12.12 ผ่านไปแล้ว... แบรนด์คุณได้อะไรบ้าง?
Let's Take a Breath... Let's Talk Honestly
12.12 is over. Sales skyrocketed. Brands announced victories. Social media was filled with celebratory posts. But when I sat down with friends who actually do e-commerce, the most common question was...
"Sales increased, but what about profits?"
Today we're not here to brag about numbers, but to talk honestly about what Live Commerce during Mega Sale is really like. What worked well, what needs improvement, and most importantly — how do we survive in 2025?
Live Commerce in Thailand: Sales Soar, But What About Profits?
Numbers We Need to Look At (Not Just Sales)
TikTok Shop 12.12: Interesting Numbers
- Orders surged 300%
- Live sales increased 3.8x
- Brands with sales over 8M THB increased 132%
Thai E-commerce Overview: Bigger Market, Tougher Competition
- Thai e-commerce market value 1.1 trillion THB +14% YoY
- Live Commerce Conversion Rate: 9-30% (vs. normal 2-3%)
Reality Check: Do the numbers look good? Absolutely. But the question is... How much market share did your brand capture? And most importantly — what was your net profit?
What Winning Brands Do Differently
Case Study: Joyhouse — Why 12.12 Generated 8M THB in Sales
Joyhouse (furniture brand) achieved 8 million THB in TikTok Shop 12.12 sales in a single day.
Strategies used:
- 24-hour non-stop livestream with 3 rotating shifts
- 50+ Affiliates helping expand customer base
- No free giveaways — focused on "Value for Money"
- Prepared stock 2 months in advance
Multi-Platform Strategy: Why You Can't Rely on One Platform
Most successful brands during 12.12 weren't on just one platform
TikTok Shop
Reach + Viral Content
Shopee/Lazada
Trust + Established Buyers
Facebook Live
Community + Loyalty
LINE OA
Direct Communication
Data from Sellercraft: Brands selling on multiple platforms have an average Growth Rate of 2.5x compared to single-channel brands
Clear Pattern:
Winning brands didn't offer more "discounts and freebies" than others. They "prepared better, sold more consistently, and had clearer strategies"
Questions to Ask Yourself After 12.12
1. Sales increased, but what about profit?
- How much did advertising costs increase?
- How much profit did Host/Affiliate costs consume?
- Were the discounts worth the Customer Lifetime Value?
- Can remaining stock be sold, or is it stuck in warehouse?
2. Will the acquired customers stay?
- What percentage were First-time Buyers?
- What's your Retention plan?
- Do you have a usable customer database (LINE, Email)?
- How are normal sales after 12.12?
3. Can your team handle it?
- Could CS respond in time? Any complaints?
- Did Logistics handle it well? Any delays?
- Is the Host/Live team burned out?
- If there's another campaign like this, is the team ready?
Harsh Reality: Many brands saw 12.12 sales surge 300% but net profit dropped 40% because advertising costs + discounts + commissions ate up all the profit.
2025: The Game Changes, We Must Adapt
Trend 1: Affiliate Marketing Will Grow Strongly
TikTok Shop opened Affiliate mode for everyone to sell — brands with strong Affiliate Networks will have a major advantage.
Numbers:
- Brands using Affiliates average 2.8x sales
- ROI of Affiliate Marketing is 1:12 (invest 1 THB, get 12 THB back)
Trend 2: From Mobile-First → Mobile-ONLY
87% of Thais shop only via mobile (no Desktop at all)
Brands must:
- Short videos (15-30 seconds) that hook in 3 seconds
- Checkout in 3 clicks or less
- Load time under 2 seconds (70% will leave if slow)
Trend 3: AI Tools Will Separate Winners vs Losers
Brands using AI for Personalization + Automation have Conversion Rates 35-50% higher than average
Practical AI Use Cases:
- AI Chatbot: Auto-respond to customers (reduces CS Workload 60%)
- Product Recommendation: Suggest products based on Behavior
- Dynamic Pricing: Adjust prices based on Real-time Demand
- Content Generation: Create Captions, Product Descriptions
Bottom Line:
2025 is not the year to "do the same thing and hope for growth" but the year to "adapt, experiment, and dare to invest in what can scale"
Let's Talk — Not to Sell, But to Have an Honest Conversation
If you've read this far, it means you're serious about Live Commerce, and we want to talk with people who are serious.
Whether you:
- Are thinking of starting Live but don't know how to begin
- Already doing Live but feel you're not at Best Practice yet
- Want to find Host/Affiliate that fits your brand
- Or just want someone to talk to who understands the Pain Points
We're ready to talk with you — with no hidden agenda
P.S. If you want more Data or Case Studies, just let us know — we have a Notion full of Research that hasn't been written up yet
Note: This article was compiled from various sources and real experience in Live Commerce, including conversations with brands and hosts. Information may change according to actual circumstances. If you find any inaccurate information or want to add more, please contact us.
