Xamble: Brands Increasingly Turning to Influencers and Social Commerce to Boost Sales

In the rapidly evolving landscape of digital marketing, brands are increasingly leaning on influencers and social commerce to connect authentically with audiences and drive sales.

Shereen Wong, Chief Growth Officer at Xamble Group Limited, said that influencers and social commerce are becoming progressively more crucial in nurturing lasting consumer relationships amid the pervasive digital usage of today’s consumers.

“Influencers offer a unique blend of authenticity and relatability that truly resonates with consumers,” Wong said.

“Today, 75% of Malaysians rely on influencers for product recommendations and insights that validate their purchasing decisions. In an era where information overload can lead to distrust, influencers serve as personal touchpoints that consumers find trustworthy — much like a modern-day search engine.”

She was speaking at the highly successful 20th Malaysian Media Conference titled “Marketing: The Turning Point” organised by Marketing Magazine Asia, which attracted a packed audience eager to learn from experts and thought leaders.

With Malaysia’s e-commerce revenue projected to reach USD 5.9 billion in 2024 and an annual growth rate of 8.4%, the potential for social commerce is immense.

“This segment is expected to double by 2030, highlighting a significant opportunity for brands to integrate more deeply with social platforms and influencers, especially as consumers increasingly turn to digital spaces for their shopping needs,” emphasised Wong.

Consequently, it is important to select the right type of influencer to meet specific brand objectives.

“Whether a brand aims for heightened awareness, mindset cultivation or direct conversion, partnering with influencers whose audience and values align with their goals is crucial. By strategically leveraging micro, mid-tier, or mega influencers, brands can forge meaningful connections and achieve tangible results,” said Wong.

Furthermore, brands and businesses can also leverage the Xamble Creators platform, which currently manages over 20,000 influencers reaching more than 20 million consumers. This platform offers the unique ability to scale campaigns quickly while maintaining the personal touch that is vital in influencer marketing.

“Xamble today represents a group that delivers performance and return on investment across the entire marketing funnel — from driving awareness to tracking conversions and beyond,” Wong stated.

“We are set on evolving into an enlarged integrated growth marketing group that leverages artificial intelligence (AI) technologies for our fast-growing revenue stream derived from social commerce.

“Our goal is to integrate AI-driven insights to enhance influencer marketing effectiveness and enable seamless social commerce experiences. This approach broadens our offerings while positioning us to capture new opportunities within the rapidly expanding digital economy, providing brands with innovative solutions that directly connect with their audience.”

In a market where nano and micro-influencers are believed to drive 70% of engagement, the Xamble Creators platform is perfectly positioned to capitalise on this trend. Influencers, with their close-knit and highly engaged audiences, have become critical players in the digital marketing landscape.

“The Xamble Creators platform empowers brands to discover and manage influencers while also integrating AI-driven tools like ChatGPT to assist influencers in creating personalised, effective content. This combination of technology and human creativity is central to Xamble’s unique value proposition,” said Wong.

To illustrate the impact of influencer-driven social commerce, Wong shared two notable case studies:

• Tanamera, a local halal and vegan skincare brand, harnessed Xamble’s network of creator affiliates, livestreaming capabilities, and consistent content production. This strategy led to a remarkable 185% growth in gross merchandise value (GMV) within just 100 days. “Our goal was to transform audience engagement into sales by building brand trust, which directly influences purchase intent,” Wong explained.
• Dutch Lady, an iconic household brand, sought to enhance its resonance across diverse social media platforms. By engaging influencers through targeted campaigns and robust content creation, Dutch Lady achieved a 65% increase in GMV and significant audience growth.

Xamble’s approach synergises influencer partnerships, digital strategies, and performance marketing with data-driven decision-making throughout the marketing funnel.

“Our integrated ecosystem enables us to convert views into sales effectively,” Wong added. “We’re dedicated to a full-funnel approach that addresses every stage of the customer journey — from initial awareness to final conversion.”

Wong further elaborated on the company’s strategic focus: “Our strategic focus includes moving beyond the influencer space to offer services that span the marketing funnel, creating value at every stage.

“This means helping brands with everything from campaign ideation to performance tracking, allowing them to drive measurable business outcomes. With this expanded scope, Xamble is positioning ourselves as a full-service marketing solution, not just a facilitator of influencer campaigns.

“This evolution is expected to resonate particularly well with SMEs, a segment that has already shown 253% growth in revenue for us. SMEs are increasingly seeking cost-effective, scalable solutions, and Xamble’s platform offers them just that.”

As social commerce continues to expand and influencers play an increasingly prominent role in shaping purchase decisions, Xamble’s strategic approach offers brands a clear pathway to navigate this dynamic and rapidly evolving market.

Wong concluded: “We aim to grow, enable, and build brands by harnessing the power of communities, social influence, and commerce to create lasting impact.“

Given the company’s strong track record, Xamble is certainly in a strong position to support brands in navigating the dynamic social commerce landscape, empowering them to leverage authentic influencer connections while driving meaningful engagement with audiences.