Integrating e-Marketplace and Social Media Platforms to Enhance Market Access for Malaysian Companies

MONDAY, JULY 2, 2018, KUALA LUMPUR: The National trade promotion agency, Malaysia External Trade Development Corporation (MATRADE) and Malaysian e-commerce platform technology provider, AVANA are collaborating to boost the participation of Malaysian companies in export by utilising the power of e-commerce and social media.

The collaboration, aimed at empowering Malaysian sellers to break into the world of digital economy, will see AVANA as the new e-commerce platform under MATRADE’s signature programme, eTRADE. The effort will help Malaysian Small and Medium Enterprises (SMEs) enter the global market cost-effectively.

With the addition of AVANA as the new e-commerce platform under the eTRADE Programme, MATRADE believes there will be more opportunities for SMEs to kickstart their venture into cross-border e-commerce. With its easy-to-use and user-friendly interface, AVANA's platform helps merchants to set up an attractive and professional e-commerce storefront that is integrated with social media channels like Facebook, Twitter, blogs and others. On the AVANA platform, merchants can upload their products to a centralised inventory, showcase those products, create brand awareness online and automate the sales process. As such, local entrepreneurs can start their online business fast and hassle-free.

According to MATRADE’s Chief Executive Officer, Ir. Dr. Mohd Shahreen Zainooreen Madros, by leveraging the power of e-commerce and social media as well as Malaysian’s high engagement in both e-commerce and social media, this initiative can help to expand the pool of exporters in Malaysia.

“MATRADE is always open to working with the private sector to push our local brands overseas. This collaboration is good as it eases the access to global markets using a mechanism most entrepreneurs are familiar with,” said Mohd Shahreen adding that the effort is one of MATRADE’s initiatives to increase the export contribution of SMEs from the current 17.8 per cent to 23 per cent by 2020.

The collaboration between MATRADE and AVANA targets a total of 2,000 local merchants and brand owners who are export-ready to market their products overseas via e-commerce and social media platforms. This programme involves intensive education, training and monitoring and the programme takes three months to ensure participants’ success. The content of the training will cover topics on market research, digital marketing, e-commerce, and other topics that will equip the merchants with digital skills
to help push their business to the next level.

“We are excited to work with MATRADE in empowering local SMEs to export. This collaboration is a positive step forward for our SMEs to succeed in the digital economy. Access to market is now available to every business, regardless of how big or small you
are through social media platforms, such as Facebook among many others. This fact, coupled with the availability of automation tools and e-commerce platforms like AVANA, will equalise the playing field for SMEs to compete with the bigger brands,” says the CEO and Co-Founder of AVANA, Luqman Adris.

Applications to participate in this programme will be open to all Malaysian brand owners and entrepreneurs. As an incentive for participants, 10 successful entrepreneurs that register the
highest growth will be given a certificate from MATRADE apart from enjoying other rewards from AVANA such as advanced digital marketing trainings and access to exclusive e-commerce workshops.

The eTRADE Programme by MATRADE was incepted in October 2014. The programme provides assistance in the form of financial incentive valued up to RM5,000 to partially cover the fee of companies joining any of the e-commerce platforms listed under the eTRADE Programme. There are 15 international and local-owned e-commerce platforms listed under the eTRADE Programme such as,,,,, and others. Through the eTRADE Programme, Malaysian SMEs have been able to penetrate export markets such as the United States of America, China, United Arab Emirates, ASEAN and more. So far, the eTRADE programme has helped over 2,300 Malaysian SMEs.

To register in the eTRADE Programme, go to and for details on Avana visit For more information, you can email MATRADE at This email address is being protected from spambots. You need JavaScript enabled to view it. or you can contact AVANA at This email address is being protected from spambots. You need JavaScript enabled to view it..

Updated by Corporate Communication Unit

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