NINJA Van Malaysia, a tech-enabled logistics organisation, has launched an e-guide, titled “From Malaysia to Southeast Asia: A Practical Guide for E-commerce Small and Medium-sized Enterprises (SMEs) Expanding Beyond Borders”, aimed at helping Malaysian businesses expand into Southeast Asia’s dynamic e-commerce landscape.
The e-guide was developed in collaboration with market research firm Milieu Insight, following a survey of 1,200 shoppers across six Southeast Asian countries – Malaysia, Singapore, Vietnam, Thailand, The Philippines, and Indonesia – conducted in Nov 2024.
One key finding from the survey reveals that Malaysian brands stand out as trusted choices among Southeast Asian e-commerce shoppers.
The survey also highlighted that, across these six countries, the top cross-border shopping categories are Fashion and Accessories (68%), Food & Beverage (47%), and Health & Beauty (46%).
“This demonstrates the competitive advantage that businesses based in Malaysia have within the Southeast Asian e-commerce market,” said Denise Wong, Head of Cross Border at Ninja Van Malaysia.
“With Malaysia’s strong brand presence and its strategic location at the heart of Southeast Asia, local businesses are in an ideal position to leverage the country’s advanced logistics network for seamless cross-border expansion into neighbouring markets.”
This free-for-all resource is a step-by-step e-guide, starting from the practical end point of e-commerce logistics considerations before moving back up to guiding Malaysia-based SMEs in selecting the most suitable country for market entry.
“From supporting 105,000 SMEs across Southeast Asia, we found that cross-border success hinges on three factors: optimising logistics networks, navigating regulatory landscapes, and catering to each market’s unique demands,” said Jeremy Hong, Regional Head of Commercial (Cross-Border), Ninja Van Group.
“Drawing on a decade of operational expertise, we understand the challenges that businesses may face when trying to expand their business in a new market.
“This is why we’ve designed this e-guide in collaboration with CXPi and antics@play to craft useful actionable strategies for businesses. With this e-guide, we are confident that SMEs will be equipped with the knowledge to scale their businesses regionally.”
The e-guide was marked by a compelling panel discussion featuring Hong alongside Yienyee Soh, Chief Relationship Officer at EasyStore; Marcus Lim, Head of Growth at Milieu Insight; and Sam Zhang, Client Solutions Manager at CPXi Asia.
Together, they discussed actionable insights and shared how Malaysian businesses can successfully navigate and grow in Southeast Asia’s dynamic e-commerce landscape.
Key insights shared during the event
The survey revealed that Malaysian brands are highly popular amongst Southeast Asian countries with 67% of Singaporeans purchasing from Malaysian brands, followed by 46% of Filipinos and 42% of Thais.
In response to these findings, industry experts highlighted the opportunities this presents for Malaysian businesses looking to expand regionally.
According to EasyStore’s Yienyee Soh, cross-border commerce is no longer just about shipping products but about delivering a seamless and consistent customer experience across regions.
“EasyStore’s Unified Customer Experience (UCX) platform empowers Malaysian SMEs to integrate logistics, marketing, and e-commerce into one streamlined solution. This ensures that no matter where customers are, they enjoy the same cohesive brand experience,” she said.
“With partners like Ninja Van enabling efficient regional delivery, businesses can focus on scaling their presence.
“Through EasyStore, SMEs can tailor their strategies to connect with diverse Southeast Asian audiences, leveraging tools for localised marketing, personalised engagement, and unified touchpoints across online and offline channels.”
CPXi’s Sam Zhang further noted that understanding the digital landscape in Southeast Asia is crucial for Malaysian businesses looking to expand, and this involves knowing key social media platforms, e-commerce sites, and brand discovery methods.
“It’s also vital to adapt marketing strategies to local preferences, as cultural cues, shopping habits, and trends vary across the region,” he remarked.
“Tailored strategies, from optimising websites to leveraging social media, paid ads, and content creation, are essential. Building an official brand website provides greater control over branding and customer experience, especially in cross-border expansion.
“A strong social media presence, with content that resonates locally, is key to driving growth and building lasting connections.”
Meanwhile, Milieu Insight’s Marcus Lim stressed that Southeast Asia is a dynamic region with diverse shopping behaviours, offering Malaysian businesses a unique opportunity to capitalise on this diversity.
He said by tailoring products and services to local needs and tapping into where the locals are at the right time, businesses can build stronger consumer connections.
“Understanding brand discovery methods, seasonal trends, and key holidays is essential for adapting marketing and product strategies,” he added.
“This involves localising products, packaging, and services to meet market preferences. Tailoring the entire brand experience, from customer service to payment options, fosters trust and loyalty, driving long-term growth.” – Jan 22, 2025
