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Shopee Malaysia and the Federal Agricultural Marketing Authority (FAMA) recently wrapped up FAMART+
FAMART+ was a six-month national programme aimed at helping rural agro-entrepreneurs strengthen their digital skills and grow their businesses online.
At the programme's closing ceremony, 20 high-performing agro-entrepreneurs were recognised for their progress, marking the end of an initiative focused on accelerating the digital transformation of Malaysia's agri-food sector.
Many award recipients shared that the programme helped them gain practical digital skills, build confidence and increase their income.
One first-time online seller said they entered the programme without knowing how to start a digital business, but learned how to manage an online store, engage customers and showcase products more effectively, leading to a noticeable boost in sales.
Launched in June 2025, FAMART+ guided 100 agro-entrepreneurs from diverse backgrounds
This included first-time e-commerce sellers, people with disabilities (OKU), homemakers, students, and traditional rural producers.
Participants went through structured, hands-on training that covered everything from digital marketing and AI-powered content creation to livestream selling, store management and using data to make better business decisions.
The programme was led by ShopeeXperts and supported by experienced Shopee Bintang mentors, with continued guidance provided through ShopeeUniversity to help participants ease into e-commerce with confidence.
FAMART+ is the latest chapter in a four-year partnership between Shopee and FAMA that began in 2021
The collaboration started with eFAMAPLACE 1.0, which helped onboard more than 1,500 agro-entrepreneurs and introduced Malaysia's first large-scale digital durian sales. This was followed by eFAMAPLACE 2.0 in 2022, which supported over 2,800 sellers, listed 180,000 agri-food products and generated RM6 million in sales.
In 2024, Shopee and FAMA also rolled out Kempen Tani, which brought livestream selling to thousands of farmers and attracted more than 112,000 views nationwide, boosting exposure for local products.
This time around, FAMART+ placed an emphasis on structured training, direct capability building and performance support.
By combining education, digital tools and wider market access, the programme was designed to help agro-entrepreneurs grow sustainably in the long run, not just get online, but stay competitive.
Throughout the programme, Shopee and FAMA jointly invested RM210,000
This came in the form of shop vouchers, advertising credits, and livestream incentives to help participants improve visibility and sales performance.
As a result, more than 400 agri-food products were successfully listed on Shopee, allowing rural producers to reach customers beyond their immediate communities.
Participants were also promoted through Shopee's Rai Lokal microsite, in-app notifications and targeted digital communications, giving their products nationwide exposure.
"We witnessed rural producers transition from traditional operators into digital entrepreneurs," said Siti Nurul Haida Ibrahim, FAMA's Senior Director of the Marketing Entrepreneur Division
She said the programme showed what rural agro-entrepreneurs can achieve when given the right structure and support.
"This transformation not only uplifts local communities but also strengthens the future of the country's agri-food ecosystem. FAMA remains committed to collaborating with Shopee to expand this model so that every Malaysian agro-entrepreneur, regardless of background, can thrive in a modern, technology-driven market," she added.
Meanwhile, Shopee Malaysia Head of Public Affairs, Nik Emir Din, reaffirmed Shopee's long-term commitment to developing the country's digital economy.
"What has been achieved through FAMART+ is only the beginning of a much larger journey. As Malaysia's digital economy continues to grow, we want to ensure that rural entrepreneurs are also included in benefiting from new opportunities," he said.
Malaysia's agri-food sector contributed RM45.5 billion to GDP in the first quarter of 2025
This shows the importance of its role in food security, employment and economic stability.
By expanding market access, increasing producer income and strengthening digital resilience, FAMART+ supports the sector's long-term growth and Malaysia's wider digital economy goals.
As FAMART+ concludes, Shopee and FAMA say the programme can serve as a national model for other agencies and industry partners.
