Thai SMEs are selling well but not growing, with soaring online selling costs. Survival requires using data to analyze customer bases and transforming product presentation into compelling stories that motivate buyers to purchase.
The launch of Thaimart, the first marketplace platform by and for Thai people, took place at the “Awaken, Thai People: Thaimart, the First Home for Thai Entrepreneurs” event at Queen Sirikit National Convention Center on 7 July 2026. Multiple experts from various fields were invited to share knowledge about conducting business during the event.
Pongtor Visetsuwan, an expert from Thailand Post, discussed the challenges faced by logistics providers. In the past, next-day delivery after order placement was considered fast, but now competition is based on delivery within hours. He advised entrepreneurs and shop owners to adapt by cutting costs or adopting AI where possible to reduce business expenses and streamline operations.
Nattawut Phungcharoenpong, founder of Ookbee, spoke on “Why Thai SMEs Sell Well but Don’t Grow.” He cited successful Thai SMEs like Sunsu and Nosetea and recommended analyzing market size. For example, in Thailand’s fashion clothing sector, brands dominating the market include Rally, Merge, and Gentle Woman. He advised leaders to adopt a Growth Marketing mindset focusing on company expansion.
Nui Natthaphon Muangtham, owner of the Facebook page “Daily Marketing,” spoke on “The Future of Thai E-Commerce in a World Where Data is Power,” emphasizing the importance of having data to benefit business.
He began by reviewing past achievements and discussed the current data situation where entrepreneurs cannot access information about their own customers.
“Often, sellers only know partial information, like a phone number 085*****. Nowadays, shop owners don’t know their buyers and lack customer data,” he said, highlighting limitations of foreign platforms that use PDPA laws to protect such data.
Nui outlined the data entrepreneurs should have, summarized as the 6Ps:
Persona: Know who the buyers are.
Product: Have product information such as name, type, and characteristics.
Price: Segment pricing data to identify which price ranges sell best.
Place: Segment data by region to adjust sales strategies more easily.
Period: Have data on when products sell best and during which time periods.
Promotion: Analyze which promotions work best, such as influencer endorsements, discount codes, or combinations thereof. Sometimes data may show that not hiring influencers can still yield good sales, so choosing the right promotion suited to the store is crucial—not just focusing on discounts.
Nui added that overlapping these data sets enhances clarity—for example, combining Product and Place data reveals which products sell best in which regions.
“You must have data and spend time with it,” he urged, advising sellers to use platforms that provide data access and choose platforms that deliver data.
Pao Peeradon Meayakorn, founder and executive of i HAVECPU, spoke on “Same Products, Different Selling Methods,” addressing how identical products can be differentiated by sales methods and service. He emphasized analyzing market strengths and weaknesses and understanding competitors’ activities, sharing his experience from starting with zero branches to competing with major players.
He said it’s important to analyze who your competitors are and what they offer. For example, among 100 people passing by, 10 build computers, 100 play computers, so you must decide whom to sell to. Instead of explaining how to build a computer, focus on how this computer will make the customer happy. Simplifying complicated information requires sufficient product understanding by the owner, who must know how to monetize that knowledge.
Asked about the key to successful live selling, he said being both academically expert and entertaining keeps viewers engaged and prevents boredom.
Regarding Thaimart, he sees it as a positive turning point. Everyone faces problems elsewhere but needs time to adjust. He believes it helps sellers profit fully. For success, the number of sellers, users, and app quality must all rise together to ensure survival.
Nop Pongsathorn Thanabadiphat, co-founder of Eddu Group and Refinn, spoke on “Business Lessons No One Ever Told You,” noting that Thais are good at selling but poor at managing businesses, which often become stagnant zombies. He shared experiences from Harvard and advised what good businesspeople and managers should do, describing the business cycle.
He recommended that successful businesses must balance three pillars:
Resources
Processes
Profit Formula
These three must form an equilateral triangle. For example, a milk tea shop that initially sells well and expands branches may saturate the market and stall because expansion is uneven; ultimately, mechanisms will restore balance.
At the event’s end, Perry Pairawan Wannabut, influencer and entrepreneur, and Jate Sopitwiriyaporn, owner of the Facebook page Jade: Bloody Marketing, shared firsthand entrepreneurial experiences.
Jate spoke about his long experience selling online, always rushing to try new things before others. He started before platforms existed; when platforms first launched, they heavily invested to encourage free selling, boosted clips, and did not restrict sellers.
Perry shared that she became a seller to help her whole family survive and be employed. She was among the first to sell durians as individual fruits, initially selling on Facebook.
“Recently, as platforms multiplied and customers disappeared, we had to adapt.”
“Some say, ‘Of course, you can sell anything because you’re famous.’ But fame comes from somewhere. First, you need a good mindset. Don’t think you have no costs. Everyone has costs; many think only in money terms, but knowledge, skills, and interest also count as costs.”
Jate added that products need not differ but care and attention do, recounting his experiences encountering counterfeit goods.
“People don’t buy the cheapest product but one that works adequately. In the past, selling on apps, I knew customers returned items, yet I was still charged fees.”
He noted that previously all sellers on platforms were equal, but now some are promoted while others are blocked, with customer data concealed.
Perry said nowadays platforms often restrict visibility.
“Posts without substance get many likes, but when selling products, likes drop. There may be some algorithm at work.”