Tencent teams up with Amaze to expand Thailand’s live ecommerce

Tencent Cloud has partnered with Amaze, a Thai super app with over 6 million users, to enhance live ecommerce in Thailand.

The collaboration involves Tencent Cloud providing its end-to-end livestreaming solution, supporting Amaze’s efforts to expand its shoppertainment offerings.

The solution includes features such as real-time interaction, social sharing tools, and content security measures, supported by Tencent’s global cloud network.

Tencent Cloud’s technology aims to improve content delivery, reduce bandwidth costs, and enable interactive features like live comments and product tagging.

The partnership also integrates AI capabilities, including multilingual subtitles and virtual hosts, to boost viewer engagement.

Amaze plans to onboard local influencers and content creators across retail, lifestyle, and food sectors to enrich its livestream ecosystem.

Tencent Cloud’s international growth has seen its services expand to over 80 countries, serving clients in sectors like ecommerce, gaming, and finance.

🔗 Source: Tencent Cloud

🧠 Food for thought

Implications, context, and why it matters.

Amaze ties CP Group loyalty points to live shopping

A partnership with Tencent Cloud adds an end-to-end livestreaming setup for Amaze, with real-time chat, social sharing, and content security controls.
Amaze serves as CP Group’s hub for loyalty points, linking about 36 million customers across the conglomerate 1.
The app brings together CP Group programmes like ALL POINT, My Lotus’s, Makro PRO POINT, and True Point, plus points from credit cards and banks such as Krungsri and Kasikornbank 1.
Points drive most activity, with 80% of in-app transactions paid using points rather than cash 2.
Tencent Cloud’s livestreaming layer supports “shoppertainment” with live comments, product tagging, multilingual subtitles, and virtual hosts, built to lift use of the existing points network 3.

A model for big incumbents competing with ecommerce platforms

The Tencent Cloud and Amaze tie-up lays out one route for older conglomerates to compete with digital-first players such as Shopee or Lazada.
CP Group combines its physical reach with retail and partner loyalty programmes, then routes that activity into a single online marketplace through Amaze 1.
Livestreaming acts as a way to keep people engaged and speed up spending inside the closed-loop points system, with daily active users as a target 3.
Other incumbents can apply the same approach by using cloud livestreaming and AI to connect scattered stores and loyalty programmes into one stickier platform.