Xtend, a prominent commerce media platform, has introduced a new marketplace-first ecommerce solution aimed at boosting brand visibility and conversions across Southeast Asia’s leading marketplaces, including Shopee and Lazada. This innovative solution, announced on 27 August 2025, is designed to address the challenges faced by brands in the region’s ecommerce and performance marketing landscape by enhancing in-platform visibility and connecting with high-intent shoppers.
The Southeast Asia ecommerce market is projected to grow at a compound annual growth rate of 8.79% from 2025 to 2029, reaching an estimated market volume of $187.16 billion by 2029. Despite the dominance of Meta and Google in digital ad budgets, rising costs and audience saturation are limiting returns. Xtend’s solution is tailored for this environment, aligning with category behaviour and user intent patterns unique to each platform.
The solution offers several capabilities, including SHOPit Brand Discovery, which drives traffic to brand pages, and commerce-backed inventory that integrates dynamic listings and brand showcases. It also provides marketplace measurement for end-to-end attribution and leverages first-party data for actionable commerce signals. A performance-based model aligns pricing with results, offering a low-risk option for major campaigns. The solution’s effectiveness was demonstrated in a recent campaign with Unilever in Indonesia, achieving a positive Return on Ad Spend (ROAS).
Showcased at the Shopee Super Summit in Indonesia, Xtend’s solution was presented as a tool to help brands grow within and beyond marketplace advertising. Muralidharan, Chief Commercial Officer at Xtend, stated, “By leveraging real shopping behaviour data, we designed this solution to help brands build stronger influence within the platform ecosystem and translate it into sustainable business growth.”
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