Line Man, the assistant service under Line Thailand, expects online ordering and delivery to become mainstream by 2023, thanks to urbanisation and the digital lifestyle.
The company aims to achieve triple growth in all services under Line Man in 2019.
Having operated for two and a half years, Line Man has 1.5 million users a month and there's still room to grow from the base of 44 million Line users, said Noppadol Vashirakovit, Line Man product manager at Line Co Thailand Ltd.
Existing and new rivals are helping to raise market awareness, he said.
Most Line Man users are 24-35 years old, and the service expects more millennials and adults over 35 to sign up in the future.
Food delivery and taxi are the most popular categories, as Thais are familiar with them.
Competition is fierce in parcel and messenger services, with users increasingly demanding same-day delivery.
For food delivery, there are more than 40,000 restaurants in Bangkok. The top orders are pork noodle, chicken rice, pork sticky rice and stewed pork leg on rice.
During an economic downturn, food ordering is likely to grow because it saves costs compared with dining out.
Line plans to increase the number of drivers for its taxi-hailing service. Saturday is the busiest day.
Tharawit Disyawongs, also a product manager of Line Man, said the growth of social commerce is driving demand for parcel delivery.
He said the new online tax regulations may have a short-term effect, but in the long term e-commerce will keep growing.
Chanwoot Luechaisit, Line's director of marketing and communications, said the festive season from November to December sees orders increase by four times year-on-year as users adopt the service for New Year gift delivery and parties.
To capitalise on festive season demand, Line has launched "The Beat of You" campaign to award more than 10,000 prizes.