Managing Cultural Nuances in Thai and Vietnamese Ecommerce Content

by Managing Cultural Nuances in Thai and Vietnamese Ecommerce Content on Aug 8th, 2025 07:40 AM

Ecommerce growth is happening very fast in Southeast Asia. Thailand and Vietnam are leading this expansion. However, marketing goods to customers in these areas requires more than a straightforward translation. Respecting their culture, values, and purchasing patterns is essential.

When individuals read content that they can understand in their language, they expect it to be familiar. If the vocabulary sounds awkward or very foreign, they might not believe in the brand. It's for this reason that most companies employ professional Thai translation services to ensure their website or app resonates with Thai consumers.
Knowing How Thai Shoppers Communicate

In Thailand, polite speech is very important. People speak softly and use honorifics to show respect. Ecommerce websites must do the same. Thai customers also respond well to friendly and humble tones. Using a casual or demanding voice will likely push them away.

For example, instead of having "Buy now!", a nicer sentence would be, "You may like this product today." It is softer and more inviting.

Emojis and smiling faces are also utilized in Thai online shops. Hearts, stars, or smiling faces are placed in messages by the majority of shops. This makes messages warmer and friendlier.
Local Color and Layout Preferences in Thailand

Colors also have meaning in Thai culture. Red symbolizes good fortune. Yellow is associated with the royal family. Pink and light blue can frequently be found in beauty and fashion shops.

The pages of an ecommerce site should replicate this with the appropriate use of color schemes. A shop that sells skincare can do well with soft colors such as white, pink, and pastel blue.

Design also matters. Thai users prefer tidy designs with large buttons and silky scrolling. Text should not be too long. Short product titles, large prices, and obvious discounts are ideal.

Having Thai text in the correct font matters most. It should be readable and clear on mobile and desktop screens.
Tone and Trust in Vietnamese Ecommerce Content

In Vietnam, customers like to have straightforward information and have good product descriptions. They want to know precisely what they are buying. Content has to be straightforward but not offensive.

Vietnamese communication is more straightforward than in Thailand. However, being modest and having regard for the other party is welcome. Blending confidence with courtesy is ideal.

With Accurate Vietnamese translation services, product descriptions, shipping information, and payment procedures are well explained. Word choice errors can cause misunderstanding or lost sales.

Vietnamese customers also tend to pose questions before purchasing. FAQ pages, review pages, and chatting features establish confidence.
Major Shopping Events to Localize For

In Thailand, major shopping holidays include Songkran (Thai New Year in April), Mother's Day in August, and holiday-centric online sales like 11.11. Shopping campaigns during these periods need to capture the festive spirit of the holiday.

Content for Songkran, for example, may incorporate water-themed concepts, light-hearted suggestions, or smiling messages. Brands usually use warm greetings in Thai like "สุขสันต์วันสงกรานต์" (Happy Songkran Day) on banners and advertisements.

Tet (Vietnamese Lunar New Year) is Vietnam's biggest shopping time. Gifts, clothing, and ornaments are bought during this period. Red and gold are popular colors. Descriptions must highlight the symbolism of the gift and how it applies to Tet customs.

Local holidays and cultural dates are used to establish emotional connections for both nations.
Social Media Style in Thailand and Vietnam

In Thailand, social media significantly contributes to ecommerce. Customers purchase directly from companies like Facebook and LINE. Sellers there use humor, short clips, and live videos to maintain viewer interest.

Content should sound native. For example, popular Thai slang or catchphrases can be used so that customers feel that the brand knows them.

In Vietnam, the primary channels are Facebook and Zalo. Vietnamese consumers prefer images of products, short clips, and genuine customer comments. Voice notes or local accent tones are added to posts by many shops as well.

A business such as MarsTranslation can assist in rewording your social media scripts so that they sound appropriate for every area.
Currency, Time, and Measurement Localization

It's not only about language. Numbers should also work.".

Thai web stores must show prices in Thai Baht (THB). Vietnamese must show Vietnamese Dong (VND). If the customer is not used to the currency, they will not trust the price.

Dates and time formats must also be in conformity with local usage. For example:

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Thailand: day/month/year and 24-hour clock

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Vietnam: same, but regional styles vary slightly



Measurements matter as well. Vietnam and Thailand use the metric system. Showing inches or pounds could confuse consumers. Product dimensions, weight, and packaging details must agree with what the locals are accustomed to.
Customer Support and Local Courtesy

Customers return due to quality service. With Thai people, soft and courteous answers are expected. Even when a complaint is made by a customer, answers must be soft and calm.

Using Thai personnel or trained assistance staff who are taught how to speak softly is important.

Vietnamese customers like prompt and concise answers. They may ask lots of questions before they make a purchase. The tone is kept polite, but answers should be brisk and snappy.

Including local payment solutions also helps. In Thailand, cash-on-delivery and PromptPay are applied. In Vietnam, ZaloPay and MoMo are applied. Having them on hand shows that the company is willing to accept local conditions.
Faces, Images, and Values in Visual Content

Images are powerful. But not all pictures will fit all markets.

Smiling faces in Thailand, either from local stars or models, are popular. Folks prefer seeing real images of actual people using the product in their daily life than shooting them up in studios.

Lifestyle shots are predominant in Vietnam. Folks prefer viewing a product's appearance in actual homes or among actual people. Real, straightforward visual beats flashy graphics.

Avoid using generic photos that are too Western or artificial looking. Use pictures that describe local beauty ideals, daily life, and values.
Reviews and Social Proof: Local Words Matter

Both Thai and Vietnamese consumers put a lot of value on what people say.

Reviews must be in the local language. They must include names and sometimes locations.

These updates reassure new customers. They also reflect genuine tone and phrasing in every culture.

It's a boon if reviewers comment on something that is important locally, such as value for money, delivery time, or how the product is appropriate for the weather or climate.
Mobile First: Small Screen Adjustments

Most Thai and Vietnamese consumers browse and buy from their phones. That means your content must be perfect on a mobile. That is:

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Brief sentences

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Tappable buttons

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Quick-loading images

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Scrolling-friendly design



If your content is stunning on a desktop but impossible to use on a phone, you will lose most customers. Everything, from words to design, must be mobile-friendly in the local language.
Final Words!

To thrive in Thai and Vietnamese ecommerce, businesses must do more than just translate words. They must translate their entire message, tone, style, and content to each culture.

From color and layout to payment and product names, everything about the online store must feel local. When customers feel understood, they stay longer, buy more, and trust the brand.

Professional services accomplish this more easily. They bring local voices and genuine cultural knowledge into your copy. This keeps your message strong and respectful.

Good ecommerce ultimately has less to do with selling than it does with connecting. And that connection starts when a shopper believes the brand speaks their language, and shares their world.