SCB EIC survey reveals 1 in 4 Thais have been scammed, with online shopping fraud accounting for 73% (139,000) of 190,000 crime reports Jan–Jul. Annual damage exceeds 9.3 billion baht. Key concern: over half of victims receive no remediation. Consumers increasingly prefer large e-commerce platforms and official brand channels for trust and security. SMEs must build confidence via transparent shop info, platform certification, robust customer service, and cybersecurity measures to compete in the digital market.