NocNoc, a Thai platform selling home decoration and construction materials, officially announced it will cease operations in 2026 after five consecutive years of losses totaling about 4.39 billion baht. In the most recent year alone, it recorded a loss exceeding 1.8 billion baht, ending a seven-year business journey amid fierce competition in the e-commerce sector.
In a statement, NocNoc stated thatAlthough the company made extensive efforts to develop its platform to create a better living ecosystem for customers, merchants, and partners, the current economic conditions and intense competition in the e-commerce market forced the decision to terminate services after careful consideration. NocNoc will stop accepting orders on 9 February 2026 and fully discontinue its application services by May 2026.
NocNoc launched in 2018 as a Home & Living or Property Tech startup, positioning itself as a “Marketplace for Living” that connects consumers with stores, construction materials, furniture, and comprehensive home services in one place. The platform grew rapidly initially, leveraging the e-commerce trend and changing consumer behavior toward purchasing large items online.
Between 2020 and 2021, The Siam Cement Group Public Company Limited (SCC) invested significantly and increased its shareholding in NocNoc through its Digital & Smart Living business group, aiming to use NocNoc as the main platform to expand SCG’s living ecosystem.
NocNoc was integrated into SCG’s new vision to build a lifestyle platform under the “Better Living” concept, shifting from merely selling products to becoming a comprehensive housing solutions platform, including products, construction materials, contractor services, renovation works, and long-term home solutions.
Until 2023, Must B Co., Ltd., a joint venture between Fraser Property Group and Thai Beverage Public Company Limited, partnered with SCG, each holding 50% shares in a venture worth over 3.9 billion baht to drive NocNoc, which was established under BetterBe Marketplace Co., Ltd. (BetterBe) toward becoming a Home & Living Destination Platform with the goal of expanding into the ASEAN market. Chollak Mahasuveerachai, the founder, served as the first CEO before handing over to Anupong Thasadok, former NocNoc deputy CEO and managing director of Renos, an Indonesian platform, in 2025.
By 2024, NocNoc offered over 900,000 products and services on its platform from 6,000 stores across Thailand, including small, large, and local businesses, covering furniture, home decor, electrical appliances, home repair equipment, lifestyle products, and pet-related items.
However, the transition from a marketplace to a comprehensive solution platform led to higher costs—investment, technology, personnel, and time to change consumer behavior to understand the business model. Meanwhile, the Thai e-commerce market became fiercely competitive with foreign platforms, price wars, and rising logistics costs, resulting in the decision to cease services.
On 9 January 2026, Thamasak Sethudom, CEO of The Siam Cement Group Public Company Limited (SCC), informed the Stock Exchange of Thailand that BetterBe Marketplace Co., Ltd. (“BetterBe”), a joint venture conducting the digital platform NocNoc business with SCC holding an indirect 50% stake, notified the Electronic Transactions Development Agency (ETDA) on the same day of its decision to discontinue NocNoc. Orders will no longer be accepted from 00:00 on 9 February 2026.
The decision to discontinue NocNoc was a joint decision by BetterBe’s shareholders, resulting in SCC recognizing a non-cash accounting loss of approximately 1.8 billion baht in Q4 2025. In 2024, BetterBe’s performance contributed to a loss of about 650 million baht to SCC’s consolidated financial statements.
Historical 5-year revenue data for BetterBe Marketplace Co., Ltd. from the Department of Business Development:
NocNoc’s closure exemplifies another case of a Thai platform unable to reach profitability despite financial backing from a large industrial investor like SCG. This is particularly challenging in businesses with high fixed costs but low margins compared to other marketplace platforms.
Besides the sluggish economy, NocNoc faced risks inherent in the Home & Living product segment, characterized by low purchase frequency. Consumers do not buy sofas, beds, or tiles every month, leading to slow customer acquisition cost recovery and an inability to generate continuous revenue streams like consumer goods. Consequently, the platform had to continuously burn cash while revenue could not keep pace with marketing costs in the short to medium term.
Moreover, the Home & Living market is a niche segment with diverse, high-value products and correspondingly high personalization demands, resulting in much lower repurchase rates than other markets. Additionally, when deducting operational management costs such as logistics, returns, installation, and after-sales services, the profit margin per order becomes quite limited relative to the risks and costs borne.
Amid the challenges in the Thai e-commerce market pressured by foreign platforms, price wars, and rising operational costs, NocNoc stands as a significant case study for Thai startups and platforms that, despite grand visions, cannot overcome structural market barriers over the long term.
Follow the Thairath Money Facebook page at this link -