How "LINE for Business" in Thailand Drove 50% Sales Growth, Cut 200,000 Calls, and Transformed Digital Banking and Brand Experiences

2026.1.6 Leaders

A photo of CTO Ball and CPO Pui smiling and looking straight at the camera.

LINE, used by 54 million people in Thailand―more than 80% of the country's population―has become indispensable not only in people's everyday lives but also in business. We interviewed Pui, Chief Commercial Officer (CCO), and Ball, Chief Technology Officer (CTO), of LINE Thailand about LINE for Business, which has been widely adopted by organizations ranging from government agencies to banks and luxury brands, and has achieved significant results in sales and operational efficiency.

In particular, we asked about the service's overview, the reasons for its widespread adoption, and its strengths.

Ratthi Chatdamrongsak(Pui): LINE Thailand Chief Commercial Officer (CCO)
Joined LINE Thailand in 2021. Oversees the commercial strategy and operations of LINE Thailand, leading a wide range of areas from advertising, platforms, and consumer business to new innovations. He brings over a decade of experience at leading companies to drive LINE Thailand's growth and innovation.

Weera Kasetsin(Ball): LINE Thailand Chief Technology Officer (CTO)
Joined LINE Thailand in 2018. Oversees the development, performance, and scalability of LINE's technology platform, driving the delivery of safe and reliable solutions. With more than 25 years of experience and expertise, he drives continuous growth and delivers business value through product innovation and improved operational efficiency.

Overview of LINE for Business and Its Key Solutions

――Could you give us an overview of LINE for Business and its key solutions?

Pui:
LINE Thailand's mission is to "promote comprehensive business and economic growth in Thailand," and it provides "WOW" experiences centered on chat commerce. The key solutions of LINE for Business are characterized by their ability to consistently support the entire customer experience process from awareness to consideration, conversion, and customer relationship management (CRM).

An explanatory image of LINE Commerce Solutions.

An overview of the entire customer experience process provided by the LINE Commerce Solution.

Ball:
Thailand has a deeply rooted culture of enjoying conversations with store staff, so in e-commerce, customer service and sales through chat features also play a very important role. LINE provides stores functions to manage product information and catalogs, while improving customer satisfaction and loyalty.

Moreover, while large companies often manage multiple touchpoints, integrating with the LINE Official Account enables them to centralize customer information and leverage it together with data achieved via LINE. This is a competitive strength that LY Corporation brings not only in Thailand but also to global markets, including Japan.

Wide Adoption Across Government, Banks, and Luxury Brands

――Which industries are actively adopting the "LINE Commerce Solution," and could you share some examples?

Pui:
LINE's solutions aim to build stronger brands and deepen relationships with customers. While ensuring security, we also offer flexible customization to meet each brand's specific needs. For example, in the public sector, LINE has proven highly effective in delivering information to a wide audience and increasing awareness.

Adoption in government
- In Thailand, many public sector organizations, such as the Social Security Office (SSO), Waterworks Authority, and the Ministry of Public Health, use the LINE Official Account. Since LINE users can access these services without installing additional apps, the platform is highly valued for its accessibility and ease of use.

An image of a case study from the Social Security Office (SSO).

An example from the Social Security Office (SSO), which uses LINE to send notifications such as insurance payment reminders and to handle service desk functions, reducing more than 200,000 inquiries.

Adoption in banks
- Prompted by the COVID-19 pandemic, banks have expanded their digital service offerings on LINE, enabling customers to avoid visiting branches. Initiatives include account balance inquiries, payment notifications, and survey-driven sticker distribution, all of which increase customer touchpoints. Recently, call center operations have also been made available via LINE, further enhancing convenience and customer engagement.

An image of the case study from Siam Commercial Bank (SCB)

SCB (Siam Commercial Bank) enhances customer interactions through its LINE Official Account "SCB Connect.

Adoption in retail
- In the retail industry, many brands utilize the "Chat & Shop" feature on their LINE Official Accounts to respond to customer inquiries through chat, enabling an online purchase experience that closely replicates in-store service.

Adoption in luxury brands
- Luxury brands enhance their brand experience on LINE by offering their own buyer-exclusive stickers and themes to create a sense of exclusivity. In addition, direct communication between sales representatives and customers via LINE also helps strengthen customer relationships.

Pui:
Going forward, we would like to place even greater emphasis on three areas: Health & Beauty, Food & Beverage, and Luxury Brands.

――As digitalization accelerated rapidly during the COVID-19 pandemic, how did LINE expand its usage while ensuring both user convenience and security?

Ball:
After the COVID-19 pandemic, many industries, including banking, have shifted from human-dependent to technology-dependent systems, increasing the demand for more advanced digital services. In this context, LINE has worked closely with companies to build systems that ensure both convenience and safety.

Especially in banking, we undergo semi-annual or annual audits to verify backup structures and security measures, addressing all requirements as needed to maintain reliability. These efforts allow users to use services with confidence, while enabling companies to operate securely without compromising user convenience.

――Why are luxury brands positioning LINE as a key marketing channel?

Pui:
In recent years, many luxury brands have shown strong interest in leveraging LINE. Their goal, however, is not online sales but rather strengthening customer relationships and enhancing brand experience. Through initiatives such as distributing stickers and limited-edition themes, as well as promoting events, they offer creative and exclusive experiences. Sales representatives also deepen customer relationships by connecting directly with customers through their brand's LINE Official Account instead of their personal LINE accounts.

Meanwhile, brands headquartered in Europe may be familiar with WhatsApp and Facebook but may have limited understanding of LINE. To address this, two years ago, we held a dedicated event in Singapore, where many Asian headquarters are located, to showcase LINE's influence in the Thai market. Through these initiatives, we are creating an environment that makes it easier for local offices to gain understanding and approval from headquarters when applying for budgets.

Results Driven by Operational Efficiency and Customization

――Please share examples where the adoption of LINE significantly transformed sales performance or operational efficiency.

Pui:
We have seen strong results across a range of sectors, from small and medium-sized enterprises to public institutions, restaurants, and luxury brands. Let me introduce a few examples.

KritShop (Salmon retailer)
- A brand launched as a side business by a Thai celebrity. After launching its LINE Official Account, the brand acquired customers through ads and videos on LINE Ads. A point-based incentive program using "MyCustomer | CRM" improved repeat purchase rates.
  - Sales increased by 50% and the customer base tripled.

Madame Fin (Local perfume brand from Thailand)
- By using LINE Ads and videos and posts on its LINE Official Account, the brand addressed the challenge of conveying scent online. To strengthen promotions during campaign periods, Madame Fin utilized the integrated "MyShop" and its LINE Official Account, enabling more effective sales utilizing LINE.
  - Followers increased fivefold, and sales from customers through LINE Ads rose by 126%.

An image introducing the Madame Fin case study.

A perfume brand that leverages various LINE features to seamlessly drive customer acquisition, sales promotion, and repeat purchases.

Social Security Office (SSO)
- Migrated SMS notifications to LINE. Significantly reduced phone support through AI-enabled messages.
  - Reduced more than 200,000 outbound calls annually, achieving cost efficiency.

Gon Gang (Japanese BBQ restaurant campaign)
- Enabled the entire processーfrom viewing the menu via QR code to completing paymentーon LINE.
  - Shortened checkout times, reduced wait times for food service, and increased sales by 57%, earning strong customer feedback.

An image introducing the case study of Gon Gang, the yakiniku restaurant.

A use case from Gon Gang, a yakiniku (Japanese BBQ) restaurant, where menu browsing, placing orders, and making payments are all completed on LINE―enhancing both user experience and store operational efficiency.

――While you are achieving results across diverse industries, will differentiation from competitors become increasingly critical going forward?

Pui:
In our sales activities, we begin by carefully listening to each client's challenges and then work with our consultants to explore the most suitable solutions. In some cases, we take the discussion back internally to refine it into a better proposal. We are not just service providers; we are a partner that works alongside our clients to solve their challenges.

In fact, the demand for customization is increasing, and optimal solutions vary by industry. That's why we collaborate with specialized partners to deliver the best possible proposals.

――When challenges are brought back by clients, is the follow-up handled mainly by business consultants?

Pui:
When business consultants bring back issues from clients, we hold quick meetings to identify the relevant departments and establish the appropriate structure―for example, "This case involves Legal," or "This project requires an external partner." To facilitate cross-departmental communication, we flexibly adjust organizational structures―such as seating and departmental arrangements―to swiftly resolve customer challenges in the most effective manner.

Ball:
Large companies have in-house engineers, thus technical requirements differ by companies, such as whether a platform is necessary or whether APIs should be used. In some cases, they may design and build their own systems from scratch.

On the other hand, small and medium-sized enterprises often do not have development teams, so they require ready-to-use, high-quality solutions. By providing APIs and supporting participation in developer communities, we help companies of all sizes understand and easily utilize LINE's technologies and features.

Technology is ultimately defined by who uses it. That is why it is important to support user education and professionalization to maximize value. We provide supportive assistance to large companies and offer suitable partner introductions and ready-to-use solutions for SMEs, enabling us to build trust-based, long-term value with our clients.

――What kind of initiative is the "Open Platform for Thai"?

Ball:
This is a strategy announced in 2023 aimed at enabling Thai developers and companies to utilize LINE's features to build their own platforms. This includes "LINE OA Plus," an infrastructure that enables any developer to create ready-to-deploy solutions on LINE tailored to their business needs.

On LINE OA Plus, LINE Thailand's developers have already created sample solutions that are successfully offered in the Thai market―namely MyShop and MyCustomer | CRM. Therefore, we aim to widely open this infrastructure to external partners in the future.

What's important is that the system integrates seamlessly with LINE's APIs and LINE Official Accounts, and can also work in coordination with other ecosystems. This enables companies to freely create solutions and apply them to problem-solving and new growth opportunities.

We consider this an initiative to unlock new possibilities. With the advancement of AI, delays in digital adoption may pose a serious risk to business continuity. However, we believe that even companies that find it difficult to develop in-house can expand their possibilities and envision a new future by using this open platform.

For LINE Thailand to Continue to be Trusted and Loved

――Excellent talent is also essential to expand the ecosystem. Please tell us about what makes LINE Thailand an attractive place to work, and how you are approaching the recruitment of engineers?

Ball:
The appeal of working at LINE Thailand lies in having an environment where engineers can leverage their skills to contribute to society. Being able to take on new challenges within a massive user base offers a strong sense of purpose.

Furthermore, we have a well-established environment for collaborating with global teams, including those in Japan and Korea, which provides many opportunities for growth and new challenges. Such a culture leads to a high retention rate, with many engineers enjoying long and successful careers.

――Why do you think LINE is loved in Thailand across generations?

Pui:
Our mission is not only to create solutions but also to meet people's needs. We are very proud that LINE has become part of everyday life, and our challenge is how we can sustain that relationship. We will continue to take on new challenges so that younger generations will keep choosing and loving LINE.

Ball:
To be loved is to be relied upon. To meet such expectations, we believe it is essential that we continue our own growth and uphold a commitment to ensuring that no one is left behind.

――Lastly, could you share your thoughts on the company's global outlook?

Pui:
As one of the advanced technology companies providing various services in many countries, we want to enhance our ability to share case studies and insights from each country while utilizing them more flexibly.

Ongoing cooperation based on the characteristics of each country―such as applying successful case studies from Japan to the Thai market or tailoring them for specific brand sectors―is one such case. We believe that such wonderful cooperation in sharing insights and use cases will accelerate the global success and growth of the LY Corporation Group in the long term.

Ball:
Beyond business insights, we are also seeing rapid progress in technology sharing, accelerating the pace of evolution. A prime example is LINE OA Plus. This originated in Thailand, expanded to Taiwan, and has grown into an even better product through collaboration. By respecting cultural differences while having a common foundation, cross-border cooperation becomes possible.

The strength of the LY Corporation Group lies in having a common vision and technological environment, promoting global cooperation in technology, which ultimately leads to providing more effective solutions and services to businesses and end-users in each region and around the world.