Social Commerce 2026: TikTok Shop vs Facebook Marketplace
ปี 2026 ตลาด Social Commerce In Thailand, it has seen remarkable growth, with a value exceeding... 200 billion bahtThe two platforms dominating the market are TikTok Shop And Facebook Marketplace Each platform has its unique strengths.
ภาพรวมตลาด Social Commerce ไทย 2026
Social Commerce refers to selling products through social media.
Over ฿200 billion
Market value 2026
70%
Gen Z/Millennials shop through social media.
54M
LINE users in Thailand.
TikTok Shop: พลังของ Short Video + Live Commerce
TikTok Shop is experiencing the fastest growth in Thailand through a unique blend.
จุดเด่นของ TikTok Shop
- Algorithm ทรงพลัง - Easily reach a new target audience, even without followers.
- Live Commerce - Sell products in real-time, closing sales instantly.
- Affiliate Program - A strong affiliate system with KOLs boosts sales.
- Shoppertainment - Buyers enjoy shopping more.
- GMV Max - AI tools for automated sales
ข้อจำกัดของ TikTok Shop
- ต้องผลิต Video Content อย่างต่อเนื่อง
- Higher commission rates (5-10%)
- You need to have an understanding of algorithms.
- Certain types of products are restricted.
Suitable for business:
Fashion products, beauty items, food, household goods, and impulse buy products aimed at reaching the younger generation (Gen Z, Millennials).
Facebook Marketplace: ความน่าเชื่อถือและกลุ่มลูกค้าที่หลากหลาย
Facebook remains the most widely used platform in Thailand.
จุดเด่นของ Facebook Marketplace
- ฐานผู้ใช้ใหญ่ - Over 50 million Thais use Facebook.
- Diverse Age Groups - Accessible to all generations
- Credibility - Buyers can view and verify authentic profiles.
- Low fees - No commission fees in several categories.
- Second-hand products The second-hand market is very large.
ข้อจำกัดของ Facebook Marketplace
- Reach แบบ Organic ลดลงมาก ต้องพึ่ง Ads
- There is no built-in Live Commerce system.
- Product search is not as effective as on E-commerce platforms.
- You need to handle the chat entirely on your own.
Suitable for business:
Real estate, vehicles, second-hand goods, local services, high-reliability products.
ตารางเปรียบเทียบ TikTok Shop vs Facebook Marketplace
| หัวข้อ | TikTok Shop | FB Marketplace |
|---|---|---|
| Primary target audience | Gen Z, Millennials | All age groups (primarily 30-50) |
| Content Format | Short Video + Live | Image + Text |
| Commission Rates | 5-10% | 0-5% |
| Organic Reach | Very high. | Low (Ads required) |
| Live Commerce | Internally (strong) | Not available in stock. |
| The challenges of getting started. | Medium-High | low |
| Suitable for the product. | Impulse, Fashion, Beauty | Big Ticket, second-hand |
กลยุทธ์แนะนำ: ใช้ทั้งสองแพลตฟอร์ม
Successful businesses in 2026 often utilize strategies. Multi-Platform By leveraging the strengths of each platform to complement one another:
Hybrid Usage Guidelines
TikTok Shop is used for:
- สร้าง Awareness และ Viral Content
- Access new customers through algorithms.
- Live Selling for Affordable Products
- Affiliate Marketing
Facebook is used for:
- สร้าง Community และความน่าเชื่อถือ
- Selling high-priced products/needs to establish trust.
- Retargeting Previous Customers
- Customer Service via Messenger
5 ขั้นตอนเริ่มต้น Social Commerce วันนี้
- 1. วิเคราะห์กลุ่มเป้าหมาย - On which platform do your customers spend the most time?
- 2. Choose the main platform. - Focus on one platform first and do it well.
- 3. Create Relevant Content - Videos for TikTok, high-quality images for Facebook
- 4. Testing and Measurement - Analyze metrics to determine which one yields better results.
- 5. Expand to a second platform. - Expand only when stable.
บทความที่เกี่ยวข้อง
Are you ready to start your Social Commerce journey?
HypeLive supports Thai businesses with a comprehensive solution for selling on TikTok Shop and social media, covering everything from strategy development and content production to live selling.
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