Tencent (TME) Stock; Rises on Amaze Live Shopping Collaboration

TLDRs;

• Tencent (TME) stock rises as Thailand live ecommerce gets major boost from Amaze partnership.
• Partnership leverages AI, virtual hosts, and multilingual subtitles to enhance livestream engagement.
• Amaze integrates CP Group loyalty points, driving transactions within Thailand’s closed-loop ecosystem.
• Tencent Cloud’s technology offers scalable, secure livestreaming to compete with Shopee and Lazada.

Tencent (TME) stock gained momentum this week following news of its strategic collaboration with Amaze, a leading Thai super app with over 6 million users. The partnership centers on enhancing live ecommerce offerings in Thailand by deploying Tencent Cloud’s full livestreaming solution, designed to improve shoppertainment experiences across Amaze’s platform.

The end-to-end solution includes features such as real-time user interaction, social sharing tools, content security measures, and optimized content delivery through Tencent’s global cloud network. These capabilities are expected to reduce bandwidth costs while providing interactive functions like live comments and product tagging, strengthening user engagement and driving higher conversion rates.

AI and Livestreaming Enhance Engagement

A key element of the partnership is the integration of AI-driven technologies. Tencent Cloud is introducing multilingual subtitles and virtual hosts, allowing Amaze to reach a broader audience and enhance viewer interaction. Local influencers and content creators across retail, lifestyle, and food sectors will be onboarded to enrich the livestream ecosystem, combining entertainment with seamless shopping opportunities.

Tencent Music Entertainment Group, TME

“This collaboration positions Amaze to lead Thailand’s shoppertainment market,” said a Tencent spokesperson. “By using AI and advanced livestreaming infrastructure, users can enjoy a more interactive and engaging experience, while businesses benefit from faster content delivery and higher conversion potential.”

Loyalty Points Drive Transactions

Beyond technology, the partnership taps into CP Group’s extensive loyalty program, linking roughly 36 million customers across initiatives such as ALL POINT, My Lotus’s, Makro PRO POINT, and True Point. Payment using loyalty points already accounts for 80% of in-app transactions, creating a closed-loop ecosystem where customers can shop and earn rewards simultaneously.

Tencent Cloud’s livestreaming platform further amplifies this system by allowing real-time engagement within the points network. Product tagging, live comments, and virtual hosts encourage viewers to participate actively, accelerating transaction volume while keeping users engaged longer on the app.

Competing With Digital-First Platforms

The Tencent–Amaze collaboration also provides a roadmap for traditional conglomerates to compete with digital-first ecommerce platforms like Shopee and Lazada. By combining physical retail presence with loyalty-driven online activity and robust livestreaming infrastructure, CP Group channels consumer engagement into a single, cohesive marketplace.

Livestreaming acts as both an engagement tool and a transactional accelerator, keeping daily active users connected and incentivized to spend within the ecosystem. Industry analysts note that other large incumbents could replicate this strategy by integrating cloud-based livestreaming and AI technologies to unify fragmented loyalty programs and retail networks into more compelling digital experiences.

Market Implications

Tencent’s stock response reflects investor optimism about the company’s ability to capitalize on Southeast Asia’s rapidly growing ecommerce and shoppertainment sectors. The Amaze partnership demonstrates Tencent Cloud’s scalability, international reach, and ability to enhance monetization for regional platforms.

As Thailand’s ecommerce market continues to evolve, collaborations like Tencent and Amaze may redefine how traditional conglomerates compete with digital-native players, using AI-powered livestreaming and integrated loyalty ecosystems to capture more consumer attention and spending.

TME stock gained slightly today following the announcement, signaling confidence in the company’s long-term growth in the region.

The post Tencent (TME) Stock; Rises on Amaze Live Shopping Collaboration appeared first on CoinCentral.