“Shopee provided the foundation for me to learn, adapt and refine my strategies,” Lee said.
SHOPEE continues to accelerate the growth of Malaysian micro, small and medium enterprises (MSMEs) by empowering them to expand their presence across Asean markets and thrive in the evolving digital economy.
As Malaysia’s leading e-commerce platform, Shopee plays a pivotal role in driving inclusive growth for local entrepreneurs, helping them digitise operations, enhance efficiency and capture new customer bases both locally and abroad.
Through initiatives such as Fulfilled by Shopee (FBS) and the Malaysia-to-Singapore Direct programme (MY-SG Direct), Shopee enables MSMEs to scale seamlessly while capturing cross-border opportunities.
“At Shopee, we’ve had the privilege of walking alongside MSME entrepreneurs over the past decade, supporting their journeys and learning from their resilience,” said Shopee Malaysia country director Saovanee Chan-Somchit.
“We’ve witnessed how far the ecosystem has come, but we also see how much further we must go to make digital growth truly inclusive and sustainable for every seller.”
For many local entrepreneurs, Shopee has become more than just a sales channel, it’s a long-term growth partner.
Two inspiring examples, Allblue5367 and K&M Fashion, highlight how Malaysian MSMEs are leveraging Shopee’s ecosystem to expand regionally and sustainably.
By combining Shopee’s regional infrastructure with tailored local support, both programmes empower Malaysian MSMEs to scale efficiently and compete confidently across Asean.
Streamlining operations
Founded in 2020 by former mobile phone and home appliance salesperson Lee Chin Sun, Allblue5367 began as a small electronics store driven by his belief that technology would redefine how people live and shop.
“I could already see how technology was transforming lifestyles; it wasn’t just a trend, it was the future,” Lee said.
From a few daily orders to now exceeding 10,000 a day, Lee’s journey has been one of constant learning.
“Shopee provided the foundation for me to learn, adapt and refine my strategies,” Lee said. “Each challenge became a lesson that helped shape our business direction and strengthen our team.”
As his business grew, Lee joined FBS, a service where Shopee manages warehousing, packing and delivery on behalf of MSMEs to overcome logistics bottlenecks and improve customer experience.
“Through FBS, Shopee handled warehousing and delivery, so I could focus on product innovation and marketing through Shopee Live,” he added.
The impact was clear with faster deliveries, higher customer trust and stronger repurchase rates.
Since adopting FBS, Allblue5367 has improved its average order processing speed by nearly 50%, allowing customers to receive their products significantly faster, which has led to an overall 30% uplift in sales.
Scaling fashion across borders
MSMEs like K&M Fashion, founded by Low, continue to grow internationally on Shopee, reflecting its growth in the region.On top of supporting operational capacity for MSMEs to scale nationwide, Shopee also has integrated systems such as the MY-SG Direct for MSMEs to grow internationally.
For K&M Fashion founder Cris Low Keng Wei, fashion isn’t just a business, it was a lifelong calling.
With over 20 years in the industry, he built K&M Fashion with a belief that fashion should make people feel confident and current.
“Fashion never stops changing and neither do we,” said Low. “Every design, every stitch carries a bit of our soul in it.”
When launching K&M Fashion on Shopee, Low saw the platform as more than a sales channel, it was the perfect runway for local brands to shine.
“In Malaysia, when you talk about online shopping, Shopee is the first name that comes to mind,” he said.
“The platform gave us everything from trusted systems and smooth logistics that helped us grow.”
The turning point came with the MY-SG Direct cross-border programme, which allows Malaysian MSMEs like K&M Fashion to sell directly to buyers in Singapore while Shopee handles the cross-border logistics, currency conversion and customer service.
Opening access to Singaporean consumers inspired the brand to refine its products and designs for regional audiences.
“The MY-SG Direct programme was a real game changer. It pushed us to think bigger, work smarter and connect with new customers while keeping our Malaysian identity strong.”
The results were impressive. Since joining Shopee’s MY-SG Direct last year, the brand’s Singapore sales have grown more than 50 times, where only in the past month, 30% of the brand’s overall sales came from Singapore.
This milestone reflects how K&M Fashion successfully leveraged Shopee’s cross-border ecosystem to strengthen its regional presence and achieve sustainable business growth.
Regional success
Behind these success stories lies Shopee’s unwavering commitment to strengthening Malaysia’s digital economy, by continuously investing in innovative tools, technology and infrastructure that reduce operational burdens for MSMEs.
Through initiatives like FBS and the MY-SG Direct, Shopee empowers local entrepreneurs to scale efficiently, access new markets and thrive as part of a more connected regional economy.
“Our priority is to help Malaysian entrepreneurs grow sustainably and competitively across Asean,” added Saovanee.
“By equipping them with the right tools and ecosystem, we’re enabling a new generation of MSMEs to showcase Malaysian innovation regionally.”
As more businesses follow in the footsteps of Allblue5367 and K&M Fashion, Shopee remains committed to accelerating inclusive digital growth and helping Malaysian MSMEs transform from local enterprises into regional success stories.
