Sharmeen Looi Builds Growth and Leadership in ASEAN’s Electric Mobility Future
Sharmeen Looi’s journey from launching a successful e-commerce startup to leading a mobility company across Southeast Asia exemplifies resilience and vision. Her story is also a reflection of the region’s larger shift towards sustainable urban mobility.
In her 20s, Sharmeen learned fast at ShopBack, absorbing lessons about rapid growth and customer focus. “Speed, experimentation, listening — those were the key takeaways,” she recalls. These lessons now guide her in tackling some of ASEAN’s most pressing urban issues.
Focusing on market needs
When she started iMotorbike, the focus shifted to earning trust in a market facing congestion, pollution, and infrastructure gaps—problems that electric bikes can significantly address. ASEAN’s urban population is projected to grow by over 70 million by 2030, adding to traffic woes and pollution. EVs offer a promising solution, with the ASEAN EV market expected to reach a valuation of USD 20 billion by 2030. Countries like Malaysia and Vietnam have set ambitious targets—Malaysia plans to have EVs make up 15% of all vehicle sales by 2030, while Vietnam aims for 100% new EV sales by 2040.
Sharmeen emphasizes that innovation for her isn’t just about tech — it’s about credibility and solving real local problems. “We’re building a platform to help cities become greener while giving people affordable, reliable transport options,” she says.
Resilience and adaptability
Her leadership style is rooted in resilience and adaptability. She notes that hurdles are inevitable, but viewing challenges as learning opportunities is essential. “There will always be obstacles, but how you face them makes the difference,” she explains. Her team grew quickly, from a small startup to a regional player with showrooms in Malaysia, Vietnam, and plans to expand further into Taiwan and other markets.
Her leadership style is rooted in resilience and adaptability. She notes that hurdles are inevitable, but viewing challenges as learning opportunities is essential. “There will always be obstacles, but how you face them makes the difference,” she explains. Her team grew quickly, from a small startup to a regional player with showrooms in Malaysia, Vietnam, and plans to expand further into Taiwan and other markets.
One milestone was reaching 10,000 customers. It showed that trust in an offline, relationship-driven market could be built through transparency and quality. Securing USD 10 million in Series A funding accelerated her regional expansion and talent development, positioning her to tap into the ASEAN ecosystem’s potential.
Diversity is also a key focus. “In early 2023, only 5 percent of our team was women. Now, more than a quarter are women,” she shares. “Building an inclusive team is vital for long-term growth.” Her background in marketing, data, and strategy helps her link technology with customer needs. “Understanding data helps us serve users better,” she says. “It’s about making sure our growth is sustainable and aligned with local markets.”
Looking ahead
Looking ahead
Sharmeen envisions a future where electric bikes are a common sight across ASEAN cities. With urban populations expected to double in many markets and pollution reaching critical levels, EVs could be central to ASEAN’s sustainability goals.
She says, “Our goal is to make EVs accessible and trusted, encouraging more people to switch and contribute to cleaner, smarter cities across the region.”
The most valuable lessons she’s learned?
Resilience, curiosity, and the importance of solving genuine problems. “Start before you think you’re ready,” she advises young entrepreneurs. “Trust your instincts, build a strong team, and stay adaptable.”
The ASEAN region faces huge challenges but also tremendous opportunities. Sharmeen’s story demonstrates how regional entrepreneurs can turn obstacles into growth by focusing on meaningful solutions. Her work is an inspiring blueprint for building sustainable, innovative businesses that serve the needs of the region’s future.
