Transforming retailing in a technology-driven world
Tanit Chearavanont is recognised by the Bangkok Post for his exceptional leadership in driving one of Thailand’s most significant retail transformations in recent years.
He has played a crucial role in elevating Makro — the flagship wholesale operating brand under CP AXTRA Public Company Limited — into a new era of digital-first retailing. At a time when consumer behaviour in Thailand was rapidly shifting towards online commerce, he led a bold transformation that redefined how wholesale and retail businesses operate in a technology-driven world. His strategic vision, operational discipline, and relentless focus on technology and innovation have positioned CP AXTRA as a true Retail Tech Powerhouse and Makro as the undisputed leader in the country’s fast-growing grocery e-commerce sector.
Central to this transformation is Makro PRO, a platform that has become Thailand’s No.1 grocery e-commerce brand and reshaped the competitive landscape of the industry. Under Mr. Tanit’s leadership, Makro PRO grew from an ambitious idea into a market-leading platform with 39.5% market share, as recognised by Euromonitor International in 2024. In just two and a half years, the platform scaled to process more than 100,000 online delivery orders per day, delivering unmatched convenience, selection, and value to customers nationwide. Its rapid growth reflects both a deep understanding of Thai consumer needs and a bold approach to integrating technology, logistics, and data analytics to drive business outcomes.
Graduated from Harvard University in 2013, Mr. Tanit brings a strong global perspective to his work. He began his career at UBS AG in Hong Kong as an Investment Banking Analyst in mergers and acquisitions and corporate finance, before joining the consumer products and retail group. In 2015, he joined Siam Makro Public Co Ltd, marking the start of his deep engagement with the wholesale industry. He later served as Managing Director of CP Wholesale India Private Limited, expanding the company’s presence in one of Asia’s most competitive retail markets. This international experience, combined with his expertise in business strategy, technology adoption, and cross-border operations, has been instrumental in shaping CP AXTRA’s ambitious digital agenda and its drive to become a regional leader in retail tech transformation.
Mr. Tanit’s success is grounded in a determination to embed technology-driven thinking at the core of the organisation. He unified digital and technology teams under an agile operating model, accelerating execution and strengthening Makro’s ability to innovate at speed. His teams developed proprietary AI models for Thai-language product search and personalised customer insights, both registered as Thai-developed patents, and improved customer engagement through services such as Makro PRO Point, the company’s data-enriched loyalty programme. These initiatives reflect a holistic approach to digital transformation, combining technological innovation with practical solutions to enhance operational efficiency and the customer experience.
Beyond platform innovation, Mr. Tanit oversaw a significant modernisation of Makro’s logistics and fulfilment infrastructure, expanding the delivery fleet from 400 to 4,000 vehicles, enabling nationwide coverage and ensuring faster, more reliable service. As a result, Makro’s e-commerce contribution surged from 3% to 30% of total revenue, demonstrating the scale and impact of his digital-first strategy. Importantly, these advancements have also contributed to Thailand’s broader retail ecosystem, raising standards in supply chain management, data analytics, and customer engagement, while supporting small businesses and local suppliers connected to the Makro platform.
Mr. Tanit’s leadership style combines strategic foresight, operational excellence, and a commitment to innovation, inspiring teams to embrace change and deliver measurable impact. By aligning technology, people, and processes, he has not only strengthened CP AXTRA’s market position but also cemented its role as a catalyst for economic growth and digital adoption in the Thai retail sector.
Through his vision, discipline, and innovation-led leadership, Tanit Chearavanont has set new benchmarks for retail tech transformation in Thailand and across Asia, achievements that the Bangkok Post proudly recognises him with the Retail Tech Transformation Leader of the Year, celebrating a leader whose work continues to shape the future of commerce.
