A Comparative Study On The Compctitiveness Of Cross-border E-commerce Platforms In Thai Market

The internet has affected people's life since 1994.Along with the development of the internet,the e-commerce platform has been developing around the world.The Thai government has vigorously promoted its development and policies since 1998.The total value of e-commerce transactions in Thailand increased from $580 million in 1999.With the development of modern economic globalization,more and more cross-border e-commerce has been penetrated in the Southeast Asian areas,particularly in the Thai market where there are a lot of business opportunities.It also attracts cross-border e-commerce platforms from different developed countries,which improves electronic commerce,management models and personnel training in Thailand.Moreover,it also enhances other industries in Thailand such as third-part payment platforms,logistics companies,packaging plants,staff design and other aspects.Consequently,the study will research global high-profile cross-border e-commerce platforms after entering the Thai market competition by comparing the following three cross-border e-commerce platforms,Aliexpress,Amazon and eBay.The study found out that all three platforms have encountered different problems.In addition,the study provides policy suggestions and related theoretical basis to solve these problems.To collect data,a questionnaire investigation was conducted,along with case analysis,4m analysis and other research methods in order to gain effective and reliable results.The results will be summarized into six aspects which represent the current situations of these three platforms,their service,the factors affecting customers' purchase decisions,purchasing power,consumption frequency and problems deduced from using these platforms.According to the data analysis,Thai consumers relatively prefer to use eBay more than Aliexpress and Amazon.This is because eBay entered the Thai market at the earliest stage.Its strengths are market positioning,wide range promotion and reasonable costs;Amazon's strength is dividing products into categories,including various types of high-quality products.Furthermore,it has many online channels to promote its platform;the main strengths of Aliexpress are prices,payment system and geographical environment.Therefore,because of these differences,three distinct patterns of cross-border e-commerce platform have been formed in Thailand.Combined with the comparison of the three platforms,some suggestions are put forward for the development of e-commerce in Thailand: 1.to improve network facilities;2.To complete cross-border payment system,to provide convenience and security;3.To enhance the cross-border logistics system,accelerate logistics speed and reduce logistics costs;4.To improve the legal system and standardize platform operations;5.To refine online shopping experience according to Thai consumer's life style.