LINE Thailand unveiled its latest platform insights and business roadmap at LINE Thailand Business Insight 2026, reinforcing its vision of becoming the Trusted Platform for Thai businesses. By empowering brands to build trust and meaningful relationships with users, LINE aims to help businesses achieve sustainable growth in the digital era.
At the event, LINE Thailand introduced its strategic roadmap across 3 key areas: advancing Chat Commerce as a powerful growth engine for businesses, enhancing digital experiences through LINE MINI Eats and LINE MINI App and creating new business opportunities through the diverse services within the LINE Ecosystem, enabling Thai businesses to unlock unlimited growth alongside the platform.
Mr. Ratthi Chatdamrongsak, Chief Commercial Officer, LINE Thailand said “Business growth in the digital era is no longer driven solely by having multiple sales channels. It depends on a company’s ability to build lasting customer relationships throughout every stage of the customer journey and to be present at meaningful moments in users’ daily lives. Achieving this requires seamless integration of data, technology, and platform collaboration. LINE is committed to being the trusted partner that businesses can rely on, providing a comprehensive suite of solutions and services that enable organizations to build trust, strengthen customer relationships, and drive sustainable growth across every dimension.”
Chat Commerce: Powering Business Growth in Thailand
Chat Commerce remains at the core of LINE’s strategy to drive business growth in Thailand. This is reflected in the continued growth of LINE OA, the platform’s primary business communication channel. In 2025, conversations on LINE OA surpassed 12 billion, while users added LINE OA accounts as friends more than 800 million times in the first half of 2026 alone. These figures underscore how chat has evolved beyond a communication channel to become the starting point for building trusted, long-term relationships between businesses and today’s consumers forming a critical foundation for sustainable growth in the digital economy.
Beyond LINE OA, MyShop is evolving into a Chat Commerce Engine, a next-generation solution designed to help businesses manage sales through chat more efficiently and effectively. Its development roadmap focuses on 3 key areas: (1) Seller AI Automation is an AI-powered seller agent that assists merchants in managing customer conversations, reducing the workload of administrators while capturing missed sales opportunities. This addresses the finding that more than 90% of new customer chats receive no follow-up after the first response. (2) Customer Data Agent enhance Customer Profile into an intelligent customer data hub for more accurate customer insights, analysis, and segmentation. (3) Return on Broadcast Spend provide clear analytics on broadcast performance and ROI, enabling merchants to optimize their communication strategies more effectively.
LINE also introduced MyTeam, a new team management solution for LINE OA that helps businesses manage customer service operations more efficiently. The solution enables teams to assign conversations, centralize customer data and chat histories, track service progress, and monitor team performance through built-in analytics. By streamlining chat operations, MyTeam helps businesses deliver faster, more consistent customer service while maintaining natural customer interactions. The solution is scheduled to launch in early 2027.
Enhancing Digital Experiences to Drive Business Growth
For Thailand’s highly competitive food and beverage industry, LINE MINI Eats has quickly gained traction among businesses, with the number of participating merchants growing fivefold within one quarter of its launch. The solution has been adopted by leading brands including Karun, CPS Coffee, Bottomless, and After Dark, as well as independent cafés nationwide, demonstrating its ability to enhance customer convenience while improving operational efficiency for modern F&B businesses.
Meanwhile, LINE MINI App, key technology on LINE to create an App-in-App on platform, is being developed as a key digital infrastructure that enables businesses to deliver seamless digital services within the LINE ecosystem. It allows brands to own their customer data while creating customized LINE MINI Apps tailored to their specific business needs.
Today, more than 1,000 services are now available on LINE MINI App in Thailand. After officially unlocking self-service publishing for LINE MINI App, allowing businesses and developers to build and launch LINE MINI App Channel instantly without manual approval from LINE in March 2026, the number of MINI Apps has grown threefold, while daily active users (DAU) have increased fourfold, highlighting the platform’s strong potential to shape the next generation of digital business experiences in Thailand.
Expanding New Business Opportunities Through the LINE Ecosystem
As business success is no longer measured solely by customer acquisition or sales, but also by the ability to build lasting customer relationships, LINE continues to expand its various services in LINE ecosystem to help brands deepen engagement while unlocking new partnership opportunities.
One of the key services is LINE Premium, which now has more than 3 million subscribers. Its most popular features include Premium Unsend, followed by App Icon Customization and Premium Backup. Beyond premium features, LINE Premium has expanded its lifestyle benefits through collaborations across the LINE ecosystem, including LINE SHOPPING and LINE MAN. These partnerships have increased members’ average basket size by 50% and 30%, respectively, demonstrating how the platform delivers greater value to users while creating new opportunities for brands to engage consumers through exclusive partner benefits.
Character Marketing also remains a powerful way for brands to connect with Thai consumers through their everyday digital lifestyles. LINE Sponsored Stickers recorded more than 979 million uses in Thailand over the past year. Meanwhile, insights show that LINE Emoji is particularly popular among Gen Z users aged 15–24, highlighting the strong potential of LINE Sponsored Emoji as another effective Character Marketing solution on LINE. One of the early partners, Butterbear, released its first Sponsored Emoji set, generated more than 600,000 downloads within its first month, with its emoji used over 2.6 million times during the first 30 days. These results highlight the continued effectiveness of LINE stickers and emoji as marketing tools that help brands drive engagement through users’ daily conversations and digital interactions.
In addition, IPX (formerly LINE FRIENDS) continues to create new opportunities for businesses through character IP collaborations. With a portfolio of more than 250 global characters across 29 IPs and over 600 style guide assets, IPX enables brands to develop products, services, and customer experiences that resonate with their target audiences.
Successful collaborations in Thailand include the LINE FRIENDS collection with Big C, which exceeded its sales target by 200%; ZO&FRIENDS, created in collaboration with G-DRAGON, which sold 80% of its merchandise on the first day; and Dreamiez, developed with NCT DREAM, which online reservations were fully booked in just 50 minutes. The growing popularity of JOGUMAN among younger consumers further demonstrates the strong appeal of character IP. These successes reinforce IPX’s role in helping brands leverage globally recognized characters to drive engagement and create greater value for their products and services.
Mr. Ratthi concluded said “Together, these initiatives reflect LINE’s evolution from a communication platform into a key infrastructure for business growth. We are committed to becoming both a Trusted Platform and a Trusted Partner, empowering Thai businesses to build stronger customer relationships, unlock new growth opportunities with confidence, and achieve sustainable success in the digital economy.”
