Tencent and Amaze Spark 'Shoppertainment' Revolution in Thailand

BANGKOK, THAILAND – February 25, 2026 – The landscape of online retail in Thailand is poised for a significant transformation as Tencent Cloud, the cloud computing arm of tech giant Tencent, announces a strategic partnership with Amaze, the fast-growing super app backed by Thailand’s Charoen Pokphand Group (CP Group). The collaboration aims to fuse entertainment with e-commerce, a concept dubbed 'shoppertainment', by integrating Tencent Cloud’s advanced live streaming solutions into the Amaze platform, which has already attracted over six million users in just ten months.

This move signals a major escalation in the battle for dominance in Southeast Asia's booming live e-commerce market, where interactive and engaging shopping experiences are generating conversion rates reportedly up to ten times higher than traditional online storefronts. By leveraging Tencent's proven technological prowess, Amaze is looking to deliver a richer, more immersive shopping journey for Thai consumers and solidify its position as a leader in the nation's digital economy.

Redefining Retail as Interactive Entertainment

The core of the partnership is the deployment of Tencent Cloud’s one-stop E-commerce Live Streaming Solution, a comprehensive suite of tools designed to manage the entire live broadcast lifecycle. This integration is set to turbocharge Amaze's 'shoppertainment' strategy, moving beyond simple transactions to create a vibrant, community-driven retail environment.

Viewers on the Amaze app can now expect a host of interactive features designed to boost engagement and drive sales. These include real-time voting, on-screen digital gifting, and live shopping lucky draws that create a sense of immediacy and excitement. Furthermore, the platform will incorporate viral social tools such as group-buy promotions, sharing incentives, and even 'streamer battles' to foster a more dynamic and participatory atmosphere. To populate this new ecosystem, Amaze plans to onboard a diverse community of local influencers and content creators from the retail, lifestyle, and food sectors.

The early results of this integration have been promising. Dr. Gail Sarintip Satitsatian, Managing Director of Amaze Super App, stated, "Our collaboration with Tencent Cloud has been transformative, particularly in driving a significant sales uplift through our live commerce features. By leveraging Tencent's robust technology, we've seen a substantial increase in Daily Active Users (DAU), fueled by the deep engagement that only real-time interaction can provide."

The Power of a Unified Loyalty Ecosystem

A key differentiator for Amaze is its deep integration with the sprawling CP Group conglomerate. The super app functions as the strategic architect of a comprehensive loyalty points ecosystem, a first of its kind in Thailand. It allows users to consolidate scattered reward points from various CP-owned entities—including ALL POINT from 7-Eleven and True Point—as well as major credit card partners into a single, spendable currency called "Amaze Points."

This partnership elevates that unique value proposition by weaving the loyalty program directly into the fabric of the live shopping experience. "Central to this success is the integration of Amaze Points—the heartbeat of our ecosystem—directly into the live experience," explained Dr. Satitsatian. "This allows users to utilize their points for exclusive activities and rewards mid-stream, creating a seamless loop of loyalty and excitement."

This synergy transforms passive point collection into an active, engaging part of the shopping journey. It not only solves the consumer pain point of managing multiple expiring loyalty programs but also provides CP Group with a powerful tool for customer retention and cross-promotion across its vast network of businesses, creating a formidable competitive moat in the crowded e-commerce space.

Under the Hood: Tencent's Global Streaming Engine

Powering this enhanced experience is Tencent Cloud's formidable technological infrastructure. With a proven track record serving over 90% of China's live e-commerce platforms, the company is exporting its mature, battle-tested innovations to the Thai market. The solution is built upon a global Cloud Streaming Services (CSS) network with over 3,200 acceleration nodes across more than 70 countries, ensuring seamless, high-quality, and ultra-low-latency video delivery even during massive, concurrent viewing events.

To manage costs and optimize performance, the platform utilizes proprietary Top Speed Codec technology, which reduces video bitrate by over 30% without sacrificing image quality. The system's Instant Messaging (IM) capability, which boasts a message delivery success rate of over 99.99%, is critical for enabling real-time comments, likes, and coupon distribution that are essential for audience interaction. Furthermore, a Video on Demand (VOD) service allows for the instant recording and clipping of live events, transforming broadcasts into enduring digital assets for marketing and replays.

Poshu Yeung, Senior Vice President of Tencent Cloud International, commented on the strategic importance of the deal, stating, "This collaboration marks an important milestone in Tencent Cloud's continued efforts to localize its industry-leading audiovisual capabilities for leading global enterprises. Moving forward, we will continue to leverage our core audio and video technologies to collaborate with international partners in shaping the future of innovative live commerce."

AI and the Future of Automated Commerce

Perhaps the most forward-looking aspect of the partnership is the integration of advanced Artificial Intelligence. Tencent Cloud's solution incorporates a suite of AI-powered capabilities that point toward the next chapter of live e-commerce. This includes real-time multilingual subtitles and translations covering more than 100 languages, breaking down barriers for diverse audiences within Thailand and beyond.

Most notably, the technology supports the deployment of fully digital, 24/7 virtual hosts. These AI-driven avatars can manage continuous, always-on livestreams, showcasing products and interacting with customers around the clock without the operational costs and time limitations of human hosts. This capability, already gaining traction in markets like China, allows brands to maintain a constant presence and capture sales opportunities at any hour.

This AI integration, combined with intelligent video enhancement and customizable visual effects, underscores a strategic bet on a future where retail is not only more interactive but also more automated and intelligent. The partnership between Tencent Cloud and Amaze is not just an upgrade to an existing platform; it is an ambitious step to build the foundational infrastructure for the next generation of commerce in Southeast Asia, positioning both companies at the forefront of the region's rapid digital transformation.