Dodol maker savours e-commerce success

The business significantly expanded its consumer reach by leveraging digital platforms.

IN today’s digital world, eCommerce knows no boundaries. Practically anyone can harness it effectively to gain a competitive edge.

For many vendors, leveraging digital tools and social media platforms can rapidly boost their business and consumer reach from virtually anywhere.

For 84-year-old Saerah Abdul Majid, platforms such as TikTok provide an opportunity to transform her small village business into a nationwide success.

Better known as Opah Yang, she has achieved great success selling traditional dodol in her hometown of Kampung Gajah, Perak. However, through digital platforms and social media, she has managed to elevate her business and bring her signature traditional treat to the masses.

With the help of her family, the veteran dodol maker turned what could have been a stagnant traditional business into an online venture.

Through short and entertaining videos, the grandmother established a way to engage with new customers and market her iconic dodol pulut hitam on social media.

Her business, once limited to local villagers and weddings, has grown significantly, proving that age is no barrier when it comes to using digital platforms to grow a traditional business.

A labour of love

Dodol, a traditional sweet confectionery, has deep roots in South-East Asian cuisine, particularly in Malaysia, Indonesia and the Philippines. The sticky, toffee- like treat is primarily made from glutinous rice flour, coconut milk, shredded coconut and gula Melaka (palm sugar), and involves a painstaking and lengthy cooking process.

Unlike the popular Melaka dodol, which is sweet with a slightly sour aftertaste, Opah Yang’s signature version is made with black glutinous rice flour and caramelised sugar. It offers a milder, more approachable sweetness that appeals even to those unfamiliar with the traditional Malay sweet.

Cooked slowly over low heat, her rich dodol pulut hitam maintains the perfect balance of chewy and smooth textures that invite second helpings.

Her son-in-law Mohd Ramli Bakari, 64, says Opah Yang began her dodol-making journey long before the concept of the Internet even took root. In the late 1950s, Opah Yang, who mastered making dodol from her late mother, began selling the sweet in the village to support her husband, a taxi driver and durian seller.

In fact, Ramli shares that Opah Yang’s late mother’s recipe has remained in the family for four generations.

Making dodol traditionally, however, is no small feat. Opah Yang blends the ingredients and stirs them in a huge wok over an open flame for a few hours.

Due to its thick consistency and high sugar content, it is essential to consistently stir the concoction to prevent it from getting burnt. Ramli explains that preparing and packaging dodol can take up to two days, depending on the weather.

“Despite the long hours, the motivation to continue comes from our customers,” says Ramli. “What started as a small operation catering to fellow villagers and festive occasions has now grown into a business with customers from all over the country.”

Tradition to innovation

For Opah Yang, the idea to pivot towards an online platform took form during the Movement Control Order (MCO) in 2020. The operator and her family were inspired by the increasing online activity at home due to the restrictions and decided to bring their business online.

“We were not allowed to go out, so we looked for ways to reach customers, and that’s how I discovered these platforms.

“I noticed that TikTok, in particular, was a very active platform and wanted to give it a try,” says Ramli.

According to him, before the pandemic, they were able to sell up to 300kg of dodol per month. However, the business faced a downturn during the MCO.

“Fortunately thanks to our videos going viral, we managed to increase sales by over 50%.”

These days, Opah Yang moves up to 1,000kg of the delectable traditional treat a month, especially during festive periods like Hari Raya.

Ramli’s children manage content creation for business awareness, aiming to produce at least one video every week. They observed that short, engaging promotional videos capture viewers’ attention most effectively.

“People are more engaged in short videos, ideally shorter than one minute,” Ramli shares.

Beyond just engaging and entertaining their customers, the business also utilises TikTok Shop. This gives customers an easy and convenient way to purchase directly through the platform.

Ramli elaborates that by using plastic jelly containers, Opah Yang’s dodol can last five to six months without any preservatives or artificial colouring.

Beyond the sweet treat, Opah Yang is also looking to expand their brand and business presence into other areas. Ramli says the family opened a quaint cafe several months ago.

“Named Opah Barista, it offers not only Opah Yang’s iconic dodol, but also coffee and non-coffee beverages, local food such as fried noodles, fried rice and laksa, as well as hot snacks like curry puffs,” he adds.