Driving Chat Commerce Revenue Through Structured LINE Engagement

Beyond customer support, the client aimed to unlock commercial value from LINE, transforming conversations into quotations, bookings, and billed revenue across the customer journey.

The Challenge

1. LINE was initially under-utilized from a commercial perspective

2. Key challenges included:

   • Limited visibility into LINE-driven commercial performance

   • No clear framework to guide customers from inquiry to transaction

   • Need to balance service support with commerce enablement

   • Ensuring LINE complemented, not cannibalized, web and e-solution channels

Objective

• To grow LINE as a sustainable revenue channel, not just a support function.

  
  

Our Approach

Chat Commerce Enablement

We aligned LINE conversations with the customer purchase journey by:

• Structuring quote requisition request and online transaction flows within chat

• Guiding customers from inquiry to quotation to order

• Ensuring sales-ready requests were handled efficiently within LINE

Paid LINE Advertising

• Launched targeted LINE Ads to accelerate customer acquisition

• During pilot period:

  • 43% of new LINE contacts came from LINE Ads

  • 61% of ad-acquired users initiated product chats

Organic, existing, and event-driven channels continued to support sustained pipeline volume.

Product-Centric Inquiry Enablement at Scale

Rather than treating LINE as a simple chat interface, we built a product-focused support capability designed to handle complex industrial inquiries efficiently.

Trained dedicated teams to:

• Understand customer product specifications and technical requirements

• Navigate and source from a catalog of 750,000+ SKUs Identify suitable alternative products when exact matches were unavailable

  
  

Established clear workflows to map customer requirements directly.

This approach significantly reduced back-and-forth clarification, accelerated quotation turnaround, and ensured customers received relevant, commercially viable options faster.

Results

Improved quotation quality and follow-through translated into real chat commerce revenue realization, not just pipeline inflation.

+64%

Quotation value

(Compare first 3-months

& last 3-months)

+204%

Booking value

(Compare first 3-months

& last 3-months)

+159%

Billing value

(Compare first 3-months

& last 3-months)

Key Insight

Chat commerce revenue growth is driven by operational maturity, not just traffic or promotions.

When conversation flows, team execution, and performance tracking are aligned with commerce objectives, LINE can evolve from a support channel into a scalable revenue engine, contributing meaningful share to overall business performance while strengthening the omni-channel experience.

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