Chat commerce takes off on LineLine Thailand is seeing rapid uptake of "chat commerce" among small and medium-sized enterprises (SMEs) as businesses seek to diversify sales channels and reduce reliance on e-marketplaces as they raise commission fees. He said chat commerce thrives in Thailand because consumers highly value the "human touch" and close communication. The company sees food and beverage, beauty and health, and fashion as among the top sectors to use the chat commerce channel. Although sellers are interested in using chat commerce, they still want the traffic on e-marketplaces and live commerce, resulting in all sales channels growing together, he said. Jirapat Dejdanoo, product marketing strategy team lead for Line Thailand, said the chat commerce trend is growing at an average of 12% per year and is projected to reach US$23 billion by 2031.

Source: Bangkok Post March 10, 2026 18:15 UTC