Many Thai shops sell through chat: customers ask the price, ask for photos, agree to buy, then transfer money and send the slip in the same chat. This way of selling is called chat commerce. This article explains what chat commerce is, the problems shops meet as chat sales grow and what a chat sales system should help with.

What is chat commerce

Chat commerce is selling inside a conversation: from the customer's first message, answering questions and suggesting products to taking the order, receiving payment and following up after the sale, in chat apps such as the shop's LINE OA or the chat on the shop's website.

How it differs from selling on a website

Customers talk to a real person and can ask for details or advice before deciding
The sale closes in the conversation, with no cart, so the shop has to record the order itself
Customers often transfer to the shop's account and send a picture of the slip, which the shop has to check
It is easy to keep talking to past customers, about restocks or promotions

Common problems when selling in chat

Chats arrive in several accounts and channels, and switching apps makes replies slow
Several team members answer the same customer, or nobody does
Orders are written in chats, notebooks or separate files and get lost
Each slip is checked by hand in the bank app, with the risk of fake slips
Past customers are not followed up because nobody remembers who bought what

What a chat sales system should have

One inbox: Easyrobin brings several LINE OA accounts and website chat into one inbox the whole team shares
Work shared across the team: a chat goes to the customer's own owner first, then to the team, in turn or to whoever has the fewest chats, and only to people who are online if you want
A chatbot for common questions: keyword answers, a welcome message and a main menu; when the bot cannot answer, the chat goes to the team
Orders beside the chat: open an order from the customer panel next to the chat and see every order by status: awaiting payment, paid, shipping, completed, refunded and cancelled
Automatic slip checks: the system reads the QR code on the slip and checks it with the bank; when the amount matches an order awaiting payment, the order turns paid by itself
LINE OA broadcast: message customers by group or tag and see the quota left before sending

Five steps to organise selling in chat

Connect all of the shop's LINE OA accounts and the website chat in one place
Invite the team, give roles and set how chats are shared
Collect the questions customers ask most and set them as chatbot answers
Add your products and the accounts you receive money on
Open an order beside the chat whenever a customer agrees to buy, and let the system check slips and close orders whose amount matches

Good to know

Easyrobin does not print shipping labels or tracking numbers yet; keep using your usual courier
The system does not create payment links; customers transfer to the shop's account and send the slip in chat as before

Chat commerce keeps shops close to their customers, but as chats and orders grow a shop needs a system to help. Read how to open orders beside the chat in our article on selling in chat, and see the overview for online shops on the online shop page.

What is chat commerce? Selling in chat (2026)