West Java’s SMEs are ready to expand beyond Indonesia, but many still face challenges.
How do you handle shipping?
What are the costs?
Where do you start?
These questions took center stage at the Suara UKM Negeri VI e-Guide launch, hosted by Ninja Xpress on February 13, 2025, at Dinas KUKM Jawa Barat. This e-Guide is based on a survey of 1,200 Southeast Asian consumers – including Malaysian and Singaporean – and analyzes how these shoppers engage with Indonesian products online.
Alongside the e-Guide launch, the event also saw the signing of a Memorandum of Understanding (MoU) between Ninja Xpress and Dinas KUKM Jawa Barat, formalizing a commitment to help SMEs streamline international shipping and scale their businesses into Malaysia and Singapore.
With SMEs, media, and government officials in attendance, the event provided real insights and strategies for taking Indonesian brands beyond borders.
West Java’s SMEs Are Ready—And So Is the Government
One of the biggest hurdles for SMEs going international is shipping costs and logistics efficiency. At the event, Bey Machmudin, West Java Governor, emphasized that improving affordable and reliable shipping options is key to helping SMEs scale.
With the MoU in place, SMEs in West Java now have greater access to structured support for cross-border trade.
What’s Stopping SMEs From Expanding?
Many SMEs want to sell internationally but hesitate due to high shipping costs, customs regulations, and the challenge of reaching the right customers. At the same time, demand for Indonesian products in Malaysia and Singapore continues to grow, especially in fashion and food & beverage, which account for nearly 40 percent of Indonesian exports to these markets.
However, the real challenge isn’t just demand—it’s how SMEs can efficiently get their products into the hands of buyers. This is where logistics, shipping costs, and market access become key concerns.
“Not only are we making international shipping easier, but we’re also addressing challenges like tracking issues and high costs. Our goal is to make exporting more practical and cost-effective,” said Andi Djoewarsa, Chief Marketing Officer of Ninja Xpress.
Ucup Yusuf, Head of Small Business at Dinas Koperasi dan UMKM Jabar, encouraged SMEs to take advantage of these opportunities now.
“We fully support efforts to help West Java SMEs export to Malaysia and Singapore through the right logistics solutions. Improving quality and capacity is essential for success,” he said.
The event laid out five simple strategies to help SMEs start selling internationally. While demand spikes during Ramadan, these strategies apply year-round to businesses looking to grow beyond Indonesia.
5 Ways to Sell to Singapore and Malaysia
Sell What’s Already in Demand
Muslim fashion, halal food, and health supplements are among the top-selling Indonesian products in Malaysia and Singapore. If you’re in these industries, the market is already waiting for you.
Use Digital Marketing to Reach More Customers
Many Malaysian and Singaporean shoppers discover products through Instagram, TikTok, and Google ads. Investing in SEO, paid ads, and influencer marketing can get your brand noticed.
Sell on the Right Platforms
Shopee and Lazada are the go-to marketplaces in Malaysia and Singapore. Listing your products there gives you access to a huge customer base and built-in promotional tools.
Make It Easy for Customers to Trust You
Cross-border buyers want to feel confident when ordering. Offering customer support in English or Malay and using familiar payment methods can help increase sales.
Choose the Right Shipping Partner
High shipping costs and long delivery times are common concerns. Working with a reliable logistics provider helps keep costs low and deliveries smooth.
What’s Next? Take the First Step with Ninja Xpress
The demand for Indonesian products in Malaysia and Singapore is only growing, making now the perfect time for SMEs to expand internationally. With the right logistics, e-commerce, and marketing strategy, selling beyond Indonesia is more accessible and profitable than ever.
For SMEs ready to take the next step, now is the time to start. Expanding internationally may seem daunting, but you don’t have to do it alone. As part of this MoU, we’re offering a discounted rate for West Java SMEs until 31 December 2025. Reach out to us and let’s grow your business together.
For partnerships or inquiries, contact reg-xb-enquiry@ninjavan.co.
