How apparel is actually sold in Thailand
The order lives in a chat thread
Whether the buyer is a reseller sourcing from the Bangkok wholesale markets or a customer who saw a post, the order is usually agreed in a message thread. Styles are named, a total is agreed, a transfer is made and a slip is sent as a screenshot. It is fast and personal and it works well for a small volume. At thirty or forty orders a day it produces packing errors, unverified payments and the recurring experience of scrolling back through a conversation to work out what somebody actually bought.
Live selling compresses the whole funnel into an hour
A live session creates a burst of commitments that are worth very little a day later. The brands that do well from it treat the hour after the session as the real work: converting the people who committed into orders while they still remember committing. That requires a list of names with owners and deadlines, which is precisely what a comment section is not.