Local Businesses Flourish in Malaysia as E-Commerce Empowers Homegrown Brands

Local businesses in Malaysia are thriving on e-commerce platforms like Shopee, with 98% of Malaysians supporting local shopping to uplift underserved communities. Initiatives like Shopee Rai Lokal and the success of brands such as Petals Malaysia highlight the growing demand for homegrown products and the innovative strategies used to engage consumers.


9 October 2024 – In response to the rising demand for locally sourced products, Malaysian businesses are leveraging e-commerce platforms like Shopee to connect with consumers. A recent survey conducted by Shopee, titled Sayangi Malaysia, Jom Rai Lokal, reveals that an overwhelming 98% of Malaysians believe shopping locally can uplift underserved communities. Furthermore, over 80% prefer purchasing Made-in-Malaysia products, driven by their commitment to support local communities, minimize environmental impact, and preserve cultural heritage.

The Shopee Rai Lokal initiative highlights the inspiring journeys of homegrown entrepreneurs who are successfully navigating the digital landscape. These businesses utilize various tools such as storefronts, live-streaming, video content, and personalized interactions to engage with their customers. A prime example is Petals Malaysia, which harnesses e-commerce to broaden its reach, cultivate national pride, and exemplify Malaysia’s vibrant entrepreneurial spirit.

Founded by Khairul Azman, Petals Malaysia specializes in sustainable hair care products tailored to local preferences. Their flagship offering, a Hair Colour Shampoo, allows users to transform grey hair in just 15 minutes without mixing, making it both environmentally friendly and convenient. “Our journey is more than just selling a product,” Khairul explains. “Shopee enables us to share our story, rooted in local ingredients and sustainable practices.”

Petals Malaysia has successfully transformed the shopping experience for a diverse audience, including older consumers, sustainability advocates, and Gen Z. By utilizing Shopee Live, they foster a communal atmosphere that encourages direct customer interaction during live product demonstrations. These sessions not only showcase the effectiveness of their products but also provide insights into the science behind them. “We cater to Malaysians who want to see results before they believe,” Khairul adds.

In addition to live sessions, Petals Malaysia engages customers through Shopee Video content, featuring transformative “before and after” visuals and customer testimonials. This strategy has particularly resonated with Gen Z consumers, who value authenticity and real-time interaction. To further expand their reach, Petals Malaysia employs targeted promotions and Shopee Ads, ensuring their products resonate with customers’ values.

The effectiveness of Petals Malaysia’s marketing strategies has resulted in a remarkable 48% year-on-year revenue growth, with affiliate marketing efforts contributing to 40% of total orders. Shopee’s support for homegrown brands is evident, with Tan Ming Kit, Head of Marketing and Business Intelligence at Shopee Malaysia, emphasizing their commitment to helping Malaysian businesses succeed online. “We invite everyone to explore the vibrant world of local products and support exceptional brands like Petals Malaysia,” Tan encourages.

With initiatives like Shopee University, which offers free online courses covering essential e-commerce skills, Shopee continues to empower local entrepreneurs. By choosing to shop locally, Malaysians not only purchase quality products but also support a vision that uplifts local communities and showcases the rich cultural heritage of Malaysian craftsmanship.

Author: Terry KS

Share This Post On