Live selling isn’t new—but it’s never been this powerful. Across Asia, live commerce has become a billion-dollar industry, turning casual viewers into instant buyers with just a few taps. Now, with the launch of TikTok Shop LIVE Hub, Malaysia is stepping into the spotlight, giving micro, small, and medium-sized enterprises (MSMEs) a powerful platform to sell, engage, and scale like never before.

Backed by a collaboration between TikTok Shop Malaysia and TEKUN Nasional, this initiative is designed to help businesses—especially small and homegrown brands—leverage the power of live streaming, social selling, and influencer marketing to boost sales. But what does this mean for Malaysia’s digital economy? And more importantly, how can local entrepreneurs position themselves to take advantage of this shift?

To unpack this, we’re joined by Ganesh Kumar Bangah, a name synonymous with Malaysia’s digital transformation. Ganesh has been at the forefront of Malaysia’s digital evolution for over two decades. 

Today, he’ll help us understand what this new LIVE Hub means for businesses, the strategies that separate successful sellers from the rest, and whether live commerce is truly the future of retail.