Line bulks up in e-commerce with purchase of Sellsuki

Tech December 22, 2018 10:26

By The Nation Weekend 

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LINE Thailand has acquired the Sellsuki Thai startup to expand its e-commerce business and demonstrate its commitment to supporting startups. 



Sellsuki is a social commerce management provider for online social sellers to manage chat and sales to buyers as well as inventory, tracking, and aftersales – all integrated in a single system.

Sellsuki was born in the age of social commerce. Its service is designed to meet the demands of today’s commerce, which is often conducted through various channels, and uniquely centred around social media and chat. It is how Sellsuki has developed expertise in working with LINE@, Line’s social commerce service.

Ariya Banomyong, managing director of Line Thailand, says that social commerce is an important driver of e-commerce growth in Thailand. According to a PWC study, social commerce takes up to 51 per cent of the total US$3.1 billion (Bt101 billion) e-commerce market. 

Moreover, the number of social commerce consumers in Thailand is three times higher than the global average. 

“This acquisition will establish a strong foundation for our e-commerce business in Thailand. We’re confident that this acquisition will lead to a new dimension of e-commerce services from Line,” said Ariya.

“This team of skilled developers understands the needs of the Thai e-commerce market, and they will be creating new services that will surely assist and cater to the demands of Thai users and sellers.” 

The acquisition was on December 6, and Sellsuki’s social commerce staff members have joined Line Thailand’s team. 

Lertad Supadhiloke, co-founder and former chief executive at Sellsuki, is now head of e-commerce at Line Thailand. 

Sellsuki’s social commerce solutions were completely transferred to Line, while the original company continues to operate its other business services under new management.

Lertad Supadhiloke, head of e-commerce at Line Thailand, said his mission had always been to help businesses grow while staying close to their customers. 

“The vision and attitude of a corporation like Line made this an easy decision, and I believe this is a big statement in support of e-commerce merchants and the startup ecosystem as a whole. We are excited to scale our mission at Line by creating new technologies and services to satisfy the needs of Thai people with no limits,” said Lertad.

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