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Develop the merchandise business with Digital transformation.


Nowadays, the lifestyle of consumers has changed dramatically. Consumers have more convenience when shopping through online channels. without having to travel to the store mall to buy the desired product, Including ordering food through online channels as well. Therefore, businesses In order to survive, it has to be adapted to modern times. By developing the business to keep pace with other businesses and to be able to survive in this business world, we do Digital Transformation.

Webinar : Shining new innovations are moving forward. Future of Thailand E-commerce and Logistics Solution

(Digital Transformation Consultant -

Rungroj Srirattanaroj (Roj))

Digital Transformation

Digital Transformation comes from Disruption or business turbulence that may arise from the fact that past and present business operations are not the same. Over time, business operations have changed from their original form. Therefore, there must be a transformation. In addition, there are new competitors entering the market. Businesses must be transformed in order to escape the disruption of competitors. and when there are more competitors Costs have changed, and this adjustment is transformation. Therefore, Digital Disruption is the cause of Digital Transformation and It is a solution to avoid Digital Disruption.

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Merchandise Transformation  

Merchandise generation division

For doing eCommerce and connecting to the back of the house. You need to know which Generation your business is in. After that. So how can we plan to be in the next generation? which can be divided into generations, respectively,

as follows:

GEN 1.0 - Traditional store

Generation 1.0 is a grocery store. and was developed into GEN 1.1, GEN 1.2 and began to develop into a grocery store that is a restaurant outside.

Bigger stand-alone department stores with a wider range of products.

Become a department store and develop it into a plaza by converting smaller stores into larger stores. All of these are evolutions in the Traditional Store, but the same point is true in the Offline Store.

GEN 2.0 - eCommerce [Online / Market Place / Platform]

GEN 2.0 is the generation of eCommerce that has become more online. Starting from not providing logistics, online payment services (Payment Gateway) and developing into a market place, which has now become a Mobile Platform, while eCommerce has become an eCommerce platform such as Lazada, Facebook, TikTok, and LineOA, But on the online website, the old platform remains, such as Central Online and Homepro, where manufacturers have their own online websites. But the problem is that every platform is provided with its own availability, but each platform is not connected to one another.

For example, if you want to buy something from a store, It is necessary to enter other platforms, such as Shopee or Lazada, to compare prices; these platforms are not connected. As for the seller's point of view, they need information. If you want data to analyse, you can't do it because the data lies with the owner of the platform. Not at the manufacturer These problems were therefore developed into GEN 3.0, which is a Connected platform that connects all data together.

GEN 3.0 - Connected Platform [Omni channel]

Making GEN 3.0 is connecting the data of all platforms together (Connected Data), meaning manufacturers will have the data in their own hands. Data collection is not done by the seller but by the product manufacturer. While the buyer is more convenient,

GEN 4.0 – Personalized Shopping [Intelligent Shopping]


GEN 4.0 looks at the benefits of 3.0 (Connected Data) when the manufacturer or Maker has enough consumer data and that data belongs to the manufacturer.

Data analysis can be done, and the next thing is to personalise shopping, meaning that data is collected from all platforms to customise and personalise the view of buyers. The platforms exchange information with each other.

So the platform can be personalised to some extent.

GEN 5.0 – Virtual Store [Metaverse / Cyber Physical]


GEN 5.0 is a metaverse; from a user perspective, it is meant to create a personalised shopper experience that can create a virtual shopping experience on a traditional site in the cyber world.

Connected platform and personalised shopping are to bridge the gap between the physical world (Traditional Store) and the cyber world (e-commerce), while GEN 5.0 is to seamlessly integrate the physical world and the cyber world.

The Importance of Generation in Merchandise Transformation

Stepping into eCommerce, that business should be in Generation 3, which should do Traditional stores but may not be connected to the platform. and should be expanded into Multi-Platform After that, GEN 4.0 and GEN 5.0 must be connected platforms, or GEN 3.0. Most companies that produce Merchandise have their own production plants. Therefore, the answer to the production warehouse problem is to do Transportation logistics and deliver the goods to the offline store in the last order. The next thing to do is add an online store, or eCommerce. When adding an online store such as Shopee or Lazada, it enters the Connected Platform. In terms of business operations, there should be online management. if in practise Most companies have separate teams for each platform.

For example, the team that takes care of various online platforms Offline management team And in actual work, there may be things that are difficult to manage at many points.

Factors in getting into eCommerce


eCommerce Application

Making an eCommerce Application nowadays is not difficult. and no need for a shop. Able to open a shop on the platform


Sales Point Management

Sales Management Order Management is a factor that is quite difficult to manage. Because if you sell on multiple platforms, there must be a team that looks at each platform separately. which, if it is not possible to effectively manage the perception of product information together There will be a problem if the order has already been placed in the system but there is no product on the actual delivery day.


Payment gateway

Making a Payment Gateway is not difficult, either. But the problem might be with transaction handling.


Connecting to a backend is a difficult factor in eCommerce.

Backend Interface

CSI's Merchandise Framework 4.0 to Help E-Commerce

At present, the market has provided eCommerce applications, Payment gateways, User reviews, Digital experiences, and customer care, but the difficult thing is the back end. Can Centralise Order Management. If there is distributed Order Management, it will be able to connect between different platforms that

Stand-alone systems can do central Order management, and from central Order management, they will be able to connect to other back-end systems. That is, Supply Chain, logistics, Warehouse, stock warehouse management, and Marketing. When there is a lot of information, it is the heart of Personalise, or 4.0.


CSI has a framework that will help bring GEN 3.0 to a connected platform, which is a framework on which manufacturers can build an engine that will be able to manage everything on its own. Platform connection by our own system is not in the platform, But connects the platform by our system. We will connect to various systems such as Warehouse management, Enterprise Management , and enterprise planning, which CSI's Merchandise Framework 4.0 can fully support, as follows :

  • B2B and B2C Applications

  • Payment Gateway

  • Merchandising API

  • Order Management

  • Warehouse and Inventory

  • Supply Chain and Logistics

  • Customer Management

  • Data Analytics

The framework is based on AI and Big Data IoT technology, which means it is ready to transform from GEN 2.5 to

GEN 3.0 full and go to GEN 4.0 in the end.

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Other related information

For Warehouse and E-Commerce

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