Techsauce Awards 2026: Tanit Chearavanont Leads Makro PRO
Discover how Tanit Chearavanont and Makro PRO won big at Techsauce Awards 2026, transforming wholesale into Thailand's top retail tech platform.
Stock photo for illustration only, not from the actual event
- Tanit Chearavanont and Makro PRO won major accolades at the Techsauce Awards 2026
- A bold decision to shut down Makroclick and migrate everything to Makro PRO defied external warnings
- E-commerce sales share surged from 3% to over 30%, with daily sales hitting 250-260 million baht
- Employed the 4-3-3 decision strategy and co-creation model, resulting in four Thai tech patent filings
At the Techsauce Awards 2026, Tanit Chearavanont, Group Chief Wholesale Business Officer of CP Axtra Public Company Limited, was honored as The Sauciest Tech Visionary of the Year, while Makro PRO won The Sauciest Tech Scaleup. This recognition highlights a four-year journey of transforming a traditional wholesale business into a dominant retail tech platform.
This success story was far from straightforward. The turning point came when Tanit chose to shut down Makroclick and consolidate all operations onto Makro PRO, despite external consultants warning the leadership team that such a migration was impossible and destined to fail.
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Stock photo for illustration only, not from the actual event
The core motivation behind this decisive move was to eliminate the operational bottlenecks of maintaining separate applications with two distinct engineering teams. By merging Makroclick, Makro PRO, and the B2B system SmartOne into a single application, the platform successfully scaled to handle daily sales ranging between 250 and 260 million baht.
Thirayu Songwechkasem, Chief Digital Officer at CP Axtra, characterizes this continuous evolution as 'Continuous Disruption.' As daily sales climbed from an initial 12 million baht to 30 million, 70 million, and beyond, the organization continually restructured its workflows, systems, and team management to support its expanding scale.
At some points, I admit it was a difficult challenge for me, but I must thank the team for believing in me, in areas where others said it couldn't be done.
Regarding risk management, Tanit implements the '4-3-3 decision strategy.' Out of 10 decisions, he accepts that 4 may yield exceptional results, 3 will be standard and require minor adjustments, and 3 might fail. He views these failures as necessary learning costs rather than waiting indefinitely for complete data and missing market opportunities.
Executing a digital transformation within a large-scale wholesale giant like CP Axtra offers valuable lessons in dismantling legacy systems to centralize data. By embracing calculated risks through a structured decision-making framework, leadership prevents analysis paralysis—a common pitfall for traditional retail incumbents attempting digital pivots.
To overcome external technological limitations, CP Axtra began developing critical software internally, including order management systems and pricing engines. Simultaneously, the company adopted a co-creation model with global tech partners, yielding four patent applications covering personalized search ranking, Thai language processing, and AI-driven voice ordering.
Following its recognition as Thailand's number one first-party e-commerce platform according to Euromonitor, Tanit's next strategic horizon is expanding CP Axtra's footprint to become a leading retail tech player across the ASEAN region, establishing a Thai-built platform capable of global competition.
Source: Techsauce
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