Society Pass, TMGX launch live commerce platform ‘TMG Social’

Bangkok, Thailand – Society Pass Incorporated and its subsidiary Thoughtful Media Group Incorporated (TMGX) have launched TMG Social, a live commerce digital retail advertising platform, in Thailand, as part of their expansion in Southeast Asia’s social commerce sector.

Society Pass said the platform will operate under TMGX and focus on live commerce and social retail advertising, with an initial presence on TikTok under the handle @TMGSocial. 

The company said the launch is aimed at capturing a share of the social commerce market in the region, which Bain & Company has projected to reach $90 billion.

Live streaming has become a core sales channel across Southeast Asia, driven by major e-commerce platforms such as TikTok, Shopee and Lazada. TMGX positions itself as a regional digital marketing company offering live selling services to brands, supported by what it said is a network of more than 10,000 influencers and creators. The company said it aims to leverage creator-led engagement to support brands’ sales efforts and participation in the creator economy.

Kriangkrai Chaimongkol, CEO of TMGX, said the company will continue to focus on sectors where it has an established client base. “Our strategic focus remains on core sectors where TMGX has built a robust portfolio of clients over the years, including fast-moving consumer goods, Beauty & Wellness, Personal Care, and Food & Beverage. With this specialized expertise, TMGX projects a revenue target of US$10 million in 2026 specifically from our TMGX Social business unit.”

He added, “TMGX’s Live Selling services deliver clear and measurable digital marketing results through real-time conversions. We prioritise performance and transparency by tracking gross merchandise value for every sales campaign. This data-driven approach empowers brands to further refine and develop their sales and marketing strategies for long-term sustainability.”

According to the company, TMG Social will provide a range of social commerce features, including shoppable posts with in-video product links, livestream shopping events, hashtag challenges with integrated shopping functions, and a creator marketplace designed to connect brands with content creators for influencer marketing and promotions.

Heng Yan Rong, CFO of TMGX, outlined the company’s revenue approach for the live commerce offering, which includes:

• Campaign, project and retainer fee. Within its social commerce services, TMGX offers adaptable pricing structures to cater to varying client needs. Clients have the flexibility to choose between paying on a per-campaign or per-project basis, or they can opt for a retainer fee model for ongoing support. Said versatility allows TMGX to maximise revenue streams by incorporating a spectrum of service items such as social commerce planning fees, social commerce solution fees, and account management fees.
• Livestreaming commerce. In the domain of livestreaming commerce, TMGX’s revenue model is transparent and client friendly. Charges often are based on a fixed fee. Moreover, they typically collect a commission, generating revenue through a percentage of sales. This dual-pronged approach not only offers pricing flexibility but also serves as an incentive for effective product promotion through livestreaming events.

Raynauld Liang, CEO of Society Pass, said the launch aligns with the company’s longer-term strategy in the region. “TMG Social’s launch on TikTok Shop is another step in our multi-year strategy of engaging various touchpoints for the consumers. The companies in our ecosystem recognise that social commerce is the present and future of e-commerce in SEA. For example, in countries like Thailand and Vietnam, up to 60% of online purchases are now influenced by social media. We are uniquely positioned to generate serious value going forward for our customers and shareholders.”