia," produced by Cube in collaboration with Lazada, reveals that in Thailand, the "Savvy Shopper" consumer segment represents approximately 22% of online shoppers. This group spends 27% more per transaction than the average, totaling approximately 46.5 billion baht annually. Their key behaviors are characterized by four dimensions: information verification, value optimization, confidence and protection, and digital fluency. The report indicates that 60% of this group makes online purchases more than once a week, and 66% prefer to shop through Official Mall channels. Furthermore, 22% are willing to pay a premium for product quality and protection, which is higher than the average online shopper (30%). During Lazada's 9.9 campaign, this segment's average spending per transaction exceeded 3,000 baht (62%), and Mall-type retailers saw sales increase by as much as 14 times the usual daily rate. Warista Kiatbunjongchai, CEO of Lazada Thailand, stated that the market is shifting from a price war to a focus on creating experiences and building trust through standardized stores and product guarantees.