Southeast Asian messaging service Line has announced a pilot for selling and delivering groceries to users through the app starting in Thailand.

Line will offer the service to 36 million registered users in Thailand and will offer a range of typical supermarket goods available for free delivery in one-day.

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Promotions will be available on Line's 'brand' accounts, showing discounted offers on all times of the day. Users will pay through the messaging service as long as they have a credit card stored on the platform.

It's part of a larger effort by Line to make its messaging service the basis for a platform -- similar to Facebook -- which offers services like taxis.

"This campaign is our first step towards moving into developing our channel exclusively for the emerging online groceries category," said head of service at Line Plus, Sedong Nam. "In the future, this platform would display all the region's top food and FMCG brands in a digital food marketplace integrated with all the ease and convenience of mobile at the consumers' fingertips."

Line will utilize Bangkok-based startup aCommerce to handle grocery deliveries. It will give a small portion of every sale to the startup.

TagsThailand, online food delivery, messaging apps