Dentsu Malaysia Seals Partnership with Nuffnang Live

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Dentsu Malaysia, and Netccentric Ltd’s subsidiary on enabling live commerce, Nuffnang Live Commerce, today announced an exclusively designed partnership of an integration between their marketing solutions to drive Live Commerce on social spaces for ecommerce growth. 

As part of dentsu's Total Commerce solutions for brands, this partnership will bring Live Video Commerce service integration which will enable advertisers to rapidly drive traffic to their brand's social pages and create two-way, personalised engagements between brand influencers and followers to drive on-the-spot sales. 

Live Commerce, which originated In China in 2014 is taking over Malaysia, where, according to GlobalData, e-commerce is expected to hit USD 12.6 billion by 2024. Locally, Live Commerce has already been activated on Social and ecommerce marketplaces like Lazada, and Shopee as more and more Malaysian brands activate online platforms to stand out from the competition. This consumer trend towards shopping during livestream events benefits brands by providing new branded content channel, live influencer engagement, and real time conversion.

It is an opportunity to create an exciting new channel to drive not just brand loyalty by rewarding followers with exclusive rewards but also the intent to purchase in the moment. The integration between dentsu's data-driven media planning and buying expertise with Nuffnang Live Commerce's technology allows the easy creation of purchasing habit for consumers who rely on brands' social pages as much as Shopee and Lazada to influence their decisions.

This partnership further strengthens dentsu's Total Commerce ambition of integrating all the strategic and operational capabilities and ecosystem enablers of what makes a robust and holistic commerce solution, whether through proprietary online stores, marketplaces, social channels, or physical stores in Malaysia, to bring to life the best online shopping experiences for customers.

Jing Wen Foo, dentsu malaysia E-Commerce Director: "With the rise of livestreaming as a new conversion channel for commerce and consistent growth in share of sale of social commerce, there is a strong use case for us to strengthen dentsu’s Total Commerce capability around live commerce to empower brands to leverage this trend beyond the packaged offers available in market to accelerate their ecommerce growth."

Meanwhile, Ganesh Kumar Bangah, Executive Chairman of Netccentric Limited, described live commerce as the 'secret sauce' for brands to succeed online. "The formula for online success is for brands and businesses to sell products on these platforms through live commerce, a trend that has and continues to accelerate due to the pandemic. Live commerce is a proven effective way to sell and it’s for everybody and not just the big brands.”

Dheeraj Raina, CEO, Media for Dentsu Malaysia, adds “Ecommerce platforms are a dominant media touchpoint and immensely mainstream now. But consumers are constantly driving a change in the way they shop on ecommerce platforms and for us to be able to anticipate that change and help brands win on it, is a critical part of our commitment to the growth of our clients’ business. With this addition of Live Commerce partnership powered by our proprietary Total commerce products, we should be able to unlock the ease of adoption of this new channel and bring brands closer to consumers in a humanised form.”

This integration is already being rolled out across clients from FMCG, health and beauty, and consumer electronics categories.

*Note: Ecommerce growth data from