Moving into the final quarter of 2025 and onwards to 2026, Thailand’s retail industry is poised for a period of sustained growth and significant structural change. This expansion is projected to be robust, driven by increasing digitalisation, evolving consumer preferences, and a resurgence in economic confidence. The sector’s outlook reflects a blend of resilience and innovative adaptation.
Growth Outlook: Steady Expansion Amid Structural Shifts
Thailand’s retail sector is poised for significant growth, with total sales expected to climb from THB 5.4 trillion in 2025 to THB 7.1 trillion by 2030. This represents a compound annual growth rate (CAGR) of 5.7%, a notable acceleration compared to the preceding five-year period. This upward trend is attributed to several factors, including a gradual rebound in consumer purchasing power, increasing urbanisation, and the expanding consumption of the middle class.
While offline retail remains dominant, its share is gradually declining as digital channels continue to expand. Online retail is forecast to grow at 9.1% annually, supported by improved delivery infrastructure, greater digital adoption, and the proliferation of social commerce platforms such as Shopee, Lazada, and TikTok Shop1.
Retail Formats: Convenience and Hybrid Shopping Drive Change
Convenience stores lead the retail sector with an impressive 11.1% CAGR, driven by their expanding networks and consumer demand for fast, accessible shopping. Supermarkets and hypermarkets are also experiencing significant growth at 7.8% CAGR. Meanwhile, shopping malls, vital to Thailand’s retail and tourism, are showing a strong resurgence with 9.0% growth2. This number has also been boosted by the return of international tourists after the pandemic and hybrid shopping experiences.
The recovery in tourism is expected to bring nearly 40 million visitors by 2026, boosting retail sectors focused on luxury, duty-free, and lifestyle consumers. This revitalisation is particularly evident in Bangkok and major tourist hubs like Phuket, Chiang Mai, and Pattaya.
Consumer Behaviour: Value-Driven and Hybrid-Oriented
Thai consumers are exhibiting cautious sentiment despite a more optimistic economic forecast. This is mainly due to ongoing concerns about domestic political stability and global financial volatility, which are leading many households to prioritise essential, value-for-money purchases. As a result, there’s a growing trend towards pragmatic spending, where consumers prioritise affordability, reliability, and convenience over impulse buying.
Hybrid shopping, which combines in-store and online experiences, is now standard. Consumers frequently research products online before buying them in a physical store, or vice versa. Retailers can achieve a competitive advantage by seamlessly integrating these channels, offering consistent pricing, clear inventory visibility, and personalised interactions.
Digital and E-Commerce Expansion: Omnichannel Becomes Essential
Thailand’s retail landscape is undergoing rapid digitalisation. Both large e-commerce platforms and small to mid-sized retailers increasingly use social media storefronts, QR code payments, and integrated marketplace solutions to connect directly with customers. The omnichannel retail model, which merges online and offline experiences, is now considered essential rather than merely an option.
However, digital competition is escalating. To succeed, retailers must use data-driven insights to personalise offers, optimise pricing, and foster customer loyalty, as convenience, speed, and trust are now key determinants of success.
Economic and Policy Drivers: Resilient Fundamentals Support Growth
Improved household purchasing power in Thailand is driven by consistent economic growth, increasing wages, and a growing formal employment sector. Furthermore, government-led infrastructure and logistics improvements foster more efficient supply chains and enable retail growth to extend beyond Bangkok into regional urban centres.
Simultaneously, regulatory changes, such as enhanced consumer protection and digital trade laws, influence the operational environment. This necessitates that retailers ensure compliance while also adopting innovative approaches.
Strategic Priorities for Retailers in 2026
To sustain growth in this competitive environment, Thai retailers are increasingly focused on:
- Profitability over pure expansion, with emphasis on cost control and operational efficiency.
- Digital integration and automation to streamline supply chains and improve decision-making.
- Personalised and localised offerings, catering to diverse consumer segments across regions.
- Sustainability and wellness-oriented assortments, responding to growing interest in health and eco-friendly lifestyles.
Retailers that combine data-driven decision-making with customer empathy are best positioned to thrive in this evolving landscape.
How NetSuite Empowers Thai Retailers to Succeed in 2026
In today’s complex and digital Thai retail market, Oracle NetSuite is a key platform that helps businesses adapt quickly and efficiently. Here’s how NetSuite has been aiding Thailand in moving forward with the new retail industry trend:
1. Unified Operations for Hybrid Retail
NetSuite’s cloud-based ERP solution helps Thai retailers manage their hybrid and omnichannel operations by synchronising inventory, sales, and supply chain data across physical stores and e-commerce platforms. This provides real-time visibility and helps prevent stockouts, which is crucial as more retailers in Thailand adopt these models.
2. Omnichannel and Mobile POS Support
The platform offers integrated Point of Sale (POS) and e-commerce solutions that facilitate smooth interactions between online and offline channels. This supports Thailand’s expanding mobile-first consumer base and enhances in-store engagement.
3. Data-Driven Customer Personalisation
NetSuite’s CRM capabilities enable retailers to use customer insights for targeted marketing, loyalty programmes, and tailored promotions, enhancing retention among value-conscious consumers.
4. Scalability for Multi-Format Retail
From convenience chains to shopping malls, NetSuite provides scalable infrastructure that grows with business needs, helping retailers expand networks without heavy IT investment.
5. Efficiency and Cost Optimisation
Automation across finance, procurement, and logistics helps reduce operational costs while allowing management teams to focus on innovation and customer experience, key priorities in a cautious yet opportunity-rich market.
Conclusion
Thailand’s retail sector is projected to experience consistent, technology-driven growth from Q4 2025 to 2026. As consumer tastes shift and competition grows, retailers’ success will depend on their ability to integrate digital tools with operational flexibility.
With its combined ERP and CRM features, Oracle NetSuite offers Thai retailers the essential framework to modernise, expand efficiently, and provide the smooth, tailored experiences that are becoming the hallmark of the retail industry.
- Thailand’s retail industry outlook 2025-2030, Intellify Global, https://www.intellifyglobal.com/thailand-retail-industry-outlook/ ↩︎
- Thailand Retail Industry Size & Share Analysis – Growth Trends & Forecasts (2025 – 2030), https://www.mordorintelligence.com/industry-reports/retail-industry-in-thailand ↩︎
