Selangor generates sales worth RM619m from CNY E-Bazar campaign

Following the success, state exco announces the launch of E-Bazar Raya 2021 Campaign from April 15 to May 29

By SHAHEERA AZNAM SHAH / Pic TMR

SELANGOR has generated RM619 million in sales through the Selangor E-Bazar Chinese New Year (CNY) Campaign which was participated by 19,644 new e-merchants in addition to the existing 60,000 traders.

Selangor Information Technology and Digital Economy Corp (Sidec) said the latest round of the Selangor E-Bazar campaign — the Selangor E-Bazar CNY Campaign — recorded whopping sales in a ripple effect to the state economy, which includes RM35.5 million in direct sales.

“The e-merchant participation is a 157% increase from the initial target of 12,500 new e-merchants expected to be onboarded, demonstrating that more small businesses have benefitted from the campaign,” Sidec said in a statement yesterday.

The campaign was held from Feb 1 until March 7 as part of the initiative to assist small and medium enterprises (SMEs) to generate sales during the Movement Control Orders (MCOs). Previously, the state government had invested RM2 million towards the campaign, distributing vouchers for the Selangor E-Bazar CNY Campaign.

“During the stay-at-home period of the MCO, the Selangor E-Bazar CNY Campaign ensured that Selangor sellers were the top choice for consumers when it came to fulfilling their supplies, as well as household and CNY needs.

“The campaign also assisted SMEs to generate sales during the second MCO, while helping consumers to enjoy a moderate festive season.

“Pineapple tart, a usually CNY delicacy, was one of the top 10 most bought items, showing how consumers had gotten used to the new norm of shopping online,” it said.

The campaign was jointly coordinated by Invest Selangor Bhd and Sidec, which also collaborated with significant online marketplaces in Malaysia, such as Shopee and Lazada.

Sidec, a subsidiary company of Invest Selangor, is under the purview of the Standing Committee of Trade and Investment of the state which has been mandated to lead the digital transformation within the state.

Selangor executive councillor (exco) for industry and trade Datuk Teng Chang Khim (picture) said the outcome of the campaign signals the behaviour of the e-commerce consumers which has changed from impulse-driven to need-based.

“Majority of the buyers are from the ages of 35 to 44 years old, and most of them are their respective families’ breadwinners who were looking for ways to create a festive environment at home for CNY,” Teng said.

Based on the buying trend during the campaign, health and selfcare items, as well as care-related items for automotive were among the most purchased products, mainly due to the temporary closure of the establishments catering to the segments.

“The home and living category was the third-best performing category owing to the fact that more people stayed home due to the MCO.

“Games, books and hobby-related materials were also popular as they became alternatives to educational needs resulting from the closure of schools during the MCO,” added Teng.

Following the success of the campaign, Teng announced the launch of the Selangor E-Bazar Raya 2021 Campaign, marking the state government’s continuous effort to support the digitalisation of SMEs and micro-SMEs.

“Similar to the last round of the campaign, the state government will allocate RM2 million in the form of subsidised vouchers. The campaign will run from April 15 to May 29, 2021.

“The previous three rounds of the Selangor E-Bazar campaign created millions of direct sales, which proved that the digital economy agenda utilised by the state government has effectively assisted merchants to generate more income online to weather the Covid-19 storm,” Teng said.

From the two rounds of the Selangor E-Bazar campaigns in 2020, Selangor’s SMEs had generated a total of RM1.39 billion in a ripple effect to the economy through direct sales worth RM43.76 million, from the total of RM3 million in vouchers channelled by the Selangor government.