LINE MyShop: how to sell inside LINE chat (2026 guide)

LINE MyShop is LINE’s selling tool that turns your LINE Official Account into a shop: customers browse products, order in the chat and pay without leaving LINE. Opening a shop is free and takes five steps; LINE lists a payment fee starting from 3% of each transfer. For businesses that already sell through LINE chat, MyShop replaces manual order taking and payment slip checking with a proper order and payment system.

This guide covers what MyShop includes, setup, fees, payments and shipping, how it connects to LINE OA, the 2026 AI roadmap, and when it is a better choice than Shopee, Lazada or your own website.

What is LINE MyShop?

LINE for Business Thailand describes MyShop as an all-in-one selling tool on LINE. It connects to your LINE OA and gives you:

• A storefront customers can open from your OA profile, rich menu or a link, and shop any time on their own.
• Chat order: create an order inside the chat; the customer receives a payment link.
• Checkout link: share an order link on other social channels; the customer pays on MyShop.
• Promotions: product and shipping discount coupons, discount promotions (up to 10 running at once) and time-limited “WOW items”.
• Send item: customers can send a product to a LINE friend without knowing the friend’s address.
• Targeted broadcasts to customers segmented by purchase behaviour or product interest.
• Order and stock management in one place, plus a real-time sales dashboard.

You can manage the shop from the LINE OA app, LINE Official Account Manager on the web, or the MyShop app.

How to set up LINE MyShop in five steps

According to LINE for Business Thailand:

LINE MyShop fees

LINE’s MyShop page lists a fee starting from 3%, with 0% for new shops in the first month (both subject to LINE’s conditions). LINE’s seller site describes it as a 3% payment fee deducted from the transfer amount, with no fee if you cancel an order before marking it as shipped, and a minimum payout of 100 baht after fees.

There is no monthly fee to open a MyShop store. Some add-ons need a paid LINE OA plan (Basic, Pro or an OA chat package):

• Bank transfer: customers pay straight into your bank account; LINE says there is no fee for transfers from any bank.
• Customer profile: customer status, buying behaviour, order count and payment methods.
• Reminders for chats.
• Scheduled messages per chat; each one counts as one broadcast message against your quota.

Fees and conditions change, so check LINE for Business Thailand’s current MyShop terms before you set your prices.

Payment and shipping options

Card and LINE Pay approval takes about 3–5 working days for individuals and 5–7 for companies, according to LINE’s seller site. Payouts are released after you mark an order as shipped.

For shipping, MyShop supports Standard and COD. You choose your own carriers. For COD, you arrange the service and fees with the carrier directly. LINE has run discounted shipping promotions with Thailand Post; check the seller site for current rates.

Connecting MyShop to your LINE OA

MyShop works best when it is part of your LINE OA, not a separate link you post once:

• Put Shop on your rich menu so every chat is one tap from your products.
• Use chat order when customers ask questions before buying; send the payment link in the same conversation.
• Send targeted broadcasts to people who viewed or bought a category, rather than to all friends.
• Use coupons to bring back past buyers, and member points to give them a reason to stay.

What changed in 2026: MyShop as a chat commerce engine

At LINE Thailand Business Insight 2026 (August 2026), LINE presented MyShop as a “Chat Commerce Engine”. Press coverage lists three development areas:

• Seller AI Automation: an AI seller agent in the chat to reduce admin work and recover lost sales. LINE noted that more than 90% of new chats get no follow-up after the first reply.
• Customer Data Agent: expanded customer profiles to collect, analyse and segment customers.
• Return on Broadcast Spend: analysis of the return from broadcasts, so shops can plan messages better.

LINE has not published a rollout date or pricing for these features in the sources we found. The MyShop page itself did not list AI features at the time of writing, so treat them as announced, not available, until they appear in your account.

MyShop vs Shopee, Lazada and your own website

The common setup for Thai SMEs is not either-or: use marketplaces to find new buyers, then bring them into your LINE OA and sell again through MyShop.

Tips for selling with LINE MyShop

• Write product descriptions that answer the questions customers usually ask in chat: size, material, delivery time.
• Keep stock levels accurate; nothing frustrates a LINE customer more than paying for something that is out of stock.
• Respond quickly. LINE’s own data point that most new chats get no follow-up is the clearest opportunity: a fast reply and one reminder can recover sales.
• Track what your broadcasts sell, not just how many people click.

If you want help connecting MyShop, rich menus, broadcasts and automation into one LINE sales funnel, see our LINE OA marketing and automation service.