A storefront agent that speaks Thai

The problem

A large Southeast Asian retailer sells across hundreds of categories to customers who shop in Thai, English, and a handful of regional languages. On the floor and online, the same question kept costing sales: which one should I buy, and does it fit what I need? Staff can't be expert in everything, and a website search box can't hold a conversation.

What we built

A native commerce agent that lives directly on the retailer's storefront — not a bolted-on chat bubble. A shopper can ask, in their own language, for a gift under a budget, a substitute for something out of stock, or what pairs with what — and the agent answers like the most knowledgeable person in the shop, then builds the right product cards inline so they can buy without leaving the conversation.

A large Southeast Asian retailer sells across hundreds of categories to customers who shop in Thai, English, and a handful of regional languages.

It's wired into the systems that actually run the store:

• The live catalog — every product, price, and stock status, so it never recommends something you can't buy.
• Customer support — order, delivery, and returns questions answered from the same place, or handed to a person with the full context attached.
• Point of sale — what's actually selling informs what it surfaces.

How it works

The agent speaks the customer's language natively — Thai first, plus regional languages — with product copy curated per language rather than machine-translated, so nothing reads like a translation artifact. And it generates UI on the fly: when the conversation lands on a recommendation, the relevant product cards, a side-by-side comparison, or a small "build your basket" panel appear right in the thread.

When it isn't sure, it's built to say so and pass the customer to a human with a summary of the conversation attached — the design choice that makes staff trust what it sends them.

What's real

This is deployed and live on the retailer's site, taking real conversations in production. We're holding the client's name and hard numbers until they're cleared to share — the point here is the shape of the thing: a commerce agent that speaks the customer's language, knows the catalog, and closes on the floor.