As the Thai economy shows no clear signs of recovery, expanding the loan business may prove difficult. New competitors such as Virtual Banks and various platforms are entering the market to compete. Therefore, in 2026, Krungsri Consumer must adjust its business plans and strategies to align with Thai consumer demands and determine the company’s direction for the year.
Atis Rujirawat, Chief Officer of Krungsri Consumer, said that 2026 will be like a roller coaster with multiple risk factors, including war and various uncertainties.
However, a clear change is the shift in customer spending behavior toward online channels. This is reflected in online platform spending rising to the fourth highest category, with a 16% year-over-year growth—the highest among all categories. Growth is seen in transaction value, average spend per user, customer base, and usage frequency.
Another key trend is customers increasingly converting their credit card charges into installment payments (EPR) to manage liquidity. Data from January to May 2026 shows EPR growth in travel by 24%, health and beauty by 20%, and pet clinics by 17%.
Additionally, among customers using the new First Choice cash card (launched in 2025), online installment purchases grew by 242%. The top three spending categories are 1) online shopping, 2) insurance, and 3) mobile phones and IT devices.
Despite various challenges in the lending market, Krungsri Consumer's credit card segment performed better than expected in the first half of 2026. New loans reached 47.2 billion baht, growing 4%; credit card spending was 196.7 billion baht, up 3%; new customer accounts numbered 284,100, increasing 4%; while outstanding loans stood at 134.2 billion baht, down 1%, driven by a 3% decline in personal loans (higher than the market's 1% decline).
As of March 2026, non-performing loans (NPLs) for Krungsri Consumer’s credit card segment were at 1.2%, lower than the market average of 2.1%, while personal loans had an NPL of 2.0%, also below the market average of 3.7%.
Thus, the main strategy for the remainder of 2026 will focus on leveraging customer behavior and demand data to develop tailored payment channels and promotions for each customer segment. The company will also place greater emphasis on the personal loan market, seeing continued growth opportunities while closely monitoring risk.
Currently, Krungsri credit cards have 2.4 million customers. In 2026, new credit cards will be launched, alongside plans to expand the customer base across four main groups:
Regarding Central The1 cards, there are currently 960,000 cards in circulation with a market share of 5.8%. This year, the focus will be on analyzing combined data from both organizations to develop benefits that meet customer needs, including extending the validity period of Dynamic Points.
Finally, Krungsri Consumer aims by the end of 2026 to achieve new loans of 98 billion baht, a 4% increase; credit card spending of 420 billion baht, up 6%; outstanding loans of 147 billion baht, growing 3%; and 627,000 new customer accounts, a 9% growth.
Read personal finance and financial planning news with Thairath Money for guidance on “Better Finance, Better Life”.https://www.thairath.co.th/money/personal_finance
Follow the Facebook page: Thairath Money at this linkhttps://www.facebook.com/ThairathMoney