Malaysian retailers told to adopt multi-layer strategy as marketplace reliance grows

Marketplaces remain a critical entry point for consumer discovery and acquisition across Southeast Asia

Malaysian retailers should adopt a multi-layered digital commerce strategy spanning marketplaces, direct-to-consumer (D2C) channels, and retail media networks to effectively monetise audiences whilst sustaining profitability.

Speaking at the Retail Asia Summit Malaysia 2026, Crystal Yeoh, senior regional manager and apparel category lead at ZALORA Group, said marketplaces remain a critical entry point for consumer discovery and acquisition across Southeast Asia, including Malaysia.

Yeoh noted that many retailers continue to rely heavily on platforms such as Shopee, Lazada, TikTok, and ZALORA as primary revenue drivers due to their large traffic volumes and strong consumer reach.

“However, retailers that do it well, focus on building a multi-layer approach,” she said.

Yeoh highlighted that marketplaces continue to serve as a key customer acquisition channel, as consumers often encounter brands for the first time on these platforms.

She said retailers should recognise that “a lot of the initial first touch base of the customer with your brand might also come from platforms,” making marketplace optimisation essential for visibility and conversion.

Retailers, Yeoh added, can optimise performance on marketplaces through targeted promotions such as bundle deals, voucher campaigns, and acquisition-focused incentives designed to convert first-time shoppers into repeat customers.

Beyond marketplaces, she also emphasised the importance of strengthening D2C channels as an additional layer focused on retention, loyalty, and brand-building.

Whilst marketplaces are effective for scaling reach, she said D2C platforms allow retailers to develop stronger brand identity and customer relationships, ultimately improving long-term profitability.

Yeoh also highlighted retail media networks, including social media advertising, affiliate marketing, and digital ad ecosystems as a growing opportunity for monetising consumer attention.

She said the focus is shifting beyond direct sales toward “monetising attention,” where brands aim to build top-of-mind awareness so consumers naturally associate product categories with specific brands.

On data strategy, Yeoh pointed out that first-party data remains underutilised by many retailers, who often use it only for internal optimisation rather than external collaboration.

She said retailers and platforms should translate insights such as customer behavior, browsing patterns, and purchase history into actionable strategies that enable more targeted campaigns and improved marketing efficiency.

According to Yeoh, stronger collaboration around data can shift commercial discussions away from discount-driven promotions toward more strategic, insight-led partnerships.

Yeoh also emphasised the importance of developing a more analytical and inquisitive mindset when working with data.

“Do not look at data on face value. Instead, understand the why behind the data,” she noted.

Addressing marketplace expansion, Yeoh cautioned that whilst marketplaces are powerful growth engines, they come with trade-offs such as cost pressures and pricing considerations.

She stressed the importance of maintaining pricing and assortment consistency across channels to protect brand equity and avoid customer confusion.

Retailers that succeed, she added, are those that intentionally balance marketplace scale, D2C engagement, and brand storytelling whilst maintaining a cohesive customer experience across all touchpoints.