Could these new delivery apps change the game for Bangkok's small businesses?
Now, an initiative is trying to address this. Two new platforms, 'Nong Khoei Maa Tao Rue' (which loosely translates to 'How much did you pay for your last ride?') and 'Taam Sang-Taam Song' ('Order & Deliver'), have entered the scene. The aim is to provide an alternative route for these drivers and small community vendors to access the digital marketplace and, hopefully, find more stable footing.
A key part of their approach? They were reportedly co-designed with actual motorcycle taxi drivers, shop owners and community food sellers to try and make them straightforward. Users can access them via a dedicated mobile app or, for those less keen on navigating new app interfaces, a Line Chat Bot.
The main pitch for drivers is a zero commission fee structure – a notable difference from some established players. The platforms also use an algorithm intended to prioritise the nearest available driver in a queuing system, aiming for fairer job distribution.
For local eateries and shops, this model also means no hefty commission fees are deducted from their earnings. Instead, it operates on a co-contribution system where the restaurant, the rider and the customer each contribute a small amount, reportedly around B5-B6 per order. The idea is to make participation more financially viable for small-scale operations.
The overarching goal is to offer these local community members a more accessible entry into the digital economy, one that doesn't squeeze their margins too tightly. Whether these platforms can truly level the playing field and gain significant traction against the giants of the delivery world remains to be seen, but it's a noteworthy attempt to address a clear imbalance. This initiative comes from a collaboration between Chulalongkorn University and the Thai Health Promotion Foundation (ThaiHealth).
They're currently active in 19 communities across the country, with stated plans to expand into 10 more areas by 2025. It's an interesting development, and one to watch if you're keen on seeing how local communities adapt to the ever-changing tech landscape.
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