Suphachai Chearavanont, Chief Executive Officer of CP Group, has been driving the conglomerate’s digital expansion ambitions across Southeast Asia. (CP Group Official Website)
Charoen Pokphand (CP) Group, Thailand’s largest private conglomerate, has commenced a marketing solution business with Japan’s NTT Docomo Global, a subsidiary of Japan’s leading telecommunications operator, NTT Docomo. This business development leverages NTT Docomo’s expertise in digital marketing to enhance customer satisfaction.
Starting on April 24, CP’s e-commerce branch Ascend Commerce launched a customer-centric marketing strategy named “Amaze Survey.” This initiative operates within Ascend’s e-commerce ecosystem, “Amaze.” Completing surveys allows users to earn points—including cashback, discount coupons and numerous other benefits—which can be redeemed at CP Group’s physical outlets such as 7-Eleven and Lotus, as well as on the platform itself. The survey results will subsequently help Ascend identify consumer preferences and demand.
This collaboration was established to guide CP in reclaiming its foothold in Thailand’s market share, which is currently dominated by foreign players—namely Shopee (Singapore), TikTok Shop (China) and Lazada (China). Preceding this effort was the signing of a Share Subscription Agreement on December 5 last year, followed by a Business Collaboration Agreement on March 25.
What does this mean for businesses?
In Southeast Asia, Thailand is the fastest-growing e-commerce market—with over 50% year-on-year growth recorded in 2025—and the second-largest in the region, just behind Indonesia. Last year, it also reached a gross merchandise value of 35.5 billion US dollars.
Setting aside the current uncertainty triggered by the Middle East conflict, these figures signal rapid expansion in Thailand’s market, which can be interpreted as a drive to escape the middle-income trap and build long-term economic resilience.
However, three foreign giants—Shopee (Singapore), TikTok Shop (China) and Lazada (China)—continue to command 90% of Thailand’s e-commerce market. This means that domestic businesses like CP Group will need to strategically decode and understand what local consumers truly want and need in order to regain their grip on the home market. The recent partnership with NTT Docomo will serve as a litmus test for whether the Japanese approach translates effectively to the Southeast Asian market—with the outcome informing both parties’ decision on whether to deepen or discontinue the collaboration.
About The Author
