Meta partners AnyMind to connect social discovery with live commerce

Meta has partnered with AnyMind Group to help brands connect social media audiences more directly with live commerce, as the companies look to make livestream shopping more scalable across platforms and markets.

Under the partnership, brands will be able to use Facebook and Instagram live video ads to drive audiences into livestreams, with Facebook support rolling out from the fourth quarter of 2026 and Instagram following in early 2027.

The integration looks to bridge the gap between audience acquisition and live commerce. Traditionally, livestreams hosted on marketplaces such as Shopee and Lazada have largely depended on audiences already on those platforms, while livestreams hosted on brands' own channels have required separate paid media campaigns to attract viewers.

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With the partnership, brands can use Meta's live video ads to direct audiences to livestreams and offer different paths to purchase, including through their own websites or apps, marketplace stores or business messaging channels.

Brands can also tap AnyMind Group's live commerce technology and operations teams to simulcast across marketplaces and brand-owned channels. The company currently operates 85 live commerce studios across Asia Pacific.

Three operating models will be available to brands. These include human-led livestreams, AI-powered live commerce through AnyMind's AnyLive platform, and a hybrid model that uses human hosts during selected periods before switching to AI hosts to extend livestreaming hours.

The partnership is intended to give brands greater flexibility in how they run live commerce, from campaigns around product launches and major sales periods to always-on livestream selling.

Linda Taylor, product marketing manager at Meta, said Facebook and Instagram's live video ads can help businesses bring relevant audiences into livestreams as they happen.

"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," she added. 

Meanwhile, Akinori Kubo, managing director, global eCommerce at AnyMind Group, said audience acquisition and live commerce have largely operated separately despite livestream shopping becoming an increasingly important part of how consumers in the region discover, engage with and purchase products.

"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," he added. 

The partnership comes as Meta continues to shorten the journey between discovery and purchase. Earlier this month, it partnered with Klook to integrate travel experiences into Muse, allowing travellers to discover, compare and book activities through conversations with Meta's personal AI agent.

AnyMind has also been expanding its livestreaming capabilities. Last month, it launched AnyCreator Stream, a web-based platform that allows creators and streamers to track live content performance, discover brand campaigns and manage campaign earnings and payments in one place.

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