Community Blog NaRaYa Embraces Alibaba Cloud to Digitalise and Optimise Customers’ Shopping Experience

NaRaYa Embraces Alibaba Cloud to Digitalise and Optimise Customers’ Shopping Experience

Leading Thai lifestyle brand adopts Cloud solutions to power its e-commerce platform

Bangkok, Thailand – September 8, 2022 - Narai Intertrade Co., Ltd., the manufacturer and distributor of the NaRaYa lifestyle brand, is embarking on its digitalisation journey with Alibaba Cloud, the digital technology and intelligence backbone of Alibaba Group, as part of its long-term strategy to boost operational efficiency, optimise the customer experience and support the expansion of its e-commerce business in Thailand and the region. Through the collaboration with Alibaba Cloud, NaRaYa hopes to further meet the needs of consumers in the digital age and to provide the best shopping experiences for both NaRaYa’s domestic and international customers.

NaRaYa is a leading global brand with 18 branches worldwide. It offers an extensive portfolio of products including handbags, accessories clothing and skincare ranges that appeal to a wide range of customers. NaRaYa's products are artistically crafted, using high-quality materials to create fine products at reasonable prices. The company is constantly developing products to meet the ever-changing needs of consumers, and it also supports growth and economic development in local communities through job creation opportunities.


The COVID-19 outbreak forced changes in businesses across all industries. Due to meeting and travel restrictions altering consumer behaviour, the need for businesses to adopt e-commerce as a platform to engage with customers has increased dramatically, and it now plays a significant role in every industry. NaRaYa recognises these challenges and has adopted technology services from Alibaba Cloud to improve the efficiency of its online services. By leveraging leading cloud solutions, including Elastic Compute Services, Alibaba Cloud CDN and Object Storage Service (OSS), which are also used to support Alibaba Group’s 11.11 Global Shopping Festivals with zero downtime, NaRaYa has built an e-commerce platform with increased agility and low latency, in order to deliver a seamless and more engaging shopping experience to its customers.

"Alibaba Cloud solutions assisted us in overcoming challenges that arose in unexpected situations like COVID-19, and they have enabled us to transform our business digitally in order to increase our competitiveness,” stated Pasin Lathouras, Chief Corporate Strategy Officer, NaRaYa. He added: “With NaRaYa hosting its e-commerce platform on Alibaba Cloud and using Alibaba Cloud products to support our major retail operation, we have experienced considerable cost savings and a tangible increase in business efficiency. We are also very pleased with the flexibility and convenience the cloud products have delivered."

"We value NaRaYa's trust in Alibaba Cloud’s solutions, and we are thrilled to be part of NaRaYa’s digitalisation journey by bringing our proven technology solutions to support NaRaYa’s business innovation,” said Tyler Qiu, Thailand General Manager, Alibaba Cloud Intelligence. “With Alibaba Cloud’s considerable experience and innovative capabilities that help support the e-commerce industry, we hope to assist NaRaYa in building a strong e-commerce platform, bringing its benefits to more customers in Thailand and worldwide.”

Working together with Alibaba Cloud ensures that NaRaYa gains visibility into its customer insights, enabling it to provide tailored solutions for its customers in order to improve their shopping experiences. Ensuring and increasing customer satisfaction when engaging with NaRaYa is a key focus for the company.

"NaRaYa started off as a small business and has grown exponentially ever since. Now we are not only a Thai brand, but we are also recognised internationally”, added Lathouras. “We believe that technology is a key driving force behind our business success, and by gaining insights into customer behavior, we are also able to increase our business efficiencies and make our businesses greener and more sustainable,” he concluded.

About NaRaYa

NaRaYa is a leading global brand with an extensive portfolio of products including handbags, accessories, clothing, and skincare that appeal to a wide range of customers. Founded in 1989, NaRaYa has grown to become one of the most well-known Thai brands, with over 18 branches worldwide. NaRaYa and its sub-brands are committed to producing high-quality products at affordable prices while also supporting a variety of social causes, local communities, and pursuing a sustainable business to reduce its impact on the environment. For more information about NaRaYa, please visit http://www.naraya.com/

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