Shopee received high scores in terms of awareness, purchase frequency, purchase experience and customer service. Among all the brands on the list, Shopee received the highest customer experience score (83.1%) and the best brand score (78.4%).
The secret of its success lies in effectively attracting Generation Z consumers, providing convenient features such as "cash on delivery" and COM return policy, and strengthening connections with Generation Z, such as choosing BINI, a popular Philippine girl group, as brand ambassadors.
Currently, Shopee leads in both awareness and customer experience scores in the Thai market, becoming the most visited retail website in Thailand.
