Flowup 7-Eleven Supplier Cost Sheet 2026: store data, listing fee, GP, rebate and markdown ranges, with sources
Short answer: The store side is public: 16,284 7-Eleven stores in Thailand at the end of June 2026, average sales of 85,843 baht per store per day, about 90 baht per bill and 959 customers per store per day, according to the operator's Q2 2026 filing on SET. The supplier side is not public: 7-Eleven does not publish GP rates or listing fees. What exists are consultant estimates, for example trade terms (listing fee, rebate, markdown and promotion fund) that can reach 30–40% of the selling price, or 35–45% of net sales. Treat those as reported ranges, price from the offer you actually receive, and test it in Flowup 7-11 Margin Backsolve.
Last updated: 2026-11-11. Figures are copied from the sources listed at the end; where a source gives a range, we show the range and say who reported it. We have not added any number of our own except in the clearly labelled worked example.
Table 1: 7-Eleven Thailand store network (Q2 2026, operator filing on SET)
| Metric | Value | Period |
|---|---|---|
| Stores in Thailand | 16,284 | End of June 2026 |
| Company-owned stores | 8,414 (about 52%) | End of June 2026 |
| Other stores, incl. sub-area licensee stores | 7,870 (about 48%) | End of June 2026 |
| New stores opened in the quarter | 200 | Q2 2026 |
| Standalone stores (the rest are in petrol stations) | About 86% | End of June 2026 |
| Average sales per store per day | 85,843 baht | Q2 2026 |
| Same-store sales growth | +0.8% year on year | Q2 2026 |
| Average spend per bill | About 90 baht | Q2 2026 |
| Customers per store per day | 959 | Q2 2026 |
| Sales mix | Food and beverages 77.5%, non-food 22.5% | Q2 2026 |
| Online-to-offline sales (7Delivery, ALL Online) | About 11% of product sales | Q2 2026 |
| Convenience store gross margin (the retailer's own blended margin) | 29.3% | Q2 2026 |
Source: Q2 2026 management discussion and analysis filed on SET by the listed operator of 7-Eleven Thailand (13 August 2026). The 29.3% is the retailer's overall gross margin on everything it sells. It is not the GP rate charged to any supplier.
Table 2: supplier-side costs as reported by public sources
| Cost line | What it is | Reported figure | Who reported it |
|---|---|---|---|
| GP | Retailer's share of the selling price; one consultancy describes it as a percentage of the VAT-inclusive shelf price, then deducted from the pre-VAT price to give the supplier's price | No public rate | Drink Space (Second Opinion Consulting) |
| Listing fee | One-off fee per new SKU | Not published by 7-Eleven; one beverage scenario worked out to about 1 baht per bottle over the first three months | Drink Space |
| Trade terms combined | Listing fee + rebate + markdown (+ promotion fund) | Up to 30–40% of selling price; elsewhere up to 35–45% of net sales | Subpayanunt (consultant estimate, Thai modern trade in general) |
| Rebate | Money returned to the retailer based on volume | Often 5–15% of net sales | Subpayanunt (modern trade in general) |
| Markdown support | Brand's share of promotional price cuts | Often 5–10% of revenue during the promotion | Subpayanunt (modern trade in general) |
| Promotion fund / co-op | Catalogue, display and in-store media | Often 2–5% a year | Subpayanunt (modern trade in general) |
| Late-delivery penalty | Fine on late shipments | For example, 1–3% of the late goods' value | Subpayanunt (modern trade in general) |
| DC fee | Delivery from the distribution centre to stores | Sometimes already included in GP | Drink Space |
| Display fee | Charged on some beverage categories, a percentage of the pre-VAT supplier price | Deducted every 45 days | Drink Space |
| Annual rebate on target | Paid if 12-month purchases reach an agreed target | Deducted from invoices at year end | Drink Space |
Among the sources above, only Drink Space describes 7-Eleven specifically, and only for beverages; the Subpayanunt ranges describe Thai modern trade in general. None of these is a retailer's official rate.
Worked example (example numbers, not real rates)
These are assumptions, the same defaults as our margin calculator, not 7-Eleven's terms or any client's data:
| Step | Assumption | Result per unit |
|---|---|---|
| Shelf price incl. VAT | 35 baht | 35.00 |
| Remove 7% VAT | 32.71 | |
| GP 30% of the pre-VAT price | example rate | Store pays 22.90 |
| Distributor 15% of the store price | example rate | Brand receives 19.46 |
| Other channel costs 10% of the pre-VAT price | example rate | −3.27 |
| Marketing 3 baht per unit | example | −3.00 |
| Highest product cost that still breaks even | 13.19 | |
| Product cost | 12 baht (example) | Profit 1.19 per unit |
At 0.5 units per store per day in 500 stores for 30 days (also assumptions), that is 7,500 units and about 8,937 baht profit for the month. Based on the price the brand receives (19.46 baht per unit), the brand's gross margin is about 38%, below the 50% that Subpayanunt suggests as a rough floor for modern trade, so this example's margin is fairly low. If GP were calculated on the VAT-inclusive price instead, as Drink Space describes, the store would pay 22.21 instead of 22.90 and the margin would be lower still. Check which base your contract uses.
Change any number in the 7-Eleven margin calculator, which runs in your browser and stores nothing.
How to use these numbers
- Use Table 1 to size the opportunity: sales per store per day and basket size tell you what a realistic rate of sale looks like in a convenience store.
- Use Table 2 as a checklist, not as prices: every line should appear in your offer with a real number.
- Put the real numbers into the calculator and find the month in which cumulative profit turns positive.
- Keep a marketing budget outside trade terms. In our view, demand created by TikTok and other content helps lift sales per store enough to cover the costs above.
Compiled by Flowup (Flowup Thailand / flowupth.com), a 7-Eleven growth company in Thailand with TikTok and 7-Eleven as twin cores. If a source updates its figures, we update this page and its date.
Limits
- Store data is the operator's quarterly filing and describes the whole network, not stores carrying any particular product
- Trade-term ranges are consultant estimates, while 7-Eleven itself publishes neither GP nor listing fees
- The worked example uses assumptions only
FAQ
What GP does 7-Eleven Thailand charge suppliers? 7-Eleven does not publish GP rates; the actual rate is set in each supplier's trading terms. The 29.3% in its filing is the retailer's overall gross margin, not a supplier rate.
How much is the listing fee for 7-Eleven in Thailand? There is no public price list. One beverage consultancy's scenario worked out to about 1 baht per bottle over the first three months; your figure depends on category and negotiation.
How many 7-Eleven stores are there in Thailand? 16,284 at the end of June 2026, according to the operator's Q2 2026 filing on SET.
How much margin do I need before entering 7-Eleven? Subpayanunt suggests that a product with gross margin below 50% may lose money in modern trade. Use your actual offer in the calculator rather than a rule of thumb.
Sources
- Q2 2026 MD&A filed on SET by the operator of 7-Eleven Thailand (Thai PDF, 13 Aug 2026): https://weblink.set.or.th/dat/news/202608/0737NWS130820261708080510T.pdf
- Subpayanunt, hidden costs in modern trade (35–45%, rebate, markdown, promotion fund, penalties; Thai): https://www.subpayanunt.com/post/modern-trade-hidden-costs-listing-fee
- Subpayanunt, how to enter modern trade (30–40%, 50% margin; Thai): https://www.subpayanunt.com/post/how-to-enter-modern-trade-fmcg
- Drink Space, the 7-Eleven value chain for beverages (GP base, DC fee, display fee, rebate, listing-fee scenario; Thai): https://drink-space.com/7valuechain/
- 7-Eleven margin calculator (Flowup, free): https://www.flowupth.com/en/tools/7-eleven-margin-calculator
- Listing fee, GP, rebate and markdown explained: https://www.flowupth.com/en/insights/modern-trade-fees-explained
Related guide: How to Get a Product Into 7-Eleven Thailand
Next step: Not sure where your product should start? Send the Flowup team your product and where it sells today, on LINE or by email.
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