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Business  11, Dec 2013

Line partners L’Oreal to enter Thailand m-commerce race


Maybelline, from the L’Oreal brand will be launching its new secret range of product on Line in a Flash Sale on December 16

Strengthening its position further in the Thailand market, South Korean mobile messenger Line has partnered with e-commerce enabler aCommerce and leading cosmetics brand L’Oreal for a Flash Sale. Maybelline, a prominent brand within the L’Oreal Group will be launching its new secret product line on the mobile chat platform on December 16.

Line claims to have a strong foothold in Thailand with almost 20 million users, which is 25 per cent of the Thai population. The Flash Sale will be the first one for Line in the m-commerce segment ‘outside of Japan.’

Tom Srivorakul, CEO, Thailand aCommerce

Tom Srivorakul, CEO, Thailand aCommerce

“Using smart phones to do shopping is making buying make-up easier than ever, especially in time for the holidays,” said Tom Srivorakul, CEO, Thailand aCommerce. “Shoppers no longer have to wait in line or travel to busy stores to get what they want. They can purchase it while riding the MRT to work.”

The sale will last from Monday to Friday and reward Line users with Maybelline product before it is launched in the market.

“Although credit card use in e-commerce is growing, Thai shoppers are traditionally cautious with credit card information online. That’s why we have provided Cash on Delivery as an option. The shopper can conveniently pay in cash once the product is delivered to their office or home,” said Srivorakul.

Shoppers in Bangkok shall receive their product on the very day of the order or the next day guaranteed, shoppers in rest of Thailand will receive their orders in 2-3 working days.

While Line is extremely popular in Japan it had been looking out to create similar excitement with its loyal consumers in Thailand. “With the support of an innovative Maybelline team, we contacted LINE who was also looking for a unique opportunity to bring that same retail excitement to their loyal members in Thailand,” added Srivorakul.

Srivorakul told e27 that a number of e-commerce businesses in Thailand are reporting above 30 per cent of their traffic and near 20 per cent of transactions coming via mobile devices. Thus, such initiatives can help brands be an integral part of the ‘on the go’ culture.

Read Also: LINE expands further in India with new Hindi website and TV commercial

Saloni Surti

Saloni Surti

A writer by heart, Saloni loves pouring words about anything and everything under this sky. Short stories and philosophy writing come to her naturally.

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