Over 50% of Thai online purchases happen on Shopee and Lazada. If your marketplace strategy is unstructured, you're leaving the majority of Thai e-commerce demand on the table. Here's the guide we wish existed when we started managing marketplace ads at scale.
Listings That Convert
Most marketplace ad spend is wasted on weak listings. Before scaling spend, fix the basics: hero image with clear value proposition, 8+ secondary images covering use cases, structured bullet specs, social-proof first paragraph, video on the hero slot.
Campaign Structure
Brand defence campaigns, competitor capture, category discovery, and retargeting should each be separated with their own ROAS targets and budgets. Mixing them obscures performance and prevents real optimisation.
Flash Sales and Media
Treat double-digit campaign days (9.9, 10.10, 11.11, 12.12) as launch moments. Pre-build wishlist demand 2 weeks ahead with awareness ads. Convert in-day. Retarget cart-abandoners for 7 days post-event.
Build Product Reviews
Listings under 100 reviews convert 2–3x worse than listings over 500. Build review velocity through post-purchase outreach, in-pack incentives, and warranty registration flows. The review gap is often the single biggest fixable conversion lever.
Track Category Rank
Day-one ROAS is a useful metric. Category rank is the metric that compounds. Listings ranked in the top 10 of a category get organic traffic that costs almost nothing — that's the goal.