AnyMind Group and Meta partner to connect social discovery with live commerce

AnyMind Group, a BPaaS company for marketing, e-commerce, and digital transformation, has today announced a partnership with Meta to help enterprises connect social discovery and audience engagement more directly with live commerce and purchases. The partnership will be available for Facebook live video ads from Q4 2026, with Instagram following in early 2027.

Historically, live commerce has largely relied on audiences native to each destination, such as marketplace traffic on Shopee and Lazada, while brand.com livestreams have depended on separate paid media campaigns. This fragmented approach can limit audience reach and make it harder for enterprises to connect traffic acquisition with livestream engagement, conversion and GMV.

With this partnership, enterprises can use Facebook and Instagram live video ads to bring new audiences into their live streams, with flexible checkout options including the brand’s own website or app, a marketplace store or business messaging. Enterprises can tap on AnyMind Group’s technology and in-market live commerce operations teams, and can simulcast across marketplaces and brand-owned channels, with enterprises able to adopt three live commerce models:

• Human-led live commerce leveraging AnyMind Group’s 85 fully-equipped live commerce studios across APAC, to maximize opportunities during events such as new launches, sales day campaigns, and more
• AI-powered live commerce through AnyLive, to extend live commerce hours and creating always-on selling opportunities 
• Hybrid (human and AI) live commerce model, where humans front livestreams at the most optimal times and AI takes over when humans are resting, enabling increased coverage and maintaining always-on selling opportunities. 

On the partnership, Linda Taylor, Product Marketing Manager, Meta, said: “Facebook and Instagram live video ads help businesses bring more of the right people into a live stream while it is happening. It’s encouraging to see AnyMind Group pair that reach with its live studios and AI hosts, giving brands across Asia Pacific a practical way to make live commerce part of their always-on marketing.”

Akinori Kubo, Managing Director, Global E-Commerce, AnyMind Group, said: “Live commerce is becoming an increasingly important part of how consumers in APAC discover, engage with and purchase products, but audience acquisition and live commerce have largely operated in silos. Through our partnership with Meta, we want to bring these closer together, enabling enterprises to reach new audiences and connect them directly with live commerce across the channels where they shop. By combining Facebook and Instagram’s reach with our live commerce infrastructure, we can give enterprises greater flexibility to scale live commerce across platforms, markets and operating models, while gaining a clearer understanding of what drives engagement and conversion.”