Bookstore: Competition Study

This article was written by our expert who is surveying the bookstore industry and constantly updating the business plan for a bookstore.

Who wrote this content?

The Dojo Business Team

A team of financial experts, consultants, and writers

We're a team of finance experts, consultants, market analysts, and specialized writers dedicated to helping new entrepreneurs launch their businesses. We help you avoid costly mistakes by providing detailed business plans, accurate market studies, and reliable financial forecasts to maximize your chances of success from day one—especially in the bookstore market.

How big is the bookstore market right now—nationally and locally?

The bookstore market is moderate in size globally and smaller but faster-growing in Thailand.

In 2025, the global books market is about $142.96 billion and is projected to reach roughly $155.99 billion by 2030 at ~1.76% CAGR. Thailand’s books market is approximately $462.99 million in 2025 and is growing at ~3.5% CAGR through 2031, with the strongest momentum in urban areas where print and digital formats both sell.

For a new bookstore, this means you should plan around steady demand with targeted growth pockets in cities, universities, and transport hubs.

Your revenue plan must connect to localized footfall and digital conversion, not just national averages, because city-level dynamics drive performance.

Set targets that reflect city demographics, school density, and mall traffic patterns.

Who are my direct competitors nearby, and how many stores do they run?

Your local field will include national chains, specialty independents, and online players that deliver into your area.

In Thailand, expect B2S and Naiin to operate many locations nationwide, with Asia Books and Kinokuniya relevant in major cities; at the city level you will often find 5–20 active independent bookstores plus pop-up sellers and market-stall booksellers. Online platforms compete on price and selection and are always present in your radius through fast delivery.

Map each competitor’s exact outlets within a 15–20 minute trade area and note mall vs. street placement and store sizes.

Track their opening hours, event calendars, and delivery offers because these directly influence your weekly sales rhythm.

Revisit this map quarterly as stores open/close and as online delivery SLAs shift.

What share do independents, large chains, and online retailers hold?

Chains and online channels capture most national spend, while independents take meaningful urban niches.

At a national level, chains often account for ~35–45% of sales and online for ~20–35% with the fastest growth; independents can hold ~20–35% share in specific urban districts where curation and community matter more. Your target should assume higher online leakage during peak promo periods.

Use category-level mix (new releases vs. backlist vs. gifts) to balance margins against channel pressure.

Independents typically win by depth in selected niches, events, and relationships with schools and local authors.

Build a quarterly plan to defend your core segments against online discounting.

How do competing bookstores differentiate on assortment, pricing, and experience?

Chains win on breadth, price consistency, and memberships; independents win on curation and community.

Chains emphasize broad catalogues, competitive everyday pricing, loyalty perks, and modern browsing spaces; independents emphasize curated selections, staff picks, local authors, events, and intimate service; online emphasizes price, convenience, and delivery speed. Design your experience to be unmistakably “you.”

Create a clear store narrative (e.g., children + education + stationery, or design/art + magazines + events).

Translate that narrative into table displays, staff pick cards, and a monthly event cadence.

Document standards so the differentiation is visible daily, not just at launch.

What are typical price ranges for books and complementary products?

Price bestsellers to match chains and online, and take justified premiums on curated/ imported titles.

Across competitors, bestsellers typically range from ~$8–$25 (≈ THB 300–950); stationery, gifts, and accessories often range from ~$3–$30 (≈ THB 110–1,100). Chains/online are usually 10–20% below independents on comparable SKUs; independents match on staples but add margin via niche imports and bundles.

Build price ladders per category and use good-better-best bundles to lift AOV.

Run quarterly checks on 50 SKUs to ensure parity on key traffic drivers while protecting margins elsewhere.

Use membership-only bundles to compete with chain loyalty schemes.

How do competitors run online sales, delivery, and integrate digital with stores?

Leaders provide full e-commerce, click-and-collect, tracked delivery, and digital memberships tied to POS.

Chains and online platforms offer frictionless checkout, home delivery, and app-based rewards; independents vary—some run full webstores, others sell via social media with local courier partnerships or marketplace storefronts. Your baseline should include online catalog visibility, in-stock indicators, and next-day delivery windows.

Integrate POS with CRM so events, clubs, and purchases sync to one profile.

Use “reserve online, pick up in 2 hours” to drive store visits and impulse add-ons.

Automate back-in-stock alerts and pre-order flows to capture new releases.

Which customer segments are most targeted today, and where are the gaps?

• Families and students: high volume in children’s learning, test prep, and school reading lists.
• Professionals: business, design, tech, language learning, and practical reference sell steadily.
• Tourists and expats in urban areas: foreign titles, travel, and bilingual children’s books.
• Hobbyists: manga/graphic novels, crafts, cooking, photography, and music.
• Underserved gaps: deep foreign-language backlist, local authors with small runs, esoteric genres, and event-driven micro-communities (book clubs by niche).

You’ll find detailed market insights in our bookstore business plan, updated every quarter.

Which promotional strategies are working best to acquire and retain readers?

• Memberships with monthly credits, birthday perks, and event priority access.
• Launch-week bundles for new releases (book + tote + bookmark) and limited signed copies.
• Weekly events: author talks, children’s storytime, workshops, and club nights.
• Always-on social content: staff picks, shelf tours, and 30-second “why read this” reels.
• Seasonal campaigns tied to school calendars, holidays, and cultural festivals.

This is one of the strategies explained in our bookstore business plan.

How do competitors choose store locations, and what drives foot traffic?

Chains prioritize malls, transit hubs, and education districts; independents prefer visible lifestyle streets.

Foot traffic is a function of visibility, access (parking/transit), proximity to schools and offices, and co-location with cafés and complementary retail; interior layouts and dwell-time amenities (seating, kids’ corners) convert traffic into sales. Your site model should weight these factors explicitly.

Measure passers-by, capture rate, and conversion by daypart to tune staffing and events.

Use pop-ups to test neighborhoods before committing to long leases.

Negotiate co-marketing with mall operators and neighboring cafés to share audiences.

Which add-on services (cafés, events, memberships) increase loyalty?

Memberships, events, and café corners extend dwell time and raise repeat visits.

Competitors use cafés, book clubs, workshops, and kids’ storytime to create routines; memberships bundle small discounts, early access to signings, and exclusive editions. These programs stabilize off-peak traffic and improve predictability of demand.

Design tiered memberships with clear monthly value and track churn.

Run a monthly calendar that mixes families (weekends), professionals (weeknights), and clubs (late evenings).

Bundle coffee vouchers with book purchases to lift average order value.

What partnerships are commonly used (publishers, schools, cultural bodies)?

• Schools and universities: reading lists, fairs, and exam prep packages.
• Publishers and distributors: launch events, co-op marketing, and exclusive signed stock.
• Libraries and cultural institutes: festivals, bilingual programs, and author residencies.
• Language schools: coursebook bundles and referral discounts.
• Local creators: zines, art prints, and micro-press tables that attract niche communities.

We cover this exact topic in the bookstore business plan.

What are the newest trends and innovations competitors are adopting?

Digital formats, subscriptions, and creator-led publishing are reshaping bookstore offer design.

eBooks, audiobooks, and subscription platforms are growing; self-publishing and direct-to-consumer models are expanding; digital marketing and event integration are now baseline capabilities. Successful stores blend physical curation with digital discovery and pre-orders.

Offer audiobook trials and eBook gift cards alongside print to keep wallet share.

Use data from pre-order lists and wishlists to fine-tune inventory and event choices.

Pilot short-run exclusives with local authors to stand out against algorithmic marketplaces.

Can you summarize competitor pricing, product mix, and experience differences?

Here is a structured view to benchmark rivals and pick your positioning clearly.

What are the average local store counts by competitor type in cities?

Use the table below as a planning heuristic; verify numbers against your city.

It’s a key part of what we outline in the bookstore business plan.

What are the most effective promotional plays right now by competitor?

See below for a quick tactical roll-up you can adapt immediately.

What operational choices influence foot traffic inside the store?

Layout, staffing rhythm, and calendars translate location traffic into sales.

High-visibility displays for new releases and staff picks, clear kids’ zones, and seating nooks increase dwell time and basket size; align staffing with conversion peaks (after school, weekends) and schedule events to smooth quieter dayparts. Small tweaks deliver compounding gains.

Track five metrics weekly: passers-by, entry rate, conversion, AOV, and attachment rate.

Use endcaps and front tables as paid “ad slots” for your own high-margin SKUs.

Refresh front-of-store tables twice weekly to keep repeat visits exciting.

How are online sales and delivery models structured by competitor?

Benchmark these service levels when designing your own offer.

Conclusion

This article is for informational purposes only and should not be considered financial advice. Readers are encouraged to consult with a qualified professional before making any investment decisions. We accept no liability for any actions taken based on the information provided.

Sources

1. Statista – Thailand Books Market
2. Mordor Intelligence – Books Market
3. 6Wresearch – Thailand Books Market Outlook
4. Grand View Research – Books Market
5. DataIntelo – Online Books Market
6. PublishDrive – Book Market Trends 2025
7. DojoBusiness – Bookstore Competition Study
8. FounderPal – Bookstore Audience Examples
9. DojoBusiness – Bookstore Marketing Strategies
10. DojoBusiness – Bookstore Industry Trends