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WorldFirst enters Thailand to strengthen SME cross-border payments

WorldFirst, the cross-border payments platform owned by Ant Group, has launched in Thailand, marking a further expansion of its services in Southeast Asia.

The company, which was founded in London in 2004 and acquired by Ant Group in 2019, specialises in multi-currency accounts and international transfers aimed at small and medium-sized enterprises (SMEs) engaged in cross-border trade. Its solutions allow businesses to pay overseas suppliers, receive payments in multiple currencies, and access global marketplaces.

The Thailand launch was announced in Bangkok last week.

“WorldFirst is officially launched in Thailand! This is a moment we’ve been looking forward to, and it was a real pleasure to celebrate in Bangkok with so many valued partners,” said Clara Shi, chief executive of WorldFirst, in a LinkedIn post. “As part of Ant International, we’re not just entering a new market — we’re deepening a long-term commitment to Thailand’s digital economy.”

Shi said Thailand’s position as a regional hub for e-commerce made it a natural market for expansion.

“As a key hub for global e-commerce, Thailand holds immense potential. Our goal here is clear: to equip Thai SMEs with easy, fast, and secure financial tools to grow globally,” she added. “Beyond payments, we provide access to worldwide marketplaces and a powerful ecosystem network, helping businesses expand across borders with more confidence.”

The move follows Ant Group’s earlier partnership with Asset World Corp (AWC), one of Thailand’s largest real estate and retail groups. Under a memorandum of understanding signed last year, WorldFirst’s World Account service is being integrated into AWC’s PhenixBox wholesale and e-commerce platform, allowing local buyers to pay in Thai Baht while sellers receive funds in major trade currencies.

Ant Group has also said that Alipay+ — its cross-border payments suite — will be made available to AWC’s hospitality and retail tenants, enabling acceptance of mobile wallets used by international visitors.

WorldFirst’s entry adds to a growing range of digital financial services targeting Thailand’s SME sector, which accounts for more than a third of the country’s GDP. Analysts say demand for lower-cost, faster settlement of international trade flows is driving competition between fintech platforms and traditional banks in the market.

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