Tokyo commerce technology firm AnyMind Group has teamed up with Meta to funnel social network users from video ads directly into live selling broadcasts across the Asia-Pacific region.
The integration routes traffic away from social feeds into checkouts hosted on brand websites, proprietary mobile apps, and direct business messaging channels.
Activations start on Facebook Live video ads in the fourth quarter of 2026, AnyMind said. Instagram rollouts follow in early 2027.
Participating merchants will simulcast broadcasts across multiple owned channels simultaneously. Broadcast infrastructure supports human presenters, artificial intelligence avatars, or hybrid presentations featuring both.
Crucially, the partnership routes consumers out of the social application to finish transactions. Rather than processing payments inside Meta’s walls, the ad format relies on off-platform conversion points.
Instagram removed its native live shopping features in 2023. By sending shoppers to independent web stores and chat apps, Meta secures advertising spend without taking on inventory management, merchant support, or local payment settlement.
For brands and e-commerce merchants across Southeast Asia and East Asia, the partnership offers a direct alternative to closed marketplaces.
AnyMind gives enterprise brands a way to tap Meta’s massive audience data while retaining ownership of buyer records, customer contact information, and final cart margins. The commercial risk rests squarely on merchant web conversion. Redirecting a mobile user to an external browser or chat app introduces friction that native in-app shops avoid, leaving sellers vulnerable to drop-offs before payment completes.
The push also accelerates AnyMind’s investment in automated retail software across Asia. The company previously moved to integrate Alibaba’s Qwen artificial intelligence models into its live selling tools, giving merchants the ability to run automated multilingual broadcasts without hiring live presenters around the clock.
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