Line platform primer: Understanding the potential of chat commerce in Thailand and beyond

Amandeep Singh

VMLY&R’s Amandeep Singh examines the conversational commerce phenomenon around Line Shopping in Thailand and what marketers and advertisers can learn from it.

This article is part of a Spotlight series on social commerce in APAC. Read more

Instant messaging is an integral part of Thai consumer behaviour. It’s one of the first things that struck me as unique when moving to Thailand just after the COVID restrictions were lifted. Line continues to be the No 1 messaging app in the country and is also a superapp, offering a broad range of other features. Line Shopping (the conversational commerce business of the superapp) was the first business I worked on in Thailand. Being a WhatsApp and Amazon user, I...

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