Before going online, Mr Musa ran a physical store – until an electrical fire in 2018 destroyed the space. The incident pushed him to rethink how to rebuild his business more safely and sustainably.
Recognising that young customers were increasingly shopping online, he saw e-commerce as the natural next step. When he restarted in 2020, he launched his brand, Batik Kanthil, on Shopee.
“I wanted to bring something new and relevant for the next generation,” Mr Musa said. “I believe batik can be creatively reimagined to stand alongside today’s fashion trends.”
Shopee Live soon became one of his most useful tools, allowing his team to present fabrics, share the stories behind their motifs and connect with customers in real time. The shift online helped his business grow and become more resilient, ensuring traditional craftsmanship continues to live on through innovation.
Through the Shopee Export Program, Batik Kanthil now reaches buyers outside Indonesia, including in Singapore and Malaysia.
Today, Mr Musa leads a 45-person team made up of young workers and artisans. Production value has increased eightfold while sales have gone up twentyfold. “This transition has enabled me to empower the local community in Pekalongan, giving them the skills and opportunities to be self-reliant.”
POWERING A DECADE OF DIGITAL ENTREPRENEURSHIP
Shopee’s regional impact report found that MSME sellers have collectively generated US$270 billion (S$351 billion) in gross merchandise value on the platform over the past decade.
Stories like Ms Peh’s and Mr Musa’s reflect a broader shift among small businesses turning to e-commerce to manage business challenges, reach new audiences and scale new heights.
“We’re proud to see how local sellers have grown with Shopee,” said Mr Handhika Jahja, executive director at Shopee. “In the coming years, we’ll keep creating tools and opportunities that help every seller, regardless of size, reach new milestones.”
Discover more of these stories in Shopee’s 10th anniversary docuseries. To come onboard Shopee as a seller, visit the Shopee website.
Source: CNA
