Supporting SMEs | The Star

The rise of technology has transformed industries in many ways. One area that has been positively impacted is the world of retail. Over the past decade, the evolution of technology, the growing reach of social media, and changing consumer behavior have driven the e-commerce market to new heights.

According to Statista, the global e-commerce market is set to exceed US$5.7 trillion (RM27 trillion) by 2027. Online shopping is also expected to account for up to 20% of global retail sales in the next four years. Growing demand has seen various social media platforms capitalising on their popularity, offering both consumers and businesses greater choice and market reach.

TikTok, the leading short-form mobile video platform, has undoubtedly played its part in the development of the e-commerce ecosystem in markets like Malaysia. The launch of TikTok Shop — a popular e-commerce solution — in April 2022 created a new avenue for online sellers, buyers, and creators to come together under one roof.

Supporting businesses

The advent of TikTok Shop has given SMEs a way to expand their digital presence. It has also proven beneficial for some businesses that have not yet set up a brick-and-mortar store to sell their products due to the high initial investment costs. It has also given businesses a chance to show off their creativity, something that Mohamad Anas Zahrin Atan, better known as “Abang Anas,” has taken full advantage of.

Anas was born in Kota Tinggi, Johor. In 2022, he launched TikTok Shop to promote his cosmetics brand.

His journey on TikTok began with “Kongsi Rezeki” which helped him gain followers. To date, his most famous and notable content includes his efforts in sponsoring people performing Umrah as well as “sharing rezeki” with the needy.

In 2023, he was named TikTok Shop Creator of the Year. His breakthrough on TikTok Shop came during the Ramadan Raya campaign, when his sales skyrocketed. His popular campaign “Wanita Sahaja Masuk” (Only women present) and the concept of “Surprise Box” created a buzz among creators and beauty buyers.

According to Anas, TikTok Shop is a good platform for businesses looking to get their products to the masses faster. “I think the combination of entertainment and shopping (shoppertainment) makes it a very beneficial platform because it has its own unique selling points compared to others,” he adds.

Entering the world of cosmetics

Anas founded Anas Cosmetics in August 2017 after discovering that Asian women struggled to find the right shades to match their skin tones. The brand’s motto, “Show Your True Colors,” is in line with this trend.

“This was our inspiration when we started our brand,” he says.

As the brand’s creative director, Anas has always tried to find solutions that make it easier for every woman to enhance her beauty with makeup.

He explains that he and his team put a lot of thought, research, and hard work into the products with the hopes of fulfilling women’s desires to wear makeup that truly matches their skin tone. While he encountered challenges, such as finding color shades that were right for Asian women’s skin tones, he also had to deal with manufacturing issues.

“This includes everything from the research and development processes, through the production of cosmetics, which must be carried out with the utmost care, to the choice of product packaging,” he explains.

He admits, however, that over time it became easier to achieve the intended results.

But he also had to find ways to sell and market the product. “We wanted to launch a local product with global standards, and we started selling it first in SaSa Malaysia,” he tells us.

When Anas was exploring expanding Anas Cosmetics’ digital reach, he looked at TikTok Shop as a platform. “At first, I had my doubts whether it (TikTok Shop) was right for me.”

But after learning about the platform and its features, he found it effective, efficient, and easy to use. “It’s all about your hard work and dedication to creating engaging content that speaks to and resonates with your audience.”

Be creative

TikTok Shop not only helped Anas promote Anas Cosmetics, but also gave him the opportunity to show his creative side. And he quickly began coming up with innovative campaigns to increase engagement.

“I got the idea for ‘Wanita Sahaja Hadir’ from the time I spend on social media,” he explains.

“I noticed that 90% of the purchasing power was held by women, and I also confirmed from my sales data that women had the most power when it came to selling. That’s how I came up with the idea, and as a result, I was able to attract even more women who loved to shop—which worked well in the long run.”

Sharing happiness, or rezeki, inspired Anas to create “Kongsi Rezeki.”

“I wanted to use my account as an inspirational platform so that anyone who watches my ‘Kongsi Rezeki’ content would feel inspired to emulate my actions or the good deeds I shared.”

His creativity has not gone unnoticed. To date, Anas has won numerous accolades from TikTok, including being named one of the top performing creators.

“As an entrepreneur and creator who uses the platform, I recommend giving it a try,” he says.

“It’s hassle-free for users, whether you’re selling or buying, everything can be done in one click compared to other platforms. But the best part is that you can use your own content to generate great sales.”

Anas explains that through various schemes such as the Affiliate Creator program, businesses can also generate income by monetizing their content.

“When I founded Anas Cosmetics, my main goal was to meet the needs of the market by producing high-quality products at affordable prices, so that we could stand out among international brands,” he says.

“TikTok Shop has made this possible for me because it has not only helped me build my brand but has also grown my business significantly.

“It was very beneficial and I personally believe it will help others as well. Just keep creating content and take that first step and I am sure they (companies) will not regret it.”

This article was originally published in Star Biz7 weekly.