Critical Success Factors for E-commerce in Thailand

A number of developing countries have adopted e-commerce strategies in seeking to boost their economies and competitiveness to a new level. Thailand is one of these developing countries struggling to develop a successful e-commerce plan that will fit the needs of Thai markets. The goal of this research was to identify the critical success factors (CSFs) for e-commerce in Thailand. The researcher conducted detailed case studies of nine e-commerce companies from different industries in Thailand. Results showed that social behavior and national culture, more specifically issues pertaining to trust and shopping behavior, were critical to the success of e-commerce in Thailand. Hofstede’s cultural dimensions could explain the phenomenon. The study also found that Thailand’s infrastructure also played an important role in the success of its e