I don't think it's quite that simple.
Kobo's vision is about monetizing ereading -- in a mix of ecommerce, hardware, book sales, piggy backing on existing social media, etc. It's all well and good to have an ecommerce platform for Thailand; what does Kobo gain from that? It's got a long way to go to flesh out its English publisher line-up and European push; I am guessing it is a whole different world pursuing ebooks in Asian and other languages.
Kobo wants to be the glue between publishers/authors and readers/social media active readers. It will certainly require a whole new set of product managers to develop for these new (to Kobo) markets.