The e-commerce landscape across Malaysia and the broader region is experiencing a transformative upheaval, propelled by the meteoric rise of TikTok Shop. Industry experts forecast that this digital juggernaut is on track to seize an impressive 13.2% share of the Southeast Asian e-commerce pie this year alone.
Against the backdrop of TikTok Shop’s skyrocketing popularity, Xamble Live, which was formerly known as ‘Nuffnang Live Commerce’, has repositioned itself as the beacon for brands and businesses aiming for consistent growth, enhanced sales and unwavering customer allegiance.
A joint venture between Kuala Lumpur-based Xamble Group Limited and Commerce DotAsia Ventures Sdn. Bhd. (Commerce.Asia), Xamble Live is known today as a market leader in pioneering live commerce solutions. Both groups are majority-owned by serial entrepreneur Ganesh Kumar Bangah (centre in pic).
“Our mission is to empower brands to ‘go live’ on all major online and social commerce platforms, offering brands a comprehensive end-to-end suite of services,” said Xamble Live’s dynamic General Manager Aaliyah Soraya (right in pic).
These solutions range from content strategy, influencer (creator) engagements, short video and livestream production to backend operations like logistics and fulfilment.
“Bolstered by the vast influencer network under both our groups, Xamble Live stands as a holistic solution for brands navigating the rapidly evolving digital commerce landscape, particularly in the era of TikTok Shop,” she added, citing the group’s 20,000 influencers that reach over 20 million consumers in Malaysia, Singapore and Taiwan.
Meanwhile, Commerce.Asia has become synonymous with being an all-encompassing e-commerce ecosystem, bridging brands to the digital marketplace.
Its expansive reach, with a database touching 8.4 million SMEs across seven countries and 52,000 active sellers generating sales exceeding RM6.2 billion in 2023, offers a treasure trove of market insights and penetration.
This synergy magnifies Xamble Live’s capabilities, allowing it to deliver a seamless and potent live commerce experience.
As for the TikTok landscape, the platform that began as a hub for bite-sized entertainment has metamorphosed into a colossal e-commerce titan – recently even being leveraged by politicians to further their support base, especially among the Malaysian youth community.
“At our end, Xamble Live has deftly navigated this TikTok Shop terrain, harnessing our platform’s capabilities to its zenith, and ensuring success for our vast clientele which includes industry heavyweights like Dutch Lady and Biotropics,” said Aaliyah.
“In the realm of live commerce, understanding and resonating with the brand’s spirit is paramount. We’re not about templated strategies; we craft bespoke narratives that amplify a brand’s voice and work towards achieving intended GMV targets in TikTok Shop,” she added.
“This granular understanding extends to the group’s data-driven strategy. As brands increasingly pivot to metrics and analytics, Xamble Live’s real-time data insights are akin to a goldmine.”
Meanwhile, Commerce.Asia Group CEO Kuna Kathigesan (left in pic) said that the digital realm is awash with data, with “raw data being akin to uncut diamonds”.
“At Commerce.Asia and Xamble Live, we refine it, drawing out actionable insights that brands can leverage for maximum ROI,” he added.
Meanwhile, Aaliyah said that what sets Xamble Live apart is its expansive influencer community.
“Leveraging on our influencer foundation of more than 20,000 personalities, brands have a smorgasbord of choices to align with influencers resonating perfectly with their target demographics. This influencer-brand synergy, catalysed by Xamble Live’s platform, ensures that engagement isn’t just superficial – it drives conversions, leading to tangible sales,” added Aaliyah.
Xamble Live is also user-friendly for influencers to employ through the Xamble Creators app. They can use the Creators app to post jobs and hire content creators for their TikTok campaigns.
Since its launch in March 2023, Xamble Creators has rapidly grown, registering to date 734 registered influencers by late August 2023 and channelling payments exceeding RM1.16 million to them.
“The Xamble Creators platform has been designed specifically for Asia’s largest influencer category, micro and nano influencers, who have more personal and authentic interactions with consumers and engage more often with their audience than other influencer types,” said Aaliyah.
“The ability to access a readily available pool of influencers or more popularly known as creators in TikTok, provides our brand partners immediate access towards activating their TikTok Affiliate marketing almost instantly and more importantly – successfully.”
“Moreover, the technological prowess of Xamble Live’s platform is groundbreaking. In an age where customer attention spans are fleeting, the platform’s capability to morph casual comments into sales opportunities is revolutionary.”
This minimises customer drop-offs, ensuring that brands retain and engage potential buyers effectively.
It’s evident that Xamble Live is not just another player in the live commerce arena. With its comprehensive toolkit, expansive influencer network, and data-driven strategies, it represents the future of e-commerce.
“Our holistic approach, further enhanced by integrative features like Xamble Creators and Xamble Social Wallet, offers a glimpse into the next epoch of digital retail,” said Aaliyah.
“As TikTok Shop’s star continues to ascend, eclipsing other platforms, brands and businesses stand at a crossroads. Those eager to harness this new digital wave will find in Xamble Live not just a guide but a co-navigator, ready to embark on this exciting journey into the future of live commerce,” she concluded.