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E-commerce in Thailand booms on trust

BANGKOK -- When swept up by the urge to buy new clothes, Nutthakarn Kachenrum simply taps her smartphone to place an order from her favorite supplier. Within days, a large package is delivered to her desk in the accounting department of an office complex in downtown Bangkok. "Some weeks I place three orders," says the 26-year-old, bursting into laughter.

Pawoot Pongvitayapanu, president of the Thai E-commerce Association (Photo by Marwaan Macan-Markar)​

Online shopping has not only made Nutthakarn a shopaholic, but it has also become a handy way to feed her compulsion without being scrutinized by her mother, with whom she shares a home in the Thai capital. That is why, for two years, she has had deliveries sent to her office and then smuggles her purchases home in her work bag. "I need to hide the new clothes from her," she says.

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