Malaysian brands are increasingly recognized as trusted choices among Southeast Asian consumers, according to a survey conducted by Ninja Van Malaysia and market research firm Milieu Insight. The findings, detailed in a newly launched e-guide titled “From Malaysia to Southeast Asia: A Practical Guide for E-commerce SMEs Expanding Beyond Borders,” reveal that Singaporeans (67%) purchase the most from Malaysian brands, followed by Filipinos (46%) and Thais (42%).
Key Survey Findings
The survey, conducted in November 2024 among 1,200 shoppers across Malaysia, Singapore, Vietnam, Thailand, the Philippines, and Indonesia, highlights:
- Top Cross-Border Shopping Categories:
- Fashion & Accessories: 68%
- Food & Beverage: 47%
- Health & Beauty: 46%
- Consumer Trust in Malaysian Brands: High preference for Malaysian products across Southeast Asia due to their quality, innovation, and reliability.
Empowering SMEs for Regional Growth
The e-guide provides a step-by-step roadmap for Malaysian small and medium enterprises (SMEs) to navigate the challenges of cross-border e-commerce.
Key strategies covered include:
- Optimizing Logistics Networks
- Leveraging Malaysia’s advanced logistics infrastructure and strategic location within Southeast Asia.
- Navigating Regulatory Challenges
- Insights on local laws and cross-border trade agreements.
- Adapting to Market Demands
- Tailoring products, marketing, and customer experiences to local cultural and shopping preferences.
Expert Insights on E-Commerce Expansion

Ninja Van Malaysia
Denise Wong, Head of Cross Border, emphasized, “Malaysia’s strategic location and logistics network offer a competitive edge for businesses aiming to expand regionally. The e-guide equips SMEs with the tools needed to tap into the Southeast Asian e-commerce market.”
EasyStore
Yienyee Soh, Chief Relationship Officer, shared, “Cross-border commerce is about delivering a consistent, localized customer experience. EasyStore’s Unified Customer Experience (UCX) platform integrates logistics, marketing, and e-commerce tools to help SMEs seamlessly scale their operations and engage diverse audiences across Southeast Asia.”
CPXi Asia
Sam Zhang, Client Solutions Manager, highlighted, “Adapting digital marketing strategies to each country’s preferences is vital. From localized social media campaigns to optimized brand websites, Malaysian businesses can drive growth by creating meaningful connections with their target audiences.”
Milieu Insight
Marcus Lim, Head of Growth, added, “Understanding diverse shopping behaviors across Southeast Asia is key to unlocking new opportunities. By tailoring products and services to local needs, businesses can build trust, foster loyalty, and achieve long-term growth.”
A Practical Resource for SMEs
The free e-guide offers actionable advice, from logistics planning to selecting the best markets for entry, based on Ninja Van’s decade-long expertise and data-driven insights from Milieu Insight.
Download the full e-guide to learn how to scale your e-commerce business across Southeast Asia effectively.