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http://thestar.com.my/news/story.asp?file=/2012/12/22/metrobiz/12484625&sec=metrobiz



A JOINT survey by e-payment company Paypal and market researcher Nielsen estimates that online shopping in Malaysia in 2010 was worth RM1.8bil.

Malaysia is seeing some of the fastest growth in online shopping among South-East Asian countries and Paypal expects this amount to increase to RM5bil by 2014.

According to the survey, as of 2010, the number of online shoppers aged 18 and above had reached 1.1 million people spending an average of RM2,461 each for online purchases.

The numbers point to the potential that online shopping holds, but the question remains whether one can stand out in this competitive market or not.

Having been around for more than four years, Bpfair.com bills itself as “Malaysia’s online store”, with 2,600 different kinds of items for sale.

The website has grown in popularity and has the support of 17,000 fans on its Facebook page.

Bpfair was founded by 27-year-old Heng Siang Rong, a Shandong Medical University graduate from Batu Pahat, Johor.

Heng decided to bring home the online shopping concept after seeing the popularity of online shopping in China while he was studying there.

“Online shopping in Malaysia was slow back then. Busy working adults find online shopping convenient as it saves them time, energy and money. They can purchase all sort of items online,” he said.

“We have a wide selection of items from daily necessities to multi-functional items, ranging in price from 50 sen to a few hundred ringgit,” he added.

According to Heng, an online business that has been able to sustain itself for more than four years and has a significant number of returning customers can consider itself successful.

“An online shopping business can easily break even in a short period of time if one handles it with diligence and patience.

“Compared to establishing a shop where customers are limited to a specific vicinity, online shopping allows local as well as international customers to purchase products,” he said.

Asked about the challenges the business faces, Heng said that owners must tread wisely in the choice of goods they stock and seek reputable suppliers.

“The business owner should also handle the capital and logistics sensibly,” he said.

Heng also mentioned that one should establish a long-term partnership with suppliers to ensure the quality of the items as well as the services provided meet the demands of customers.

“Occasional glitches on the website will contribute to system failure and jeopardise operations and we may be forced to shut down the website temporarily until the network or system recovers,” he said, adding that this is the problem he fears most.

Bpfair.com also has customer service personnel on standby to promptly answer customer queries.

Usually, products are delivered the next day, after the products are paid for. Customers can also return the products for replacement within three days should the products turn out to be damaged or defective.

The products sold at Bpfair.com are new. Outdated products are sold at discounted prices to minimise lossed.

“We have a great array of products and the prices are lower than those at regular stores. We will have new products each week as well as promotions for customers,” he said.

Customers from Peninsular Malaysia who purchase goods worth RM100 and above are exempted from shipping fees while East Malaysia customers will be charged a fixed rate of RM9.

Customers who register as the website members also enjoy a 3% discount on all products if they have accumulated 500 loyalty points. Points are awarded every time they make a purchase.

Heng said he is confident of his business although there are plenty of similar businesses mushrooming in the country.

“Every day, we must come out with new ideas and change constantly to attract customers.

“We cannot remain stagnant and must work hard to succeed,” he said.

“My aunt used to tell me that if I could think of five new interesting ideas every day, the online business would grow and become profitable,” he said, adding that everyone can be successful, but one should not be lazy.

Heng said in closing that he is hoping to grow his business and that he is looking for people to join him.

Get your copy of Red Tomato, the country’s first free Chinese weekly, every Friday at most RapidKL LRT and Monorail stations, as well as selected convenience stores and shopping centres nationwide.


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