On 21 January 2025, industry leaders, e-commerce experts, and media representatives gathered at Colony Star Boulevard KLCC for the launch of Ninja Van’s latest e-Guide, From Malaysia to Southeast Asia: A Practical Guide for E-commerce SMEs Expanding Beyond Borders.
The event, hosted by Ninja Van, provided exclusive insights into the challenges and opportunities of cross-border expansion in Southeast Asia’s booming e-commerce landscape.
The event opened with a welcome speech by Denise Wong, Head of Ninja Van Cross Border, who highlighted how the whitepaper equips SMEs with actionable strategies to overcome key challenges such as shipping costs, regulatory complexities, and market fragmentation.
“With Malaysia’s strong brand presence and strategic location at the heart of Southeast Asia, local businesses are well-positioned to leverage the country’s advanced logistics network for seamless cross-border expansion,” said Wong.
Addressing Cross-Border Challenges
Following the welcome speech, a panel discussion featured industry leaders, including:
- Jeremy Hong, Regional Vice President, Ninja Van Cross-Border
- Marcus Lim, Head of Growth, Milieu Insight
- Yienyee Soh, Chief Relationship Officer, EasyStore
- Sam Zhang, Chief Solutions Manager, CPXi Asia
The discussion centered on the top challenges SMEs face when expanding beyond Malaysia, with shipping costs, customs regulations, and market fragmentation being the most pressing.
“If you want to expand into Southeast Asia, it’s crucial to work with a partner who specializes in the region and understands its complexities,” emphasized Hong.
Panelists also highlighted the evolving landscape of Southeast Asian e-commerce, driven by shifting consumer behavior and the growing influence of social media platforms like TikTok.
With consumers increasingly discovering products through live-selling and targeted ads, businesses must leverage data-driven insights to understand market demand and tailor their strategies accordingly.
Brand.com vs Marketplaces: A Key Takeaway
One of the most interesting insights from the whitepaper, as shared by the panel, revealed that almost 40% of Southeast Asian consumers still prefer shopping directly from brand websites, despite the dominance of marketplaces like Shopee and Lazada. This underscores the importance for SMEs to build a strong brand presence and offer a direct-to-consumer experience to stand out and build trust.
Experts advised SMEs to focus on understanding their target markets and product suitability before launching cross-border campaigns.
The Way Forward for Malaysian SMEs
As discussions progressed, panelists explored how Malaysia compares to other regional markets. The conversation revealed that Gen Z consumers, fatigued by large brands, are now shifting toward niche, authentic alternatives—creating a prime opportunity for SMEs to capitalize on personalized experiences and storytelling.
The event concluded with actionable advice for SMEs looking to expand beyond borders:
- Identify the right logistics partner with deep regional expertise.
- Leverage data insights to understand local consumer preferences.
- Ensure product-market fit through continuous testing and adaptation.
Want to Dive Deeper into These Insights?
Download our e-Guide to explore expert strategies on logistics, marketing approaches tailored for diverse Southeast Asian markets, and a comprehensive understanding of the region’s evolving e-commerce landscape.
Take the next step with Ninja Van—enquire about our services today and discover how we can support your cross-border expansion.
For partnerships or collaborations, reach us at reg-xb-enquiry@ninjavan.co.
