Paloy Studio's journey from solo founder to multi-channel enterprise demonstrates critical scaling lessons for Thai SMEs in live commerce: overcoming the "solopreneur trap" by building systems and delegating, implementing omnichannel strategy (Facebook for retention, TikTok/Shopee for acquisition, offline stores for brand experience), and recognizing that brand trust—not tools—becomes the differentiator when technology commoditizes seller capabilities. The case study applies directly to e-commerce and small business operators facing growth plateaus.