Regarded as one of the most dynamic retail industries in Southeast Asia, Thailand is a vibrant market for tourists and locals alike, collectively shifting online in 2020 as the COVID-19 pandemic struck the nation. This move is certainly a welcome one and an incredibly rewarding one at that, as Thai consumers spent an average of US$1,738 on e-commerce last year, beating neighbours Malaysia at US$484 and Vietnam at US$230.
However, this tremendous influx and emergence of digital customers means that brands would need to maintain the personal touch that made Thailand so memorable, while employing new levels of marketing automation...