LINE Pay

Thailand, a fertile ground for digital payments in Southeast Asia, is embracing digital wallets at an astonishing pace.

With an internet penetration rate of 98%, the country is naturally well-positioned for digital payments. Among more than 63 million internet users, over half (33.8 million) are active digital payment users. This strong digital foundation gave rise to Southeast Asia's second-largest e-commerce market, which is expanding at a compound annual growth rate of 15.03% and is expected to surpass USD 60 billion by 2030. Against this backdrop, digital wallet adoption has accelerated rapidly, accounting for 30% of all online transactions in Thailand in 2024 and projected to reach 38% by 2030. With nearly 120 million registered accounts, the digital wallet sector has long been a fiercely competitive battleground.

LINE Pay stands as the flagship driving the mobile payment wave in this blue ocean of opportunity. Behind LINE Pay stand three powerhouses that are shaping Thailand's digital transformation: Thailand's leading messaging platform, LINE; the BTS Group, deeply embedded throughout Bangkok's transit network; and top-tier telecommunications operator AIS. This unique combination gives LINE Pay an inherently massive user base and unmatched real-world penetration, enabling its transformation from "a payment tool" into "a way of life".

Today, LINE Pay's services extend across e-commerce and digital entertainment, as well as offline use cases such as BTS transit, convenience store purchases, mobile top-ups, and peer-to-peer transfers, which together form a comprehensive payment ecosystem. Its easy top-up options and seamless payment experience, combined with a diverse range of rewards and points-based promotions, continue to attract Thailand's core consumer base--users aged 24 to 54 account for 70% of the country's e-commerce audience. For merchants seeking to precisely engage high-value consumer segments in Thailand, integrating LINE Pay offers direct access to the country's most vibrant digital consumer community.

For merchants aiming to integrate into the Thai market, adopting LINE Pay enables their brands to effortlessly embed into the daily lives of these core consumers. As a comprehensive payment platform, it is more than a checkout solution designed to boost conversion rates; it also serves as a trusted bridge connecting brands with local consumer culture.

Properties

The following table lists the product properties supported by LINE Pay:

User experience

Note: The following payment flows on different terminals are for reference only. For supported merchants' terminal types, consult Antom Technical Support.

The following screenshots show the journey of paying with LINE Pay:

FAQ

1. Is it necessary to integrate LINE Pay for e-commerce in Thailand?

Yes, it is absolutely essential and has become a standard requirement for entering the Thai market. Imagine, your customers use LINE every day for messaging and getting updates. When they discover your products and proceed to checkout, being able to complete the payment directly within the familiar LINE interface with a single tap creates a seamless experience that can significantly boost conversion rates. Data shows that digital wallets already account for approximately 30% of online transactions in Thailand. Among them, LINE Pay, supported by Thailand's most widely used messaging app and serving nearly 120 million registered digital wallet users across the LINE ecosystem, is the undisputed market leader. Integrating LINE Pay is not just about adding another payment method, it is a gateway to becoming part of local consumers' everyday digital lives.

2. In which consumer scenarios are LINE Pay users more active in, and whom can I reach out to?

LINE Pay users are active across Thailand's core consumer spending scenarios and demographics. From online shopping, digital entertainment, and food delivery to offline use cases such as BTS transit, convenience store top-ups, and even peer-to-peer bill splitting, LINE Pay is deeply entrenched in daily life. This allows you to effectively reach Thailand's strongest purchasing demographic: young and middle-aged users aged 24 to 54 form the core user base, representing approximately 70% of the country's e-commerce consumers and serving as the backbone of the consumer economy. Integrating LINE Pay means establishing direct access to this high-value customer segment.

3. By integrating LINE Pay through Antom, what additional value can it bring to my business beyond accepting payments?

Beyond efficient payment collection, Antom unlocks the full commercial potential of LINE Pay. One of the most important features is Auto Debit, which is ideal for subscription-based services, membership renewals, and scheduled delivery business models. Once users grant authorisation, subsequent payments are automatically charged, significantly improving customer retention and repeat purchases while reducing friction for every transaction. Moreover, Antom provides real-time payment status updates and a flexible refund window of up to 365 days, enabling you to enhance customer satisfaction while optimising cash flow management with greater confidence.

4. How secure is accepting payments via LINE Pay? Can it prevent fraudulent chargebacks like those seen with credit cards?

When it comes to security, LINE Pay offers dual-layer protection for merchants. For consumers, payments are completed entirely within the LINE app through strict user authorisation, ensuring a secure and controlled experience. For merchants, LINE Pay delivers a key advantage: it eliminates credit card-style chargebacks. Because transactions are settled directly from the user's wallet balance, the risk of fraudulent or bad-faith chargebacks, along with the financial losses and high dispute handling costs they create, is fundamentally avoided. Additionally, you can further strengthen protection by deploying Antom Shield's AI-powered risk management solution, adding an extra layer of fraud prevention without compromising conversion rates.

5. Without a dedicated technical team, is integrating LINE Pay through Antom complicated?

Rest assured, the entire process is designed to be fast and straightforward. Even without a dedicated technical team, you can quickly launch your service using Antom's hosted checkout solution. This option requires no complex development—with just simple configuration, LINE Pay can be seamlessly embedded into your existing checkout flow. For teams with stronger technical capabilities, a full API integration is also available, enabling greater flexibility and customisation. Antom's mission is to help you capture Thailand's payment growth opportunities quickly and cost-effectively through our payment solutions.

Antom delivers a simple, secure, and all-in-one integration experience to help you accelerate growth. Our experienced technical team is ready to help at every stage.