• CP AXTRA and Cainiao, a global leader in e-commerce logistics under Alibaba Group, form strategic partnership to drive smart commerce transformation
• Enhancing in-store pick and pack efficiency through the iWMS (pick-and-pack system), and building a truly seamless omnichannel experience for customers
• Advancing an AI-based planogram solution, optimizing in-store merchandising and inventory placement
CP AXTRA Public Company Limited (SET: CPAXT or CP AXTRA), an operator of Asia’s leading wholesaler and retailer “Makro and Lotus’s,” has entered a strategic partnership with Cainiao, a global leader in e-commerce logistics under Alibaba Group, to co-develop advanced digital solutions that accelerate CP AXTRA’s retail technology journey across Thailand and the Southeast Asia market.
The partnership brings together CP AXTRA’s retail and wholesale expertise with Cainiao’s world-class AI and logistics technologies to redefine how technology drives retail operations, including enhancing in-store pick and pack efficiency through the iWMS. Inspired by China’s advanced e-commerce ecosystem, the partnership adapts these innovations to meet the unique needs of Thailand and ASEAN markets.
The collaboration has already delivered measurable results through the iWMS (pick-and-pack system) developed jointly by CP AXTRA and Cainiao. Following rollout across Makro stores, pick-and-pack efficiency has improved by 140%. In addition, the combination of CP AXTRA’s 4,000-vehicle fleet and the Transport Management System has significantly expanded daily delivery capacity, from 15,000 orders to 100,000 orders. The companies are also advancing an AI-based planogram solution that optimizes in-store merchandising and inventory placement, improving convenience for both customers and pickers by making products easier to locate on shelves.
CP AXTRA aims to continuously enhance its iWMS, TMS (transportation management system), and Planogram platforms to strengthen fulfillment speed and accuracy while building a seamlessly connected online–offline ecosystem. Through its partnership with Cainiao, the company is advancing toward its ambition to become Southeast Asia’s leading retail technology platform — driving innovation with suppliers and delivering better, faster, and more rewarding experiences for customers. Together, CP AXTRA and Cainiao are combining technology, logistics, and retail expertise to create an ecosystem that is stronger, smarter, and more competitive.
Mr. Tanit Chearavanont, Group Chief Wholesale Business Officer of CP AXTRA, said: “Retail today is all about experience, both online and offline. Our partnership with Cainiao, a company under Alibaba Group, is built on true co-creation, combining world-class logistics technology with CP AXTRA’s deep retail and wholesale expertise. Together, we are developing tech-driven solutions tailored for Thailand and ASEAN, while strengthening our ambition to become Asia’s No. 1 retail-tech leader. Importantly, this collaboration marks the foundation of a broader relationship with Alibaba Group as we look to explore new areas of cooperation and innovation that will bring even greater value to Thailand, our partners, and our customers, while enhancing our competitiveness in the international market.”
The Chief of Wholesale Business further emphasized that fast logistics is crucial for the modern retail enterprise. He highlighted how advanced technology is helping CP AXTRA reduce lead times, moving service from next-day delivery to same-day delivery, and now offering a 3-hour delivery service. The company’s ultimate objective, aided by the technology developed with Cainiao, is to achieve an ultra-fast 25–30 minute delivery. This upgrade is essential for CP AXTRA’s supply chain to remain competitive and avoid falling behind other industry players.
“The old saying says that big fish eat small fish, but we want to be fast fish,” Mr. Tanit declared “Because the fastest one will take all.”
The Chief also noted that through the partnership with Cainiao, CP AXTRA aims to deliver a seamless omnichannel experience for both its wholesale and retail customers.
He expressed expectations for further cooperation with the Alibaba Group, particularly concerning the highly competitive technologies the Group offers, specifically citing Qwen AI. The Chief of Wholesale Business has set an ambitious three-year target to become ASEAN’s No.1 leader in retail platform and digitalization. Supporting this expansion plan is the forthcoming addition of CP AXTRA to Alibaba’s Tmall platform, commencing next month.
Mr. Tirayu Songvetkasem, Chief Digital Officer at CP AXTRA, added his perspective, noting that workforce, process, and technology are the three key components that drive the business forward. He reiterated that the company makes continuous adjustments—every week, and even every single day—because technology and market trends are changing at such a rapid pace. For this reason, he stated that traditional monthly or quarterly plans are no longer suitable for managing this velocity of change.
He stressed the importance of forging the partnership with Cainiao by recalling CP AXTRA’s early difficulties in its business: facing time-crunching delivery schedules while simultaneously being required to maintain high-quality standards. He pointed to Alibaba’s proven logistics capabilities, with support from Cainiao, which can handle up to 90 million orders a day, or even 120 million during major events like 11/11. This, in his view, clearly reflects the high efficiency the company brings to the table.
Finally, Mr. Tirayu expressed his view that there is plenty of room for growth within the partnership with Cainiao. To capitalize on this, the companies plan to establish a co-development hub where both engineers and specialists can work together to innovate.
Bi Jianghua, Vice President and General Manager of Logistics Technology, Cainiao Group, said “We are proud to partner with CP AXTRA on its retail transformation journey. Our joint development teams work side by side to design tailor-made solutions that enhance efficiency and customer satisfaction. This collaboration not only accelerates CP AXTRA’s omnichannel capabilities but also expands Cainiao’s technology reach across the Southeast Asian market.”
As CP AXTRA and Cainiao continue to strengthen their collaboration, this partnership highlights their shared commitment to innovation, co-development, talent development, and operational excellence. Together, they are building a more connected, truly international digital-tech commerce ecosystem, where technology enables people to deliver better service, efficiency, and growth.
Ms. Lynne Jin, General Manager, Strategic Partnership Office, Cainiao, emphasized that the partnership enables Cainiao to gain a deeper understanding of Thailand’s local business environment and the practical application of new retail and wholesale models in the country. The collaboration also offers valuable learning opportunities, particularly in adapting to local operational nuances—such as the mandatory face-to-face handover of goods to consumers at designated times—which necessitates customized system development and algorithm adjustments.
For the Thai market, Cainiao’s goal is to support CP AXTRA in becoming ASEAN’s leading retail technology platform. The company’s strategic vision encompasses the integration of AI in supply chain management across Southeast Asia. This partnership is underpinned by Alibaba’s robust ecosystem and Cainiao’s proven logistics solutions, which are being jointly tailored to meet Thailand’s unique market requirements.
About CP AXTRA Public Company Limited
CP AXTRA Public Company Limited, a subsidiary of CP Group, operates Asia’s leading wholesaler and retailer, “Makro” and “Lotus’s.’ The Company is based in Thailand, with operation across 10 countries. CP AXTRA is committed to fulfilling people’s lives with good health, love, joy, and well-being by providing solutions and meeting customers’ daily needs with technology, innovation, and operational excellence. With over 30 years of retail experience, CP AXTRA is a trusted partner for both B2B and B2C customers, offering a comprehensive range of products and services. Today, it manages over 2,700 offline stores in Thailand and Asia, with strong online presence.
About Cainiao Group
Founded in 2013, Cainiao is a global leader in e‑commerce logistics focused on international logistics and technology. The company provides five core services—global supply chain, cross‑border logistics, overseas local express services, logistics technology and logistics parks—backed by a smart logistics network spanning more than 200 countries and regions. Leveraging deep e‑commerce insight and advanced technology capabilities, Cainiao develops innovative solutions that raise industry standards and unlock new market opportunities for global partners. To date, Cainiao’s logistics technology solutions have been implemented in 27 countries and regions through more than 800 global partnership projects.
