Grab Thailand aims to boost its revenue by targeting Gen Alpha and Baby Boomers, as stated by the super-app.
“We strive to maintain our market leadership in Thailand while continuing to grow our business,” said Chantsuda Thananitayaudom, the newly appointed head of Grab Thailand.
According to Singapore-based research firm Momentum Works, Grab holds a 46% share of a market valued at US$4.2 billion in gross merchandise value, followed by Lineman at 40%, ShopeeFood with 7%, Foodpanda at 5%, and Robinhood at 2%. Thailand is Grab’s second-largest market.
Ms. Chantsuda shared that Grab’s vision for this year is “Lead with Purpose,” emphasizing sustainability, market expansion, affordability, customer retention, and technological innovation.
Grab’s electric vehicle program has successfully facilitated the adoption of over 10,000 EVs by drivers and riders and plans for further expansion are underway, according to Ms. Chantsuda.
Earlier this year, Grab partnered with BYD to regionally increase access to up to 50,000 BYD EVs for drivers across Southeast Asia, including Thailand.
Grab Thailand also offers a “Drive-to-Own” loan program for EVs, featuring 60-month terms with no down payment and daily installments.
The company is also addressing food waste issues with a pilot initiative aimed at reducing waste.
Ms. Chantsuda expressed the company’s intention to deepen its engagement with Gen Alpha and Baby Boomers while building on its strong Gen Y base.
“We have new presenters to engage these groups and introduce new features, including family functionalities that let core users book rides for their family members—such as parents or children—who may not be familiar with the Grab app,” she noted.
Grab plans to further enter the international tourist market through sponsorships of major events and festivals.
She added that the company will continue to expand affordable ride-hailing options, with GrabCar Saver and GrabBike Saver services extending from major cities to secondary locations in pursuit of nationwide coverage.
“We have seen five-fold growth in GrabCar Saver within key cities and four-fold growth in GrabBike Saver,” she remarked.
In food delivery, Grab will continue to highlight campaigns centered on Hot Deals, which provide time-specific discounts that align food selections with the time of day.
To support merchant partners, Grab will focus on medium-sized sellers, providing loans up to a maximum of 10 million baht.
“Financial services are a profitable sector for us, and we aim to strengthen our ecosystem and leverage our data analytics capabilities with both riders and merchants,” she stated. “Mobility and delivery services remain our primary revenue sources, and our business-to-business advertising is growing, with an 80% increase in our customer base. Our top advertisers include sectors like banking, cosmetics, and electronics.”
Ms. Chantsuda pointed out that there is still considerable growth potential in the on-demand services sector, which is less affected by economic fluctuations.
The average order size remains at 200 baht, while group orders in business contexts can reach up to 600 baht.
This year, the company plans to introduce advanced booking for airport pickups, currently being tested in Phuket, allowing users to pre-book rides linked to their flight schedules.
Another new service expected in 2025 is GrabExecutive, a luxury limousine service catering to executives and premium users.
According to a recent study by the Thailand Development Research Institute, Grab Thailand’s business activities in 2023 contributed an economic impact of 179 billion baht, which is equivalent to 1% of the Thai GDP.
