MSMEs like Arwaafood, founded by Hadi Kaderi, Nizar Mustafa, Ardell Aryana and Nadzmi Adhwa, continue to thrive on Shopee, reflecting the resilience and growth of Malaysia’s entrepreneurs in the e-commerce landscape.
MALAYSIA’S digital economy has made great strides in recent years and at the centre of this progress are the small businesses that serve our communities, drive local innovation and fuel national growth.
More micro, small and medium-sized enterprises (MSMEs) are embracing e-commerce to connect with customers, increase their income and future-proof their businesses. From family-run food stalls in Johor to batik artisans in Kelantan and Sarawak, going digital is no longer just an option, but a pathway to growth and resilience in a rapidly evolving economy.
At Shopee, we’ve had the privilege of walking alongside these entrepreneurs over the past 10 years, supporting their journeys and learning from their resilience. We’ve seen how far the ecosystem has come, but we can also see how much further we must go to make digital growth truly inclusive and sustainable for all.
Digitalisation as a foundation for MSME resilience
We understand that being online today is no longer just about visibility. It’s about long-term viability. MSMEs must now navigate logistics, marketing, fulfilment and customer engagement, and often with limited resources or technical experience. These challenges are even greater for businesses in less-connected areas.
That’s why we continue to invest in tools and programmes designed to meet sellers where they are. Whether through AI-powered chat assistants, campaign tools, or real-time analytics, our focus is on enabling sellers to serve their customers better and scale sustainably.
And to ensure more MSMEs succeed — not just start — we must go further.
'At Shopee, we’ve had the privilege of walking alongside MSME entrepreneurs for the past 10 years, supporting their journeys and learning from their resilience,' says Saovanee.
The next phase of growth: A shared playbook
Unlocking the full potential of Malaysia’s MSMEs means shifting from access to enablement. Based on a decade of experience working with entrepreneurs nationwide, five priorities stand out:
> Broaden inclusion across geographies
Online retail has grown rapidly in urban centres, but there’s significant potential to expand access and inclusion in smaller towns and underserved communities.
That’s why we actively collaborate with state agencies, local councils and community partners to connect regions like Sabah, Sarawak and the East Coast.
These partnerships are crucial to translating national digital goals into local impact.
> Build practical, scalable tools that empower sellers
We’ve always believed in purpose-led innovation — using technology to solve real operational challenges.
AI-powered tools like automated chat assistants, campaign recommendations and performance dashboards help sellers streamline daily tasks and make smarter decisions.
When built around real seller needs, these solutions unlock growth while staying intuitive, mobile-first and impact-driven.
> Strengthen long-term capabilities
Introductory digital training is valuable, but long-term success depends on continuous learning. Programmes like Shopee University — which has delivered over 3,000 sessions across Malaysia — aim to support sellers at every stage, from starting out to scaling up.
By offering both online and offline formats, we help ensure that sellers beyond major cities have equal access to knowledge and skills.
> Align ecosystem support with business sustainability
Participation alone isn’t enough. MSMEs must be able to operate profitably within the digital ecosystem.
This requires dependable infrastructure, streamlined fulfilment, and affordable tools, all working together to support long-term viability, not just entry.
> Embrace shared responsibility and co-investment
A resilient digital economy cannot be built by one actor alone.
Public-private collaboration, community engagement and shared investment are all essential to ensuring MSMEs, regardless of location or scale, have the support they need to thrive.
This includes creating enabling policies, improving access to infrastructure, and tailoring support to local realities.
A sustainable digital economy demands more than access
As Malaysia’s digital economy matures, we must be honest about the work ahead. Access to tools, training and platforms is foundational, but not sufficient. Without the right conditions for growth and profitability, even the most dedicated support systems will reach their limits.
With progress comes new expectations. As technologies like artificial intelligence (AI), new content formats and advanced logistics evolve, MSMEs will need help keeping pace. Innovation must be grounded in practical utility, lifting all sellers, not just the most prepared.
This is where co-creation and co-investment become critical. Building an inclusive digital economy demands a collective commitment from platforms, policymakers, community partners, and MSMEs themselves, all working together to strengthen the foundations of long-term growth.
Collaboration and shared commitment will shape the future
Malaysia’s e-commerce market is on a strong upward trajectory, expected to reach RM104.15bil by 2030, according to Mordor Intelligence. But the real opportunity lies in ensuring that this growth is inclusive, resilient and future-ready.
One of the most valuable lessons we’ve learned over our 10 years of serving Malaysian MSMEs is that digital inclusion works best when it addresses the realities of local communities. And we know we cannot do this alone.
That’s why we continue to work closely with public sector and community partners — to translate national ambitions, such as those outlined in the MyDigital blueprint, into meaningful action on the ground.
As the digital economy evolves, these partnerships will only become more critical. Sustaining progress means not only celebrating how far we’ve come but also recognising where challenges persist and working together to overcome them. When technology, policy, and people align, we don’t just enable MSMEs to participate in the digital economy — we empower them to shape it.
Saovanee Somchit is Shopee Malaysia’s director
