Line dives into e-commerce as it recruits Japanese sellers for upcoming Line Mall app

Yesterday Line, the popular Japanese messaging app, announced that it will prepare for the public launch of its upcoming (and long anticipated) Line Mall e-commerce app.

In a blog post on its Japanese-language website, the company called for prospective e-commerce vendors to send in an application, which will presumably be used to determine the validity of the seller and his or her goods.

Further details are scarce, though the post (which we’ve parsed through using Google Translate) states that Line intends to provide users with a high-quality product line-up, and describes a system in which sellers will be rewarded for successful transactions with points that can be redeemed for other purchases.

What does that tell us? Well, Line Mall probably ain’t gonna be Craigslist – expect quality control, behavioral incentives, and social elements. And there will probably be some teddy bear stickers too.

Line gives no exact launch date for Line Mall, but states that it plans to roll the service out to the Japanese public in mid-December.

Line announced back in August that it intended to enter the e-commerce sector as part of increased focus on engagement and monetization.

The company brought in $192 million in revenue for the quarter ending in September, up an impressive 48 percent from the previous quarter. It boasts 280 million registered users globally, though it’s unknown what percentage of those accounts are active.

(Editing by Steven Millward)