Ten Years Later, M’sian Digital Sellers Are Thriving — Here’s How They Own the Digital Marketplace

The rise of micro and small entrepreneurs over the past decade has changed Malaysia’s digital economy. From a small side hustle with just a smartphone to full-fledged digital businesses, Malaysians are better able to support households, create jobs, and bring local products to customers nationwide.

But success in the digital space doesn’t just happen. It takes smart habits, consistent effort, and leveraging available tools. For better insight on how to succeed in the digital business landscape, we spoke to several Malaysian entrepreneurs to learn how they (and other entrepreneurs!) can grow their businesses:

Live streams and loyalty: Here’s how Malaysians can find the right fit

Muhammad Faizz Norazman, a keropok lekor seller from Kelantan.

One clear pattern these thriving sellers share is that they meet their customers where they are. 

For Emilhan, founder of KitaShop Sabah, Shopee Live gave him his eureka moment. He noticed that buyers were spending three times more when they could see the product live. The moment they watched, trust was built instantly, changing his business for the better. Live streaming gave Emilhan a human element to his store and a deeper connection with his customers, which in turn translated into real sales. On the other hand, Muhammad Faizz Norazman, a keropok lekor seller from Kelantan, saw his customer base grow beyond his hometown, with orders now coming in from states like Selangor and Johor. 

These success stories reflect more than just individual wins; they represent how e-commerce platforms like Shopee are connecting Malaysia’s MSMEs to a nationwide customer base. Entrepreneurs from secondary towns and rural areas, like Terengganu and Kelantan, now serve buyers in urban centres across Selangor, Penang, and Johor. At the same time, shoppers in big cities get to support and discover authentic, locally made products from all corners of the country. By breaking down geographical barriers, Shopee plays a key role in bridging regional gaps and building a more inclusive, connected digital economy.

For others, loyalty is the key. The recent Shopee Rewards programme, introduced in March 2025, created a new wave of high-intent buyers who spend more often. Sellers noticed more repeat purchases, especially from Gold and Platinum tier shoppers. Christina, a snack seller without a team or physical store, found that her loyal customers come back not just for the product, but the perks as well.  

Whether it’s through livestreams, rewards, or smart bundling, local sellers prove that growth comes from knowing how and where to engage.

Lessons from the past decade of digital growth 

While seller strategies are evolving, so too has the business environment around them. Over the past 10 years, digital platforms have introduced tools and infrastructure to help sellers start, scale, and succeed. 

From the introduction of nationwide collection points that make delivery more affordable to programmes like Fulfilled-by-Shopee (FBS) that offer faster shipping and inventory support, each feature has been designed to remove barriers and build trust between sellers and buyers. 

For Vikkie, a tech company employee and part-time seller, having fixed monthly instalment payments through Shopee helps her budget better. With predictable payments, she can plan ahead, avoid overspending, and still have money left over to save.

Support that grows along with you!

While newer or smaller sellers may find themselves concerned with the platform commission hike, they also stand to benefit from the current structure on Shopee, which protects early-stage sellers and keeps essentials affordable. 

Here are the tiers set in place to help sellers: 

These tiers are part of a larger effort to ensure that sellers can grow sustainably, without being overwhelmed in the early stages of their business. 

For businesses looking to scale, built-in marketing tools such as bundle deals and minimum purchase settings are encouraged to drive up average basket size. Plus, events like the annual Shopee Seller Summit, most recently held on 10 July 2025, provide sellers with insights on platform strategies, product updates, and broader e-commerce trends.

Here’s how you can get the digital economy landscape to work for you

Emilhan, founder of KitaShop Sabah.

One thing you’ll find that these small sellers have in common is their mindset. They understand that an online business is not much different from traditional businesses – they need to be treated with structure, intention, and care. 

Whether it’s putting a personal limit on credit use, scheduling promotions with campaign cycles, or choosing fulfilment services that save time, these sellers make calculated decisions that pay off in the long run. 

As Malaysia’s digital economy matures, so too does the support system around it. With new tools launching, seller education improving, and flexible support structures in place, the next decade could be even more transformative, especially for those who know how to make it work.