Super app Grab has joined hands with leading mobile operator Advanced Info Service (AIS) and short video-sharing social network TikTok to provide incentives for online vendors under the GrabExpress Sellers Club project as part of its strategy to tap into the social commerce boom.
"We've seen the growth of the social commerce business in Thailand with a stream of new entrepreneurs," said Chantsuda Thananitayaudom, country marketing and partnership head of Grab Thailand.
Grab provides instant parcel delivery service under GrabExpress, which mainly targets two groups: office workers and social commerce vendors. GrabExpress competes with Lalamove and Skootar in this lucrative segment.
As part of its strategy to draw social commerce vendors, Grab yesterday officially rolled out GrabExpress Sellers Club under a partnership with AIS and TikTok.
A discount of up to 50% for GrabExpress service and product insurance is provided to vendors joining the club. TikTok provides digital marketing training courses as well as special packages for those participating in the club.
AIS supports club members with small and medium-sized enterprise (SME) packages for online merchants.
The programme would help reduce operating costs for social sellers and provide them with special privileges, Ms Chantsuda said.
"The club's soft launch was two months ago and there are 4,000 sellers now. More are expected to join," she said.
She said the express delivery service is facing tense competition in line with strong demand among e-commerce and social commerce vendors.
Navachai Kiartkorkuaa, head of the enterprise marketing management unit of AIS SME, said some 300,000 AIS subscribers have switched their packages from individual to SME and online merchant packages over the past two years.
"The lockdown forced the closure of local stores run by SMEs but this opens the door for online entrepreneurs," he said. "We are pleased to offer exclusive benefits such as the free Social App on 4G or 3G under the package," he said.
Thailand has 3 million registered SMEs, he said, with an additional 20-30% made up of individuals who have become online vendors.
Sirinit Virayasiri, head of business marketing at TikTok, said local micro-SMEs are adopting e-commerce for their business.
The platform has "TikTok for Business" digital marketing solutions that can be used by SMEs to create their own ads.