Best Look Forward: How Malaysian Fashion Sellers Are Seizing Opportunities in e-Commerce
In today's
fiercely competitive retail landscape, micro, small, and medium-sized
enterprises (MSMEs) in the fashion industry encounter significant hurdles in
captivating shoppers, even across e-commerce. Unlike other sectors, fashion
MSMEs not only vie against each other but also contend with prominent,
resource-rich brands with broad recognition. The vast array of online options
available to consumers poses a challenge for smaller players to stand out.
Constrained by limited budgets, manpower and tech limitations, coupled with the
need to establish trust with potential customers, Malaysian MSMEs face an
uphill battle in driving conversions and nurturing repeat business.
However, amidst
these challenges, strategic solutions are available to support the growth of
MSMEs. By focusing on outstanding customer service and customer-centric
strategies, Malaysian businesses can stand out from the competition, forging
strong, lasting relationships with shoppers. Beyond this, tools that help
enhance the shopping experience, such as livestreaming, offer great potential
for sellers to capture buyers online. Additionally, converting satisfied
shoppers into advocates harnesses the power of positive word-of-mouth and
glowing ratings and reviews, drives further growth, and helps establish a loyal
customer base.
Going Above and Beyond: Personalised fashion advice from Perak to nationwide
One business that has achieved success through exceptional customer engagement is KM Fashion Center. Located in Teluk Intan, Perak, KM Fashion Center sets itself apart with stylish yet affordable fashion selections that resonate with Malaysian shoppers. Their dedication to excellence and affordability is complemented by a strong commitment to delivering a personalised customer-focused approach, positioning them uniquely in a competitive market.
KM Fashion
Center heavily relies on Shopee’s interactive features, such as Shopee Live and
Shopee Chat, to provide a hands-on, tailored approach beyond the mere
transactional aspect of shopping to cultivate enduring relationships with its
customers. In addition, using Shopee’s analytic tools allows them to curate
their collections to precisely match customers’ preferences with their
best-performing products, allowing them to offer a diverse range of choices
that suit shoppers' tastes.
This
customer-centric strategy has fueled remarkable growth for the brand,
especially evident during the recent 6.6 campaign day, when order sizes
tripled, and sales revenues doubled compared to the previous month.
"Shopee has
been a game-changer in facilitating direct connections with our customers.
Shopee Live allows us to showcase our latest designs, which has helped to
significantly boost our visibility and sales," said Cris Low, Director of
KM Fashion Center.
KM Fashion
Center also uses Shopee Live to deepen its customer engagement. It serves as a
trusted channel for the brand to provide tailored fashion recommendations,
collect direct feedback, and promptly respond to customer inquiries. Through
Shopee Live, the brand is able to reach more customers beyond their physical
location, while still maintaining a high level of customer service. Thus,
Shopee Live created a new touchpoint highlighting KM Fashion Center’s product
quality and expertise and fostering brand loyalty.
Unlocking Success with Authentic Customer Reviews
Beyond
personalisation, research shows that reviews and ratings play a crucial role in
boosting sales and building trust with potential customers, while
user-generated photos and videos can effectively address initial buyer
concerns. According to Shopee’s recent "The Future of Shopping"
survey conducted with Kantar Profiles division, 19% of Gen Z participants
prioritise 'highly recommended brands.' Additionally, they heavily rely on reviews,
demonstrations, and endorsements (27% of respondents) when making purchasing
decisions.
Located in Kuala
Lumpur, Tudung Exclusive is a fashion brand that has achieved success on Shopee
due to its exceptional customer experience, as seen in its high customer reviews
and ratings. In just four years, the brand, which empowers young Malaysian
women with elegant, dignified attire that fosters confidence, cultural pride,
and individuality, has built a following of over 75,000 satisfied customers and
earned an impressive 4.9-star rating.
Muhammad
Abdullah, Manager of Tudung Exclusive, underscores the transformative impact of
customer feedback on the brand’s evolution. "Positive reviews and ratings
not only affirm our dedication to excellence but also drive our ongoing efforts
to offer customers high-quality, versatile, and affordable Hijabs," he explains.
Through
strategic engagement and a steadfast focus on customer satisfaction, Tudung
Exclusive continues to thrive on Shopee, setting benchmarks for seller growth
and enhancing its reputation in Malaysia’s dynamic fashion scene.
Increasing service quality and user engagement
For Shopee, the
leading e-commerce marketplace in Southeast Asia and Taiwan, prioritizing the
continuous development of strategies and solutions to assist local businesses
in overcoming challenges has always been a fundamental focus.
Ming Kit Tan,
Head of Marketing and Business Intelligence at Shopee Malaysia, said, "At
Shopee, our commitment to delivering excellent service quality to our users and
driving the growth and development of local businesses have always been at the
heart of what we do. This is why we continue to enhance our services which
include improving buying and delivery experience in collaboration with our
third party logistics partners, such as with the On-Time Guarantee program and
the new 15 Days Free Returns program. These programs empower buyers with the
assurance of prompt order fulfilment by all Shopee Supported Logistics and
instil greater trust with buyers. Shopee reinforces their commitment to this
promise with a RM5 voucher for all deliveries that exceed the estimated
delivery date provided.
In addition,
with the growing preference among Malaysian consumers for an engaging and
entertaining e-commerce shopping experience, Shopee also launched a new
feature, Shopee Video, which provides bite-sized videos from content creators.
MSMEs can expect that Shopee Videos will provide useful positive word-of-mouth
reviews and recommendations for their products, thus driving greater awareness
and interest in their shops and products.
These new
initiatives demonstrate Shopee’s dedication to sellers and consumers and its
ability to meet their evolving needs. Shopee remains the trusted e-commerce
destination for all.
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