CP AXTRA Public Company Limited, operator of leading wholesale and retail brands Makro and Lotus's, has launched "AXTRA Digital"—a dedicated division focused on driving digital innovation and advanced technology integration across its operations.
The strategic initiative positions CP AXTRA as a retail technology leader in Asia while accelerating the company's digital transformation at scale through customer-centric solutions and cutting-edge technological adoption.
World-class expertise drives success
AXTRA Digital's foundation rests on assembling a world-class team of highly skilled professionals from leading retail and technology companies across Thailand and internationally. These experts bring deep market insights, proven methodologies, and comprehensive understanding of the Thai retail landscape.
This expertise has already delivered significant results, most notably through the rapid success of makro PRO, which has achieved recognition as the No.1 Grocery e-Commerce Company in Thailand.
The division's impact extends beyond e-commerce platforms. AXTRA Digital is transforming the retail experience through Smart Stores that leverage advanced technology to enhance operational precision and agility.
Omnichannel ecosystem integration
Through seamless omnichannel ecosystem development, AXTRA Digital bridges online and offline customer experiences while harnessing artificial intelligence and data analytics to create personalised customer interactions tailored to individual requirements.
This integrated approach supports CP AXTRA's broader ambition to become a leading digital-driven business by positioning technology at the operational core of the organisation.
The strategy enables development of a resilient ecosystem capable of anticipating future retail trends while responding to modern consumer needs with enhanced speed and precision.
Talent development focus
Beyond technological advancement, AXTRA Digital emphasises empowering the next generation of digital leaders through dynamic learning environments where young professionals gain practical experience through challenging, real-world projects.
The division's "learning-by-doing" approach ensures participants contribute meaningfully to shaping Thailand's retail industry future rather than merely developing technical skills.
Collaboration opportunities with leading global technology partners further enhance professional exposure and industry impact for team members.
Strategic positioning
The creation of AXTRA Digital reinforces CP AXTRA's commitment to fostering continuous learning and digital skill development throughout the organisation. This culture empowers employees to adapt to technological change while supporting the company's goal of establishing retail technology leadership across Asia.
The initiative represents a comprehensive approach to digital transformation that combines technological innovation, talent development, and strategic market positioning to maintain competitive advantage in Thailand's evolving retail landscape.
CP AXTRA's digital transformation strategy demonstrates how traditional retail operators can successfully integrate advanced technology while maintaining operational excellence and customer satisfaction across multiple channels.
* Source: Euromonitor International, Retail 2025 edition, as per Grocery E-Commerce category definitions; Retail Value RSP sales exc. Sales Tax, 2024 data.