Tencent Cloud has struck a partnership with Thailand’s Amaze super app to power live-commerce features aimed at lifting engagement and sales as “shoppertainment” spreads across Southeast Asia.
Amaze, backed by Charoen Pokphand Group through Ascend Commerce, was launched in 2025 as a points-led e-commerce marketplace that lets users consolidate and spend rewards from CP businesses and partners.
Under the tie-up, Amaze will use Tencent Cloud’s end-to-end livestreaming toolkit to run shopping broadcasts and reuse video content for marketing, with built-in interaction and performance tracking, the companies said.
Tencent Cloud executive Poshu Yeung said the group is localising its audiovisual capabilities for overseas clients, while Amaze Managing Director Gail Sarintip Satitsatian said live features have helped lift daily active users and sales during campaigns by encouraging real-time interaction.
Amaze plans to recruit Thai influencers and creators across categories including retail, lifestyle and food, integrating broadcasts with its rewards programme so users can earn and redeem points during live sessions, the statement said.
The partnership adds to Tencent Cloud’s push in Southeast Asia, where Chinese technology suppliers are expanding cloud and streaming infrastructure for commerce, gaming and media workloads.
Tencent Cloud said its Cloud Streaming Services network spans more than 70 countries and regions and uses over 3,200 acceleration nodes, targeting low-latency delivery for large audiences. It also highlighted security features such as encryption and watermarking, plus tools to convert livestreams into on-demand clips that can be redistributed to extend a campaign’s shelf life.
Live-commerce in Thailand has intensified competition among marketplaces to keep shoppers inside apps longer, using entertainment formats and loyalty mechanics to turn viewing time into purchases.
Business News Asia
