The LKTEE Blueprint: A Malaysian Success Story in Global E-commerce

Nicholas Tee, the Head of Business Development, L.K. TEE Enterprise SDN. BHD., never expected that a domestic food and beverage distributor would become a rising player in global trade. However, through determination and a timely pivot to Alibaba.com, what began as a challenging foray into e-commerce and international trade has, over nearly a decade, grown into a flourishing business reaching customers in more than 48 countries.

Nicholas Tee, Head of Business Development at L.K. TEE Enterprise SDN. BHD.

For years, the Malaysian company operated in a traditional model—wholesaling canned foods, beverages, and FMCG products to supermarkets and retailers across the country. However, by 2022, the domestic market had begun to feel limiting. With increasing competition and plateauing growth, the company needed a bold shift. “Joining Alibaba.com changed everything,” Nicholas says. “It allowed us to reach markets we never thought possible—from the Middle East to South America.”

Among the early international orders, one particularly memorable case came from the Maldives. 'We were still new to the platform and didn’t realize how important our first Maldivian customer was,' Nicholas recalls. The experience became a key example of how strong relationships can shape long-term market growth. Through background checks and detailed communication, they discovered that the buyer was already a well-established leader in the Maldivian market. What began as a modest transaction evolved into something far more strategic: the client flew in for face-to-face discussions and even offered expert advice on improving product listings and storefront presentation. With these insights and a strong working relationship, LKTEE’s presence in the Maldives steadily expanded. Today, the island nation stands as the company’s third-largest overseas market. In the most recent fiscal year, sales through Alibaba.com reached approximately $17 million USD—a testament to the power of trust, collaboration, and cross-border learning.

The real transformation in Nicholas’s e-commerce operations on Alibaba.com began when he joined the AGS (Alibaba.com Global Star) Lecture training program. Nicholas recalls prioritizing every session—whether online or offline—hosted in Malaysia. “I’ll never forget the first one,” he says. His first training session—led by several of Alibaba.com’s top lecturers—left a lasting impression. As a participating seller at the time, he gained clear, structured insights into key operations such as troubleshooting issues, optimizing storefronts, and enhancing buyer engagement. However, for Nicholas, learning was not passive. He committed to transforming insights into action through disciplined application. Through constant self-study and real-time experimentation, he elevated his skills step-by-step—leading to clear, measurable results for the business.

Equally important was their decision to lower the minimum order quantity (MOQ), making it easier for overseas customers to test small batches. “Removing the barrier to entry gave new buyers the confidence to try our products,” he says. “That’s what turned one-time buyers into long-term partners.”

However, for Nicholas, the journey has gone beyond transactions. Becoming a lecturer challenged him to step out from behind the business and into a mentoring role. “I used to be someone who avoided public speaking,” he says. “Now, I’m helping other entrepreneurs unlock global opportunities.”

He has shared strategies on building a strong digital presence, handling cross-border logistics, and using content marketing to attract inquiries. It’s a role he finds deeply rewarding. “Lecturing has helped me refine our own business, while inspiring others to dream bigger.”

Still, the path hasn’t been without friction. Nicholas cites challenges with RFQs, AI mislabelling, and shifting buyer behaviour. Nevertheless, he’s quick to add that Alibaba.com’s evolving ecosystem continues to improve. “What matters is progress, not perfection,” he says. “And we’ve seen real progress.”

From a family-run distributor to a brand with international recognition, LKTEE’s growth underscores the power of persistence, digital innovation, and a platform that opens doors. Nicholas sums it up best: “Global trade isn’t just for multinationals. With the right tools and mindset, even small businesses can thrive.”