Executive Dashboard
A strategic overview of Michelin's e-commerce position in Thailand as of September 2025, summarizing performance and key findings.
🏆 Overall E-commerce Score
68/100
This score reflects a strong but under-optimized position. It's a weighted average of three pillars:
- High Score - Visibility (85/100): Excellent presence on key marketplaces like Shopee & Lazada.
- Mid Score - O2O Readiness (65/100): The TyrePlus network is a major asset, but the digital integration is a significant weakness.
- Low Score - Content & Persuasion (60/100): Product pages are technically informative but fail to create desire or clearly articulate value vs. competitors.
🇹🇭 Market & Consumer Snapshot
+12% YoY
Growth in online auto parts sales.
70%
Of purchases researched on mobile.
Top Consumer Search Trends:
Searches for "ยางประหยัดน้ำมัน" (fuel-efficient tires) and "ยางนุ่มเงียบ" (soft, quiet tires) are up >30% YoY, indicating a shift towards practical benefits over pure performance.
Strategic SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Select a category to view the detailed analysis.
Competitive Landscape
How Michelin stacks up against key players in the Thai digital marketplace.
Online Channel Presence
Michelin matches competitors on major marketplaces but lacks a direct-to-consumer e-commerce site, a channel Bridgestone and Goodyear are leveraging to capture first-party data and control the customer experience.
Competitor Strategy Matrix
This matrix maps competitors based on their online pricing strategy versus the aggressiveness of their digital marketing and promotional activities.
Relies on strong dealer networks and word-of-mouth, with a less aggressive online promotional strategy.
Drives marketplace volume through frequent flash sales, vouchers, and "buy 3, get 1" type promotions.
Focuses on performance enthusiasts, using targeted social media campaigns and motorsport affiliations to justify its premium price.
Leverages strong brand equity to maintain premium pricing, focusing on trust, safety, and technology in their messaging.
Digital Shelf Audit
A detailed audit of Michelin's and its competitors' product pages on key online platforms. We analyze content quality, from imagery to technical descriptions, to identify gaps.
Content Quality Scorecard: Shopee
On Shopee, the battle is for consumer attention. Rich visuals and benefit-driven copy are critical. Michelin's content is technically accurate but often lacks the persuasive, consumer-friendly language used by leading competitors.
Product Description Deep Dive
Suggested Improvements
Actionable recommendations to close competitive gaps and capitalize on market opportunities.