Why this matters now
The online world in 2025 is different — consumer behavior is evolving faster than many brands expect. From shopping via social platforms to heightened expectations around privacy and rapid adoption of AI technologies, guessing your audience is no longer sufficient. Businesses that truly understand real consumer behavior will be able to plan more accurate strategies and save significantly on advertising spend. (Summary based on the State of the Consumer 2025 report.)
7 Key Online Consumer Behavior Trends for 2025 (and their business implications)
1) Hyper-personalization powered by AI — customers expect experiences tailored to them
Consumers expect highly personalized experiences and are willing to share data if they trust the brand — but that trust comes with conditions: transparency about data use and clear consent. Generative AI and personalization systems will be central to communications and product recommendations this year.
Business implication: Invest in data analytics and AI for recommendations, dynamic content, and email automation — but also implement clear, transparent data policies.
2) Social commerce and short-form video become primary buying channels
Shopping through short videos (TikTok Shop, Reels, Live Shopping) is growing rapidly, especially in fashion, beauty, and lifestyle categories. In Thailand, social commerce continues to expand with high year-on-year growth.
Business implication: Produce short, shoppable video content designed to sell (hook + demo + CTA), and ensure payment and inventory systems integrate smoothly with social platforms.
3) Privacy and trust come first — people share data only for real value
Consumers will share data in exchange for truly relevant experiences, but if they feel violated, relationships break down quickly. Brands must balance personalization with privacy by design, with explicit consent and transparent data practices.
Business implication: Create a clear, user-friendly privacy policy and communicate exactly how customer data is used and what value it delivers.
4) Mobile-first & super-app experiences — mobile use continues to grow in Thailand
Users increasingly access content and make purchases primarily via mobile devices. Streamlined payment experiences (one-click, QR, e-wallets) and multi-function apps that bundle services are what customers expect in a social-mobile market like Thailand.
Business implication: Design the checkout flow to be as short as possible and ensure websites and campaigns are fully mobile-optimized.
5) Values-driven buying (sustainability & ethics) gains importance
Many consumers, particularly younger cohorts, choose brands with clear values — sustainability, social responsibility, and ethical transparency.
Business implication: Communicate CSR initiatives and production processes honestly (don’t greenwash). Genuine value alignment builds long-term loyalty.
6) Omnichannel purchasing — “find anywhere, buy anytime”
Consumers may discover products on one channel (social/search) and complete purchases on another (app/website/store). Connecting customer data across channels is therefore essential.
Business implication: Build a single customer view so you can deliver consistent content and promotions across touchpoints.
7) Polarized spending — divergent purchasing power segments
Data indicate a growing polarization in consumer spending in 2025: higher-income segments continue to spend, while lower-income groups focus on value.
Business implication: Use a “barbell” product strategy that serves both value-seekers and premium customers.
8 Practical, Actionable Strategies for Businesses
- Set up a basic Customer Data Platform (CDP): Collect behavioral data from website, social, and CRM to enable safe personalization.
- Produce “short-form + shoppable” content: Create 15–60 second clips with a clear CTA and product links/tags.
- Map the customer journey: Identify key touchpoints (awareness → consideration → purchase → retention) and deliver content at the right moments.
- Adopt A/B testing and an experimentation culture: Test headlines, CTA buttons, posting times, and rely on data to decide.
- Be transparent about data use: Add simple consent banners/dialogs and clear opt-in/opt-out options.
- Improve mobile speed and experience: Use AMP, compress images, and enable one-click checkout.
- Measure social commerce ROI: Track ROAS and conversion rates per platform, including live and short-form channels.
- Build a valuable loyalty program: Offer tangible perks (early access, member-only deals) to retain customers.
Marketing Team Checklist (practical steps to implement)
- Maintain a dashboard tracking KPIs: traffic by source, conversion, CAC, CLTV, retention rate.
- Publish a clear Data Use Policy and enable consent banners on your site.
- Produce both short-form and long-form content tailored to each channel.
- Prepare a fulfillment system that supports social orders and easy returns
- Create a small test squad to trial ideas for 2–4 weeks, then scale what works.