For Malaysian SMEs like Magic Pocket and ByReefa, thriving in the competitive e-commerce landscape requires a delicate balance between maintaining their distinctive local charm and reaching a broader audience. Shopee’s recent study, ‘Sayangi Malaysia, Jom Rai Lokal’*, highlights that 98% of Malaysians believe in supporting local businesses and are 15 times more likely to choose local entrepreneurs over international brands.
Supported by robust policies, flexible return options, and an emphasis on fulfilment efficiency, Magic Pocket and ByReefa have navigated challenges and capitalised on market trends. Their strategic approach has turned obstacles into significant achievements, resonating with 9 in 10 Malaysians who trust local sellers more for fulfilling orders and addressing questions*. This commitment to enhancing customer experience and staying ahead of trends has set a new benchmark in the competitive e-commerce arena.
Magic Pocket: A Passion for the Outdoors Meets E-Commerce Innovation
For Kelvin Lee Ka Seng, Director of Magic Pocket, the mission was always clear: to inspire every Malaysian to embrace the outdoors and connect with nature. Post-pandemic outdoor activities surged in popularity, especially among young Malaysians; Kelvin recognised that these consumers faced significant challenges accessing specialised camping gear. High-quality equipment was often scarce in smaller towns, and many potential customers hesitated to invest in gear as they were camping beginners. Kelvin saw an opportunity to address these barriers and foster a love for the outdoors.
Supported by robust policies, flexible return options, and an emphasis on fulfilment efficiency, Magic Pocket and ByReefa have navigated challenges and capitalised on market trends. Their strategic approach has turned obstacles into significant achievements, resonating with 9 in 10 Malaysians who trust local sellers more for fulfilling orders and addressing questions*. This commitment to enhancing customer experience and staying ahead of trends has set a new benchmark in the competitive e-commerce arena.
Magic Pocket: A Passion for the Outdoors Meets E-Commerce Innovation
For Kelvin Lee Ka Seng, Director of Magic Pocket, the mission was always clear: to inspire every Malaysian to embrace the outdoors and connect with nature. Post-pandemic outdoor activities surged in popularity, especially among young Malaysians; Kelvin recognised that these consumers faced significant challenges accessing specialised camping gear. High-quality equipment was often scarce in smaller towns, and many potential customers hesitated to invest in gear as they were camping beginners. Kelvin saw an opportunity to address these barriers and foster a love for the outdoors.
To meet these challenges, Kelvin focused on reaching out and educating his customers. Leveraging Shopee’s live chat and Shopee Live features, he and his team of experienced campers provided real-time, personalised advice. This direct engagement addressed concerns about product quality and suitability, helping customers feel confident in their purchases. Kelvin also harnessed Shopee’s advertising tools, including interactive product ads and Shopee Video, to amplify their reach and build a community of outdoor enthusiasts around Magic Pocket.
Recognising the importance of a seamless buying experience, Kelvin opted into the Cash on Delivery (COD) and buyer self-collection programmes to offer flexible order fulfilment options for his audience. This approach was particularly beneficial for customers from smaller towns and further supported the rising trend of group camping trips among Gen Z. By making it easier for customers to access and inspect their gear, Kelvin catered to a growing demand for bulk purchases and ensured that customers had the equipment they needed, when and where they needed it.
Magic Pocket’s participation in the '15 Days Free Returns' program was another strategic move to alleviate buyer anxiety. Knowing that customers might be hesitant to purchase specialised gear, this program aided in alleviating buyers’ fears and providing additional assurance during their shopping journey. Customers could return items within 15 days if they changed their minds, which encouraged them to explore Magic Pocket’s range without fear of making a wrong choice.
“Shopee’s platform provided us with the tools to truly connect with our customers,” Kelvin reflects. “The ‘15 Days Free Returns’ program and ‘On-Time Guarantee’ were pivotal in building trust with our customers and enhancing our reputation.”
The 'On-Time Guarantee' program ensured that orders arrived within the delivery timeline promised, resulting in a more enhanced shopping experience for buyers. This was crucial for customers planning outdoor activities around their purchases, delivering excellent service quality that aligned with Kelvin’s mission to make outdoor life accessible and enjoyable.
This strategic approach has paid off significantly. From January to July 2024, Magic Pocket’s store performance soared by a remarkable 226%. Kelvin attributes this success to the robust support and innovative features the e-commerce platform provided, stating, “Our partnership with Shopee has been transformative. Their support and features have enabled us to meet diverse customer needs and connect with outdoor enthusiasts across Malaysia.”
ByReefa: From Perlis with Love—Crafting Boutique Fashion for Malaysians
Ira, General Manager of ByReefa, a Muslimah fashion brand embodying the pride of Perlis, believes that the path to success involves overcoming common small business challenges: reaching beyond local markets while preserving cultural heritage. Surrounded by the vibrant textiles and traditional attire of Perlis from a young age, Ira recognised the potential for their unique designs to appeal to a wider audience—but only by addressing the scepticism many customers have about online shopping.
Shopee’s 15 Days Free Returns program was a game-changer for ByReefa, as they saw a remarkable surge in orders from new customers. This feature allowed the brand to create a seamless and worry-free shopping experience, especially for those unfamiliar with shopping for fashion online. For many customers, knowing they could return items without questions gave them the confidence to take that first step—and now, those one-time shoppers have become regulars, showcasing the deep trust ByReefa has built with their audience.
“We wanted our customers to feel as secure shopping online with us as they would in a physical store,” Ira explained. “Shopee’s return policy gave them the freedom to try our products without any second thoughts, and that was a huge turning point for us.”
The brand also leveraged on Shopee’s On-Time Guarantee program, a feature that ensured fast and reliable delivery. Many customers left glowing reviews on their storefront about the swift service, reinforcing the store’s reputation for efficiency. In the world of online shopping, reliability can make all the difference, and ByReefa's commitment to timely deliveries has helped them stand out, earning positive feedback and repeat customers.
Not stopping there, ByReefa also tapped into Shopee Live to host engaging livestream sessions, showcasing their Baju Kurung, Jubah, and Tudung Bawal collections in a way that resonates with younger shoppers, especially Gen Z, who appreciate authentic, interactive content. Through these sessions, the brand has been able to tell the story behind each design, fostering a deeper connection with their audience. Coupled with Shopee’s Affiliate Marketing Solutions (AMS) and Shopee Ads, ByReefa has significantly boosted its visibility and achieved impressive sales growth, proving that a blend of tradition and modernity continues to attract new customers.
Ira highlights the transformation Shopee has brought to ByReefa: “Shopee opened up a vast new market for us, exposing us to millions of potential customers across Malaysia and beyond. The platform’s extensive user base and customer-centric features allowed us to reach buyers we could never have through previous channels.”
Empowering Malaysian SMEs
“At Shopee, we're on a mission to empower local businesses like Magic Pocket and ByReefa, giving them the support they need to flourish. Kelvin and Ira don't just get their audiences; they're all about embracing cutting-edge digital strategies to connect with them meaningfully,” said Tan Ming Kit, Head of Marketing and Business Intelligence at Shopee Malaysia.
For small and growing businesses, building strong customer relationships is essential to success. Recognising this importance, Shopee developed customer-first programs and features that take a holistic approach, benefiting both sellers and buyers on the platform.
"As more Malaysians support local brands, the success of our sellers reflect how small and medium enterprises can capture demand and build trust in today’s marketplace. While our tools and support programs, such as Shopee Live, Shopee Video, Free Shipping, the '15 Days Free Returns' policy, and 'On-Time Guarantee’ have contributed to their growth, it is ultimately their dedication to customer service that drives their success," Tan concludes.
Shopee remains steadfast in its commitment to empowering local SMEs and providing them with the tools and resources necessary to achieve unprecedented growth. By prioritising exceptional service quality, Shopee offers end-to-end fulfilment practices and reliable logistics solutions, ensuring that businesses can seamlessly meet the demands of their customers.
*The “Sayangi Malaysia, Jom Rai Lokal 2024” study was conducted by Shopee Malaysia with year-to-date platform data up to 31 July 2024.
