Malaysian Sellers Innovate as as E-Commerce Evolves Beyond Price Wars

In Malaysia’s fast-evolving digital marketplace, local sellers are redefining how to grow and connect online by innovating how they sell. Local sellers like Arwaafood, JK Biscuits, and Hollywood MotorSport are making the most of Shopee’s suite of tools: using Shopee Live for authentic storytelling and direct engagement, Shopee Video for product showcases and education, Shopee Affiliates to drive peer-led discovery, and the ‘Lagi Murah’ tag to signal competitive value. By combining these features in ways that fit their brand and goals,  they’re building not just sales, but trust, visibility, and community.

Arwaafood: Building Trust with Storytelling and Mukbang Content

Founded by Hadi Kaderi, Nizar Mustafa, Ardell Aryana, and Nadzmi Adhwa, Arwaafood offers preservative-free instant meals rooted in traditional recipes. Their Shopee Live sessions go beyond promotion, they tell their stories behind their ingredients and values, connecting deeply with health-conscious Malaysians. “A lot of instant food options have unhealthy additives,” says Hadi. “We wanted to change that with natural ingredients that reflect our cultural roots and care.”

This storytelling-first approach has helped Arwaafood grow a loyal community and drive tangible business results. In just three months, their Shopee Live sessions drew over 660,000 viewers, while affiliate-created Shopee Videos, especially “mukbang” content, serve to validate the product’s quality and taste, particularly for new buyers.

This strong community connection shapes how Arwaafood plans promotions, offering value when customers are most ready to engage. “Our customers are smart, they wait for campaign days, voucher drops,” says Hadi. “We realise our customers tend to top up our products during these periods, so we bundle our products to give more value to our customers.” By aligning their promotions with Shopee’s peak campaign moments, Arwaafood maximises visibility and drives conversions when shoppers are most primed to purchase. 

During the recent Shopee 5.5 Fashion & Beauty Festival, this strategy led to a 144% increase in orders, powered by a mix of daily livestreams, strategic bundles, and timed vouchers. Notably, affiliate-driven efforts contributed over 40% of total orders, underscoring the impact of trusted, peer-to-peer recommendations in turning interest into action.

JK Biscuits: From Fruit Stalls to Online Success

Innovation isn’t limited to packaged foods. In Bidor, Perak, Madam Lai Nyuk Ling of JK BISCUITS shows how fresh produce sellers can innovate beyond traditional fruit stalls by embracing e-commerce and digital engagement. What started as a humble fruit business evolved into a thriving online store shipping fresh guavas and dragon fruits all over Malaysia, including Sabah and Sarawak.

For Madam Lai, the challenge was how to bring the tactile, sensory experience of choosing fresh fruits, something buyers usually inspect personally, to the online space. Shopee Live became her key platform to do this. By cutting open fruit live on stream and showcasing her packing process, she gives customers a transparent view into the care and quality behind every order. “They know exactly what they’re getting,” she says. This real-time interaction helps replicate the trust shoppers feel when picking fruit in person, reassuring them about the freshness, juiciness, and quality of her produce.

This hands-on, interactive approach has not only reassured buyers, but also driven tangible business results, with Shopee Live sessions generating up to RM4,000 in daily sales. Madam Lai's success has inspired others in her community to explore e-commerce, showing how traditional fresh produce sellers can harness digital tools to innovate, build trust, and connect meaningfully with modern Malaysian shoppers.

Hollywood MotorSport: Bringing Offline Expertise Online and Expanding Its Reach

Traditional sectors like automotive retail are also finding powerful ways to scale by blending in-store expertise with digital touchpoints. Hollywood MotorSport, a trusted name in motorcycle parts and accessories, is using Shopee to replicate the personalised, hands-on service of their physical store while reaching customers far beyond its usual walk-in base.

Through Shopee Live, they simulate the in-person consultation experience by walking viewers through installation steps, answering questions in real time, and providing visual comparisons to help buyers make informed choices. Shopee Video content breaks down complex features, making even first-time buyers feel confident about their purchase.

“We’ve always taken pride in offering personalised service at our store. Now, we can deliver that same experience to a wider audience online,” says Simon Tan, Company Director of Hollywood MotorSport. “Shopee helps us go beyond walk-in traffic with tools like affiliate marketing, data insights, and real-time engagement. We’re creating new growth without replacing what works.”

This hybrid approach is paying off. Over recent months, Hollywood MotorSport has seen strong momentum through Shopee’s livestream and affiliate tools. Each month, affiliate-driven efforts now account for nearly 1 in 5 of their online orders, and together with livestream sessions, these channels contribute to almost a quarter of total monthly orders. Shopee Video content has seen a tenfold increase in engagement, helping demystify complex purchases like brake kits or suspension parts. These tools not only drive conversions but also strengthen Hollywood MotorSport’s reputation as a trusted, expert-led destination for automotive needs.

Shopee Empowers Smart Selling

At the heart of these success stories is Shopee’s commitment to empowering local sellers with the tools and insights they need to adapt.

“Malaysian sellers are becoming more sophisticated in how they market and connect with buyers,” says Tan Ming Kit, Head of Marketing at Shopee Malaysia. “They’re moving beyond price competition to focus on real value through innovation and genuine engagement. We support them with data and tools to tailor their approach, build lasting connections, and grow steadily, creating a healthier e-commerce ecosystem for everyone.” 

Whether it’s Arwaafood sharing stories behind their natural ingredients, JK Biscuits recreating the fresh fruit experience live, or Hollywood MotorSport bringing their hands-on expertise online with step-by-step guidance, these sellers show value goes beyond numbers. It’s about innovative approaches that create meaningful connections, one thoughtful transaction at a time. 

The Shift to Social: Why More Malaysian Brands Are Turning to Shopee Affiliates to Drive Sales

As digital shoppers spend more time on content-rich platforms, brands are finding new ways to engage them where they already scroll, watch, and connect. Increasingly, what captures attention is not just ads, but relatable storytelling from creators whom audiences already trust. For Malaysian brands like Signature Market, Naelofar, Oxwhite, and Nanovet, this marks a clear shift from polished marketing to partnerships with everyday voices that feel real, credible, and personal.

This shift is not just anecdotal. Across Shopee, affiliate-led content has become a major driver of conversion. With tools like Shopee’s Affiliate Marketing Solution (AMS), Shopee Live, and Shopee Video, brands are transforming affiliate partnerships into scalable sales channels, fuelled by trust and powered by authentic content.

Signature Market: Letting Affiliates Take the Lead

For Signature Market, the evolution of online shopping behaviour has been impossible to ignore. The brand, which began with healthy snacks and now spans lifestyle products, aromatherapy, and ready-to-eat meals, once thrived on search-driven discovery. “In the early days, buyers searched directly for what they knew—chia seeds, overnight oats, our brand name. But now, with so many choices, they no longer want to sift through each product. They want someone they trust to tell them what’s worth buying,” said Adrian Choong Ho Ee, Senior Marketing Manager at Signature Market.

Recognising this shift, Signature Market leaned into Shopee’s affiliate ecosystem, leveraging content-led channels like Shopee Live and Shopee Video, where affiliates could share real stories and product experiences to prospective buyers. Instead of prescribing which products affiliates should promote, the brand flipped the script by letting them choose what best fits their content. A pet content creator might promote Signature Market’s premium pet snacks, a wellness coach could feature their overnight oats in recipes, and a skincare reviewer might highlight their personal care range. 

“Affiliates know their audience best, and when affiliates share how our products fit into their real lives, it builds credibility in a way traditional ads simply can’t,” Adrian added. This affiliate-led model has helped Signature Market tap into new verticals without diluting its health-focused brand. Even better, the performance-based structure of AMS means the brand only pays when a sale is made. “It’s not just a low-risk model, it’s a smart one,” Adrian noted. “You only invest in what works. And when affiliates speak from personal experience, that content performs better than any ad.” Over the past three months, affiliate-driven sales have grown by 30%, reflecting stronger engagement and increased purchase confidence in Signature Market.

Naelofar: When Influence Meets Intentional Growth

Founded in 2014 by Malaysian celebrity and entrepreneur Neelofa, Naelofar has always understood that influence isn’t just about reach, it’s about trust, intention, and community. Built on a mission to provide stylish hijabs, apparel, bags, and accessories at accessible prices without compromising on quality, Naelofar continues to grow a vibrant modest fashion community. Its growth is a testament to the belief that meaningful impact doesn’t just come from visibility, but from voices that resonate. 

Drawing from a career built on authentic audience connection, Neelofa brings a creator’s intuition to how the brand approaches affiliate marketing.This led Naelofar to actively embrace AMS. “AMS has been an incredibly valuable tool for us,” shared Nadia Norzuhdy, Head of Marketing at Naelofar. “It offers a user-friendly interface that makes it easy to set storewide commission rates. This allows affiliates to actively promote our SKUs without requiring heavy investment in social media marketing on our end.”

But Naelofar’s strategy goes beyond setup. The team curates high-quality visuals, runs evergreen campaigns, and sets commission rates above the standard to attract affiliates who truly reflect the brand. From styling reels to hijab tutorials, affiliates are encouraged to express the brand’s voice in ways that are personal and relevant to their own audiences.

The results speak for themselves. In the first half of 2025, a significant portion of Naelofar’s revenue on Shopee was driven by affiliate content, delivering an impressive 21x return on investment through AMS. 

Oxwhite: Turning Loyal Customers Into Growth Engines

Oxwhite, known for its minimalist fashion and lifestyle basics, has always recognised the value of affiliate marketing particularly in how authentic, real-life testimonials help build trust with new customers. That belief was reinforced when a slow-moving item suddenly sold out overnight after being featured by an affiliate during a livestream. “It wasn’t even a major campaign,” said CK Chang, CEO of Oxwhite. “That’s when we saw just how powerfully affiliate content can convert especially when it comes from someone who genuinely uses and believes in our products.”

That moment marked a turning point. Oxwhite began shifting its strategy toward affiliates, especially those who were already customers. “Many of our affiliates have been with us since day one. They already wear our products. They’re not promoting; they’re sharing something they believe in.” With tools like Shopee Live, Shopee Video, and affiliate links, these genuine fans were able to share their experiences in ways that felt natural and compelling. This approach didn’t just drive immediate results. It created content, from product walkthroughs, styling tips, and everyday reviews,  that stayed relevant and continued to convert sales over time. 

To deepen this success, Oxwhite actively supports its affiliates by providing product samples for livestreams and leveraging AMS for key campaign periods. With Shopee AMS enabling real-time collaboration and recognition, the brand is fostering not just sales but a connected affiliate community. “We’re not just running campaigns—we’re building a community.”

This authentic relationship between brand and affiliate has proven powerful. In the past 3 months, Oxwhite’s affiliate campaigns have driven consistent improvements in product sell-through, even for previously underperforming products, with affiliate-driven sales now contributing nearly a quarter of total revenue. “Affiliate marketing gives us one of the best returns across all our channels,” CK shared. “And because it's content-led, it keeps working even after our campaign ends.”

Nanovet: Winning Pet Parents with Real Stories

Nanovet, a Malaysian brand specialising in pet health supplements and essential care products, knew from the start that trust would be their biggest challenge. For many pet owners, especially first-timer buyers, trying a new product that affects their pet’s wellbeing isn’t a decision taken lightly. “Pet parents are cautious about introducing new products to their pets,” said Simon Gan, Founder of Nanovet. “They want to hear from someone who’s used it successfully with their own pet. That’s what builds confidence.”

Through Shopee’s AMS, Nanovet found a way to scale word-of-mouth digitally. Partnering with pet influencers, they used Shopee Video and Shopee Live to share testimonials, explain benefits, and guide customers through important details like dosage, ingredients, and expected results. One affiliate’s personal story about using Nanovet’s salmon oil supplement led to a 40% spike in weekly sales, prompting the brand to double down on affiliate partnerships. “These aren’t just one-time boosts. They’re high-trust introductions that bring in long-term customers.”

Nanovet is now scaling its affiliate programme with structured bundles, educational content for affiliates, and deeper integration into Shopee Live. With AMS’s real-time dashboard, the brand can track performance and optimise every campaign, ensuring that each collaboration is both impactful and measurable.

Shopee’s Role in Fostering Affiliate and Brand Partnerships

Behind these brand successes is Shopee’s growing ecosystem for content-led commerce. Tools like the AMS, Shopee Live, and Shopee Video let brands scale affiliate partnerships through performance insights, flexible commissions, and content-native formats that drive conversion.

More than just a platform, Shopee is actively nurturing this ecosystem through initiatives like Shopee House—its flagship affiliate event happening this Saturday, 21 June, ahead of the 7.7 Mid Year Sale. Participating brands like Signature Market, Naelofar, Oxwhite, and Nanovet will join over 80 others to connect with more than 2,000 affiliates through live panels, content masterclasses, and brand matchups designed to turn trust into sales.

For these brands, investing in affiliate partnership readiness is already paying off. Affiliates now deliver not just reach, they drive relevance through honest reviews, live demos, and localised storytelling that build long-term loyalty. “This is more than just promotion,” said Tan Ming Kit, Head of Marketing at Shopee Malaysia. “It’s relationship-driven commerce, where affiliates help brands grow through authenticity and meaningful engagement. And we’re proud to support that journey from end to end.”

Catch the action live! See how creators and brands turn content into commerce this Saturday. Find out more at https://shopee.com.my/m/shopeehouse-midyearfestival