BANGKOK, Thailand – With the Thai economy forecast to grow by only 1.7% in 2026, waiting for broader economic conditions to improve may no longer be enough for small and medium-sized enterprises (SMEs). Businesses that continue to grow may not be the largest, but those able to adapt quickly to changing conditions. finbiz by ttb is encouraging Thai SMEs to reassess their businesses through five key questions that could help uncover new opportunities amid the challenges of the second half of 2026.
- Are your customers still the same?
One of the risks businesses can overlook is assuming that customers continue to think and make purchasing decisions in the same way they did in the past, even as consumer behaviour changes rapidly. Customers may still be buying products and services, but they are taking longer to make decisions, comparing more options and placing greater importance on value for money. Business owners should therefore ask whether today’s best-selling products will remain their main source of revenue in the future, whether existing customer groups will continue to be important markets and whether there are additional needs the business could address. In many cases, new business opportunities do not come from creating new products, but from gaining a deeper understanding of changing needs among existing customers.
- Knowing sales is not enough – know what makes a profit
Many SMEs know which products sell the most but are less certain about which products or services actually generate the highest profits. With financial and operating costs remaining high, relying on familiar business practices can leave companies carrying hidden costs. Businesses with an advantage today are those that use data to guide decisions. This can include analysing which customers make repeat purchases, which sales channels provide the best returns, which products consume significant resources while generating low profits and which products remain in stock for too long.
The faster businesses can see and understand this information, the more effectively they can manage resources and control costs.
- AI must deliver results, not just look modern
AI has become one of the most discussed technologies in recent years, but for SMEs the key question may not be whether they are using AI, but whether it is producing tangible results.
Businesses are increasingly using AI for practical tasks such as analysing customer feedback, summarising sales information, managing inventory, creating marketing content and handling basic customer enquiries. The goal is not simply to replace workers, but to reduce repetitive tasks, improve efficiency and give business owners more time to focus on strategy and growth.
- Cash flow needs planning before a crisis
When sales are not growing rapidly, the challenge for business owners is not only finding customers but also maintaining sufficient liquidity to keep operations running. Some businesses encounter difficulties not because they are unprofitable, but because they run short of cash at critical moments. Closely monitoring costs, planning cash flow in advance and preparing contingency plans for unexpected situations are therefore important, particularly while economic conditions remain uncertain.
- Growth may be faster with partners
The business environment has become increasingly complex, and trying to handle everything alone may no longer be the most efficient approach. Technology, knowledge, sales channels and sources of finance can all be supplemented through partnerships that add capabilities and create new opportunities. Successful businesses are therefore not defined only by the resources they have, but also by the networks and partnerships that can help them develop opportunities over the longer term.
How ready is your SME for the second half of 2026?
finbiz by ttb suggests businesses assess themselves against five areas:
- Understanding how customer behaviour is changing
- Knowing which products or services genuinely generate profit
- Using AI or technology to improve efficiency
- Planning liquidity and cash flow in advance
- Building partnerships that can create new business opportunities
Businesses that can address all five areas may be better prepared to respond to change and continue growing even when the economy provides limited support.
For those that are addressing fewer of these areas, it may be time to reassess their business strategies. Competition is no longer determined simply by organisational size, but increasingly by the speed at which businesses can adapt. When the economy is not the answer, businesses must create their own opportunities
The second half of 2026 may not be an easy period for SMEs to achieve growth, but that does not mean opportunities have disappeared. The key is to take a clearer look at the business itself – understanding customers, using data to support decisions, applying technology to improve efficiency and building partnerships that can expand opportunities. When the economy is no longer providing the same level of momentum, the businesses able to move forward may not be the largest, but those capable of adapting the fastest.
