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Line Ecommerce Marketing

Line and HappyFresh team up on mobile grocery experience in Thailand


By Shawn Lim, Reporter, Asia Pacific

January 22, 2020 | 3 min read

Indonesia-based online grocery platform HappyFresh is teaming up with messaging application Line in Thailand to give users a mobile grocery shopping experience.


Once an order is placed through Line Man, HappyFresh takes care of both items picking at the store.

The integration will be in Line’s spin-off e-commerce app called Line Man that combines takeaway meals, deliveries from local 7-11s, and a courier by green-jacketed people on scooters.

Once an order is placed through Line Man, HappyFresh takes care of both items picking at the store through its dedicated personal shoppers, as well as last-mile delivery to customers' doorsteps.

“This is a strategic partnership between Line and HappyFresh where we leverage the marketing giant Line to expand our user base in Thailand while they can launch a complex, operational heavy vertical by integrating our solution into their Line Man app,” said Guillem Segarra, the chief executive officer of HappyFresh.

“Through our partnership, we're putting Line in a position to deliver an established grocery shopping experience to their users, virtually overnight - an endeavour that otherwise takes years of time and steep investment. Meanwhile, Line has built one of the most established user-base ecosystems in Thailand and is a marketing powerhouse.

He added: “Our conviction for this partnership is that in bringing Line Man’s user-base and hyperlocal marketing approach together with our passion for user experience, we are able to further accelerate grocery penetration and get one step closer to achieving HappyFresh's long-term vision - to serve every household in South East Asia.”

According to Statista, Line is the third most popular social network in Thailand in the third quarter of 2018 behind Facebook and YouTube, with 84% social network penetration.

The Drum previously spoke to David Lim, HappyFresh’s vice president for marketing about why it created an in-house ad model.

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