MALAYSIAN-BASED Xamble Group is seeking to turn online influence into measurable sales as it broadens its business beyond campaign-based influencer marketing into affiliate commerce, live selling, performance advertising and AI (artificial intelligence)-assisted content production.
This is considering that brands still care about reach and engagement but those measures alone are no longer enough, according to Xamble interim CEO Adrian Tan.
“They increasingly want to know how creator activity translates into clicks, leads, transactions and ultimately a return on their marketing investment,” he told FousM in a telephone interview.
As such, the ASX (Australian Securities Exchange)-listed group’s strategy is to provide brands with a single partner capable of managing the consumer journey from awareness and engagement through to conversion.
Services offered by Xamble currently span from influencer marketing, social media management, community building, video and AI production, performance marketing, live commerce, affiliate networks and e-commerce management.
“Different business objectives require different types of creators,” enthused Tan.
“A major personality may be effective for broad awareness while micro and nano creators can generate more credible conversations or drive sales through affiliate links and live commerce. The important thing is matching the creator and platform to the outcome the brand wants.”
In this regard, Xamble which has worked with more than 2,000 brands since 2007 is able to draw on a wider regional network of more than 600,000 creators and a consumer reach exceeding 20 million.
Bullish projection
The group’s proprietary technology allows brands to identify creators according to content category, audience profile and other characteristics. Its campaign dashboard also enables Xamble to generate affiliate links, monitor clicks and track campaign performance.
“The size of the network gives us scale but technology and data help us make that scale useful,” revealed Tan. “The objective is not simply to engage more creators. It’s to identify the right combination of creators and measure what they deliver.”
One example highlighted by the group is skincare brand Numinara where Xamble deployed affiliate creators, livestreaming, short-form video and performance advertising.
The campaign eventually helped increase gross merchandise value by more than 4,000%, build a base of over 10,000 active affiliates and generate monthly GMV (gross merchandise value) exceeding RM1 mil.
According to Tan, Xamble is also investing in AI-assisted production to help brands generate more content without proportionately increasing production costs.
Its offering ranges from AI-generated creator-style content and the re-purposing of existing footage to hybrid creator-AI productions and brand films.
The commerce-led strategy is beginning to show through in Xamble’s financial performance with group revenue rose 16% to A$3.64 mil (RM10.6 mil) in 1H FY2026.
For the June quarter, revenue reached a record A$2 mil (RM5.82 mil), up 34% year-on-year (yoy). New contracts in the technology, education and automotive sectors contributed approximately A$1.17 mil (RM3.4 mil).
Underlying business EBITDA (earnings before interest, taxes, depreciation and amortisation) turned positive at A$240,000 (RM699,404) in the quarter under review from a A$170,000 (RM495,366) deficit a year earlier.
Meanwhile, agency revenue increased 33% to A$2.05 mil (RM5.97 mil) while SME revenue rose 57% to A$330,000 (RM874,207). Transactions facilitated through the platform surged 528% yoy to 160,196 during the June quarter.
“The results show our turnaround plan is working,” asserted Tan. “Revenue grew 16% as we turned underlying EBITDA positive in the June quarter, thus making it our strongest quarter since we began this transformation.” – Sept 4, 2026
