SHAH ALAM - Taobao Malaysia has formed a strategic partnership with Foodie Media and W Talent Academy to grow creator-led commerce, focusing on affiliate marketing and livestream shopping.
The Alibaba Group-owned e-commerce platform formalised the collaboration through a Memorandum of Understanding (MoU) with Good Foodie Media Sdn Bhd a subsidiary of Foodie Media Berhad and W Talent Academy Sdn Bhd, to strengthen Malaysia’s creator-commerce ecosystem.
The collaboration aims to widen income opportunities for content creators and consumers, while improving product discovery through livestreaming and social content.
Malaysia remains a key Southeast Asian market for Taobao, driven by demand for overseas products and the growing impact of social commerce formats on purchasing behaviour.
The local digital commerce industry is forecast to grow at a compound annual growth rate of 14.32 per cent from 2025 to 2033.
Taobao Malaysia Country Head Jess Lew said the creator economy presents significant opportunities, especially in Malaysia, where demand for overseas products continues to rise.
“Through attractive commissions and affiliate programme support, the Taobao Affiliate Programme enables established creators, emerging micro-influencers and everyday shoppers to monetise content while helping consumers shop with confidence,” she said.
She added that Taobao Malaysia plans to recruit more than 200 creators with support from Foodie Media and W Talent to produce content and host livestreams that highlight trending products and build localised brand experiences.
Key categories expected to drive activity include apparel and accessories, home and living accessories, sports and outdoors, toys and collectibles and furniture.
Foodie Media director and chief executive officer Nicholas Lim Pinn Yang said this partnership creates a strong pathway to expand awareness and participation in the Taobao Affiliate Programme, enabling more content creators, micro-influencers to unlock new earning potential through affiliate models for Taobao products.
“Leveraging our network of content creators and experience in developing commercially driven campaigns, Foodie Media will work closely with Taobao Malaysia to equip participants with content guidance and market insights,” he said.
Meanwhile, W Talent director Lim Yeong Shen said the company welcomed the opportunity to collaborate with Taobao Malaysia to expand creator participation in livestream and social content formats.
“Leveraging our expertise in talent development and campaign execution, we aim to empower Malaysian creators with the tools, knowledge and revenue opportunities needed to succeed in creator-commerce,” he said.
Under the Taobao Affiliate Programme, participants can earn commissions of up to 30 per cent per product, referral bonuses of up to RM 26 for each new user and additional incentives during major sales campaigns such as 11.11, 12.12 and mid-year sales.
Interested creators can register by emailing partnership@foodie.my.
Participants will receive content and livestream support, access to studio facilities and top performers may be selected for exchange opportunities at Alibaba Group’s headquarters in Hangzhou.