AnyMind Group, a BPaaS company for marketing, e-commerce, and digital transformation, announced a partnership with Meta that lets enterprises use Facebook and Instagram live video ads to bring new audiences into live commerce streams.
According to AnyMind, live commerce has largely depended on audiences native to each destination, such as marketplace traffic on Shopee and Lazada, while brand livestreams have relied on separate paid media campaigns. The company said this fragmented approach can limit reach and make it harder for enterprises to connect traffic acquisition with livestream engagement, conversion, and gross merchandise value (GMV).
Under the partnership, enterprises can send audiences from Facebook and Instagram live video ads into streams with flexible checkout options: the brand’s own website or app, a marketplace store or business messaging. Enterprises can also use AnyMind’s technology and in-market live commerce operations teams, and can simulcast across marketplaces and brand-owned channels.
The integration will be available for Facebook live video ads from Q4 2026, with Instagram following in early 2027.
Three Live Commerce Models
AnyMind said enterprises can adopt one of three models:
Human-led: Streams run out of AnyMind’s 85 live commerce studios across Asia Pacific, aimed at moments such as new launches and sales day campaigns.
AI-powered: Streams run through AnyLive, AnyMind’s AI live commerce product, to extend broadcast hours and create always-on selling opportunities.
Hybrid: Humans front livestreams at the most optimal times, and AI takes over when humans are resting.
Linda Taylor, Product Marketing Manager at Meta, said: “Facebook and Instagram live video ads help businesses bring more of the right people into a live stream while it is happening.” She added that Meta is encouraged to see AnyMind “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 at AnyMind Group, said live commerce is becoming a more important part of how consumers in APAC discover, engage with and purchase products, but that “audience acquisition and live commerce have largely operated in silos.” He said the partnership is meant to bring the two closer together, so enterprises can reach new audiences, connect them with live commerce across the channels where they shop, and gain “a clearer understanding of what drives engagement and conversion.”
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
