Indonesian E-Commerce Business Begins Expansion into Thailand Market
AHA Commerce, an Indonesian company engaged in integrated e-commerce management, is expanding its operations to Thailand. The expansion marks the company’s first step in bringing its data-based digital business management system and capabilities to the Southeast Asian market. The expansion to Thailand is supported by the company’s experience in building systems, processes, and technology to help brands grow their businesses through various marketplaces. The company is currently trusted to handle more than 280 brands with support from over 220 experts.
Over the past 12 months, AHA Commerce has handled more than 8.1 million orders with total managed turnover reaching over Rp453 billion. This achievement serves as capital for the company to develop its business model in the regional market.
AHA Commerce’s operations in Thailand actually began in September 2025. At that time, the company was entrusted with managing the Thai marketplace operations of a brand already operating in the country. After being managed by AHA Commerce, the brand recorded revenue growth of up to 221%. AHA Commerce Thailand now has an official business entity, operational office, and a local team entirely recruited from Thailand. The operational model applied is hybrid, combining the expertise of the local Thai team and support from the Indonesian team in managing e-commerce businesses for various brands.
Chief Executive Officer of AHA Commerce Stephen Lawrence said the expansion is not merely a step to broaden the market, but also proof that the systems and business models developed in Indonesia can be applied in other countries’ markets.
“For more than a decade we have built our business foundation through extensive learning and developed e-commerce management systems and capabilities in Indonesia. When the system proved capable of generating consistent growth for brands in Indonesia, we saw an opportunity to bring the same approach to the regional market. Thailand is our first step in realising that vision,” said Stephen, quoted on Saturday (15/8).
In the initial phase, AHA Commerce’s services in Thailand are focused on managing online stores for local brands. The operational system used adopts the company’s experience in Indonesia with a number of adjustments to consumer characteristics, marketplace dynamics, and promotional patterns prevailing in Thailand.
Chief Business Officer and Co-Founder of AHA Commerce Andre Chouw explained that the combination of Indonesian and Thai teams is one of the keys to the business adaptation process. The Indonesian team provides system support and operational experience, while the local team ensures that the strategies implemented remain aligned with the character of the local market.
“We did not come to Thailand merely with operational experience, but brought a system that has been built and tested over many years. Of course, its implementation is still adjusted to consumer behaviour, marketplace characteristics, and the needs of each brand in Thailand. The principle is the same, but the execution must be relevant to local market conditions,” said Andre.
Relying on AI and Data-Based Management
The expansion to Thailand also brings the AI Marketing AHABOT™ system developed by AHA Commerce based on its experience managing hundreds of online stores. The system is used to support decision-making processes in store management in a more measurable way.
Its utilisation includes selecting products to be promoted, determining which campaigns to join, and setting discount amounts based on data. This approach has previously been applied in AHA Commerce’s operations in Indonesia and is now part of the business management standard in Thailand.
The use of the data-based system also forms the basis for the company in implementing a guarantee scheme for clients. AHA Commerce provides a guarantee of minimum revenue growth of 20% compared to the average revenue of the previous six months.
Assuming the prevailing cost of goods sold (COGS) structure, the revenue increase is expected to also drive growth in client profitability. If the target is not achieved, the company waives commission fees for the client. A similar scheme is also applied in AHA Commerce’s operations in Thailand.
Andre said the company’s confidence in providing such a guarantee is based on its belief in the system that has been built and continues to be developed.
“We believe that scheme can only be offered when a company has a measurable and accountable system. So the guarantee reflects the company’s commitment to delivering results-oriented services that can be evaluated transparently. Our focus is not merely on increasing sales in the short term, but on helping brands build sustainable revenue and profitability growth,” he said.
Going forward, AHA Commerce will strengthen its operations in Thailand through the development of the local team and refinement of systems and services according to market needs. The company will also continue the process of acquiring local Thai brands that need support to grow their businesses through various e-commerce platforms. The expansion is expected to become a foundation for bringing the data-based e-commerce management experience and systems developed in Indonesia to more brands in the Southeast Asian region.
The presence in Thailand is also the company’s first step in expanding its service reach and strengthening its position as an Indonesian e-commerce enabler capable of supporting brand growth in the regional market.