BANGKOK (Reuters) – Luxury fashion and auto brands in Thailand have turned to selling their products on Japanese chat app Line amid the coronavirus pandemic, tapping the country’s growing appetite for social commerce, a top executive said on Thursday.
Brands like Louis Vuitton, Chanel and Volvo were among those that opened official accounts on the messaging app, which outranks Facebook’s WhatsApp and Rakuten’s Viber in Thailand, aiming to connect with users during a coronavirus lockdown.
“The luxury category was forced to adapt because their stores were closed,” Line Thailand chief commercial officer, Norasit Sitivechvichit, told Reuters.
Thailand earlier this year imposed a nationwide curfew and closed malls for nearly two months to contain infections.
“During the pandemic, sellers became very active,” Norasit said, adding that others sold cosmetics and fast-moving consumer goods.
Line, which charges sellers for sending messages and live streaming, said its monthly active users in Thailand grew