CP AXTRA and Cainiao Join Forces to Drive Retail-Tech Expansion Across Thailand and Southeast Asia

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 the 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 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."

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.

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