09 June 2016 Asia Pacific/Thailand Equity Research Internet & Catalog Retail (Retailing TH (Asia)) Thailand E-commerce Sector Research Analysts INDUSTRY PRIMER Warayut Luangmettakul 662 614 6214
[email protected] CPALL: The most convenient stop for e-tailing Atul Sethi 66 2 614 6211
[email protected] Figure 1: Online retail sales have grown 3x since 2009 (US$ mn) (%) 1,600 35% 1,400 30% 1,200 25% 1,000 20% 800 15% 600 10% 400 200 5% 0 0% 2009 2010 2011 2012 2013 2014 2015 E-retailing sales (US$ mn) YoY growth (%) Source: Euromonitor International ■ Emerging from infancy. Thailand's e-tailing market has witnessed significant growth in recent years, but is underpenetrated by global standards. The prolific use of smartphones (90% penetration) and rising 4G coverage should drive the next phase of growth. Many players have made strides over the past few years, but Thailand remains a fragmented market place and presents huge opportunities for e-tailing growth. ■ Two obstacles to overcome. Payments and logistics are two impediments that are preventing Thailand from seeing 'hockey stick growth'. The introduction of a nationwide e-wallet system and growing credit and debit card usage could increase adoption of e-payment channels. Logistics is more of a structural challenge, but CPALL's unique and extensive logistics network could emerge as a delivery point platform to tackle this. ■ One winner. CPALL is the best listed play for e-tailing potential. Its most extensive logistics and stores network gives CPALL a cost advantage. In this early stage where trust is a clear issue, CPALL's 24-hour counter payment would also give a first-mover advantage before an e-payment platform takes off.