MSMES AND HOMEGROWN BRANDS LEVERAGE TIKTOK SHOP FOR OPTIMAL GROWTH

KUALA LUMPUR, May 16 (Bernama) -- Local micro, small, and medium-sized enterprises (MSMEs) and homegrown brands in Malaysia’s retail sector have moved past debating the need for digitalisation, with many now actively integrating online and offline strategies to drive long-term growth.

From pasar malam vendors and roadside stalls to family-run shops and shopping mall retailers, the conversation has shifted from choosing between e-commerce or physical stores to strategically blending both, merging clicks with bricks to maximise reach and efficiency.

In a statement, TikTok Malaysia said this shift has been fuelled by growing public-private support for digital transformation and the country’s robust internet infrastructure, which has lowered the barriers for businesses of all sizes to enter and thrive in the digital economy.

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“Many MSMEs have successfully leveraged online content and commerce through TikTok Shop’s full-funnel ecosystem to unlock new income streams, increase footfall to physical outlets and enhance customer engagement,” the statement read.  

One such success story is Al-Cataly, a Shariah-compliant brand specialising in prayer-friendly apparel and Hajj and Umrah essentials.

Co-founded by Nik Nur Adzuan, the business had operated solely from a single physical store in Kota Damansara, Selangor, since its establishment in 2014, struggling to expand beyond that footprint.

“Running a purely offline business meant our growth was limited by our location. Expanding required substantial capital for deposits, renovations, inventory, staff and utilities,” said Nik, adding that demand for their products peaked during school holidays and pilgrimage seasons but dipped during off-peak periods.

“To build consistent revenue and reduce overhead, we went online through TikTok Shop,” she said, adding that the TikTok Shop LIVE Hub x TEKUN Nasional in Kuala Lumpur provided them access to training and studio-grade livestreaming equipment.

"Within just two months, we gained nearly 10,000 followers and saw a 12-fold increase in sales. Customers even travelled from across Malaysia and Singapore to visit our store,” she added.

Meanwhile, Kamarul Zaman, the founder of local durian business Pak Ali, shared a similar experience. Started as a roadside stall in 2017, the business had faced unpredictable sales due to weather and fluctuations in foot traffic. 

To navigate the challenges brought on by the COVID-19 pandemic, Pak Ali turned to TikTok Shop to build a more stable and scalable customer base by leveraging livestreaming to showcase the freshness of their durians in real time to build trust and boost online sales.

Today, Pak Ali is a widely recognised durian brand with over 24,000 followers on TikTok Shop, selling an average of 1,500 kg of durians daily, and has expanded into event catering as well.

Meanwhile, Frisha Fazara Ishak, who co-manages Frisha Classic Desserts and Bakery, highlighted how digitalisation transformed her family’s 34-year-old business, founded by her parents in 1990.

Due to financial constraints, they operated without a permanent store, relying mainly on seasonal pop-up stores at bazaars and word-of-mouth. However, through livestreams and shoppable videos, they successfully transitioned from seasonal sales to consistently generating five-figure monthly revenue.

“With more than 4,300 followers on TikTok Shop, we’ve built a loyal customer base both online and offline. Some customers have even invited us to open booths at their events. We are grateful for the support and opportunities provided by TikTok Shop,” she said.

-- BERNAMA