The service — Line Man Grocery — will allow customers to have food and other items delivered, said Phichet Rerkpreecha, the CEO of Line Thailand. In addition, the company is launching Line Shopping, a platform that connects buyers and sellers via chat.
The move comes as the company is aiming to expand its on-demand services in the country, taking on ride-hailing leaders Grab and Go-Jek. LINE already has an app that delivers goods from convenience stores and other vendors, and this newest offering will allow it to compete against supermarkets and other brick-and-mortar retailers.
LINE currently has 187 monthly active users, with 44 million in Thailand, which is around 60 percent of the population, according to the Nikkei Asian Review. The company has also introduced a taxi-hailing and meal delivery service in Bangkok and three surrounding provinces, with plans to expand into other major cities such as Pattaya, Phuket and Chiang Mai by next year.