Thrift Store: Competition Study

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

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 thrift store market.

Who are the main competitors currently operating in the thrift store market in Bangkok?

The Bangkok thrift store market is dominated by established chains, specialty boutiques, and large-scale flea markets that have built strong customer bases over several years.

Leading chains include Treasure Factory, Eco Ring, Tokyo Joe, 2ND STREET, and Again & Again, which operate multiple locations across the city and have developed strong brand recognition. These chains typically focus on imported secondhand goods, particularly from Japan and the United States, offering curated selections that appeal to fashion-conscious consumers.

Specialty stores like Lost & Found Store, Horse Unit, and (Un)Fashion Vintage Collection target niche markets with carefully selected vintage items and unique pieces. These boutiques often command higher prices due to their curation and positioning as premium thrift destinations.

The Chatuchak Weekend Market represents the largest concentration of thrift vendors, with over 1,000 stalls operating as secondhand outlets. Market-based competitors like Pattavikorn Market and the Platinum Mall thrift corridor offer budget-friendly options with high inventory turnover and competitive pricing.

You'll find detailed market insights in our thrift store business plan, updated every quarter.

How many thrift stores are active within a 10-20 kilometer radius, and how many new ones have opened recently?

The 10-20 kilometer radius around central Bangkok hosts hundreds of thrift stores ranging from small boutique shops to large market stalls.

Active stores number in the hundreds when including all formats—from standalone boutiques in shopping centers to individual vendors in markets like Chatuchak, which alone features over 1,000 vendors with many operating as thrift outlets. The concentration is highest along major commercial strips like Sukhumvit Road and in established shopping districts.

Several dozen new thrift stores opened during 2024-2025, with particularly strong growth in newer mall precincts and emerging commercial areas. This expansion reflects growing consumer interest in sustainable fashion and budget-conscious shopping, especially among younger demographics.

The rapid expansion indicates a growing market but also increasing competition for prime retail locations and customer attention. New entrants must differentiate themselves significantly to capture market share from established players.

What are the typical price ranges for key product categories and how do they vary across competitors?

Which competitors are attracting the largest customer base and what is their estimated traffic?

Mega markets like Chatuchak Weekend Market dominate foot traffic with thousands of weekly visitors across all vendor categories.

Among dedicated thrift store chains, Treasure Factory, Eco Ring, and the Platinum Mall thrift floors consistently attract the highest monthly foot traffic, with estimates reaching several thousand visitors per location. These stores benefit from prime locations, established brand recognition, and diverse inventory that appeals to multiple customer segments.

Seasonal variations significantly impact traffic patterns, with summer (Q3) representing peak season for most thrift stores. Post-pandemic recovery has been strong, with foot traffic increasing over 39% compared to 2019 levels, indicating robust market demand.

The most successful competitors combine physical foot traffic with digital engagement, using social media and e-commerce platforms to drive both online sales and in-store visits. This omnichannel approach has proven essential for maintaining competitive customer volumes.

What are the most common sourcing strategies competitors use for their inventory?

Bangkok thrift stores employ diverse sourcing strategies that combine local acquisition with international imports to maintain steady inventory levels.

1. Local Buyback Programs: Established chains operate customer buyback systems where individuals sell their used items directly to stores, providing steady local inventory flow
2. Donation Partnerships: Many stores establish relationships with local communities, offices, and residential complexes to receive regular donations of clothing and household items
3. Japanese Import Networks: Chains like Eco Ring and Treasure Factory maintain supply relationships with Japanese secondhand wholesalers, importing curated selections of high-quality used goods
4. Designer Consignment: Premium boutiques work with consigners who provide authentic designer items in exchange for percentage-based payments
5. Estate Sale Partnerships: Some stores specialize in acquiring inventory from estate sales and property clearances, particularly for furniture and collectibles

Supply chain reliability varies by sourcing method, with international imports providing more predictable quality but higher costs, while local sourcing offers cost advantages but requires more quality control. The most successful competitors diversify their sourcing to balance cost, quality, and inventory consistency.

Which competitors have the strongest online presence and what percentage of their sales come from digital channels?

Leading thrift store chains have developed sophisticated digital strategies that significantly contribute to their total revenue.

Chains like Treasure Factory and 2ND STREET operate dedicated online shops with professional photography and detailed item descriptions, while many competitors maintain active presences on Shopee, Lazada, TikTok Shop, and Instagram. These platforms allow stores to reach customers beyond their physical locations and showcase inventory continuously.

Digital sales typically represent 10-20% of total revenue for established thrift stores, with leading brands and Gen Z-focused stores achieving up to 35% online sales share. TikTok Shop has emerged as particularly effective for fashion items, with some stores reporting over 40% repeat purchases through digital channels.

The strongest online performers combine multiple platforms with consistent content creation, influencer partnerships, and targeted advertising. This digital presence has become essential for competitiveness, especially among younger customer segments who research and shop online regularly.

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

What customer segments are competitors targeting most effectively?

Bangkok thrift stores focus heavily on Gen Z and Millennial customers aged 18-34, who represent 45-60% of the total customer base.

Female shoppers comprise approximately 56% of customers versus 44% male, though male interest is growing particularly for designer wear and vintage electronics. This gender split influences store layouts, inventory selection, and marketing approaches across different competitors.

Higher-income shoppers gravitate toward curated boutiques that offer authenticated designer pieces and unique vintage items, while mainstream markets serve budget-conscious consumers seeking affordable fashion and household goods. This segmentation allows different store formats to coexist and serve distinct market needs.

The most successful competitors tailor their inventory, pricing, and store atmosphere to their target segments. Boutiques emphasize curation and uniqueness, while volume-focused stores prioritize variety and competitive pricing to serve price-sensitive customers.

Which competitors differentiate themselves through branding, store design, or unique value propositions?

What are the average operating hours of competitors and how do seasonal factors affect their performance?

Most Bangkok thrift stores operate daily from 10:00 AM to 9:00 PM, aligning with standard retail hours in shopping centers and commercial districts.

Night markets and some standalone stores extend their hours later, particularly on weekends when foot traffic peaks. Market-based vendors often adjust their schedules around market operating times, with some closing earlier on weekdays and extending hours during festivals or special events.

Seasonal performance shows strong patterns, with summer (Q3) representing peak season due to increased tourist activity and local shopping. New Year periods also drive significant sales as customers shop for gifts and clear out old items. Flash sales, loyalty programs, and "clearance festivals" are timed to coincide with these peak periods to maximize foot traffic.

Successful competitors adapt their operating schedules and promotional calendars to these seasonal patterns, often extending hours during peak periods and adjusting inventory levels to match expected demand fluctuations.

What marketing channels are competitors investing in most and what is their return on investment?

Bangkok thrift stores heavily invest in social media marketing, particularly Instagram, TikTok, and Line campaigns that reach their core demographic effectively.

• TikTok Shop: Delivers the highest engagement and conversion rates for fashion e-commerce in Thailand, with some stores tracking over 40% repeat purchases through this channel
• Instagram Partnerships: Influencer collaborations and sponsored posts generate significant brand awareness and drive both online and in-store traffic
• Loyalty Programs: App-based loyalty systems encourage repeat visits and provide valuable customer data for targeted marketing
• Pop-up Events: Temporary installations in high-traffic areas create buzz and introduce brands to new customer segments
• Community Partnerships: Collaborations with local organizations and events build brand credibility and reach engaged audiences

Return on investment is highest for TikTok Shop due to its integrated shopping features and younger user base that aligns with thrift store customer demographics. Digital marketing consistently outperforms traditional advertising for reaching the 18-34 age group that represents the majority of thrift store customers.

How do competitors handle sustainability initiatives and how does this influence customer loyalty?

Sustainability messaging has become central to thrift store branding, with most competitors emphasizing their environmental benefits and ethical sourcing practices.

Leading stores implement donation partnerships with local organizations, textile recycling programs, and transparent supply chain practices that resonate with eco-conscious consumers. These initiatives are prominently featured in marketing materials and social media content to differentiate from fast fashion alternatives.

Regular sustainability events, such as clothing swaps, upcycling workshops, and environmental awareness campaigns, help stores maintain visibility and build community connections. These events often generate significant social media content and word-of-mouth marketing while reinforcing the store's environmental positioning.

Customer loyalty is notably stronger among stores that consistently communicate their sustainability impact. Eco-conscious shoppers often become brand advocates, sharing their purchases on social media and recommending stores to friends based on their environmental values alignment.

We cover this exact topic in the thrift store business plan.

What are the main risks competitors are facing and how are they adapting?

Bangkok thrift store competitors face several significant challenges that require strategic adaptation to maintain competitiveness.

Rising commercial rents in prime central locations are forcing some stores to relocate to less expensive areas or reduce their physical footprint. This pressure is particularly acute for independent operators who lack the negotiating power of established chains.

Inventory shortages, especially for imported luxury and fashion items, create supply chain challenges that affect product availability and pricing consistency. Competitors are responding by diversifying sourcing channels and developing stronger local acquisition networks to reduce dependence on international imports.

Shifting customer preferences among younger demographics require constant adaptation in inventory selection, store design, and marketing approaches. Stores must continuously evolve their offerings to match trending styles and emerging customer interests.

Successful adaptation strategies include moving to omnichannel business models, launching exclusive online product drops, forming cross-market collaborations, and maintaining agile response capabilities to consumer trend changes. The most resilient competitors invest in multiple revenue streams and flexible business operations.

Conclusion

Bangkok's thrift store market offers significant opportunities for new entrants who understand the competitive landscape and can differentiate themselves effectively. The market's rapid growth, diverse customer segments, and evolving digital landscape create multiple pathways to success for well-positioned stores.

Success in this competitive environment requires careful attention to target customer preferences, strategic location selection, diverse sourcing strategies, and strong digital marketing capabilities. The most successful competitors combine multiple differentiation strategies while maintaining operational flexibility to adapt to changing market conditions.

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. The Beat Asia - 10 Thrift Shops in Bangkok
2. CleverThai - Guide to Thrift Shopping in Bangkok
3. Thailand with Monchai - Bangkok's Best Second Hand Markets
4. Tourist Bangkok - Used Store Bangkok
5. Zula Singapore - Thrift Stores Bangkok
6. Placer AI - Thrift Store Visit Growth
7. The Nation Thailand - Business Economy
8. Intellify Global - Thailand Retail Industry Outlook
9. ElectroIQ - Thrifting Statistics
10. Krungsri Research - Retail Space Industry Outlook