Asean is urged to focus on three key directions to keep the region’s e-commerce strong, secure, and inclusive amid rapid digital growth.
While officiating the Asean E-Commerce Conference 2025 on Monday (Nov 24), Deputy Domestic Trade and Cost of Living Minister Datuk Dr Fuziah Salleh also said digital players have committed to the Shared Prosperity Vision 2030, promoting sustainable growth, fair economic distribution, and closer government-private sector collaboration.
She added that the government is also preparing e-commerce law amendments, including a new definition of e-commerce, enhanced consumer protection, and updated rules for cross-border transactions and AI in trade.
00:02Across ASEAN, digital platforms, logistic networks and service providers continue to transform retail.
00:28Cross border trade and last mile fulfillment.
00:32The region's strength include its young population, mobile first adoption, expanding fintech landscape and strong SME digitalization.
00:44These qualities position ASEAN as one of the most dynamic and fast growing digital markets.
00:52At the same time, there are challenges that must be addressed together.
00:57Digital inclusion varies widely.
01:00World Bank and OECD assessments highlight that many enterprises and rural communities still face barriers in digital literacy, access and readiness.
01:13As ASEAN expands its digital ecosystems, inclusivity must remain a priority.
01:22Cross border companies also affect businesses and consumers.
01:27Malaysia's legislative review found overlapping mandates across customs, domestic trade agencies, consumer authorities, logistics regulators and digital platforms.
01:42Fragmented definitions, inconsistent documentation, requirements and different complaint mechanisms complicate enforcement.
01:52And these challenges are present across the whole of ASEAN.
01:57The question of foreign platforms is also frequently raised.
02:02Malaysia's position is clear.
02:04Foreign platforms are an opportunity as long as they operate with transparency, fairness and accountability.
02:14Our goal is to ensure product authenticity, responsible data handling, standard verification and effective dispute resolution.
02:27These realities shape the direction ASEAN must take to secure its digital future.
02:35There are three directions for ASEAN's e-commerce future.
02:40Ladies and gentlemen, number one, I believe in order to bring ASEAN closer to its full potential, three key directions are needed.
02:51The first is the development of an ASEAN-wide digital trust ecosystem.
02:58It's a very important word.
03:00Trust.
03:01Trust.
03:02Indeed, there needs to exist.
03:06Trust in the ecosystem.
03:10Consumers' confidence must grow alongside digital expansion.
03:15Under DEFA, it is important that work on cross-border data, protection and cyber security continues with agency.
03:24The second direction is seamless regional interoperability.
03:31Micro, small, medium enterprises should be able to access ASEAN's 680 million consumers as a single market.
03:41Reducing the cost and friction of cross-border trade will benefit small enterprises across the region.
03:50The third direction is green and inclusive digital commerce.
03:56E-commerce must advance in ways that support ASEAN's sustainability goals.
04:02Platforms and logistic partners play an important role in encouraging locally produced and ethically sourced goods and adopting greener logistics and packaging.
04:13These efforts also relate to cost of living concerns by supporting efficient and local sourcing.
04:20On the home front, on Malaysia's domestic direction, domestically, Malaysia has completed a comprehensive review of the e-commerce legislative framework.
04:31The report is publicly available on the Ministry's website.
04:36We went through a rigorous process, from benchmarking to engagements with stakeholders and so on.
04:46It took more than a year for us to go through this process.
04:51We are now moving into the policy development and drafting phase, with plans to table revised legislation in Parliament by the first quarter of 2026.
05:03MashaAllah pray that it will happen.
05:06And I believe that by the time we table in Parliament, even this new bill will be outdated because the industry is moving so fast and developing so fast.
05:19The reforms include a modern definition of e-commerce, enhanced platform accountability, strengthened consumer rights, integrated multi-agency mechanisms, provisions for AI-enabled commerce and improved approaches to cross-border transactions.
05:40These reforms are designed to support innovation while ensuring fairness and trust.
05:49Malaysia's domestic effort must be understood in the wider ASEAN context.
05:54Regional success depends on practical collaboration, information sharing and deeper policy harmonisation.
06:03Equity means ensuring that benefits reach micro, small and medium enterprises and communities across the nation.
06:13By working together, ASEAN can move forward a single digital market, both on shared prosperity and mutual trust.
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