Live commerce has become a major retail channel across Asia, yet Thai community enterprises rarely possess young people who can present their products credibly on camera, while university students who are fluent with digital tools lack a structured pathway into influencer work. This paper reports preliminary findings from the first phase of a nationally funded research programme that aims to synthesise a competency framework for Young Key Opinion Leaders (Young KOLs) who sell community products through live streaming. A convergent parallel mixed-methods design was employed. Three questionnaires were administered to 10,427 respondents in five regions of Thailand (6,014 students, 2,206 community-enterprise entrepreneurs and 2,207 consumers), 20 key informants were interviewed, and a draft framework was validated by an expert focus group and a two-round Delphi panel. Exploratory and second-order confirmatory factor analyses supported a seven-component, thirteen-indicator structure (second-order composite reliability = 0.952, average variance extracted = 0.737) covering influential communication, performance arts and shoppertainment, media production engineering, digital innovation and artificial intelligence, business management and shared value, law, taxation and professional ethics, and self-management and well-being. Needs assessment using the modified Priority Needs Index revealed the largest gaps in media production (0.357) and live performance (0.338), whereas community enterprises and consumers assigned the highest importance to ethics and honesty (4.27 and 4.28 on a five-point scale). This demand–supply inversion, together with the Delphi consensus on all thirteen indicators, informs a weighted thirteen-module curriculum and a four-level behavioural rubric. Implications for competency-based education, micro-credentialing and grassroots economic development are discussed.