Coca-Cola Refreshments Malaysia clinches FMCG Asia Awards 2024 for eB2B platform

Coke Buddy is a testament to the company’s commitment to embracing technology and delivering long-term value to customers and partners.

Coca-Cola Refreshments Malaysia has earned the Digitalization Initiative of the Year - Malaysia at the FMCG Asia Awards 2024 for its advanced eB2B digital solution - Coke Buddy, which has significantly transformed the company’s operations and reshaped the digital landscape of the beverage industry in the region.

Launched in October 2023, Coke Buddy is a cutting-edge platform that streamlines ordering for traditional trade outlets in Malaysia. With over 70% penetration in Coca-Cola Refreshments Malaysia’s outlet base, Coke Buddy has become the largest eB2B ordering platform in Malaysia within a year. It has since evolved from a basic ordering system to the linchpin of its sophisticated commercial digital ecosystem, with impressive monthly transacting users and retention rates.

The platform offers 24/7 ordering capabilities, a wider product range, and machine learning-powered recommendations to provide a highly personalised, intuitive shopping experience. Its user-friendly interface also enables seamless tracking of orders, inventory management, and access to promotions, making it a one-stop solution for business efficiency and growth.

Through Coke Buddy, Coca-Cola Refreshments Malaysia has achieved a significant increase in product assortment and average order online compared to traditional offline orders, highlighting the platform's powerful impact on retailer engagement and business growth.

Md. Abdul Mukaddem, Digital Commercial Director for Coca-Cola Singapore, Malaysia & Brunei, emphasised Coke Buddy’s customer-centric design and advanced data-driven technology as key to empowering SMEs.

“Coke Buddy was built around our retail partners’ needs, providing a personalised and efficient experience,” he explained. He added that Coca-Cola’s ongoing machine learning and AI initiatives continue to enhance the platform, enabling increasingly precise recommendations and actionable insights. As the company plans to further develop these technologies, Coca-Cola is committed to maximising its potential to help retailers streamline operations and thrive in a competitive market.

With integration into Coca-Cola’s marketing automation, Coke Buddy delivers hyper-targeted communications through advanced analytics and A/B testing, ensuring messages reach customers via the most effective channels, both in-app and externally. Operationally, it reduces order-taking time for field sales teams, enabling a focus on in-store execution and customer relationships, which enhances efficiency and boosts profitability.

“Coke Buddy epitomises Coca-Cola Malaysia’s forward-thinking approach to digital transformation. It not only provides a modern, scalable solution for today’s retailers but also positions Coca-Cola at the forefront of the evolving digital landscape in the beverage industry,” says Tolga Cebe, CEO of Coca-Cola Singapore, Malaysia & Brunei.

Organised by Retail Asia, the FMCG Asia Awards celebrates the most outstanding companies in Asia’s FMCG industry, recognising exceptional products, innovative initiatives, and remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].