Industries · Retail
AI for retail and e-commerce, built for Thai peaks.
Campaign days, LINE chats and four marketplaces: retail support and catalog work grow faster than any team can hire. Autonomous systems answer, update and reconcile around the clock, and hand the judgement calls to your people.
The challenge
Where retail work slows down.
Retail volume is spiky. An 11.11 or 12.12 campaign can multiply order questions in a day, and customers expect an answer in minutes, on LINE, in Thai, often with a screenshot of the order. Meanwhile the same product is listed on your own site, Shopee, Lazada and TikTok Shop, and every price, stock or description change has to be repeated four times.
The result is a support team buried in "where is my order?" messages and a catalog team copying data between tabs. Both are repetitive, rules-based and high volume, which is exactly where autonomous systems earn their place first.
What we build
Four retail workflows we automate.
Each one is designed around your own systems and approvals. What stays with your people is stated up front.
Orders and returns
Looks up the order, explains its status, and processes returns and exchanges that fall inside your policy. It replies in the language the customer wrote in, on LINE, web chat or email, and attaches the order context to anything it escalates.
Stays with peopleExceptions outside policy, goodwill gestures and damaged-goods disputes.
Product content and sync
Writes search-ready descriptions, translates listings into Thai and English, and keeps price, stock and attributes consistent across your site and the marketplaces you sell on.
Stays with peopleBrand voice sign-off and pricing decisions.
Chat commerce
Recommends products, answers sizing and compatibility questions and guides the shopper to checkout inside the chat, then hands over to payment.
Stays with peopleDiscount approvals and high-value or wholesale negotiations.
Inventory intelligence
Reads stock and sales data each morning, flags low stock, slow movers and pricing anomalies, and proposes actions with the numbers behind them.
Stays with peoplePurchasing decisions and supplier commitments.
Where to start
A first system for retail, with authority earned.
Most retailers should start with order and returns support. It is high volume, easy to measure and low risk to reverse. The system begins at Level 2, where it drafts every reply and a person approves it. Once approval rates are consistently high for routine questions, authority is extended to Level 3: answering status and policy questions on its own, and processing returns under a set value, while anything unusual goes to a person with the case already diagnosed.
Catalog sync is a good second step, because it runs in the background and its errors are visible in a diff before anything is published.
Autonomy is a dial, not a switch: every system advances through five levels only as quickly as measured performance allows. See how authority is earned, and how we design for Thailand.
Governance
Guardrails for retail, built in from the first week.
Refund and return limits
Hard caps on the value and type of refund the system may issue alone. Everything above the cap waits for approval.
Price and stock changes in a diff
Catalog changes are shown as a reviewable difference before they go live on any channel.
Personal data stays scoped
The system reads only the order and customer fields it needs, consistent with PDPA data-minimization, and every action is logged.
Questions
Retail, answered.
Can it work on LINE and the marketplaces?
It replies on LINE, web chat and email, and can read orders and listings from your commerce platform and the marketplaces you sell on. Which channels and integrations apply depends on your stack, and we confirm it during mapping.
What happens during a campaign spike?
Routine questions are answered immediately in parallel, so a spike does not queue behind your team. Cases that need a person are routed with the order, history and a suggested reply attached.
Will it handle Thai and English together?
Yes. It replies in the language the customer uses, including the Thai and English mix common in chat, and we test tone with native speakers before launch.
Keep exploring
Related pages.
Customer support on LINE
Resolve routine requests end to end in Thai and English, and hand the rest over with context.
Use caseLead response and qualification
Reply to every enquiry in under a minute and keep the CRM current.
GuideAI automation in Thailand
Thai-language, LINE-native and PDPA-aligned autonomous systems.
Begin
Tell Primues where retail work slows down.
Primues will outline the opportunity and connect you with an architect from our team, on LINE or this website.