News update
Latest update articles :
// Digithun Worldwide
News update
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Digithun at Alibaba Cloud in China: The WonderClip Team and the 2026 Apsara Conference
Digithun Worldwide's leadership went to Alibaba Cloud in China twice in a month: first for an exclusive session with the team developing WonderClip, its AI video creation platform, then to the 2026 Apsara Conference in Hangzhou.
Niwat Chatawittayakul · Company
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At Techsauce Global Summit 2026, Digithun on How Thai SMEs Win at Home
Digithun Worldwide CEO Niwat Chatawittayakul joined Shop Global E-Commerce and Thailand Post on stage at Techsauce Global Summit 2026 to set out how Thai partners, working together as Thailand Best X, can give SMEs a fair home market.
Niwat Chatawittayakul · Company
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Digithun Worldwide Signs with BytePlus to Build Live Commerce for Thai Enterprises
Digithun Worldwide has signed with BytePlus, ByteDance's enterprise technology arm, to build live commerce, cloud and creative AI systems for Thai organisations.
Niwat Chatawittayakul · Partnership
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Digithun and Pantip MALL Award AI Transformation Programmes to Thailand's Top SMEs
Digithun Worldwide and Pantip MALL joined the 18th SME National Awards as partners, giving the five top-tier winners an agentic AI and marketplace programme.
Niwat Chatawittayakul · Company
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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.
Niwat Chatawittayakul · Partnership
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Digithun Worldwide Among 38 Companies Selected for Thailand's National SME Scale-Up Programme
Thailand's SME Promotion Office (OSMEP) selected Digithun Worldwide as one of 38 companies nationwide for Empowering SME Thailand, its scale-up programme with Thammasat University.
Niwat Chatawittayakul · Company
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Pantip MALL Launches with depa Backing, Aiming to Become Thailand's National E-Commerce Platform
depa joined Digithun and Pantip to launch Pantip MALL, a Thai-owned marketplace positioned as national digital infrastructure — with SME tax and funding support.
Niwat Chatawittayakul · Partnership
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Pantip MALL: Turning Thailand's Largest Online Community into Commerce
Pantip.com and Digithun's ShopSCAPE launch Pantip MALL — a Thai-owned marketplace built on community trust, fair fees for SMEs, and a Thailand-first algorithm.
Niwat Chatawittayakul · Update
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Digithun Worldwide Named an Implementation Partner in Google Cloud's PanyaThAI Program
Google Cloud named Digithun Worldwide an implementation partner for PanyaThAI, its flagship Thai agentic AI program — alongside Accenture, Deloitte and MFEC.
Niwat Chatawittayakul · Partnership
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Digithun Worldwide Meets depa to Discuss Thailand's Digital Economy Agenda
Digithun Worldwide presented its data, AI and commerce capabilities to depa, Thailand's Digital Economy Promotion Agency, including ISO/IEC 29110 certification.
Niwat Chatawittayakul · Company
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Innovate for the better tomorrow.
// Corporate update
Our
Move
- Digithun at Alibaba Cloud in China: The WonderClip Team and the 2026 Apsara Conference Digithun Worldwide's leadership went to Alibaba Cloud in China twice in a month: first for an exclusive session with the team developing WonderClip, its AI video creation platform, then to the 2026 Apsara Conference in Hangzhou.
- At Techsauce Global Summit 2026, Digithun on How Thai SMEs Win at Home Digithun Worldwide CEO Niwat Chatawittayakul joined Shop Global E-Commerce and Thailand Post on stage at Techsauce Global Summit 2026 to set out how Thai partners, working together as Thailand Best X, can give SMEs a fair home market.
- Digithun Worldwide Signs with BytePlus to Build Live Commerce for Thai Enterprises Digithun Worldwide has signed with BytePlus, ByteDance's enterprise technology arm, to build live commerce, cloud and creative AI systems for Thai organisations.
- Digithun and Pantip MALL Award AI Transformation Programmes to Thailand's Top SMEs Digithun Worldwide and Pantip MALL joined the 18th SME National Awards as partners, giving the five top-tier winners an agentic AI and marketplace programme.
- 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.
- Digithun Worldwide Among 38 Companies Selected for Thailand's National SME Scale-Up Programme Thailand's SME Promotion Office (OSMEP) selected Digithun Worldwide as one of 38 companies nationwide for Empowering SME Thailand, its scale-up programme with Thammasat University.
- Pantip MALL Launches with depa Backing, Aiming to Become Thailand's National E-Commerce Platform depa joined Digithun and Pantip to launch Pantip MALL, a Thai-owned marketplace positioned as national digital infrastructure — with SME tax and funding support.
- Pantip MALL: Turning Thailand's Largest Online Community into Commerce Pantip.com and Digithun's ShopSCAPE launch Pantip MALL — a Thai-owned marketplace built on community trust, fair fees for SMEs, and a Thailand-first algorithm.
- Digithun Worldwide Named an Implementation Partner in Google Cloud's PanyaThAI Program Google Cloud named Digithun Worldwide an implementation partner for PanyaThAI, its flagship Thai agentic AI program — alongside Accenture, Deloitte and MFEC.
- Digithun Worldwide Meets depa to Discuss Thailand's Digital Economy Agenda Digithun Worldwide presented its data, AI and commerce capabilities to depa, Thailand's Digital Economy Promotion Agency, including ISO/IEC 29110 certification.
September 2026 — Three of Digithun Worldwide’s executives, including Chief Executive Officer Niwat Chatawittayakul, made two trips to Alibaba Cloud in China within a month: an exclusive session with the team developing WonderClip, and an invitation to the 2026 Apsara Conference in Hangzhou.
An exclusive session with the WonderClip team
From 31 August to 2 September, Digithun met WonderClip’s development team directly.
WonderClip is the video platform in Alibaba Cloud’s AI line-up. Alibaba Cloud describes it as a full-cycle AI video creation platform
: it takes a production from concept to final cut through three modes — Storyboard, which breaks a script into scenes and shots; Infinite Canvas, which keeps assets and workflows in one place; and Agent, which works from plain-language instructions. It is built for short dramas, motion comics, ad creatives and e-commerce video, and enterprises can run it under their own brand.
Digithun went with two aims. The first was to see the platform, and where its development is heading, from the people building it. The second was to bring Thailand into that conversation: Digithun gave the team its view of what organisations here need from AI video before they can put it to work — in their own campaigns, their own commerce and their own operations.
It was a significant moment for Digithun: a chance to be part of a technology while it is still being shaped, rather than meeting it only once it ships. Video now carries a large share of online marketing and selling — the ad creatives and product videos WonderClip is built for — and producing enough of it is a constraint many Thai brands and merchants feel.
The 2026 Apsara Conference
Three weeks later Digithun was invited back, to the 2026 Apsara Conference — Alibaba Cloud’s annual technology conference, held from 22 to 24 September at the Hangzhou International Expo Center under the theme Intelligence Goes Beyond
.
On the first day the team:
- Saw Alibaba Cloud’s latest technology — an update on the newest AI innovation coming out of China.
- Joined a forum on Southeast Asia, the region Digithun works in.
- Met Chinese commerce-technology platforms at business matching — several of them — to explore co-operation and ways to develop technology together.
What it means for organisations in Thailand
Digithun works with Alibaba Cloud technology and delivers it for organisations in Thailand, from setup and migration to day-to-day operations, alongside advice on digital transformation. Two trips in a month, one with the builders of a new AI product and one at Alibaba Cloud’s own conference, mean the advice is grounded in what the technology does now and in where it is going — seen first-hand, not read in a launch note.
For Thai clients that comes down to practical answers: which AI capabilities are ready to use, what they take to adopt, and how they fit alongside the rest of a business’s systems. It is the same thinking behind ShopSCAPE, Digithun’s own e-commerce and AI platform.
Work with us
To talk about Alibaba Cloud, AI video or a wider transformation programme for your organisation, talk to our team.
Source: Digithun Worldwide. WonderClip is described in Alibaba Cloud’s own words, from its product page. The conference dates, venue and theme are from the Hangzhou municipal government’s announcement of 4 September 2026.
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.
Bangkok — Digithun Worldwide has signed a contract with BytePlus, the enterprise technology arm of ByteDance, to develop and operate live commerce systems for Thai organisations, together with BytePlus cloud services and AI for visual content and marketing.
What this gives Thai organisations
Live commerce, on your own platform. Interactive live selling built into a company's own app and website — interactive tools, product cards and real-time analytics — using the same class of technology that runs live shopping at consumer scale. The commercial distinction is the point: the audience, the transaction and the customer relationship stay with the brand rather than with a social platform.
Cloud infrastructure. BytePlus runs as a full cloud platform — compute and GPU, managed Kubernetes, object storage, managed databases, networking and security — built for automatic scaling under heavy, uneven traffic.
Creative and conversational AI. Dreamina Seedance 2.0, BytePlus's multimodal video generation model, produces video up to 4K with synchronised lip-sync and audio, for advertising and content marketing at production volume. Alongside it, conversational AI that hears, sees, speaks and responds in real time.
Why a third cloud
Digithun already works across Google Cloud — where it is one of eight implementation partners named in Google Cloud's PanyaThAI agentic AI programme — and Alibaba Cloud.
Adding BytePlus is not logo collection. Different workloads genuinely have different homes: an enterprise data platform and an agentic AI programme sit naturally on one stack, while high-volume video generation, recommendation and live commerce sit naturally on another. An organisation is better served by a partner who can say which is which than by one with a single stack to sell.
One thing worth stating plainly, because it decides where some workloads can go: BytePlus's Southeast Asia regions are Johor and Jakarta. There is no Thailand region. Where Thai data residency is a requirement, that is a reason to put the workload somewhere else — and knowing which is which is the job.
Reselling is the invoice. Building is the work.
Digithun resells the clouds it builds on, and that is worth something concrete: one invoice, in Thai baht, with proper tax documentation, and a support path that does not start in another time zone.
But the licence is the easy half. What decides whether a platform earns its cost is whether someone writes the integration, runs the migration, operates the result, and answers when it breaks at two in the morning — inside a Thai business, with its existing systems, its data, its regulatory environment and its people.
That is the difference between buying global technology and being able to use it.
Work with us
Organisations exploring live commerce, cloud infrastructure or creative AI can talk to our team. What we do is on Services.
The agreement is Digithun Worldwide's own announcement. Product details are as published by BytePlus: Dreamina Seedance 2.0 and the ModelArk documentation. This page describes what the contract covers; it does not claim a BytePlus partner tier, and no tier is implied.
Bangkok, 7 August 2026 — Digithun Worldwide and Pantip MALL joined the 18th SME National Awards as award partners, giving the five recipients of the highest SME National Award an enterprise agentic AI programme and marketplace growth support.
The ceremony was hosted by the Office of SMEs Promotion (OSMEP) and Thammasat University at the Millennium Hilton Bangkok, presided over by Prime Minister Anutin Charnvirakul, with special awards presented by Deputy Prime Minister and Minister of Commerce Suphajee Suthumpun.
What the five winners receive
The five companies honoured at the top tier receive a working programme, not another object for the shelf.
- Agentic AI advisory. Digithun works directly with each winning organisation to design AI agents that take on real work alongside human staff — identifying where agents change the operating model rather than decorate it. Digithun is a Google Cloud implementation partner for agentic AI in Thailand, named in Google Cloud's PanyaThAI programme.
- Advanced executive training. Senior leadership gets the part that usually decides whether AI adoption succeeds: how to think about a technology curve that moves faster than a planning cycle. The training covers agentic AI readiness and exponential mindset.
- Hands-on enterprise tooling. Winners test and use Gemini Enterprise inside their own organisations at an advanced level — building the operating model in which agents and people share the work rather than agents sitting behind it.
- Martech and marketplace growth. Pantip MALL contributes its marketing technology stack for digital channels, together with a growth programme on the pantipmall.com marketplace — pairing the AI capability with a route to market.
- Three months of engagement. The programme runs for three months, with Digithun working alongside each organisation throughout.
Why this prize
Most SME support arrives as capital or as training, in isolation. Neither addresses the problem facing Thai mid-market companies right now: AI is entering every operational process, and the gap between organisations that adapted early and those that waited compounds every quarter.
An advisory relationship with people who have deployed these systems in production is worth more to a strong SME than another certificate on the wall.
The commitment also closes a loop. Earlier this year Digithun was itself one of 38 companies selected for OSMEP's Empowering SME Thailand programme, assessed by an independent panel on its own growth capacity. Returning to OSMEP's flagship awards as a contributor rather than a recipient is the intended direction of travel.
About the awards
The SME National Awards, now in their 18th year, recognise outstanding Thai SMEs across industry categories following an extensive judging process. The programme is run by OSMEP in partnership with Thammasat University.
Work with us
Digithun advises organisations on cloud, data and AI transformation. To discuss a programme for your organisation, talk to our team.
The awards are organised by the Office of SMEs Promotion (OSMEP) with Thammasat University. Digithun's role in Google Cloud's PanyaThAI programme is as published in Google Cloud's press release of 26 November 2025.
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.
Bangkok, April 2026 — Digithun Worldwide has been selected for Empowering SME ไทย ก้าวสู่อนาคต, a national programme run by the Office of SMEs Promotion (OSMEP) in partnership with Thammasat University.
Thirty-eight companies were chosen nationwide from applicants across four target tracks — Food & Beverage, Health & Wellness, Tech & Innovation, and Services — following a review by an expert panel. Applications closed on 5 April 2026 and the results were published later that month.
What the selection means
The programme is not a grant. Selected companies go through an independent assessment of their business fundamentals — financial health, operating model, growth capacity — before a strategic roadmap is built with them.
For clients, that matters more than the recognition itself. A third party with no commercial interest in Digithun has examined how the company is run and judged it capable of scaling. For an organisation choosing a technology partner for a multi-year programme, that is a useful signal.
What the programme provides
Through 2026, the selected companies receive:
- A strategic S-Curve analysis and a growth roadmap
- Eight sessions with a lead consultant, and three more with industry specialists
- Deep-dive workshops on digital transition, green transition and industry standards
- Market access preparation for capital markets, B2B, modern trade and export
- Business matching with government and private-sector partners
- International study tours
Taking part costs the selected companies nothing.
The national context
OSMEP is the government agency responsible for promoting Thailand's small and medium enterprises, and this programme is built around moving selected companies through digital and green transition and up to recognised industry standards — growing capability rather than headcount.
Digithun sits on the digital side of that agenda. The company builds the cloud, data and AI systems Thai enterprises use to modernise, and is a named implementation partner in Google Cloud's PanyaThAI programme.
Why we applied
Digithun advises other organisations on transformation. Submitting the company to the same scrutiny — an outside panel reviewing our own numbers, our own roadmap, our own gaps — is a reasonable thing to do before asking clients to trust that advice.
The roadmap developed through this programme will shape how Digithun scales its cloud, data and AI practice over the next three years.
Work with us
To discuss a cloud, data or AI programme for your organisation, talk to our team. More about the company is on the About page, and what we do is on Services.
Sources: the programme's own site, empowering-sme.com, and launch coverage on Thailand Plus. The cohort size, the four tracks, the closing date, the benefits and the no-cost condition are taken from those.
Bangkok, 12 March 2026 — Pantip MALL launched with senior representatives of the Digital Economy Promotion Agency (depa) in attendance, positioning the Thai-owned marketplace not as another storefront but as national digital infrastructure. depa was represented at the launch by Dr. Sakkawet Yorsaeng, Vice President for the Digital Investment and Industry Promotion Department, among others.
The problem being solved
Niwat Chatawittayakul, Managing Director of Digithun Worldwide, framed the launch bluntly: Thai merchants compete on terms they did not set, against foreign-platform fee structures that keep rising. Thai e-commerce, in his view, has lost its sovereignty.
Pantip MALL's answer is not to fight the incumbents. It is to offer what he called “Sovereignty of Choice” — a sustainable, fairly priced Thai alternative that merchants can add rather than switch to.
The platform is built on ShopSCAPE, Digithun's AI and e-commerce technology, combined with the credibility of Thailand's largest online community. Pantip's developer, Internet Marketing Co., Ltd., described the model as pairing community trust with fair trading terms — giving the Thai products, small merchants and quality brands already discussed in Pantip threads an official storefront and a direct line to buyers.
Why depa treats this as infrastructure
depa's argument at the launch was an economic one rather than a commercial one. A domestically owned e-marketplace is foundational to Thailand's digital ecosystem: it creates openings for Thai businesses, reduces reliance on foreign platforms, and pulls adjacent industries — logistics, fintech — into building alongside it.
One asset was singled out in particular: owning the customer data platform. When consumer behaviour data stays in Thailand, Thai businesses can read demand directly from Thai context rather than inferring it from a foreign platform's black box. That, the agency argued, is what sustainable growth is built on.
Concrete support for merchants
depa set out the mechanisms available to SMEs joining the platform:
- Tax 200% — SMEs may deduct qualifying digital spending at twice its value, up to THB 300,000
- BOI incentives — corporate income tax exemptions under digital industry upgrade measures
- depa Digital Transformation Fund and depa mini Transformation Voucher
These are depa's general SME mechanisms as presented at the event; joining the platform does not award them automatically. Digithun also confirmed that micro-merchants and community enterprises pay no platform fee.
The market view
Thanawat Malabuppha, CEO and co-founder of Priceza, gave an independent read of Thailand's 2026 e-commerce landscape: intensifying competition between marketplaces, delivery speed becoming a primary battleground, and AI agents moving into commerce operations.
Timeline
| Phase | Date |
|---|---|
| Beta | May 2026 |
| Full service | June 2026 |
Work with us
Digithun builds the cloud, data, AI and commerce systems behind platforms like this one. To discuss a programme for your organisation, talk to our team.
For the product side of this story — how two decades of Pantip reviews become a marketplace — read Pantip MALL: turning Thailand's largest online community into commerce.
Source: depa's article on the launch, 12 March 2026, and depa's post of 13 March. Dr. Sakkawet Yorsaeng's name and title are as published on depa's management team page. Two other speakers named in the source are not named here: depa's English article is machine-translated and is not a reliable authority on the English spelling of their names. Becoming a national e-commerce platform is Pantip MALL's stated aim, not a designation any agency has made.
Bangkok, 2 March 2026 — Pantip.com, Thailand’s largest online community for more than 20 years, and Digithun Worldwide are launching Pantip MALL, a Thai-owned marketplace built on the ShopSCAPE enterprise e-commerce platform. Beta opens in May 2026 for invited merchants, with full public launch in June 2026.
Why it matters
Thai consumers already check Pantip before they buy. “ดีไหม Pantip” (“is it any good, Pantip?”) is a standard search habit for purchases that matter — from appliances to skincare to cars. That trust was built by two decades of real reviews from real users.
Pantip MALL connects that trust directly to the transaction. A shopper who reads a review can now buy from the brand in the same place, without leaving for a foreign platform. For Thai businesses, it means a sales channel where credibility — not advertising spend — drives discovery.
What makes Pantip MALL different
- Trust before traffic. Product discovery runs on community reviews and discussions, not paid placement alone. Brands that serve customers well become visible because people say so.
- Fair economics for SMEs. The fee structure is designed so that small brands and SMEs can sell profitably, rather than competing on margin against subsidised imports.
- A Thailand-first algorithm. Ranking does not penalise Thai products or favour large international sellers by default. Local brands compete on the merits.
- An alternative, not a replacement. Pantip MALL does not ask merchants to leave their existing channels. It gives them a Thai-owned option — so that more of Thailand’s digital commerce value stays in Thailand.
Built on ShopSCAPE
Pantip MALL runs on ShopSCAPE, Digithun’s enterprise e-commerce platform, which provides the marketplace foundation: multi-merchant storefronts, catalogue and order management, payments, and logistics integration. Digithun Worldwide is the technology partner responsible for platform build and operations; Pantip brings the community, the audience, and the trust.
The ambition
Within three to five years, the goal is a sustainable, fairly priced sales channel for 100,000+ Thai SMEs — and a domestic marketplace that keeps platform revenue circulating in the Thai economy. That is the stated ambition rather than a forecast.
Timeline
| Phase | Date |
|---|---|
| Beta (invited merchants) | May 2026 |
| Public launch | June 2026 |
For merchants and brands
For the policy side of this story — how depa framed the platform as national digital infrastructure — read Pantip MALL launches with depa backing.
Early-adopter merchants receive launch support and special benefits. Brands interested in selling on Pantip MALL can register at pantipmall.com. Organisations exploring a marketplace of their own on ShopSCAPE can talk to our team.
Bangkok, December 2025 — Google Cloud has launched PanyaThAI, its flagship programme to help Thai enterprises move agentic AI from pilot into production. Digithun Worldwide is one of eight consulting and implementation partners named to deliver it, alongside Accenture, Deloitte, HoriXonT8, MFEC, NTT DATA, Skooldio and Tridorian.
Fifteen charter organisations joined at launch, among them the Stock Exchange of Thailand, Siam Piwat, Sansiri, TISCO Financial Group, TOPS, True Digital Group, Chulalongkorn University and SE-Education (SE-ED).
Why the programme exists
Google Cloud estimates that AI could contribute THB 730 billion (about USD 21 billion) in economic value to Thailand by 2030. The gap is execution, not ambition. Three barriers come up repeatedly in Thai enterprises: AI answers that cannot be trusted consistently, data that is not ready to be used, and too few people who can build and operate these systems.
PanyaThAI is built around closing those three gaps — Google Cloud's stack on one side (Gemini 3, Vertex AI, Gemini Enterprise, Veo 3.1) and partners who have shipped production systems on the other.
Google Cloud puts a number on the business case: organisations deploying its complete AI stack report an average return on investment of 727% over three years, with payback in about eight months. In its own research, more than half of the executives surveyed reported revenue growth of six to ten percent after putting enterprise AI in the hands of their teams and customers. Annop Siritikul, Country Director for Thailand at Google Cloud, said those organisations are now channelling at least half of their AI budgets toward a unified agentic platform.
What we built: SE-ED
Google Cloud cited SE-ED's e-commerce transformation as a PanyaThAI proof point. Digithun built it.
SE-ED.com was modernised on Google Cloud and rebuilt as an integrated e-marketplace on ShopSCAPE, Digithun's enterprise commerce platform, with an AI search agent using Google's Gemini Embeddings and Gemini 2.5 Flash models in place of conventional keyword search.
The difference is conceptual matching. A customer searching for “the hero who destroys the ring of power in a volcano” finds The Lord of the Rings, even though none of those words appear in the product description. Keyword search returns nothing. Semantic search understands what the customer meant.
SE-Education's Head of Digital Business, Passpunnee Mahayos, is quoted in Google Cloud's release saying the search agent drove organic conversion from 12% to 27%.
That is not a search metric. It is a revenue metric — more than double the share of visitors who become buyers, on the same traffic.
What this means for Thai enterprises
The pattern behind SE-ED is repeatable. Most Thai organisations already hold the data that would make an AI agent useful; what they lack is the engineering between the model and the business process. That work — data readiness, retrieval, integration, and the operational discipline to run it in production — is where PanyaThAI partners come in.
Digithun works across the Google Cloud stack: Vertex AI and Gemini Enterprise for agentic applications, BigQuery for the data foundation beneath them, and ShopSCAPE where the use case is commerce.
Talk to us
If your organisation is evaluating agentic AI and wants a partner who has put it into production, talk to our team.
Source: Google Cloud press release, 26 November 2025. Partner and charter lists, the SE-ED figures, the ROI figures and the quoted executive's name and title are all taken from it.
Bangkok, 25 November 2025 — Digithun Worldwide met the Digital Economy Promotion Agency (depa) to present its technology capabilities and to discuss how Thai digital companies reach the government support mechanisms depa administers.
Digithun's Managing Director and working team were received by Dr. Sakkawet Yorsaeng, Vice President for the Digital Investment and Industry Promotion Department at depa, an agency under Thailand's Ministry of Digital Economy and Society.
What Digithun presented
Digithun set out its work across three practice areas — data foundation, AI solutions and commerce — supported by software implementation, big data, machine learning and Google Cloud analytics capability.
The company holds ISO/IEC 29110 certification, the software lifecycle standard that is a prerequisite for listing on Thailand's government Digital Service Catalog. The 1 Voice Call Insight was among the delivery examples discussed.
Digithun also presented ShopSCAPE, its e-commerce platform-as-a-service, which is built to become a marketplace for Thai SMEs — one that keeps commerce spending inside the Thai economy rather than routing it to foreign platforms.
ShopSCAPE's argument is that understanding buyer behaviour is what separates a storefront from a business. It combines a customer data platform, big data, AI and marketing automation, with AI commerce capability available out of the box: AI search, AI agents, AI facial skin analysis and Google Try-On.
What depa outlined
Dr. Sakkawet described the mechanisms depa uses to develop Thailand's digital economy:
- Digital Startup Fund — grant funding and co-investment for early-stage and growth-stage companies
- Capital gains tax measures for qualifying digital investment
- Thailand Digital Catalog — the route for Thai digital providers to reach the government market, via the dSURE standard and procurement privileges for certified digital products
- BOI digital industry incentives — corporate income tax exemptions scaled to business size
- depa Digital Transformation Fund — support for technology adoption across industry sectors
He closed with guidance for the Digithun team on preparing to enter those mechanisms. These are the programmes depa makes available; Digithun has not been awarded any of them.
Why it matters
Thailand's public sector is one of the largest buyers of digital services in the country, and the Digital Service Catalog is how it buys them. Standards like ISO/IEC 29110 and dSURE are the entry conditions — the same discipline in software lifecycle and product assurance that enterprise clients audit for in the private sector.
For Digithun, meeting those conditions serves both markets at once. For Thai SMEs, it is the foundation ShopSCAPE needs to become a credible domestic alternative at national scale.
Work with us
To discuss a data, AI or commerce programme for your organisation, talk to our team. More about the company is on the About page.
Source: depa's post about the meeting, 25 November 2025. Dr. Sakkawet Yorsaeng's name and title are as published on depa's management team page. This was a discussion, not an agreement: no memorandum, partnership, funding award or endorsement is described here or implied.