In today’s highly competitive and fast-evolving e-commerce landscape, many brands face a critical question: “How can we translate our offline strengths into online success?”
Korakan Yamsattham, Head of D2C/E-commerce Enablement and Affiliate Business, a representative of AnyMind Group, addressed this question together with our valued partner Sino-Pacific Trading, represented by Parinya Saengpetchprasert, Head of E-commerce, Sino-Pacific Trading (Thailand) Co., Ltd., sharing insights on stage at DAAT DAY 2025, Thailand’s largest annual digital advertising event that brings together brands, agencies, and technology experts.
Our session, “AnyMind Group x Sino-Pacific Trading: How O2O Synergy Drives E-Commerce Success”, highlighted the case study of McCormick and how offline strengths can be leveraged to drive online growth.
Distributors/ Brands & Technology: The New-Age Partnership for E-Commerce Growth
Sino-Pacific Trading has been a leading distributor in Thailand for over 55 years, managing a portfolio of global brands including Fisherman’s Friend, Evian, Samyang, and McCormick.
For McCormick, a heritage spice brand with a 135-year history, offline success has long been established. Yet, the brand saw an opportunity to expand its footprint online. This sparked a collaboration with AnyMind Group, where our expertise in end-to-end e-commerce enablement, offering comprehensive solutions spanning digital marketing, influencer marketing, creator monetization, e-commerce management, and logistics, was applied to support their online expansion.
Previously, McCormick was known primarily from supermarket shelves and dining tables. To reach a broader audience, the brand ventured into e-commerce. The results were remarkable: within just 7 months from January 2025 to July 2025, we helped drive measurable results through online store management, promotions, and marketplace growth across Shopee, Lazada, and TikTok Shop.
Key achievements include:
- +416% sales growth YoY (vs. 2024)
- +506% increase in orders YoY
- +503% increase in buyers YoY
What is notable is that this growth was not driven solely by short-term promotions, but by building a strong online customer base and sustainable brand awareness. McCormick today is not only a strong offline brand but also a thriving online presence.
O2O Strategy: Connecting Offline Activities to Online Sales
A major challenge for brands is “How can offline activities directly drive online sales?” The answer lies in Offline-to-Online (O2O) strategies, which AnyMind Group helps brands design.
So what is the strategy all about? A clear example is the Heliconia Food Festival at CentralWorld, where McCormick partnered with Chef Off to demonstrate dishes using McCormick products. We, AnyMind Group, extended this experience online through KOLs live-streaming the event on TikTok and Shopee, enabling viewers to purchase products instantly.
Simply put, every moment of engagement at the offline event seamlessly translates into online sales, giving consumers a complete journey from experiencing the product in-person to buying it online.
Key Takeaways from the Panel
From the experiences of Sino-Pacific Trading, McCormick, supported by AnyMind Group, key lessons for brands in this digital era include:
- O2O Synergy is Key: Connecting offline and online channels creates a complete consumer journey.
- Beyond Promotions: Long-term strategies, not just short-term campaigns, drive sustainable e-commerce growth.
- Partnership Matters: Collaboration between brands, distributors, and marketing technology enablers is crucial for successful digital transformation.
AnyMind Group would like to thank Sino-Pacific Trading for joining the panel, sharing insights, and inspiring the e-commerce community. This event not only motivated attendees but also highlighted the power of partnerships in driving mutual growth.
From Shelf to Screen: Growing Online Sales
The shift from offline to online may seem challenging at first, but with AnyMind Group’s Full-Funnel E-Commerce Solutions, combining technology and end-to-end strategy, exponential growth is achievable.
McCormick’s journey shows that the path from shelf to screen can deliver exponential growth when powered by the right strategy and technology. With AnyMind’s Full-Funnel E-Commerce Solutions, we combine end-to-end strategy and technology to help brands unlock sustainable growth.If you’re ready to elevate their online sales, AnyMind Group is here to be your partner —from shelf to screen, Contact us here : https://anymindgroup.com/contact/
