Amid rising cost pressures and intensifying competition in Thailand's logistics sector, J&T Express is accelerating efforts to bolster operational efficiency by investing in automated sorting technologies while piloting electric vehicles to reduce exposure to volatile fuel prices.
"The logistics sector continues to demonstrate strong growth potential. Parcel volumes driven by e-commerce platforms and social media commerce have consistently increased year on year," Winni Li, chief marketing officer of J&T Express (Thailand), told the Bangkok Post.
Ms Li said that Thailand represents one of the company's highest-investment markets in Southeast Asia.
To secure long-term competitiveness, the company is heavily investing in upgrading all its nationwide sorting centres with advanced automated equipment to increase efficiency and enable faster delivery.
"Automation is a critical strategy to permanently reduce operating costs, manage internal efficiencies, and accelerate delivery speeds right down to the destination branches," Ms Li said.
The Thai logistics market remains a persistent "Red Ocean" -- the most intensely competitive landscape in Southeast Asia, largely fuelled by Thai consumers' higher online shopping activity compared with neighbouring countries.
The industry has seen consolidation, with the number of players dropping from over a dozen to around five or six strong competitors.
The surviving industry leaders are currently locked in fierce competition, focusing heavily on aggressive pricing strategies and delivery performance.
"A country like Indonesia might have only one truly dominant logistics player, whereas Thailand has 4-5 heavily competing giants," said Ms Li.
Adapting to evolving consumer and platform requirements, the company highlighted its "same-day" delivery service as a rapidly growing segment.
To buffer against the volatility of external fuel costs and align with corporate "Green Energy" initiatives, the company is actively rethinking its operational roadmap.
The company has piloted the use of EV bikes for its delivery service, with active testing already underway at selected branches.
"Building a sustainable and resilient organisation requires balancing efficiency with long-term sustainability. We are committed not only to leveraging technology to enhance the logistics industry in Thailand, but also to growing alongside Thai society through responsible environmental, social and governance practices," Ms Li said.
Over the past seven years, J&T Express has aligned business growth with social responsibility. Domestically, the company has strengthened regional connectivity, supporting the expansion of e-commerce.
Internationally, it has leveraged its cross-border logistics and customs expertise to connect Thai products with Southeast Asian countries and global markets.
PRICES ON THE RISE
Ms Li said J&T Express will continue investing in technology and environmental sustainability to drive Thailand's logistics industry towards a smarter, greener, and more customer-centric future.
The company aims to build a more efficient, convenient, and sustainable logistics ecosystem, contributing to the long-term development of Thailand's digital economy and society.
According to the company's corporate financial result data, e-commerce retail transaction value in Southeast Asia is projected to more than double from US$304 billion in 2025 to $660 billion by 2030, with parcel volume per capita expected to increase from 36 to 83 pieces.
"Driven by the strong growth of e-commerce and business activities, logistics demand is expected to rise steadily. We remain confident in Thailand's long-term economic potential," the company stated in a statement issued in response to a Bangkok Post request for its comments on the impact on the e-commerce sector from its imposition of a fuel surcharge on its service of 3 baht per parcel, effective as of April 1.
KEX Express (Thailand) and Flash Express also raised their fees by the same rate of 3 baht per parcel on April 1.
Fuel price volatility remains a near-term challenge, but the company adjusts pricing in line with industry trends to safeguard efficiency and service quality, J&T Express noted.
At the same time, it is accelerating its adoption of intelligent technologies and advanced management systems to optimise end-to-end operations, strengthen cost control, and reduce exposure to fuel fluctuations.
Ultimately, pricing decisions are based on a holistic assessment of cost factors and customer impact, with a continued focus on efficiency, service quality, and long-term competitiveness, according to the company.
A source who requested anonymity said SPX, Sea's delivery arm, has expanded its services to customers beyond its own group.
Recently, SPX announced that, due to ongoing volatility and rising fuel costs, it has become necessary to review its service pricing structure.
The changes will take effect in April, with the exact date to be confirmed. Adjustments will be based on the branch rate card according to package weight.
