Grab Thailand, reinforcing its leadership position as the No.1 ride-hailing and food delivery platform,  has announced its  2026 business direction under the theme “Winning with Purpose Together”, aiming to drive purposeful growth while maintaining balance across its ecosystem amid ongoing economic challenges. 

The company will continue its Barbell Strategy, offering a wide range of services at accessible price points to serve diverse consumer segments, while expanding into new segments across both individual consumers and corporate clients. In parallel, Grab aims to support government efforts to stimulate economic growth through tourism and food culture promotion, while leveraging technology and its platforms to create jobs and income opportunities in response to the energy crisis and rising living costs.

Chantsuda Thananitayaudom, Country Head of Grab Thailand, said, “2025 was a strong year for Grab Thailand as we delivered business growth in line with our plans despite economic headwinds, while maintaining our leadership in both ride-hailing and food delivery. We remain focused on leveraging technology to drive innovation, uphold service quality and standards, and adapt to evolving market conditions.”

2025 Highlights:

Grab recorded strong growth in its mobility business, particularly in affordable SAVER options for both cars (GrabCar SAVER) and motorcycles (GrabBike SAVER), with usage increasing by more than 250%, reflecting rising demand from price-conscious consumers. At the same time, the company strengthened its presence in premium segments, including foreign tourists and corporate clients, and expanded into the luxury segment with GrabExecutive, a premium limousine service with advance booking.

In food delivery, Grab continued to focus on affordability and value through year-round campaigns and promotions, including everyday Hot Deals, the SAVER Delivery option,  weekly and monthly promotional campaigns as well as major initiatives such as Mega Sale. These efforts helped users save more than THB 6.9 billion over the past year. The platform also maintained a strong base of premium users who prioritize quality and a diverse selection over price through curated offerings under the flagship subbrands like GrabThumbsUp and Only at Grab, now featuring more than 20,000 quality merchants nationwide. 

“Another key highlight was our support for the government’s “Kon La Krueng Plus” co-payment scheme, which helped stimulate consumer spending while generating income opportunities for delivery-riders and food merchants. Nearly 40,000 merchants participated via GrabFood, and recorded a sales uplift of up to 3 times compared to normal periods.”

Grab Thailand’s business growth aligns with Thailand’s expanding digital economy. According to the e-Conomy SEA 2025 report by Google, Temasek, and Bain & Company, Thailand’s digital economy reached USD 56 billion (approximately THB 1.78 trillion) in 2025, with ride-hailing and food delivery growing by more than 15% over the past year. 

Meanwhile, the Food Delivery Platforms in Southeast Asia 6.0 report by Momentum Works noted that Thailand is the second-largest food delivery market in the region, valued at USD 5.1 billion (approximately THB 162 billion), with growth exceeding 22% last year.

Moving Forward to 2026:

“To sustain our growth in 2026, we will advance our strategy under the concept of ‘Winning with Purpose Together,’ focusing on three key pillars: Winning Business Growth; Winning Sustainable Impact; and Winning with National Priorities. Through these efforts, Grab aims to help move Thailand forward amid global challenges”

“Through our Barbell Strategy 2.0, we will continue to balance value-driven offerings for the mass market with high-quality services for higher-spending segments including international travelers.” 

Grab will also continue to innovate and introduce new features and services including:

• Group Ride, more convenient and cost-efficient group travel feature
• Discover, enabling users to review and share popular merchants and must-try dishes as ‘Eatfluencer’ to boost engagement and increase visibility for merchants
• Basket Builder, a feature that allows GrabMart users to add items to their cart via typing, voice, or photo for easier restocking of everyday essentials

Grab is expanding into new segments such as nighttime consumption, by collaborating with a well-known YouTuber Tasit ‘Stefan’ Sinkanawiwat, as the latest Friend of Grab, to engage football fans and nighttime users. The company has also introduced the GrabForStudent package, which bundles value-packed benefits across ride-hailing and food delivery, helping students save up to THB 9,000 annually. 

In financial services, Grab Thailand is piloting “Grab Quick Cash”, its first personal loan offering for consumers, targeting individuals who need funding for their livelihoods, with loan amounts of up to THB 20,000 and repayment periods of up to six months.

Beyond business growth, Grab will continue to advance its GrabForGood mission, focusing on empowering drivers, delivery riders, and merchant-partners in three key areas: creating income opportunities; enhancing skills and competitiveness via the GrabAcademy programme; and expanding access to financial services. 

The company is also progressing environmental initiatives, including the Grab EV programme, which encourages drivers and riders in transitioning to electric vehicles amid rising fuel costs; the Green Programme, which channels user donations into carbon credits and biochar production to help offset emissions; and GrabFoodForGood programme, developed in partnership with Trash Lucky to promote waste sorting and recycling among merchant-partners.

Furthermore, Grab remains committed to supporting national priorities,  particularly in tourism promotion, a key driver of Thailand’s economy. We continue to collaborate with relevant agencies, including the Tourism Authority of Thailand (TAT) and Airports of Thailand (AOT), through tourism campaigns and support for global events and cultural festivals, while elevating ride-hailing service standards to make a lasting impression for international visitors.

“We are also promoting Thai culture through its rich culinary identity, leveraging our strengths in technology, data, and GrabThumbsUp brand to elevate Thai brands and expand their recognition across Southeast Asia through Grab’s regional network,” Chantsuda concluded.