This is the Insight report on the top 100 best-selling products on E-Commerce at the beginning of 2020, driven by the Work From Home trend due to COVID-19 among Thai people.

According to a report from BrandIQ, the COVID-19 pandemic in early 2020 forced most people to "stay home, stop the spread for the nation," leading many companies to announce that employees should work from home. This resulted in a significant increase in online shopping. From my own inquiries with delivery personnel, I found that the number of items to be delivered each day had more than doubled. As people became fearful of going out, they turned to online shopping for everything, something they had never considered before. This insight reveals which products have been selling well online since the lockdown.

Here’s a summary of 9 product categories that saw interesting growth in online purchases through E-Commerce during COVID-19 among Thai consumers in early 2020.

1. Dry and Canned Foods - Up 337%

It's no surprise that this category grew, as when the government announced lockdowns or curfews, people flocked to supermarkets to stock up on food. Online channels naturally saw growth as well, with reports indicating that supermarket delivery services had queues lasting up to two weeks.

2. Books - Up 191%

The National Book Fair held online at the beginning of 2020 showed a significant increase in online book purchases. I personally spent nearly 10,000 baht on books. Congratulations to the publishers who managed to sell more books online.

However, I would like to advise book business operators or marketing teams to analyze whether the increased online sales came from existing offline customers switching to online or from new customers who had never purchased before. Understanding this data will help in adjusting business strategies moving forward.

3. Sexual Wellness Products - Up 139%

The growth of these products during the lockdown makes sense, as people were confined at home and could not seek happiness outside. Thus, finding joy at home became a common pursuit. For couples, it's not surprising that this category saw significant growth. I previously posted on my personal Facebook that we might see a baby boom next year, referring to the children born during this period as the CO-GENERATION or COVID-GENERATION.

Interestingly, the Baby Boomer generation also emerged after World War II when soldiers returned home, leading to a surge in births the following year. COVID-19 might similarly lead to an increase in births worldwide next year.

4. Computer Monitors - Up 103%

Working from home revealed that the small screens of laptops were not suitable for long hours of work. Many office workers had additional monitors that they could not bring home, leading to a surge in computer monitor sales.

5. Computer Accessories - Up 66%

With the increase in monitor sales, it’s no surprise that related accessories also saw growth. Many people began to feel that their existing mouse was inadequate or sought better keyboards to enhance their work-from-home experience.

6. Food Supplements, Whey Protein - Up 52%

This category reflects that health-conscious individuals are still committed to maintaining their fitness. We’ve seen a trend of people purchasing more exercise equipment for home use, with some even buying gaming consoles for workouts.

7. Furniture - Up 39%

As people spent all day at home, they realized their living spaces were not very homey. Working from home revealed many deficiencies in their homes. Consequently, many began ordering desks and ergonomic chairs online to create a more suitable work environment. For instance, I received a Steelcase LEAP chair from ModernForm, which has made long hours of work from home much more comfortable.

8. Printer Ink - Up 28%

Previously, we could print everything at work, but with offices closed, finding printing services has become increasingly difficult. Many still require printed documents for various purposes, such as ID copies, quotes, and invoices.

Since we are already experiencing COVID-19 disruptions and working from home, shouldn’t we aim to reduce paperwork to just digital files?

Top 10 Best-Selling Products on Thai E-Commerce During COVID-19

  1. Computer RAM (upgrading RAM is cheaper than replacing the whole computer)
  2. Wine (it's really convenient)
  3. Bread
  4. Printer stands
  5. Tablets
  6. Ready-to-eat meals
  7. Kitchen appliances
  8. Toys
  9. Canned and dry foods
  10. Gas stoves

For the complete list of the top 100 best-selling products on E-Commerce during COVID-19 (early 2020) in Thailand, please refer to the image below.

Now that marketers and business owners understand the changing online shopping behaviors of Thai consumers during COVID-19, don’t let opportunities slip away. Seek opportunities in crises, as there are always chances within COVID.