Originally published: Campaign Asia, 1 July 2025
Ecommerce giant Lazada has claimed the top spot as the most beloved brand among consumers in Thailand, surpassing its closest rival Shopee to become the best-loved marketplace in the country.
Lazada’s platform is widely used by Thai shoppers to quickly purchase a broad range of everyday essentials, from fashion and electronics to lifestyle products. It achieved the highest overall best brand score in Thailand at 84%, alongside leading marks for quality, customer service, and buying experience. In contrast, Shopee, despite holding a larger market share and significantly higher monthly visits, ranked 15th with a best brand score of 71.6%.
The ranking stems from Campaign’s authoritative list of Southeast Asia’s top 50 brands, recently revealed at Campaign360 in partnership with research firm Pureprofile.
Six markets (Indonesia, Thailand, Philippines, Malaysia, Vietnam, Singapore) were involved in the survey, in which recognised brands across 10 sectors were ranked across nine brand attributes including awareness, purchase, quality, advocacy (degree of recommendation), buying experience, customer experience, brand touchpoints (ease of use across all digital and offline brand interactions) innovation, and loyalty, to form their score.
Download the full “Southeast Asia’s Top 50 Brands” report here >
