Indonesia’s AHA Commerce Makes Thailand Debut, Targets Southeast Asia Expansion

Reporter: Yudho Winarto | Editor: Yudho Winarto

E-COMMERCE - JAKARTA, Aug 23. Indonesian e-commerce enabler AHA Commerce is expanding into Thailand, marking its first step toward taking its data-driven digital commerce management model to the wider Southeast Asian market.

The company currently manages more than 280 brands with the support of over 220 professionals. Over the past 12 months, AHA Commerce has handled more than 8.1 million orders, representing over IDR 453 billion in gross merchandise value (GMV) under management.

The expansion builds on AHA Commerce’s experience in developing systems, processes and technologies to help brands grow across multiple e-commerce marketplaces.

AHA Commerce began operating in Thailand in September 2025 after being appointed to manage the marketplace operations of a brand already present in the country. Within the initial engagement, the company delivered a 221% increase in sales.

The company has since legally incorporated AHA Commerce Thailand, established a local office and recruited its entire local team in Thailand. Its operations follow a hybrid model, with the Indonesian and Thai teams working together to manage e-commerce operations for brands in the country.

Stephen Lawrence, Chief Executive Officer of AHA Commerce, said the Thailand expansion is not simply about entering a new market, but about bringing a business model developed in Indonesia to other markets.

“For more than a decade, we have built a strong business foundation through continuous learning while developing our e-commerce management systems and capabilities in Indonesia. Once the system proved capable of consistently delivering growth for brands in Indonesia, we saw an opportunity to bring the same approach to the regional market. Thailand represents our first step toward realizing that vision,” Stephen said.

In its initial phase, AHA Commerce Thailand is focusing on managing online stores for local brands. While the company applies the systems and processes developed in Indonesia, its implementation is adjusted to local consumer behavior, marketplace dynamics and promotional strategies.

Andre Chouw, Chief Business Officer and Co-Founder of AHA Commerce, said the collaboration between the Indonesian and Thai teams is key to adapting the company’s model to the local market.

The Indonesian team provides systems support and operational expertise, while the Thai team ensures that strategies are aligned with local market characteristics and brand requirements.

“We are not entering Thailand with operational experience alone; we are bringing a system that has been developed and tested over many years. Its implementation must, of course, be adapted to consumer behavior, marketplace characteristics, and the needs of each brand in Thailand. The underlying principles remain the same, but the execution must be relevant to local market conditions,” Andre said.

Advancing Data-Driven E-Commerce Management

As part of its Thailand expansion, AHA Commerce is also introducing AHABOT™️ AI Marketing, a system developed from the company’s experience managing hundreds of online stores.

The system is designed to support more measurable decision-making in e-commerce management, including selecting products to promote, determining which campaigns to join and setting discount levels based on data.

AHA Commerce has implemented the data-driven approach across its operations in Indonesia, where it has become part of the company’s e-commerce management model. The approach is now also being applied to its Thailand operations.

The model also supports AHA Commerce’s performance guarantee, under which the company guarantees a minimum 20% increase in sales compared with a client’s average sales over the preceding six months.

Based on the applicable cost-of-goods-sold structure, the targeted increase is expected to support growth in client profitability. If the target is not achieved, AHA Commerce waives its commission fee. The same scheme is applied to the company’s operations in Thailand.

According to Andre, the performance guarantee is not merely a marketing strategy, but reflects the company’s confidence in the systems it has developed and continues to refine.