By Iv Ho, Group Head of Marketing Xamble Group Limited
In the spirit of Merdeka and Malaysia Boleh, Xamble Creators collaborated with creators from diverse backgrounds, from nano-influencers in East Malaysia to established voices in the West. Despite their different journeys, they are united by a common courage: to speak authentically, build trust, and show that every voice matters. In many ways, this is a continuation of the Merdeka journey: Malaysians lifting each other up through enterprise, creativity, and collaboration.
That same spirit drives our partnership with Commerce.Asia, Malaysia’s leading e-commerce ecosystem enabler. By integrating Xamble Affiliate platform with Commerce.Asia’s e-WMS system, with an extensive network of merchants, marketplaces, and logistics partners, we are helping brands - from SMEs to larger retailers, seamlessly adopt affiliate marketing. The collaboration comes at a pivotal moment as businesses prepare for the year-end mega sales, when consumer demand peaks and e-commerce players compete for a significant share of annual revenue.
“Commerce.Asia Enterprise has been a valuable partner in driving our online growth and achieving strong results during mega campaigns over the past five years. With their support, we are confident that this year’s mega campaign will be another success for Eastern Decorator’s brand like Akemi,” said Clement Wong, Group CCO of Eastern Decorator Group.
“Beyond strengthening our e-commerce presence, Xamble LIVE Commerce services have further elevated our growth and engagement with consumers. We are confident in achieving greater success in the upcoming campaigns,” added Alex Chua, Chief Operating Officer of Hooga.
In short, Commerce.Asia provides the infrastructure, logistics and marketplace integrations, while Xamble empowers the human voices that drive discovery and trust. “Together, we deliver a complete solution: creators and affiliates generating authentic engagement, supported by seamless fulfilment, logistics, and marketplace connectivity.” said Natherine Lee, GM of Commerce.Asia Enterprise.
Building on this, Xamble Group recently launched Xamble Express, a platform designed to make it simpler for brands and SMEs to collaborate with creators. By streamlining everything from onboarding to influencer selection, we are lowering barriers and giving smaller players the chance to compete alongside established corporations. In today’s economy, true independence means leveling the playing field so that opportunities are open to all, not just a few.
“I tried the Xamble Express platform and was pleasantly surprised by how easy it was, from account creation all the way to influencer selection,” said Ivy Gan, CMO of Thomson Health. She adds “The feature I found most useful was the dashboard containing key information on each influencer and analysis of their followers. That really helped speed up my decision-making process.”
According to the Department of Statistics Malaysia (DOSM). Malaysia’s Micro, Small and Medium Enterprise (MSME)’s GDP grew by 5.8 per cent in 2024, contributing RM652.4 billion in value added, or 39.5 per cent of Malaysia’s GDP. Today, SMEs are no longer confined by limited reach or resources. With access to digital tools, they can tell their stories, connect directly with customers, and scale on equal footing with larger players.
That commitment to empowerment also comes alive through Xamble Academy, where young creators are trained to elevate their craft. “As an influencer in Malaysia, I need to keep creating content that produces results. Xamble Academy has provided invaluable insights, from perfecting call-to-action, to video editing tips and real industry benchmarks. It was essential for crafting high-quality, brand-ready content that truly performs,” said Siew Yan, one of the content creators.
For others, the workshops are about building confidence. Claire Liew, a nano influencer, shared: “I’m excited to join more campaigns now that I’ve learnt from experienced creators on the platform. It gives me confidence that my voice matters.”
And with Malaysia serving as chair of ASEAN this year, empowering digital voices will be key in positioning Malaysia as a regional leader. Platforms like Xamble Creators, working alongside ecosystem leaders such as Commerce.Asia, play a vital role in this journey, making it easier for creators, entrepreneurs, and businesses to connect, collaborate, and grow.
This Merdeka, let us remember that independence is not a single moment in history but an ongoing journey. It is renewed each time Malaysians use their freedom to create, to innovate, and to thrive. By empowering digital voices, and by building strong partnerships within Malaysia’s digital economy, we are ensuring that the spirit of Merdeka continues to inspire progress for generations to come. For more stories on how Malaysian creators and brands are shaping the digital economy, visit Xamble Creators on Instagram.
Note: This commentary was contributed bv Ho, Group Head of Marketing at Xamble Group Limited
Source: Xamble Group Limited
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