Cross-border e-commerce sellers are experiencing a long-awaited resurgence in business activity, with order volumes rebounding and marketplace rankings steadily climbing. The industry is showing signs of robust growth as sellers quietly focus on inventory preparation and order fulfillment—traditional indicators of an approaching peak season.
Amazon has further energized the marketplace with a significant announcement: the official launch of its "Export to Malaysia" program through the Singapore marketplace. This initiative opens new doors for sellers targeting Southeast Asia's burgeoning e-commerce markets.
Seamless Cross-Border Expansion
On August 28, Amazon revealed that its Singapore marketplace would now facilitate direct sales to Malaysia. Notably, sellers can participate without additional fees or complex setup requirements. Eligible products listed on Amazon.sg automatically become available to Malaysian consumers, significantly expanding market reach with minimal operational adjustments.
Streamlined Logistics for FBA Sellers
For sellers utilizing Fulfillment by Amazon (FBA), integration is automatic upon Singapore marketplace activation. Malaysian customers can purchase qualifying products from Amazon.sg, with FBA handling all cross-border logistics. The process mirrors domestic Singapore sales, requiring no extra steps from sellers.
Flexible Options for Merchant-Fulfilled Sellers
Sellers managing their own logistics must manually enroll in the program. This involves configuring international shipping templates within Seller Central, where merchants can customize delivery timelines and fees. After template activation, all eligible products become available for Malaysian export.
Compliance and Customs Considerations
Participants must ensure products meet all export regulations, including Malaysia's trade control laws and Amazon's marketplace policies. FBA sellers should note that prohibited items in Amazon's logistics network are automatically excluded from the program.
Simplified Tariff Structure
The program features a buyer-responsible tariff model. Malaysian customers assume import duties, with Amazon calculating estimated fees during checkout. These deposits are forwarded to local customs brokers, eliminating tariff management burdens for sellers while maintaining cost transparency for buyers.
Proven Expansion Model
Amazon has successfully implemented similar programs, including last year's Australia-to-New Zealand export initiative and recent Middle East cross-border expansions. The accelerated rollout in Southeast Asia demonstrates the region's growing strategic importance.
Malaysia's E-Commerce Potential
Malaysia's digital commerce sector reached 1 trillion ringgit (approximately 1.5 trillion yuan) in 2021, representing 22% annual growth. Current projections suggest the market could double to 2.54 trillion yuan by 2025, fueled by increasing internet penetration and digital payment adoption.
Southeast Asia's Market Promise
The region continues to demonstrate strong economic growth, with 2022 seeing positive GDP expansion across multiple countries. Favorable demographics, including a young, tech-savvy population, coupled with rising disposable incomes, position Southeast Asia as a high-potential market for cross-border e-commerce expansion.