Alibaba.com Honours Malaysia’s Top B2B E-commerce Talents at KEL Award Country Finale

In 2024, Malaysia’s B2B e-commerce sector has shown remarkable growth, driven by increasing digital adoption and the need for efficient business operations. The market is projected to grow by 12.8%, reaching approximately $11 billion (MYR 50.3 billion) by the end of the year.

This growth is fueled by the rising preference for online transactions among businesses, enhanced by the Malaysian government’s supportive policies and initiatives like the Digital Free Trade Zone (DFTZ).

Additionally, advancements in technology and logistics have significantly improved supply chain efficiency, making it easier for businesses to engage in B2B e-commerce. The sector’s robust performance underscores its critical role in Malaysia’s digital economy, providing a strong foundation for future growth and innovation.

Alibaba.com, a leading platform for global business-to-business (B2B) e-commerce, today hosted the finale of the Malaysia round of its Key E-commerce Leader Award (KEL Award) in Kuala Lumpur. The event showcased the remarkable talents of six exceptional e-commerce sellers in Malaysia, each delivering
insightful presentations that highlighted their achievements and the strategies that fueled their
success on the Alibaba.com platform. This initiative, supported by the Malaysia External Trade
Development Corporation (MATRADE), is part of Alibaba.com’s commitment to promoting e-
commerce development in Malaysia.

The competition concluded with the selection of all three finalists as Alibaba.com Malaysia
Ambassadors for 2024. Mr. Tee Kai Xuen (Nicholas) from L.K.Tee Enterprise Sdn. Bhd. was
honoured as Alibaba.com Malaysia Key E-commerce Leaders for 2024 and will represent
Malaysia in the KEL Awards Regional Finale, set to take place in Vietnam later this year.

Additionally, today’s event in Malaysia featured a People’s Choice Award for 2024, with Ms.
Sabrina Mah from ZH First Coffee Sdn Bhd receiving recognition based on audience voting.
The award’s judging panel consisted of YBrs. Mr. Mansor Shah Wahid (Deputy CEO of
MATRADE), Mr. Rocky Lu (Head of Malaysia Business at Alibaba.com), Ms. Berry Ma (Head
of Marketing, South and Southeast Asia at Alibaba.com) and Mr. Joe Zhang (Head of Seller
Operations, South and Southeast Asia at Alibaba.com).

“The Malaysia KEL Awards are a testament to the entrepreneurial excellence present in this
country. We are proud to provide a platform where sellers can showcase their success and
gain recognition on a regional stage. This event is not merely a competition but a celebration
of the ingenuity and resilience of small and medium-sized enterprises (SMEs) that are pushing
the boundaries of global trade. Through this initiative, we hope to inspire and help even more
Malaysian SMEs seize opportunities in the global marketplace,” said Rocky Lu, Head of
Malaysia Business at Alibaba.com.

“Malaysia’s strategic location and dynamic business environment have solidified its role in
Southeast Asia’s e-commerce landscape. With exports up by 12.3% to RM131.15 billion and
a trade surplus of RM6.42 billion from January to July 20241, our nation’s trade performance
remains strong. The achievements of our local businesses, as highlighted by Alibaba.com’s
KEL Awards event, demonstrates the importance of nurturing talent and providing the right
platforms for global success. Together with Alibaba.com, MATRADE supports this initiative
that will greatly help elevate Malaysian entrepreneurs to the global stage,” said YBhg. Datuk
Mohd Mustafa Abdul Aziz, CEO of MATRADE.

The Alibaba.com KEL Awards aim to gather top-notch suppliers from across the South and
Southeast Asia region to foster mutual learning and engagements, while also providing a
unique opportunity for participants to amplify their influence within Alibaba.com’s global
community of buyers and suppliers. With more than 250 global sellers participating, the
awards set the stage for the selected Malaysian SMEs to shine.

The top three Malaysian contestants that have distinguished themselves through their
remarkable achievements and contributions to Malaysia’s e-commerce landscape are:
● Ms. Sabrina Mah from ZH First Coffee Sdn Bhd: Sabrina is the Marketing Director at
ZH First Coffee, one of Malaysia’s leading exporters of FMCG and local products. Sabrina
played a pivotal role in closing ZH First Coffee’s first order on Alibaba.com within just two
weeks of joining the platform and driving an impressive revenue of approximately
US$250,000 in just six months. Under her leadership, ZH First Coffee has become Negeri
Sembilan’s largest distribution warehouse and has partnered with over 40 FMCG brands,
achieving impressive revenue growth and expanding exports to six countries within just
six months.

● Mr. Tee Kai Xuen (Nicholas) from L.K.Tee Enterprise Sdn. Bhd.: An FMCG supply
chain provider specialising in baby care, beauty & personal care, healthcare, food &
beverage, and household items. Since joining Alibaba.com in 2018, the company has been
exporting to over 40 countries with double-digit annual growth rate in seven years on
Alibaba.com. Nicholas, the founder, drew inspiration from his experience in the aviation
industry and has successfully partnered with businesses worldwide to connect brands with
local and global markets.

● Ms. Carmen Chooi from Awen Global Sdn Bhd: Carmen is a versatile entrepreneur and
accomplished professional with a strong background in chemistry and business
management. She is the Co-founder of City Coin Chem Sdn Bhd and the Founder &
Managing Director of Awen Global Sdn Bhd. Carmen’s technical knowledge and business
acumen have made her a key player in the e-commerce landscape.