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Retail in Thailand

March 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retailing in Thailand report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in Thailand?
  • Which are the leading retailers in Retailing in Thailand?
  • How are products distributed in Retailing in Thailand?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Thailand?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Retail in Thailand

Retail in 2022: The big picture
Retail e-commerce is still growing despite no further lockdowns
Retailers freeze prices or offer further discounts to help consumers
What next for retail?
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
11.11 or single day
Mid- and end-year sales
Black Friday
Back to School
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027

DISCLAIMER

Summary 2 Research Sources

Convenience Retailers in Thailand

KEY DATA FINDINGS

Higher demand in convenience stores as consumers return to the workplace
Convenience stores well placed to benefit from higher consumer traffic
Outlet network expansion and reduction strategies in play
More sales opportunities from busy local consumers and tourists
Convenience stores provide more user-friendly mobile apps to win over consumers
Intense competition as more players expand their outlet networks across the country
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 58 Convenience Retailers GBO Company Shares: % Value 2018-2022
Table 59 Convenience Retailers GBN Brand Shares: % Value 2019-2022
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2019-2022
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027

Supermarkets in Thailand

KEY DATA FINDINGS

Leading brands see outlet network growth
Discount and buy-one-get-one-free offers to stimulate sales
Players encourage online orders with further discount and special deals
Focus on local and convenience shopping to continue channel recovery
Premium and imported products to continue to differentiate supermarkets’ offer
Omnichannel approach is expected to expand
Table 65 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Supermarkets GBO Company Shares: % Value 2018-2022
Table 68 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 69 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 70 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Hypermarkets in Thailand

KEY DATA FINDINGS

Shift in consumer behaviour impacts hypermarkets
Hypermarkets use discount and buy-one-get-one free strategies
Hypermarkets invest in digitalisation
Improved sales expected due to the full reopening of the country
E-commerce to intensify the pressure on physical hypermarkets
More improvements to facilities and restaurants anticipated to create destination stores
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 75 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Small Local Grocers in Thailand

KEY DATA FINDINGS

Leading small local grocers provide wider product variety
The leading chains see significant investment in a landscape dominated by independents
Some players use product discounts and lucky draws to lure consumers as e-commerce poses a growing threat
Expansion of modern grocery retailers set to continue to put pressure on small local grocers
Retailers are expected to synergise production to reduce costs
Investment in digital tools and spaces to create new revenue streams
Table 79 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 81 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 82 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

General Merchandise Stores in Thailand

KEY DATA FINDINGS

Recovery starts as society reopens
Leading department stores aggressively focus on online business
Department stores use events and festivals to increase store traffic
Department stores to adapt to resist growing competition
Players to invest continuously in multichannel retailing
Food stalls and watch exhibitions to bring in more customers
Table 83 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 84 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 85 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 86 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 87 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 88 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 89 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 90 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 91 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 92 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 93 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027

Apparel and Footwear Specialists in Thailand

KEY DATA FINDINGS

Heavy reduction in physical outlets in the wake of the pandemic
Reopening of society renews demand for a variety of apparel and footwear
Increased emphasis on digital marketing proves robust
Online space to grow in importance
Better quality and sustainable items to appeal to changing consumer behaviour
Specialist retailers look to place physical outlets in more locations
Table 94 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 95 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 96 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 97 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 98 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 99 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 100 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Appliances and Electronics Specialists in Thailand

KEY DATA FINDINGS

Attractive payment plans boost demand
More home-centred lifestyles sustain a demand for consumer appliances and electronics
The leaders experience growing pressure from smaller rivals in a tough economic climate
Retailers to look to omnichannel approach and attractive payment plans to reach consumers
Digitalisation offers constant sales opportunities
Health and wellness to continue to inform purchases of consumer electronics
Table 101 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 102 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 103 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 104 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 105 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 106 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 107 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Home Products Specialists in Thailand

KEY DATA FINDINGS

Reopening of physical stores underpins strong growth performance in 2022
Leading players continue to expand their outlet networks in city and provincial areas
Leading players use technology while others look to wider product ranges to cater to consumers
Omnichannel approach to foster online sales is set to continue to develop
Investment in infrastructure and smaller household sizes likely to widen demand
Point collection loyalty programmes and virtual reality to add to the shopping experience
Table 108 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 109 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 110 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 111 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 112 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 113 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 114 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 115 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 116 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 117 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 118 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027

Health and Beauty Specialists in Thailand

KEY DATA FINDINGS

Return to out-of-home lifestyles boosts sales of beauty specialists
Leading health and beauty specialists focus on online communication for customer engagement
Technology adds dynamism to Watsons’s in-store experience as consumers embrace digitalisation
Omnichannel approach is expected to develop strongly
Collaborations set to add synergies and dynamism in the category
Robust health and wellness trend to support health and beauty retailers
Table 119 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 120 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 121 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 122 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 123 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 124 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 125 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 126 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 127 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 128 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 129 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027

Vending in Thailand

KEY DATA FINDINGS

Vending continues to recover in 2022 as society reopens
Players modernise the vending offer
Collaborations between vending players and other partners
Vending locations set to expand
Vending to develop with new technology and a diversified product offer
New players are expected to enter the fray
Table 130 Vending by Product: Value 2017-2022
Table 131 Vending by Product: % Value Growth 2017-2022
Table 132 Vending GBO Company Shares: % Value 2018-2022
Table 133 Vending GBN Brand Shares: % Value 2019-2022
Table 134 Vending Forecasts by Product: Value 2022-2027
Table 135 Vending Forecasts by Product: % Value Growth 2022-2027

Direct Selling in Thailand

KEY DATA FINDINGS

Direct selling recovers as consumer mobility increases
Intense competition with new entrants and stronger investment from existing players
Health and wellness products continue to drive sales
Investments in marketing and advertising and sales forces to push direct selling’s recovery despite ongoing cannibalisation
Omnichannel strategy is expected to be adopted by more players
Food supplements and weight management drive sales and strategies
Table 136 Direct Selling by Product: Value 2017-2022
Table 137 Direct Selling by Product: % Value Growth 2017-2022
Table 138 Direct Selling GBO Company Shares: % Value 2018-2022
Table 139 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 140 Direct Selling Forecasts by Product: Value 2022-2027
Table 141 Direct Selling Forecasts by Product: % Value Growth 2022-2027

Retail E-Commerce in Thailand

KEY DATA FINDINGS

Fast but slower retail current growth for e-commerce as retailing stabilises
The leading marketplaces offer aggressive discounts and deals to lure consumers
Foreign players leverage competitive prices to lead e-commerce in Thailand
Growing consumer appreciation of e-commerce to sustain fast sales growth
Social media use is expected to grow for both sales and communications
Omnichannel retail strategy is expected to continue to gain importance
Table 142 Retail E-Commerce by Channel: Value 2017-2022
Table 143 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 144 Retail E-Commerce by Product: Value 2017-2022
Table 145 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 146 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 147 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 148 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 149 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 150 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 151 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027
The following categories and subcategories are included:

Retailing

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
        • Consumer Appliances Direct Selling
        • Consumer Electronics Direct Selling
        • Toys and Games Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
        • Home Care Direct Selling
        • Home and Garden Direct Selling
        • Pet Care Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retailing

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

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