LINE Thailand reports significant structural challenges in chat commerce: 90% of new merchant chats go unanswered after first response, with SMEs lacking bandwidth for customer follow-up. Conversely, consumers continue adding merchant accounts (800M+ additions in H1 2025) when verified by blue/green badges, while adoption of mini-apps (1,000+ launched, 4x DAU growth) and mobile ordering (LINE MINI Eats with 5x merchant growth in one quarter) shows where value is consolidating. Gen Z behavioral shift—dropping sticker-based conversation closures—reflects broader maturation of chat as primary commerce channel, not a side feature.