Online shopping began as a lockdown habit and has become a permanent way to buy. Buyers today think globally, and selling products internationally from Malaysia is now a practical path to growth for local brands, as global e-commerce is expected to pass US$8 trillion by 2028.
The scale is real. US online retail crossed US$1 trillion in 2023, Europe adds about US$708 billion, Latin America nears US$180 billion, and the Middle East is heading toward US$50 billion by 2025. These buyers already purchase from abroad, as about 80% in the UAE, 60% in Saudi Arabia, and roughly one in four across North America and Europe.
With overseas buyers already spending billions, the question for Malaysian businesses is simple: how do you claim your share?
1. Build a Brand Story That Justifies the Distance
To capture overseas demand, you need more than a product. You need a story.
Something that makes a distant shopper believe the wait and cost are worth it. A strong brand that gives meaning to the price, the shipping, and the anticipation. That explains why the product exists, what makes it different, and why it’s worth choosing over a local alternative.
Think about it: If a buyer can already find something similar in their own country, what would make them buy from you?
The answer lies in how your brand feels: authentic, specific, and rooted in something only you can offer. Whether it’s local craftsmanship, cultural identity, or a purpose-driven mission, this story is what sets you apart and builds trust before the first purchase.
The data supports it: 87% of shoppers say they’ll pay more for brands they trust.
2. Price Around the Market’s Average Order Value
Once your brand and story are in place, the next move is pricing, and this is where many businesses lose international buyers. If your product costs US$50 but shipping adds another US$30, the buyer sees a US$80 total and clicks away. Nobody wants to pay almost as much for shipping as for the product itself.
A better approach is to study the average order value (AOV) of the countries you’re targeting and build your pricing around it. For example, shoppers in Saudi Arabia typically spend about US$75 per order. Now, make sure your total price (product plus shipping) sits comfortably within that range.
That means absorbing part of the shipping cost into your product price. Sell it at US$70 and charge US$10 for delivery — the same total, but far easier for the customer to justify.
This small change reframes perception. Buyers feel they are paying for value, not logistics. And if you worry that higher prices will turn people away, that’s where your brand story earns its place. When your product carries meaning beyond its function, buyers see the price as fair.
3. Optimize Packaging and Weight for Lower International Shipping Costs
When handling international shipping from Malaysia, packaging quietly affects how much profit you keep. Carriers charge by the higher of actual or dimensional weight, so excess space can add unnecessary cost.
To keep cross-border e-commerce efficient, aim to stay within common tiers like 0.5 kg, 1 kg, and 2 kg.
Weigh and measure every stock-keeping unit (SKU) in its final packaging. Identify products that often push parcels into higher brackets and redesign those first. Use smaller mailers, thinner inserts, or fold-flat options where possible. Even small reductions in size can help drop a parcel into a cheaper tier. Offer refills, bundles, or multi-packs that raise AOV without adding bulk.
Packaging alone won’t decide profit or loss, but small efficiencies like these strengthen your pricing strategy and make shipping fees feel fair to international buyers. Over time, the savings add up, improving margins and keeping your business globally competitive.
Going Global Is No Longer Complicated or Costly
Not long ago, going global meant endless forms, middlemen, and months of setup. Today, most of that happens almost effortlessly in the background.
Market tools will tell you where your products will sell best. Payment systems integrate in minutes. Campaigns translate and adapt on the fly. And now with AI, every barrier left is a matter of choice, not capability.
And now, if you think the cost of international shipping from Malaysia is the last barrier, you’d be surprised.
In markets like the United Kingdom (UK), where shoppers spend around RM500 per order, express and postal services can easily consume half — sometimes all — of that value in shipping. With Ninja Van, that cost drops to a fraction, as low as 15% of the order value.
If barriers are disappearing and the world is already buying, isn’t it time they bought from you?
