Editorial staff
TOPS is expanding its retail ecosystem by partnering with The 1 and Grab Thailand to penetrate the quick commerce and loyalty programme market.
This responds directly to the lifestyle of digital-age consumers who prioritize convenience, speed, and value across all touchpoints, while also enhancing long-term brand loyalty.
The campaign aims to close with 25% sales growth for TOPS via GrabMart, while continuing to build momentum in future joint developments and doubling the number of The 1 members , who engage through this channel.
Stephane Coum, chief executive officer – Food Group, Central Retail, said: “Consumer behavior is changing rapidly and in diverse ways. One of the fastest-growing groups is those who demand a seamless shopping experience that is convenient, fast, and adaptable to every lifestyle.”
TOPS is therefore advancing its omni-channel strategy through collaboration with The 1, Thailand’s largest loyalty platform, and GrabMart, the leading on-demand delivery service from supermarkets and leading stores, giving shoppers to earn The 1 points through TOPS purchases on GrabMart for the very first time.
“This elevates the shopping experience by offering convenience, speed, value, and exclusive benefits on every TOPS order, while integrating online and offline point collection and redemption seamlessly. It also paves the way for more personalized campaigns in the future. This partnership reinforces TOPS’ goal of being a truly world-class omni-channel lifestyle food retail,” Mr Coum said.
TOPS aims to achieve 25% sales growth via GrabMart and to increase the number of The 1 members among TOPS customers who have not yet registered — doubling membership numbers through this channel.
This collaboration also capitalizes on the opportunities within Thailand’s quick commerce market, which continues to expand. According to Priceza Thailand’s E-Commerce Trends 2025, the sector is expected to grow by 20-30% in 2025.
This aligns with TOPS’ customer insight data, which shows that over the past two years, usage of TOPS ONLINE services across all channels — including TOPS ONLINE Quick Commerce, 3P Marketplace, and Personal Shopper services — has increased more than five-fold. The most popular product categories include fresh food, imported fruit, and snacks respectively,” he adds.
Kawin Tangudtaisak, managing director of The 1, said that the collaboration with TOPS under Central Group, is committed to delivering maximum value to members. This strategic partnership with Grab Thailand enables The 1 members to easily link their accounts with GrabMart.
“It not only enhances convenience for members, but also turns every purchase into tangible value, as points are the benefit members value most. We believe this collaboration will be a major driving force that strengthens The 1 ecosystem and reinforces our vision of becoming a true ‘Center of Life Platform,” Mr Kawin said.
Chirakit Kwangsukstith, senior director – deliveries at Grab Thailand, said that GrabMart is dedicated to meeting the needs of modern consumers who place a high priority on convenience, speed, and value in every shopping channel.
He said this collaboration with TOPS and The 1 marks an important milestone in enhancing the shopping experience for users by integrating The 1 points system with GrabMart.
Customers can now shop TOPS products on GrabMart, earn points with ease, and enjoy greater value on every order. The partnership not only enhances convenience for users but also extends business opportunities within Thailand’s digital quick commerce market, which continues to grow.
“We believe this synergy will strengthen the seamless shopping ecosystem and foster long-term brand loyalty, especially among digital-first consumers, who seek comprehensive and truly rewarding shopping experiences,” Mr Chirakit said.
