THE WHAT? A series of luxury brands, including Chanel and Louis Vuitton, have opened accounts on the Thai incantation of social messaging app Line, according to a report published by Reuters.

THE DETAILS The Japanese app has seen its monthly active users in Thailand swell by some 3 million -making the country its second largest market after Japan.

The app offers brands online store fronts as well as features to help organise inventory, with a support tool to help manage customer relationships and data management slated for launch in 2021.

THE WHY? During Thailand’s strict lockdown, social commerce – already popular in Thailand – boomed. As Line Thailand Chief Commercial Officer, Norasit Sitivechvichit told Reuters, “The luxury category was forced to adapt because their stores were closed.”