PGMall’s consumer chain model lets shoppers earn up to 3.5% cashback

The platform’s brand onboarding grew nearly fivefold last year.

PGMall is using a cashback-driven “consumer chain” model as part of its approach to e-commerce growth, combining referrals, rewards, and community selling to drive user engagement.

“What users need to do is very simple — shop, share, and earn,” Jackson Wong, head of e-commerce at PGMall, told the Retail Asia Summit 2026 in Kuala Lumpur, Malaysia.

“Whoever refers others will receive commission or cashback,” he said. “Once you refer, you continue to enjoy cashback.”

The model offers rebates of up to 3.5%, with users earning commissions through referrals. “Based on this model, we serve many underserved communities.”

The approach has coincided with growth in seller onboarding despite a challenging operating environment marked by rising costs and geopolitical uncertainty.

Wong said brand onboarding grew almost five times last year. “As of today, PGMall already has more than 3.2 million shoppers on the platform,” he said.

The platform is also using incentives to drive engagement, including campaigns where top spenders receive gold rewards backed by the parent company, Public Gold.

PGMall is also expanding into community-driven commerce through live selling, where users act as key opinion leaders within their own networks.

Wong said the company is expanding “aggressively” into Indonesia this year as it enters new markets.

“In the first half, we are setting up operations and looking for office locations [in Indonesia],” he added.