What Advice does

Advice is one of Thailand's largest omnichannel IT and consumer electronics retailers, operating under the legal entity Advice IT Infinite Public Company Limited (บริษัท แอดไวซ์ ไอที อินฟินิท จำกัด (มหาชน)) and headquartered in Pak Kret, Nonthaburi Province. Founded in 2009, the company sells a full assortment of IT hardware and consumer electronics — smartphones, notebooks, pre-built desktops, tablets, gaming consoles, Apple products, printers, CCTV systems, and accessories — through a unified platform that combines 383+ physical retail branches across Thailand and Laos (including 26 branches in Laos P.D.R.) with the advice.co.th e-commerce site and dedicated iOS/Android mobile applications. The company also operates 21 specialized Advice iStore locations as an authorized Apple reseller and dedicated ROG shop-in-shop sections for gaming hardware.

The underlying technology stack is a standard retail e-commerce architecture: an online storefront with promotional banner management, UTM-tagged campaign tracking, installment calculators, and multi-payment checkout (credit card, QR, e-wallet, BNPL). Operational differentiators include a same-day WARP 2HRS delivery service covering the Bangkok Metropolitan area, a SWAP & CLAIM instant-replacement policy for manufacturing defects, and a combined sales-and-repair service model that integrates after-sales support into the retail footprint. The business is a public company limited (มหาชน) with no parent company and operates with 501–1,000 employees.

Revenue is generated primarily through retail hardware resale, augmented by an Advice Plus+ loyalty program that drives repeat purchases through points accumulation. Go-to-market spans direct-to-consumer (online and 383+ branches), an enterprise field-sales division for corporate procurement, and channel partners through dealer and technician registration portals. Advice also operates a franchise store model. The financing layer is a critical part of the conversion funnel: the company maintains core partnerships with KTC, Krungsri, SCB, KBank, ttb, UOB, and BBL for 0% credit-card installments (up to 48 months), alongside cardless BNPL partners (SPayLater, True Pay Next, Samsung Finance+, SG Finance+, Ascend Pay Next Extra, Boonterm Easy Cash) that target underbanked consumer segments including government workers. Logistics is supported by KEX, DHL Express, Flash Express, and J&T Express.

Name

Advice

Legal name

บริษัท แอดไวซ์ ไอที อินฟินิท จำกัด (มหาชน)

Website

https://advice.co.th

Company type

Public

Founded year

2009

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Advice is a Thai omnichannel IT and consumer electronics retailer operating 383+ branches across Thailand and Laos, the advice.co.th e-commerce platform, and 21 Apple-authorized iStores, selling smartphones, notebooks, gaming, and Apple hardware to consumers, corporates, and dealer networks.

Ownership category

akta.pro rank

Headquarters

HQ city

Pak Kret

HQ country

Thailand

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. Retail Hardware Sales: Advice generates primary revenue through selling IT hardware products including smartphones, notebooks, computers, gaming consoles, tablets, accessories, printers, and CCTV products through its online platform and 383+ physical retail branches across Thailand and Laos.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Advice is an omnichannel IT and consumer electronics retailer selling smartphones, notebooks, desktop computer sets, tablets, gaming consoles, printers, CCTV/security systems, and accessories through its advice.co.th e-commerce site, mobile apps, and 383+ physical branches across Thailand and Laos. The offering is bundled with same-day delivery (WARP 2HRS), an in-house loyalty program (Advice Plus+), an SWAP & CLAIM warranty replacement service, multiple 0% installment financing options, and on-site repair support.

Product overview

Advice is a Thai IT products omnichannel retailer operating a unified platform combining physical retail stores (383+ branches across Thailand including 26 in Laos), an online e-commerce platform (advice.co.th), and dedicated brand shop-in-shops. The product portfolio centers on consumer electronics including smartphones (iPhone, Samsung, OPPO, vivo, Xiaomi), notebooks/laptops (ASUS, MSI, HP, Lenovo, Dell, Acer), pre-built desktop computer sets (Intel and AMD configurations), tablets (Samsung, Huawei, Xiaomi, Lenovo), gaming consoles (Nintendo Switch, PlayStation 5), Apple products through Advice iStore sub-brand, printers (HP, Brother), CCTV/security systems, and accessories. The offering is complemented by loyalty program (Advice Plus+), installment payment services, fast delivery (WARP 2HRS), and after-sales services including SWAP & CLAIM. The company positions itself as a comprehensive IT products destination offering sales and repair services in one location.

Differentiator

Problem solved

Functional benefit

Brands

• Advice iStore: Premium Apple product store concept with dedicated physical locations

Products and services

• Notebook computers Laptop computers from brands including ASUS, Acer, Lenovo, Dell, HP, and MSI, sold for work and gaming purposes through advice.co.th, mobile apps, and physical branches.
• Desktop computer sets Pre-built desktop computers in Intel and AMD configurations, ranging from entry-level to high-performance gaming and workstation builds, available across retail and online channels.
• Smartphones Mobile phones from Samsung, OPPO, vivo, Xiaomi, Honor, realme, Infinix, and Apple (via iStore), sold with brand warranty and multiple installment financing options.
• Tablets Tablet devices from Samsung, Huawei, Xiaomi, and Lenovo, in various sizes and configurations, sold online and in branch.
• Apple products at Advice iStore Authorized reseller offering of iPhone, iPad, MacBook, Apple Watch, and AirPods with official Thai warranty across 21 Advice iStore locations.
• Gaming consoles Game consoles including Nintendo Switch, Nintendo Switch 2, and PlayStation 5, sold with games and accessories through online and branch channels.
• Printers and supplies Printers from HP, Brother, and other brands for home and office use, including ink and toner consumables.
• CCTV and smart security systems Security camera systems from TP-Link and other brands for home and business surveillance, available online and in branch.
• OPPO Reno16 5G (pre-order) New OPPO Reno16 5G AI Phone offered through Advice online channels with bundled accessories and services.

Quantifiable outcome

• Same-day delivery within 2 hours for Bangkok metro area online orders (WARP 2HRS)
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• VIU (PCCW OTT)minorGTM or Marketing Partner · 1 April 2025VIU Premium streaming subscriptions offered as gifts with Advice purchases of smartphones, tablets, and notebooks. Purchases of 20,000+ baht receive 1 year free VIU Premium (1,788 baht value), 10,000-19,999 baht receive 90 days, under 10,000 baht receive 30 days.
• Synnex (Thailand)coreChannel Partner/ Reseller/ DistributorSynnex serves as the distributor for Nintendo Switch 2 products sold at Advice. Advice stocks and sells Nintendo Switch 2 bundles sourced through Synnex Thailand.
• KEX (Thailand)minorOthersLogistics partner for order delivery and shipping services used by Advice for nationwide product distribution.
• DHL Express ThailandminorOthersInternational express shipping partner for Advice's delivery operations.
• Flash ExpressminorOthersDomestic express delivery service partner for Advice's online order fulfillment.
• J&T Express ThailandminorOthersDomestic parcel delivery partner for Advice's e-commerce shipping operations.
• Apple (Authorized Reseller)coreTechnology or IntegrationAdvice is an authorized Apple reseller and iStore operator in Thailand, selling iPhone, iPad, MacBook, Apple Watch, and AirPods with official Apple warranty support. Operates 21 Advice iStore branches nationwide.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Best Buy: U.S. consumer electronics omnichannel retailer. Comparable to Advice in business model — omnichannel CE retail, Geek Squad-like services, installment financing, and authorized brand reseller programs — but at much larger scale.
• Ingram Micro: Global IT distribution and solutions giant serving resellers and retailers worldwide. Comparable to Advice in the IT channel ecosystem but with enterprise and B2B focus rather than consumer retail.
• Shopee Thailand: Mass-market Southeast Asian e-commerce platform with deep penetration in Thai consumer electronics. A structural competitor on online IT retail and a force pressing on Advice's pricing.
• Lazada Thailand: Leading Southeast Asian e-commerce marketplace selling smartphones, laptops, and consumer electronics. Competes with Advice online on price, assortment breadth, and delivery speed.

Direct peers

• JIB Computer Group: Leading Thai IT retailer with nationwide branch network and online store, directly competing with Advice across smartphones, notebooks, and computer components. Closest head-to-head rival in the Thai IT/electronics retail market.
• Power Buy: Thai electronics and appliance big-box retailer under Central Group. Overlaps with Advice in consumer electronics, gaming, and IT categories, with comparable nationwide footprint and installment financing.
• BaNANA (Banana IT): Major Thai IT retailer with broad omnichannel presence selling smartphones, laptops, and gaming gear. Competes directly with Advice on price, assortment, and same-day delivery in Thailand.
• iStudio by Copperwired: Apple Premium Reseller in Thailand operating dedicated iStudio stores. Competes head-on with Advice's iStore sub-brand for premium Apple customers in the Thai market.

Others

• Synnex (Thailand): Thailand's largest IT distributor and a supplier to Advice (e.g., Nintendo Switch 2 distribution). Comparable in IT product breadth but operates upstream as a distributor rather than consumer-facing retailer.

Regional players

• Harvey Norman: Asia-Pacific omnichannel retailer of consumer electronics, computers, and home appliances with franchise-led expansion into Southeast Asia. Comparable operating model to Advice, particularly in mixing franchise stores with company-owned outlets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/advice_club
• Facebookfacebook.com/AdviceClub
• LinkedInlinkedin.com/company/advice-holdings-group-co-ltd-

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Advice