| Startup Thailand | TH |
BUZZEBEES: The Engine Revolutionizing
Thailand’s Loyalty and
CRM Landscape—A Platform
You Use Without Realizing
In the past, the concept of a serious engagement platform for customer relationship management (CRM) was largely nonexistent in Thailand’s digital world. Yet, this very gap became the starting point for BUZZEBEES, a Thai tech startup. It was born from a simple vision: “If the way people communicate has changed, why should brands continue to communicate with customers in the old way?”
Today, BUZZEBEES has grown to become the No. 1 CRM and Loyalty Platform leader in Thailand, operating behind the scenes for countless brands you interact with daily. You might not even realize you’re using their system when you redeem Krungsri credit card points through Your Choice campaigns on LINE or access special promotions at a supermarket.
During a talk at the SITE 2025 conference on the topic “Understand your customers and how to be the leader in CRM,” Mr. Nuttanan Chantapariyavat, Chief of Strategy and Sales (CSO), shared a fascinating insight with the audience: “In the 24 hours of a single Thai person, no one’s hands don’t pass through BUZZEBEES. We may not know it, but we truly use their system every day.”
We Don’t Just Sell Technology… We Sell an Understanding of Customers
BUZZEBEES doesn’t have its own app; instead, it provides a white-label backend engine for various brands. Its services are divided into three main parts:
- – CRM and Loyalty Platform: This system is designed to build and maintain strong relationships between businesses and their customers. It includes features like membership systems, point collection, reward redemption, and various marketing activities. BUZZEBEES’ services span across diverse industries, from banking, insurance, and bottled water to fertilizers and construction materials, covering B2C, B2B, and even internal employee loyalty programs.
- – E-commerce Enabler: This service provides comprehensive support for online businesses, helping brands manage sales across major platforms like Shopee, Lazada, and TikTok.
- – Media Conversion Platform: BUZZEBEES also builds and manages affiliated pages, such as “Tid Pro,” to boost conversion rates and help clients’ pages gain followers. This creates tangible marketing results by operating as a SaaS (Software-as-a-Service) model, which requires continuous client usage. A key challenge is ensuring long-term client retention, not just a one-time sale.
The Secret to Success: “Making Customers Lazy”
One of BUZZEBEES’ most compelling business philosophies is to “make customers lazy.” This means creating a system that is so easy to use, intuitive, and valuable that customers don’t want to do it themselves. If they see that the platform offers worthwhile data, tools, and support, they’ll be willing to pay to continue using it.
Recognizing the small and limited nature of the Thai market, BUZZEBEES laid the groundwork for international expansion from day one. They chose to collaborate with local partners rather than going alone, deeply understanding the nuances of each market, from UX and data privacy (PDPA) to local user behavior flows.
It’s Not Just About a Talented Team… They Must Be Resilient, Too
A major challenge for any fast-growing startup is not just finding talented people but finding the right people for the company’s specific stage. Some talented individuals may lack the resilience or adaptability needed, while others who were a perfect fit in the early stages might not be able to grow with the company.
Mr. Nuttanan candidly shared that the BUZZEBEES team had to transform from a small, hands-on group to one with specialized experts. This was the most difficult part, because the people who grow with the company form the essential foundation of a SaaS business, which must serve clients for the long haul.
A Thai Startup Needs More Than Cool Tech… It Needs to Survive
Mr. Nuttanan concluded with advice that resonates with many entrepreneurs: “It doesn’t matter how cool the AI or tech is. If the business model isn’t clear, you don’t have the right people, or you can’t manage your finances, you won’t make it.” He emphasized that it’s not enough to simply believe something is possible; you must also think about the “End Game” what you ultimately want to achieve.
BUZZEBEES has a clear goal: to take Thai solutions global. They are already on their journey to becoming a regional leader. BUZZEBEES is not just a company that writes code; it is writing about the future of communication between brands and customers in the digital age. In a world where people are connected 24/7, communication isn’t just happening between people anymore, it’s also happening between brands and consumers. BUZZEBEES is serving as the bridge to make that communication seamless and to create sustainable business opportunities.
