Partnership
Digithun Joins Saha Group and Six Partners to Build Thailand Best X
Digithun Worldwide joined Shop Global E-Commerce, Thailand Post, OSMEP and four others in Thailand Best X, a one-year pilot building an integrated Thai digital commerce ecosystem.
Bangkok, 26 June 2026 — Digithun Worldwide has joined Thailand Best X, a seven-party initiative to build an integrated digital commerce ecosystem for Thai businesses, convened by Saha Group through its e-commerce company Shop Global E-Commerce.
The partners declared their intent to co-operate at a joint press conference. In its first phase the initiative runs as a sandbox and pilot project for one year, before any decision about how it scales. That is the release's own description, and it is a more useful one than a launch: it says the consortium intends to test rather than to posture.
Who is involved, and what each brings
| Partner | Contribution |
|---|---|
| Shop Global E-Commerce (Saha Group) | Lead on the commerce platform, product development, the merchant network and live commerce |
| Thailand Post | Nationwide logistics infrastructure and service network, supporting delivery and fulfilment |
| Digithun Worldwide | Engagement through online communities, connecting merchants to consumers |
| Thai SME Chamber | The nationwide SME network, and business capability development |
| Big Data Institute (public organisation) OSMEP (สสว.) Techsauce Media | Described together in the release rather than separately: each bringing its own expertise to developing Thai merchants’ capability, and to promoting data-driven business decisions |
The design is deliberate: each partner contributes something the others cannot easily build. Logistics, merchant supply, community, data, policy support and market development are assembled rather than replicated.
The release names the ground it intends to cover — e-commerce, live commerce, data analytics, AI and automation, marketing technology and a big-data platform — as the makings of a prototype ecosystem rather than a finished one.
Digithun's role: the demand side
Digithun's assignment in the consortium is community engagement — connecting merchants to consumers.
It is the same argument the company has been making all year. A Thai merchant's hardest problem is not listing a product; it is being found and believed by someone ready to buy. Thailand has a real asset there in its online communities, where purchase decisions are already researched and argued over. Digithun's work on Pantip MALL runs on exactly that principle, and it is the capability the consortium asked it to bring.
Niwat Chatawittayakul, Chief Executive Officer of Digithun Worldwide, joined executives from all seven organisations at the announcement.
Thailand Best X and Pantip MALL are not the same thing, and it is worth saying so plainly because they will be confused. Pantip MALL is a marketplace, built with Pantip.com and launched in March. Thailand Best X is a consortium in its pilot year. Digithun is in both.
Why this matters commercially
Thai e-commerce volume runs largely through foreign-owned platforms. Individual attempts to change that have repeatedly hit the same wall: no single company holds logistics, merchant supply, consumer demand, data and policy access at once.
Thailand Best X is a bet that a coalition can hold what no single company can. Whether that works is what the pilot year exists to establish.
Work with us
Digithun builds the cloud, data, AI and commerce systems behind platforms like these. To discuss a programme for your organisation, talk to our team.
Source: the consortium's press release, published on ThaiPR, 26 June 2026, which is where the partner list, the roles, the declaration of intent and the one-year sandbox and pilot are taken from. Bangkok Post also carried it, behind a paywall for some readers. The release names eight executives; only Digithun's own is named here, because it is the only English spelling we can confirm.
Frequently asked questions
- What is Thailand Best X?
- Thailand Best X is an initiative announced in June 2026 by Shop Global E-Commerce and six partner organisations to build an integrated digital commerce ecosystem for Thai businesses — connecting merchants, products, data, logistics, technology and consumers. It runs first as a sandbox and pilot project for one year.
- Who are the Thailand Best X partners?
- Shop Global E-Commerce, Thailand Post, Digithun Worldwide, the Thai SME Chamber, the Big Data Institute (a public organisation), the Office of SMEs Promotion (OSMEP) and Techsauce Media.
- What is Digithun Worldwide's role in Thailand Best X?
- Community engagement — connecting Thai merchants to consumers through online communities.
- Is Thailand Best X the same as Pantip MALL?
- No. They are separate. Pantip MALL is a marketplace Digithun built with Pantip.com. Thailand Best X is a seven-party initiative in its pilot year, and Digithun Worldwide is the partner named in it. Digithun is involved in both, which is why the Pantip MALL mark appears on the event backdrop.
- Has Thailand Best X launched?
- Not yet. The partners declared their intent to co-operate in June 2026 and are running a sandbox and pilot project over the first year before deciding how it scales.