E-payment User Profiling and Consumer Behaviour Analysis in Thailand

E-payment User Profiling and Consumer Behaviour Analysis in Thailand

I. Overview of Thailand's e-payment market

  1. market size::

    • Thailand's digital payment transactions expected to exceed $30bn by 2023
    • Mobile Payment Penetration Reaches 67%, Ranks Second in Southeast Asia
    • The average annual growth rate was maintained at 15-20%

  2. Main platforms::

    • PromptPay (National Instant Payment System)
    • TrueMoney Wallet
    • Rabbit LINE Pay
    • GrabPay
    • ShopeePay

II. Typical User Profile

A. Young urban population (18-35 years old)

  • Percentage of population: Approximately 401 TP3T of electronic payment users
  • diagnostic property::
    • Heavy LINE/Instagram user
    • "Key recipients of BNPL services (65%)
    • TikTok shopping and social e-commerce high-frequency users

B. Middle-aged professionals (36-50 years old)

  • Percentage of population: Approximately 35%
  • diagnostic property::
    • PromptPay Bank Transfer Main Users
    • Early adopters of QR code payments

C. Silver-haired (51+)

  • Emerging growth groups(Increase of 120% over the last two years)

III. Analysis of consumer behaviour of e-payment users in Thailand

1. High-frequency use scenarios

  • Daily small consumption(highest percentage):
    • convenience store(7-Eleven, FamilyMart) - TrueMoney Wallet and PromptPay dominated
    • Street food/night market-- QR code payment penetration rate exceeds 60%
  • Online Shopping::
    • E-commerce platforms like Lazada/Shopee - BNPL (buy now pay later) is growing rapidly, accounting for 30% transactions
    • Facebook/TikTok Live Streaming Bandwagon - High ShopeePay/GrabPay Usage

2. Payment preferences

payment method base typical scenario
PromptPay (bank transfer) Commuters over 30 years of age Large transfers, bill payments
TrueMoney Wallet (Prepaid Wallet) Generation Z & Freelancers like Grab Drivers P2P transfer, phone bill recharge
Rabbit LINE Pay (Social + Payment) Heavy LINE users (18-35 years old) Starbucks/Chain Store Points Redemption
BNPL services (e.g. Atome, Kredivo) Young women (25-35 years old) who are "moonlighters". Fashion/Electronics instalments

3. Seasonal consumption peaks

  • 🎉 Songkran: Travel-related spending surges 40%, Grab taxi + hotel bookings most active
  • 🛍️ Double 11/12: Shopee/Lazada's one-day GMV breaks 500 million baht due to Chinese e-commerce impact
  • 💸 Payday cycle: 25th of each month ~ 5th of the following month is the peak consumption period, e-wallet top-up volume increased by 25%

IV. Key insights and trends

1️⃣ [Cash is still available but the decline is evident]

  • 65% Consumers say they "don't go out without cash", but 20% in rural areas still only accept cash

2️⃣ [Super App Eco Rule]

  • Line/Grab and other aggregator apps outpace standalone banking apps in terms of usage of payment features

3️⃣ [Policy-driven innovation]

  • 🇹🇭 central bank promotes 'digital baht' pilot, digital currency settlement for enterprises has begun testing

4️⃣ [Pain points in cross-border payments

  • 👥 High demand for labour remittances in Myanmar/Laos, but high fees (8% on average) constrain market development

📌 Suggested directions to focus on: digital education for silver-haired people, optimisation of BNPL's risk control model, lightweight acquiring tools for night market vendors