Smartphone messaging app Line has opened an online mall.

The mall offers a range of products including cosmetics, clothing and general merchandise and acts as an online marketplace where individuals can sell products by uploading their photos. Line gets a 10 per cent commission for every item sold.

Line says it plans to expand offerings by attracting more retailers to set up shops within the mall.

It is doubling its efforts to increase engagement among its users to achieve a competitive edge from rivals like WhatsApp and WeChat.

Line was launched in 2011 by Japan’s Naver and had 300 million registered users worldwide as at November.