What Xamble Group does

Xamble Group Limited (ASX: XGL) is a Kuala Lumpur-headquartered, publicly listed creator commerce ecosystem serving brands, creators and consumers primarily across Southeast Asia. Founded in 2006 (formerly Netccentric Limited) and listed on the ASX since July 2015, the company operates through wholly-owned subsidiaries including Nuffnang (influencer marketing), Nuffnang Live Commerce (TikTok Shop live selling), Sashimi Social (social media agency), Plata & Punta (performance marketing), and Xamble Creator/Live Commerce/Technologies, plus a 55.6% stake in YouthsToday (acquired February 2026). Following the YouthsToday acquisition, the platform spans 7 countries with a combined network of 19,000+ verified influencers, 100,000 grassroots seeders, and 623.2 million users in reach.

The company's product portfolio consists of eight integrated modules: Creator Community and Membership Platform (Xamble Social Wallet, a Web3 loyalty layer), Live Commerce (with Touch 'n Go eWallet and Lazada integration), Influencer Marketing, Digital Marketing, Performance Marketing, Affiliate Marketing, Merchandise Marketplace, and the Xamble Express self-serve platform launched in October 2025 for SMEs. Technology infrastructure includes a proprietary Campaign Management Platform with Facebook API integration for automated campaign data extraction, a creator-facing mobile app with native Lazada affiliate link generation, and a comment-based live commerce ordering system (+1, +2). The company does not disclose proprietary AI models and AI references center on process automation rather than machine learning capability.

Revenue is generated across five streams: enterprise managed services (Influencer Marketing, Live Commerce, Performance Marketing, Affiliate Marketing) sold via field sales to anchor clients such as KFC, Unilever, Procter & Gamble and Dutch Lady Milk Industries; platform SaaS via Xamble Express targeting SMEs and mid-market brands; transaction fees and GMV share from Live Commerce on TikTok Shop; affiliate referral commissions through the Lazada integration; and education revenue via Xamble Academy. No group-level revenue is publicly disclosed; the YouthsToday subsidiary reported AUD 0.78M in CY2025 revenue. The company is led by CEO Jason Thoe with Non-Executive Chairman Ganesh Kumar Bangah (also Executive Chairman of Commerce.Asia) and supported by a board including independent directors Joanne Khoo Su Nee, Robert William Sultan and Georg Johann Chmiel.

Name

Xamble Group

Legal name

Xamble Group Limited

Website

https://xamble.com

Company type

Public

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Xamble Group Limited (ASX: XGL) is a Kuala Lumpur-based creator commerce ecosystem operating across 7 Southeast Asian countries, connecting 19,000+ influencers and 2,000+ brands through managed influencer marketing, live commerce on TikTok Shop, affiliate commerce via Lazada, and the Xamble Express self-serve platform.

Ownership category

akta.pro rank

Product category

Influencer Marketing Platform

NAICS

Advertising Agencies (541810), Custom Computer Programming Services (541511), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)

SIC

Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Influencer Marketing & Creator Marketplaces (BPAMALAG)

akta.pro secondary industries

Creator/Influencer Storefront Platforms (CRAFANAC), Social, Community & Creator Platform Feeds (HDAAAGAD)

Keywords

• Influencer marketing platform
• Live commerce solutions
• Affiliate marketing platform
• Creator economy tools
• Social commerce ecosystem

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Influencer Marketing Services: Managed services for large-scale influencer campaigns including strategy, creator selection, brief management, content approvals and performance tracking. Revenue from service fees and campaign management.
2. Affiliate Commerce: Transaction-based revenue from affiliate link generation through Lazada integration. Creators generate affiliate links, promote products and track commissions within Xamble's ecosystem, with Xamble taking a commission on sales.
3. Live Commerce: Live selling events on platforms like TikTok Shop with real-time data for immediate conversions. Revenue from transaction fees and GMV share from brands.
4. Platform SaaS: Xamble Express self-serve platform for campaign management. Xamble Academy provides structured learning for creators and marketers, potentially with premium courses.
5. Performance Marketing: Performance-based marketing services driven by results for brands. Revenue tied to measurable outcomes.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Xamble Group operates a unified creator commerce ecosystem that combines influencer marketing, live commerce, affiliate marketing, and creator tools. The company provides brands with end-to-end managed influencer marketing services through subsidiaries like Nuffnang and Sashimi Social, self-serve campaign management via Xamble Express, and live commerce enablement on platforms such as TikTok Shop. The platform connects a community of 20,000+ creators across nano, micro, and macro tiers with 2,000+ brands, supported by proprietary technology including the Xamble Creator App, Campaign Management Platform, and integrations with Lazada and Touch 'n Go eWallet.

Product overview

Xamble Group Limited is a unified creator commerce ecosystem listed on ASX (XGL), formerly known as Netccentric Limited. The platform operates on a platform-plus-modules architecture consisting of: (1) Core Platform - Xamble Creator App and Campaign Management Platform for campaign orchestration, creator management, and affiliate tracking; (2) Marketing Services - Influencer Marketing, Digital Marketing, Performance Marketing, and Affiliate Marketing modules serving brands across scales; (3) Commerce Enablement - Live Commerce (Xamble Live) for TikTok/livestream selling, Xamble Express self-serve platform for SMEs, and Merchandise Marketplace for creator merchandising; (4) Creator Development - Xamble Academy for upskilling and Xamble Social Wallet for Web3 loyalty/rewards; (5) Community Platform - Creator Community connecting influencers with brands. The ecosystem is augmented by subsidiaries including Nuffnang (influencer marketing), Nuffnang Live Commerce (TikTok commerce), Crunch by Nuffnang (content community), Sashimi Social (social media agency), and Plata & Punta (performance marketing), plus acquired brand YouthsToday (youth marketing). The company connects thousands of influencers and creators with businesses across Southeast Asia, enabling collaboration, performance tracking, and monetization through live e-commerce and affiliate programs.

Differentiator

Problem solved

Functional benefit

Brands

• Crunch by Nuffnang: Community-driven content platform offering workshops, PR services, and content creation for brands and young adults.
• Crunch School
• Xamble Express
• Xamble Academy
• Xamble Creator App

Products and services

• Influencer Marketing

Quantifiable outcome

• 7026% GMV growth in 9 months for premium Mother & Baby brand on TikTok Shop
• +4 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature6 records

Partnerships

Five partnerships are on record, tiered minor and core.

• BInfiniteminorStrategic or Co-development Partner · 1 February 2026BInfinite (formerly BCard), a Malaysian loyalty platform, relaunched with strategic investors including Xamble Group, 7-Eleven Malaysia, and Commerce.Asia. Xamble's involvement supports expansion of BInfinite's ecosystem and digital loyalty tools for SMEs.
• YouthsToday Sdn BhdcoreStrategic or Co-development Partner · 1 February 2026Xamble acquired 55.6% majority stake in YouthsToday (operator of YouthsToday.com grassroots youth marketing platform). Deal gives Xamble access to 12,000+ verified influencers, 100,000 seeders, and established digital youth community. Expands ecosystem from macro/micro influencers to include grassroots and nano creators. Jazz Tan continues leading YouthsToday.
• LazadacoreTechnology or Integration · 1 December 2025Xamble Creator App integrated with Lazada enabling creators in Malaysia (and soon across Southeast Asia) to generate Lazada affiliate links, promote products and track commissions directly within Xamble's ecosystem. With Lazada's estimated 160 million monthly active users, the integration opens wider earning opportunities for creators while creating more recurring income potential for the company.
• Dentsu MalaysiaminorStrategic or Co-development Partner · 1 September 2021Dentsu Malaysia partnered with Nuffnang Live to strengthen live commerce capabilities in Malaysia. Partnership enhances Dentsu's service offerings while providing Xamble with agency distribution.
• Touch 'n Go eWalletcoreTechnology or Integration · 1 July 2021Integration between Nuffnang Live Commerce platform and Touch 'n Go eWallet (Malaysia's leading digital wallet with 16+ million users) completed. Enables seamless checkout for live commerce viewers who can immediately purchase promoted products using the digital wallet.

Scale indicators10 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Aspire (formerly AspireIQ): End-to-end influencer marketing platform offering creator discovery, campaign management and ROI analytics. Directly comparable to Xamble's Campaign Management Platform and Influencer Marketing services for mid-market and enterprise brands.
• Upfluence: All-in-one influencer and affiliate marketing platform with creator discovery, outreach and analytics. Directly comparable on platform-based influencer marketing, particularly for SMB and mid-market brands using Xamble Express.
• GRIN: Creator management platform for DTC and e-commerce brands, with a strong affiliate and creator payment infrastructure. Comparable to Xamble's affiliate commerce and creator tools stack, particularly the Lazada affiliate integration.
• Traackr: Influencer marketing platform for enterprise brands with strong analytics and brand-safety tools. Comparable to Xamble's enterprise Influencer Marketing and Performance Marketing services, especially for brand-safety-sensitive verticals like FMCG and consumer goods.
• CreatorIQ: Enterprise influencer marketing platform with workflow, analytics and creator CRM capabilities. Closely aligned with Xamble's enterprise managed services and creator discovery offerings, though focused on larger global brands.

Emerging players

• Refersion: Affiliate and influencer marketing platform for DTC brands with strong Shopify and e-commerce integrations. Comparable on the affiliate commerce side, particularly relevant as Xamble scales creator-driven affiliate revenue.
• Taptap (formerly Dashbot-style SEA tools): Regional player in influencer and digital marketing solutions across Southeast Asia, with a focus on performance-driven creator campaigns. Overlaps with Xamble's Performance Marketing subsidiary (Plata and Punta) and live commerce offerings.

Broad incumbents

• TikTok Shop: Native commerce layer of TikTok, which is the platform on which Xamble's Nuffnang Live Commerce delivers live selling. Both a critical integration partner and a potential competitive incumbent if TikTok expands its own creator commerce tooling.
• Impact.com: Global partnership management platform covering affiliate, influencer and B2B partnerships at scale. A broader incumbent with overlap into Xamble's affiliate commerce and creator commerce offerings, especially post-Lazada integration.

Regional players

• Vamp (SEA): Singapore-headquartered influencer marketing platform serving brands across Southeast Asia. Most direct regional competitor to Xamble in the SEA enterprise influencer marketing space, with overlapping brand client profiles.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/XambleGroup
• Facebookfacebook.com/XambleGroupLimited
• LinkedInlinkedin.com/company/xamblegrouplimited

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries9 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Xamble Group