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Social commerce accounted for about 44% of South-East Asia’s US$109bil (RM448.53bil) e-commerce market last year, according to Bain & Co. Coffee photo created by jcomp - www.freepik.com Samantha Proyrungtong, co-owner of an artisan food shop in downtown Bangkok, keeps three phones and a laptop glued to Facebook and Softbank Group-backed Line Corp’s social-media app throughout the workday. She needs them not to hear from friends and relatives but to get orders from customers since her shop, Vivin Grocery, relies on chat applications for a big part of its sales of goat cheeses, locally sourced jams and organic vegetables.

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