Changing Channels
Online gets close to hypermarkets
Provision stores (PVS) remain the largest channel in Thailand, even though there has been a shift toward chained PVS or modernised PVS. However, the channel’s overall share of total FMCG spend has declined since 2023. On the other hand, Convenience stores (CVS) have maintained their market share, while supermarkets have grown significantly due to the expansion of CJ MORE outlets.
The online channel is catching up to hypermarkets, in terms of market share. Examining different regions in Thailand, online shopping is growing among consumers in Bangkok, the major cities, and rural areas.
Different types of online channels are best suited to specific FMCG product categories. For instance, skincare brands find their primary consumers on social commerce platforms, while beverages sell well on e-retailer platforms.
Due to the competitive pricing and convenience of online shopping, online channels are not only attracting buyers but also driving significant traffic. Purchasing FMCG products online has become a common habit for consumers, as evidenced by the increasing repeat rate, which is now on a par with shopping from hypermarkets.
In the future, online channels could very well become the destination channel for FMCG shopping. They will continue to offer value, convenience, and a seamless shopping experience that resonates with modern consumer behaviours.
