LINE MAN Wongnai

What LINE MAN Wongnai does

LINE MAN Wongnai is a Thailand-based super-app platform, formed in September 2020 by the merger of LINE MAN (food delivery, spun out of LINE Thailand) and Wongnai (restaurant discovery and reviews, founded 2010), and headquartered at One Bangkok. It connects Thai consumers, a network of 700,000+ partner restaurants across all 77 provinces, and 100,000+ monthly rider-drivers through a unified on-demand stack spanning food delivery (LINE MAN), grocery and convenience delivery (LINE MAN MART), ride-hailing (LINE MAN RIDE, including the 2026 LINE MAN EV Taxi program), parcel delivery (LINE MAN Messenger), and restaurant discovery (Wongnai). Underlying the platform is a data and AI architecture built on ClickHouse Cloud ingesting 60 billion records per day, the LINE Plus ActEngine AI agent platform for customer support and merchant workflows, and integrated LINE Pay checkout across the consumer and merchant experience.

Name

LINE MAN Wongnai

Legal name

LINE MAN (Thailand) Company Limited

Website

https://lmwn.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

LINE MAN Wongnai operates Thailand's largest on-demand super-app, integrating food delivery, grocery, ride-hailing, payments, and merchant POS across all 77 provinces to serve 10M+ consumers and 700,000+ partner restaurants.

Ownership category

akta.pro rank

Product category

On-demand delivery super-app

NAICS

Local Messengers and Local Delivery (4922), Restaurants and Other Eating Places (7225), Convenience Retailers (445131), Grocery and Convenience Retailers (4451)

SIC

Retail-Eating & Drinking Places (5810), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Restaurant Meal Delivery Platforms & Aggregators (AFAIAMAA)

akta.pro secondary industries

Quick-Commerce (Rapid Convenience / Dark Stores) (TLAAAHAD), Food Delivery (Restaurant Meals) (TLAAADAC), Restaurant Meal & Prepared Food Delivery (CRAFAFAB), Alcohol & Beverage E-Commerce Delivery (AFAIAMAI)

Keywords

• Food delivery platform
• Ride-hailing services
• Merchant POS software
• Restaurant discovery platform
• On-demand super-app

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. On-Demand Delivery Commission: Take-rate commissions charged to restaurants and merchants on LINE MAN food, grocery (LINE MAN MART) and beauty delivery orders, plus service fees on LINE MAN RIDE ride-hailing.
2. Government Co-Paid GP Margin: Gross-profit share retained by LINE MAN Wongnai (reported as 10–15% in co-funded programs) on delivery orders subsidized through Thai government stimulus schemes such as Khon La Khrueng Plus.
3. LINE Pay Transaction Fees: Payment processing and acceptance fees generated by LINE Pay Thailand across consumer-to-merchant transactions inside the LINE MAN Wongnai ecosystem.
4. Merchant Software Subscriptions: Recurring SaaS fees from Wongnai POS (post FoodStory acquisition) and other merchant digital tools sold to restaurants and SMEs.
5. Merchant Marketing Solutions: Advertising and promotional products (banner visibility, coupons, sampling, privilege programs) sold to brand owners and merchants including Knorr, Lotus's and Brand's Veta Prune Plus.
6. LINE BK Consumer Lending: Interest and fee income from LINE BK nano-lending products originated via the LINE messaging app using LINE MAN Wongnai user data.

Pricing tiers

Go-to-market motion5 records

Distribution channels5 records

Marketing channels8 records

Core offering

LINE MAN Wongnai operates Thailand's leading on-demand super-app, connecting consumers, riders and local businesses across food delivery (LINE MAN), grocery and goods delivery (LINE MAN MART), ride-hailing (LINE MAN RIDE), beauty and parcel delivery (LINE MAN Messenger), and restaurant discovery (Wongnai). The merchant-facing business sells Wongnai POS, FoodStory POS and JERA Cloud point-of-sale software plus a full-stack Marketing Solutions suite to a network of 700,000+ Thai partner restaurants, with LINE Pay powering in-app payments.

Product overview

LINE MAN Wongnai operates a Thai super-app platform-plus-modules architecture that connects People, Local Businesses, and Riders across all 77 provinces. The consumer-facing core is the LINE MAN app, which bundles on-demand food delivery with LINE MAN RIDE (ride-hailing), LINE MAN MART (convenience/grocery), and LINE MAN Messenger (parcel delivery). Restaurant discovery and reviews are delivered through the separate Wongnai brand, with monthly active users exceeding 10 million on LINE MAN and 14M+ visitors on Wongnai. The merchant side consists of Wongnai POS and the acquired FoodStory POS for restaurants, the JERA Cloud POS for the beauty/wellness vertical (acquired August 2025), the Wongnai Merchant App, and a comprehensive Marketing Solutions suite (Creative Content, Banner Visibility, Coupon Code, Product Sampling, Privilege Program, Event, Combo Menu, Ad Manager). Payments flow through LINE Pay (formerly Rabbit LINE Pay, majority acquired August 2023) and the LINE Pay QR BOX hardware device, with a fintech unit Line Man Pay planned for further investment. The ecosystem is operated via the LINE MAN Rider app for 100,000+ monthly driver-partners, supported by Chubb Samaggi insurance. In May 2025, LINE MAN Wongnai declared itself an AI-driven company, embedding ActEngine AI agents from LINE Plus into customer support and using Cursor and Generative AI across engineering and operations, with a first VP of AI in Thailand and a team of 30+ AI specialists. Following its USD 265 million Series B in September 2022, valuation surpassed USD 1 billion, making it Thailand's largest tech startup by valuation.

Differentiator

Problem solved

Functional benefit

Brands

• LINE MAN: Food delivery and on-demand service platform in Thailand
• Wongnai
• LINE MAN Rider
• Wongnai Merchant & POS
• FoodStory POS
• LINE Pay
• LINE MAN MART
• LINE MAN RIDE

Products and services

• LINE MAN (Food Delivery) Thailand's No.1 on-demand food delivery platform and the core of the LINE MAN Wongnai super-app, serving 10M+ monthly active users across all 77 provinces through LINE MAN restaurants, with take-rate commissions, delivery fees, and LINE Pay checkout.
• LINE MAN MART Convenience and grocery delivery service covering all 77 Thai provinces, extended to include beauty retail and other non-food merchant categories.
• LINE MAN RIDE On-demand ride-hailing service integrated into the LINE MAN app offering car, taxi and motorcycle rides, including the LINE MAN EV Taxi electric-vehicle programme.
• LINE MAN Messenger On-demand point-to-point parcel and document delivery service nationwide across all 77 Thai provinces.
• Wongnai Restaurant and local business review and discovery platform serving 14M+ monthly visitors in Thailand, providing editorial content, reviews and AI-driven recommendations.
• Wongnai POS Cloud-based restaurant point-of-sale system used by 50,000+ restaurants in Thailand (the largest POS market share in the country), handling approximately THB 176 billion in annual transactions.
• JERA Cloud Cloud and POS platform specialized for the beauty and wellness segment, expanding LINE MAN Wongnai's merchant stack beyond restaurants.
• LINE Pay (Thailand) Digital payment platform (formerly Rabbit LINE Pay) serving approximately 9 million users in Thailand, integrated across LINE MAN, LINE MAN MART, LINE MAN RIDE, LINE MAN Messenger, and Wongnai POS.
• LINE Pay QR BOX Hardware payment notification device installed at merchant counters (e.g., Hawker Center Lumpini) that plays an audio alert on incoming LINE Pay payments, providing real-time confirmation and protection from fake slips.
• LINE MAN Rider Mobile app for LINE MAN's 100,000+ monthly driver-partners to accept food delivery, messenger, and ride-hailing jobs, integrated with Chubb Samaggi rider insurance.
• Wongnai Merchant App (WMA) Self-service app used by 700,000+ merchant partners to manage their online storefront on LINE MAN, run in-app ad campaigns via Ad Manager (AMG), and order supplies such as Gracz green packaging.
• Marketing Solutions (B2C & B2B) Full-stack marketing solution suite including Creative Content (Recipe, Chef's Kitchen, Guide, Wongnai Inside), Banner Visibility, Coupon Code, Product Sampling, Privilege Program, Event, Combo Menu, and Ad Manager (AMG), serving B2C reach of 40M+/month (Food), 55M+ (Lifestyles), 22M+ (Local), and 11M+ (B2B) across 38 social media pages.
• ActEngine AI Enterprise AI agent platform co-developed with LINE Plus and deployed inside LINE MAN Wongnai to automate customer support and sales interactions for merchants, handling around 360,000 inquiries annually in its initial Thailand deployment.

Quantifiable outcome

• 2024 revenue of THB 16.7 billion, up 44% year-on-year, with ~41% share of Thailand's on-demand delivery market.
• +3 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability9 records

Feature5 records

Partnerships

16 partnerships are on record, tiered flagship, core and minor.

• LINE Pay Thailand (formerly Rabbit LINE Pay)flagshipStrategic or Co-development PartnerLINE Pay Thailand was formed after LINE MAN Wongnai (then LINE Pay) acquired Rabbit LINE Pay in 2023; the entity now powers payments across the LINE MAN Wongnai ecosystem.
• FoodStoryflagshipStrategic or Co-development PartnerThai POS and restaurant management software company acquired by LINE MAN Wongnai in July 2023 to strengthen the Wongnai merchant solutions stack.
• JERA CloudcoreTechnology or IntegrationCloud-services business acquired by LINE MAN Wongnai in August 2025 to bolster engineering and infrastructure capabilities.
• EVEANDBOYcoreGTM or Marketing PartnerMajor Thai beauty retailer running the EBLAUNCH discount code with LINE MAN for beauty delivery and gifting campaigns.
• Ari FootballminorGTM or Marketing PartnerSponsored football-themed marketing partnership delivering the ARIFOOTBALL discount code and event activations.
• ITPP Co., Ltd.coreStrategic or Co-development PartnerThai partner providing BYD e6 electric vehicles to support LINE MAN RIDE's EV fleet.
• Energy Absolute Public Company LimitedcoreStrategic or Co-development PartnerProvides EV charging-station infrastructure used by LINE MAN RIDE electric-vehicle drivers.
• Yulon MotorcoreStrategic or Co-development PartnerTaiwanese automaker connected to the BYD e6 EV supply supporting LINE MAN RIDE's electric-vehicle fleet.
• Bangkok Metropolitan Administration (BMA)flagshipStrategic or Co-development PartnerCity government partnership for last-mile delivery services and smart-city initiatives, including Hawker Center programs.
• Tourism Authority of Thailand (TAT)coreGTM or Marketing PartnerCo-marketing partnership supporting Thai tourism initiatives surfaced through Wongnai editorial content.
• Chubb Samaggi Insurance (Chubb Life)coreStrategic or Co-development PartnerInsurance partnership offering protection products (e.g., personal accident, parcel insurance) to LINE MAN Wongnai users.
• ttb (TMBThanachart Bank)coreTechnology or IntegrationBank partner integrating ttb touch and payment products into the LINE MAN Wongnai super-app experience.
• SkooldiominorImplementation/ SI/ Consulting PartnerEdtech partner delivering digital-skills training programs that upskill LINE MAN Wongnai employees.
• LINE PlusflagshipTechnology or IntegrationLINE Group engineering entity co-developing the ActEngine AI platform used across LINE MAN Wongnai services.
• GraczminorStrategic or Co-development PartnerGreen-packaging partner supporting LINE MAN Wongnai's sustainability initiative to replace plastic packaging with compostable bags.
• Wongnai (internal brand)flagshipStrategic or Co-development PartnerWongnai restaurant-discovery and review platform merged into the LINE MAN Wongnai super-app, providing reviews, content and merchant marketing.

Scale indicators12 records

Recent moves10 records

Expansion highlights8 records

Direct peers

• Grab Holdings: Southeast Asia's leading super-app, operating GrabFood, GrabMart, and GrabPay across Thailand and the broader region. Direct competitor in food delivery, grocery, and ride-hailing with comparable three-sided marketplace economics.
• ShopeeFood (Sea Limited): Food delivery arm of Sea Limited active in Thailand via ShopeeFood and AirPay. Competes directly with LINE MAN in food delivery and is bundled into the broader Shopee e-commerce and digital payments ecosystem.
• Robinhood (Gulf Energy Development): Thai food delivery and restaurant-tech platform backed by Gulf Energy. Operates a similar restaurant-merchant focus and competes head-to-head with LINE MAN Wongnai in Thailand's food delivery market.
• Gojek (GoTo Group): Indonesian super-app offering food delivery (GoFood), ride-hailing (GoRide), and payments (GoPay). Highly comparable super-app architecture and three-sided marketplace model; while not active in Thailand, a regional strategic comparable.
• Zomato (Eternal Limited): India's leading restaurant discovery and food delivery platform with adjacent quick-commerce (Blinkit). Highly comparable aggregator plus delivery model with similar merchant-stack and consumer-app dynamics.

Broad incumbents

• Meituan: China's dominant super-app combining food delivery, in-store services, hotels, and ride-hailing. Relevant strategic and operational comparable given scale, super-app structure, and demonstrated profitability of food delivery.
• DoorDash: Largest US food delivery platform; benchmark on take-rate economics, merchant tools (DoorDash Storefront, DoorDash Drive), and recent path to profitability. Indirect geographic peer but direct model comparable.
• Foodpanda (by Delivery Hero): Asia-Pacific food delivery operator owned by Delivery Hero. Historically active across Southeast Asia and a structural comparable for food delivery take-rates, rider logistics, and merchant onboarding.
• Kakao: Korean super-app operator combining messaging (KakaoTalk), mobility (Kakao T), and payments (KakaoPay). Strategic comparable given the LINE / LY Corporation affiliation and similar super-app plus payments model in Asia.

Regional players

• Deliveroo: UK-headquartered food delivery platform with operations across Asia including Thailand. Comparable premium-restaurant positioning, three-sided marketplace, and POS-style restaurant tooling investments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lifeAtLINEMANWongnai
• LinkedInlinkedin.com/company/line-man-wongnai
• Instagraminstagram.com/lmwnofficial
• Xx.com/lineman_th

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 records

Funding overview

Funding rounds2 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LINE MAN Wongnai