Photo Credit: Bangkok Post
Despite economic pressures, Jaymart Mobile and Singer Thailand are stepping up efforts to capture a larger share of Thailand’s 100-billion-baht smartphone market, focusing heavily on instalment-based purchases.
The two companies have jointly launched Thailand’s first fully online smartphone loan service, allowing customers to complete the entire financing and purchasing process digitally. Users can verify their identity via the ThaID app, apply for loans, and choose home delivery or branch pickup. Delivery is available within an hour in Bangkok and nearby areas, and next day in other provinces.
The strategy targets Gen Z and working professionals, key groups driving demand for mid-range smartphones. Jaymart Group holds a 25.2% stake in Singer Thailand.
Jaymart said the move addresses growing demand from online shoppers who want financing options when buying devices digitally. Customers can apply through either Jaymart or Singer platforms.
Thailand’s smartphone market is estimated at 100 billion baht, with instalment plans most popular for devices priced between 10,000 and 15,000 baht. However, demand is expected to shift toward higher-priced models in the 15,000–20,000 baht range this year.
Jaymart aims to generate 15 billion baht in revenue in 2026, including 5 billion baht from instalment-based device sales, up from 10 billion baht and 3 billion baht respectively last year.
To support growth, Jaymart plans to open 100 new branches this year, bringing its nationwide total to 400, and expand its dealer network from 1,700 to 2,500 outlets. The company said many buyers still prefer in-store purchases to handle devices and access trade-in promotions.
Singer, which recently entered the mobile loan segment through the new online channel, sees strong potential in instalment sales as consumers seek more affordable payment options in a tough economy. The company targets 900 million baht in smartphone sales revenue this year, up sharply from 230 million baht last year.
Singer said smartphones made up 20% of its instalment portfolio in 2025, compared with 80% for consumer electronics. By 2026, the two segments are expected to account for roughly equal shares as the company shifts focus toward smartphones, which carry lower default rates. Its non-performing loan ratio currently remains below 3%.