Shopee, FAMA Boost Digital Access For Local Agro-entrepreneurs

KUALA LUMPUR, Sept 28 (Bernama) -- Leading e-commerce platform Shopee and the Federal Agricultural Marketing Authority (FAMA) are expanding digital market access for local producers and agro-entrepreneurs through the Shopee Instant Mart initiative and the DuniaAgro+ campaign.

In a statement today, Shopee said Shopee Instant Mart, set to be launched in the fourth quarter of this year, would allow consumers to order fresh produce, agro-based goods and daily necessities through the Shopee platform, with delivery times ranging from one to four hours.

"The service will be introduced in stages across selected geographical zones, beginning in densely populated urban areas.

"Local producers and agro-entrepreneurs interested in joining Shopee Instant Mart can register through the Ministry of Agriculture and Food Security," it said.

A preview of Shopee Instant Mart and the DuniaAgro+ campaign was held during the recent Malaysia Agriculture, Horticulture and Agrotourism Show (MAHA) 2026.

Shopee said DuniaAgro+ is a specialised campaign combining vouchers, advertising credits and livestreaming incentives to help local agro-entrepreneurs increase product visibility, reach new markets and generate more online sales.

FAMA director-general Faisal Iswardi Ismail said expanding market access was crucial to helping producers and agro-entrepreneurs build stronger and more resilient businesses.

"Our collaboration with Shopee opens an additional channel for them to connect with consumers, enhance product visibility and participate more effectively in the digital market.

"Through initiatives such as DuniaAgro+ and Shopee Instant Mart, we aim to facilitate more local agricultural products reaching consumers, while also helping agro-entrepreneurs adapt to changing purchasing habits and market opportunities," he said.

Meanwhile, Shopee Malaysia head of public policy and external affairs Nik Emir Din said MAHA 2026 provided an opportunity for the company to collaborate with FAMA in supporting local producers and agro-entrepreneurs.

"Shopee Instant Mart and DuniaAgro+ serve different needs and opportunities within this sector, from helping local products become more easily discoverable online to providing a faster and easier way for these products to reach consumers.

"Together with Shopee Juara Lokal, these initiatives reflect our broader commitment to helping local businesses participate in the digital economy and move to their next phase of growth," he said.

On the sidelines of MAHA 2026, Prime Minister Datuk Seri Anwar Ibrahim also met with Shopee Juara Lokal entrepreneurs, including Kita Shop Sabah founder Emilhan Mokhtar and Love Earth Organic co-founder Natasha Mah, as well as representatives from Russell Taylors and MILK™.

-- BERNAMA