Wembs Marketing: How a Malaysian FMCG Exporter Reached 30 Countries with Alibaba.com

1. When & How did you start your business?

In 1994, Wembs Marketing was founded in Johor Bahru, the most southern part of Malaysia. The company exports fast moving consumer goods comprising food, beverages, confectionaries, household products to Asia.

2. When did you start to work with Alibaba.com?

Our journey with Alibaba.com actually began in 2017, when my brother first discovered the platform through an industry event and decided to sign up. In the beginning, he managed the platform on his own while exploring the opportunities of digital trade.

When I joined the company in 2018, we attended another Alibaba.com event together. At that time, the rapid rise of digital platforms like Lazada, Taobao, and Shopee made us realize that the future of business was moving strongly towards online.

Right after the event, we looked at each other and said, “Let’s kick start this together.” We believed that teamwork makes the dream work, and that was the moment we fully committed ourselves to building our company’s digital presence through Alibaba.com.

3. What countries and regions do you sell your products to?

Currently, our products are selling at 30 countries globally. Because of Alibaba.com, we manage to expand new global network to Middle East regions, Russia, Mongolia, Nigeria, and other Pacific Islands.

4. What percentage of your business is within the country and what percentage is exported abroad?

100% fully focus on export market.

5. Has your business made some difference to customers or employees, in any way?

Working with international customers has brought many meaningful changes to both our employees and customers in ways we never expected.

For our team, it opened up a whole new world. Some of our employees had never even heard of certain countries before joining the company. Whenever we received new order from new markets, they would search for the country online, learn about the culture, and exchange opinions together. We also get to know different languages while handling few interesting projects. It became a learning experience that expanded our global perspective as a team.

As for our customers, one of the most memorable moments is when many international buyers are pleasantly surprised that we, as a Malaysian company, are able to converse, read, and write fluent Mandarin. This often creates an instant sense of connection and trust, especially with Chinese-speaking customers around the world.

Over the years, we realized that business is not only about transactions. Sometimes, it is the little stories, small conversations, and cultural connections that bring people closer together across borders.

6. What are your comments on Alibaba.com?

Alibaba.com has been an important platform in our company’s growth journey towards international business.

What we appreciate most is how the platform consistently creates opportunities and traffic flow between buyers and sellers from around the world. The platform also provides a strong foundation of trust through its supplier verification and credibility mechanisms, helping buyers source with greater confidence.

The digital business landscape is constantly evolving, and Alibaba.com has allowed traditional businesses like ours to adapt, learn, and grow alongside the global trend. It has truly opened doors for us.

7. What’s your suggestion for new suppliers on Alibaba.com

My suggestion for new suppliers on Alibaba.com is to stay consistent and remain active on your account. Building trust and visibility in the international market takes time, especially when buyers are purchasing in large volumes, so consistency and presence are extremely important.