Thailand's retail market is forecast to grow 3% in 2025 to ~4.38 trillion baht, but SMEs and small operators remain under pressure from high costs, tight liquidity, and low household purchasing power (household debt at 85.9% of GDP). The association warns of "K-shaped" recovery where large exporters and digital businesses thrive while 3.3 million SMEs—employing 70% of private sector workforce—struggle. Consumer behavior has shifted toward necessity purchases; spending per receipt is declining despite shopping frequency holding steady. The association proposes revival of Easy E-receipt stimulus and a three-pillar strategy (ACT: Advancing Inclusive Growth, Capability Building, Together for Sustainability) to support SMEs, reduce import competition, and boost retail competitiveness through AI/omnichannel adoption and labor market flexibility.