From Transaction to Transformation: Malaysia Leads ASEAN’s E-Commerce Dialogue

Business & Finance
9 Sep 2025 • 12:00 PM MYT
Haffilledcup
Haffilledcup

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Image from: From Transaction to Transformation: Malaysia Leads ASEAN’s E-Commerce Dialogue
Source: Hafriz

I found myself in Mont Kiara this week, where Malaysia made a defining announcement: the country will host the first-ever ASEAN E-Commerce Conference 2025 this coming 24–25 November at the Grand Hyatt. With e-commerce revenue hitting RM625 billion in just the first half of 2025 and ASEAN’s digital economy projected to touch USD1 trillion by 2030, the need for a regional dialogue is undeniable.

A First for ASEAN

Organised by the Ministry of Domestic Trade and Cost of Living (KPDN) with the Malaysia E-Commerce Chapter (MICCI), the conference carries the theme:

“ASEAN E-Commerce Transformation: Bridging Gaps, Enhancing Competitiveness.”

It will gather policymakers, regulators, industry leaders, and entrepreneurs to tackle two key areas:

  1. Creating a trusted marketplace — strengthening consumer protection, addressing cross-border regulations, and tackling piracy and counterfeit goods.
  2. Empowering the ecosystem — from last-mile logistics and Buy Now Pay Later (BNPL) finance, to supporting MSMEs and women entrepreneurs.

The event will be officiated by YB Datuk Armizan Mohd Ali, Minister of Domestic Trade and Cost of Living, with a keynote address delivered by Mr. James Dong, President, International Marketplace, Alibaba International Digital Commerce Group. The conference will also feature a high-profile line-up of speakers from both public and private sectors including:

  1. YBhg. Datuk Roziah binti Abudin

Deputy Secretary General (Domestic Trade Development) KPDN;

  • Mr. Zhou Jun Jie

    • Chief Commercial Officer, Shopee (Singapore) Pte Ltd;

  • YBhg. Dato’ Indrani Thuraisingham

    • Vice President

    Federation of Malaysian Consumers Associations (FOMCA);

  • Mrs. Wimonrat Rukkhaworakul Teriyapirom

    • Director

    International Cooperation Section, Office of the Consumer Protection Board of Thailand;

    1. Mr. Eric Pelletier

    Vice President

    Head of International Government Affairs, Alibaba Group;

  • Ms. Saovanee Somchit

    • Country Director

    Shopee Malaysia

    It is expected total of 33 speakers across 14 sessions, with representation from Shopee, Alibaba, FOMCA, and regulators from ASEAN countries.

    Image from: From Transaction to Transformation: Malaysia Leads ASEAN’s E-Commerce Dialogue
    Ms Christina Tee from Malaysian International Chamber Of Commerce & Industry. Source: Hafriz

    Calls for Stronger Representation

    One moment stood out when Ms. Christina Tee of MICCI spoke plainly:

    “Franchises have the Malaysia Franchise Association. But e-commerce? We have no union, no single voice to advocate collectively for the industry.”

    Her words drew nods across the room. Without an umbrella body, e-commerce players—especially MSMEs—are left navigating fragmented policies and uneven protections. This conference, she argued, could be the first step to closing that gap.

    Image from: From Transaction to Transformation: Malaysia Leads ASEAN’s E-Commerce Dialogue
    YB Senator Datuk Dr. Hjh Fuziah Salleh of Ministry of Domestric Trade (KPDN) expressing her vision. Source: Hafriz

    Adding to this, YB Senator Datuk Dr. Hjh Fuziah Salleh expressed her vision to push participation even further:

    “We’re not stopping at 350 delegates. Our goal is 500, because the scale of this transformation demands as many voices as possible.”

    Her remark underscored the urgency: ASEAN cannot afford to leave anyone behind in shaping the region’s digital future.

    Why It Matters

    Malaysia’s hosting of this conference isn’t just about prestige—it’s about leadership in shaping digital trust and regional competitiveness. As online transactions surge, so too do risks: scams, counterfeit goods, and gaps in consumer protection.

    By positioning itself at the center of this dialogue, Malaysia is signaling that e-commerce is not a side economy, it is the economy.

    Image from: From Transaction to Transformation: Malaysia Leads ASEAN’s E-Commerce Dialogue
    Soft launch of the ASEAN E-Commerce Conference 2025. Source: AAPR

    Looking Ahead

    The ASEAN E-Commerce Conference 2025 is expected to attract government agencies, academics, entrepreneurs, and civil society. Registration is now open at MICCI’s official site, with early bird promotions until 15 October 2025.

    What struck me leaving the event was not just the scale of the numbers, US$230 billion e-commerce GMV by 2026 but the scale of opportunity. From rural sellers to multinational platforms, the conference aims to weave a network strong enough to support them all.

    And maybe, just maybe, the call made by Christina Tee for a strong, unified e-commerce voice will be the benchmark that ensures ASEAN’s digital economy isn’t just rapidly-growing, also fair, sustainable, and inclusive.

    📅 ASEAN E-Commerce Conference 2025

    🗓 24–25 November 2025

    📍 Grand Hyatt, Kuala Lumpur

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