At Techsauce Global Summit 2026, Digithun on How Thai SMEs Win at Home

Bangkok, 26 August 2026 — Digithun Worldwide’s Chief Executive Officer, Niwat Chatawittayakul, spoke at Techsauce Global Summit 2026, the three-day event at the Queen Sirikit National Convention Center that its organiser, Techsauce, describes as Southeast Asia’s largest tech and business conference.

The session, “The Marketplace War: What Thai SMEs Need to Win at Home”, brought him together with Sorchote Ambhanwong, CEO of Shop Global E-Commerce, and Dr. Phurith Mitrsomwang, VP Postnext at Thailand Post — three of the partners behind Thailand Best X.

The problem on the table

Online shopping is now part of everyday Thai life, yet the market runs largely through foreign-owned platforms. The panel’s starting point was what that means for a Thai seller: commission fees — GP — that keep rising, to levels the session called unfair to SMEs. The question was how Thai businesses win back their own home market.

A Win-Win-Win marketplace

The panel’s answer was a marketplace every side can live with — sellers, buyers and the platform itself. It set out four conditions:

• Fair fees. GP kept low enough that sellers make a real profit — the session put the level below 10%. Pantip MALL, which Digithun operates, charges 3% today.
• Trust. Tackling the problems that keep buyers away — goods that don’t match the listing, scams and call-centre fraud — by drawing on the credibility of partners such as Thailand Post.
• Combined strength. Each partner brings what it is best at — logistics, technology, an existing user base — and the others build on it.
• Support from the state. Working with regulators such as the Department of Internal Trade and the Trade Competition Commission of Thailand so that competition and tax rules apply equally.

Thailand Best X: an open commerce network

The session presented Thailand Best X as a new option for Thai sellers and shoppers: an open commerce network in which partners share resources — data, merchant networks, logistics and marketing technology — rather than each building them alone.

One highlight was demand. Pantip.com, with 9 million active users, brings real traffic from Thailand’s largest online community. The idea is to turn community into commerce: buyers who already research and review products on Pantip, guided by that user-generated content and by AI that recommends the products that suit them.

Where Digithun fits

Digithun Worldwide comes to the coalition with three things in hand.

• A partner in Thailand Best X. Digithun is one of the seven organisations named when the initiative was announced in June, responsible for community engagement — connecting merchants to consumers through online communities.
• The owner of ShopSCAPE. ShopSCAPE is Digithun’s own e-commerce and AI platform, combining a customer data platform, AI and marketing automation — the tooling behind knowing a customer and recommending the right product.
• The operator of Pantip MALL. Digithun provides and operates Pantip MALL, Thailand’s alternative marketplace, launched with Pantip.com and built on ShopSCAPE. It is community-to-commerce already running: Pantip’s reviews and discussions, connected directly to a place to buy.

That combination is why the argument made on stage is not a theory for Digithun. The platform, the marketplace and the coalition are already in place; what the session described is how they add up to a fairer market for Thai sellers.

What the panel told Thai SMEs

• Spread your sales channels. Don’t depend on foreign platforms alone; try Thai alternatives such as Thailand Postmart.
• Know your customer, and be different. Be precise about who buys, and build quality and features that are hard to copy.
• Think beyond Thailand. Thai products are in high demand abroad — China among them — and technology makes those markets reachable.
• Use content and affiliates. Real customer reviews, reviewers and affiliates sell products further than advertising alone.

The panel’s conclusion: this round of the marketplace war is about building a healthy ecosystem for Thai sellers and shoppers alike. For SMEs, that means adapting, using more than one channel, and making the most of the new ecosystem to grow sustainably at home.

Work with us

Digithun builds the commerce, data and AI systems behind platforms like Pantip MALL. To talk about a marketplace or commerce programme for your organisation, talk to our team.

Source: AD ADDICT’s real-time summary of the session, posted on Facebook, 26 August 2026, which is where the panel’s points and the speakers’ names and titles are taken from. Pantip MALL’s 3% fee and Pantip.com’s 9 million active users are Digithun’s own figures. The summary reports the session as a whole rather than speaker by speaker, and so does this piece. Event dates and venue: Techsauce.