Finding a master distributor in Thailand that also does marketing
Short answer: Start on the shelf. See who distributes the best-selling brands in your category, then ask who does those brands' marketing. Finding candidates isn't the hard part; the contract is. A sole distributor holds the right to sell in Thailand on your behalf. If the contract doesn't spell out what "we do the marketing" means, how it's measured and how you exit, you may tie the whole country to a partner who only moves boxes.
Foreign brands often hear "we handle all the marketing" in the first meeting. That can mean anything from in-store signage to a monthly content budget. Turn it into a list before comparing candidates.
Where to look
- The shelf in your category. Check which importers and distributors handle imported brands next to the spot you want. The importer's name usually appears on the Thai label.
- People you know in the category. Ask non-competing brands who they work with and how it's going.
- Your country's chamber of commerce and trade promotion office. Many offer partner introductions in Thailand.
- Category trade fairs. Good for meeting several candidates quickly, but follow up properly afterwards.
Turn "we do the marketing" into a list
| Area | Get a clear answer to |
|---|---|
| In-store activity | What can they do, who pays, how is retailer approval handled? |
| Out-of-store marketing | Do they have a team or partner for content and ads? Whose budget? |
| Annual budget | A fixed amount or a share of purchases? Who approves the plan? |
| Measure | In-store sell-out, or orders placed with the brand? |
| Reporting | What do they send you, and how often? |
A candidate who answers in numbers and line items is better than one who says "we can do it all."
Five things the contract must cover
- Scope of rights. Whole country or certain channels? Online included? If you want to run your own TikTok Shop, carve it out in writing.
- Minimum purchases and what happens if they're missed. Exclusivity should depend on agreed volumes, not be granted unconditionally.
- Marketing budget and approval. Who pays how much; who approves content and use of the brand.
- Data. In-store sales by area or store, frequency and file format.
- Termination and handover. What happens to remaining stock, and how licences or product records held in the importer's name are dealt with. Check with the Thai FDA and a lawyer.
Point 5 tends to be skipped because nobody wants to discuss it at the start. It's the clause that decides whether you can really change partners.
Start with a trial period
Where possible, start with rights that are short or come with a review point, for example after the first full selling cycle, judged on sales per store per day and stock availability in stores, not only on what the distributor ordered from you.
Limits
- This isn't legal advice; have a lawyer who knows Thai law review any distribution contract
- What you can negotiate depends on brand size and category
- Licensing requirements differ by category; non-food products may sit with other agencies
FAQ
What's the difference between one sole distributor and several distributors? A sole distributor is responsible for the whole market and usually invests more, but you depend on one partner. Several distributors spread the risk but are harder to coordinate and may compete for the same customers.
Should the distributor run our TikTok Shop as well? Only if they really have a team. If so, keep online prices consistent with stores and agree who owns the shop account.
Does Flowup work in this area? Flowup is a 7-Eleven growth company and is expanding into master distribution and distribution. Details are on the services page.
Sources
- Food importer requirements as described by the Thai FDA: https://en.fda.moph.go.th/entrepreneurs-food/food-importation-01/
- Subpayanunt on FMCG distribution strategy: https://www.subpayanunt.com/post/distribution-strategy-fmcg-thailand
- Who should pay 7-Eleven listing and promotion costs: https://www.flowupth.com/en/insights/who-pays-listing-and-promo-fees
Related guide: Getting Into 7-Eleven Thailand: How to Find an FMCG Distributor and Negotiate a Master Distributor Deal
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.
What Flowup can do for you: Services · Contact Flowup · Insights