Platform Dynamics and Regional Variations in Thailand's Online Rice Market: A Comparative Analysis of Consumer Behavior on Shopee and Lazada

This study investigates the dynamics of online rice sales in Thailand across two major e-commerce platforms, Shopee and Lazada, in response to an anticipated increase in domestic rice demand. The commoditization of agricultural products in e-marketplaces has heightened the need for competitive differentiation strategies. Despite the established influence of pricing and promotional strategies on consumer purchasing behavior, a gap exists in understanding region-specific consumer responses to these factors in Thailand's online rice market. This research collected data from 560 rice vendors (343 on Shopee and 217 on Lazada) through an automated web scraping process during September 2024, encompassing key variables such as price, discount rates, sales volume, and customer ratings. The analysis classified rice products into three categories-jasmine rice, white rice, and glutinous rice-reflecting the dominant market segments. Descriptive statistics and ANOVA were applied to evaluate variations in customer behavior and pricing strategies across geographic regions and platforms. Results indicate that Shopee holds a significant market share, particularly in the Northeastern region, though consumer satisfaction as measured by ratings was found to be higher on Lazada. Notably, Shopee displayed a positive correlation between price and sales volume (p = 0.002), while no such correlation was observed on Lazada. Furthermore, correlation analysis revealed that customer ratings and discount prices had limited impact on sales volume, with the number of units sold serving as the primary determinant. ANOVA findings highlighted significant differences in units sold, discount price, and sales volume across customer segments, suggesting that diverse, region-specific pricing and promotional strategies may optimize sales effectiveness. This study contributes valuable insights into the nuanced purchasing behaviors within Thailand's e-commerce rice market and underscores the need for platform-specific and regional approaches to maximize vendor success.