E-Commerce Drives Success for Sabahan Entrepreneur

9 May 2025

KOTA KINABALU: The rapid advancement of digital technology has opened up new avenues for local entrepreneurs to reach wider markets. For Emilhan Mokhtar, 31, the shift to e-commerce transformed his side hustle into a thriving full-time business.

A native of Kota Kinabalu, Emilhan is the founder of KitaShop Sabah and the Managing Director of Emilhan Trading Sdn Bhd. His entrepreneurial journey began in late 2019 after returning to Sabah from the Klang Valley, where he had worked in the insurance industry.

A Business Administration (Finance) graduate from the International Islamic University Malaysia (IIUM), Emilhan then worked as a lecturer at a local college. However, the modest salary led him to explore alternative sources of income.

“With only RM2,000 in capital, I began selling brooches, bracelets and necklaces made from genuine Sabah pearls on Shopee, which was rapidly gaining popularity at the time,” he told Nabalu News.

Selling pearl accessories was not new to Emilhan, who grew up watching his parents operate a small business at night markets around Kota Kinabalu.

“That experience gave me early exposure to business. I knew there was a market, and I had learned the basics by helping them. What made my approach different was going digital and focusing entirely on e-commerce,” he said.

Although many in Sabah sold similar products, he noticed few had tapped into the potential of online platforms.

“I saw a gap and seized the opportunity. E-commerce allows us to connect with customers beyond Sabah. Today, around 90 per cent of my customers are from Peninsular Malaysia,” he shared.

After launching KitaShop in June 2020, Emilhan expanded to Lazada in May 2021 to further widen his market reach. By July 2022, he ventured into TikTok Shop, and in October the same year, began experimenting with live streaming as a marketing strategy.

“It was just a trial at first, as live streaming was trending at the time. But during my very first TikTok Live session, I managed to generate RM3,000 in sales. That was when I realised the platform’s potential,” he said.

Today, KitaShop earns steady revenue from both Shopee and TikTok Shop, with each platform contributing equally to overall sales. Live sessions have become central to his sales strategy.

Initially, Emilhan managed the business alone from home—handling inventory, packaging, marketing, and customer service. As demand grew, he rented a shop lot in Kampung Air in 2022 to support his expanding operations.

In the same year, he decided to leave his day job and dedicate himself fully to KitaShop, driven by the success and growth of his business. To further professionalise his operations, he registered Emilhan Trading Sdn Bhd in January 2022.

A year later, the business relocated to a larger space at Wisma Sabah to cater for growing online operations and a showroom. Today, KitaShop employs eight staff, including two artisans who design and craft its diverse range of accessories.

Strategic financing from government agencies played a crucial role in KitaShop’s growth. In 2020, Emilhan secured a RM10,000 microloan from National Entrepreneurial Group Economic Fund (TEKUN Nasional) to replenish stock during the company’s early growth phase. In 2022, he received another RM30,000 to expand operations, hire staff, and scale production.

Further support came in 2024 under the Bank Simpanan Nasional (BSN) Micro/i Madani Borneo programme, which allowed him to upgrade his showroom and invest in digital marketing tools. Most recently, in February this year, he secured RM100,000 from TEKUN Nasional to boost inventory, recruit more staff, and purchase advanced live-streaming equipment.

“Since livestreaming is our main sales driver, we upgraded our devices to support 24-hour live sessions. The financing really helped enhance our sales performance,” he noted.

Among KitaShop’s best-selling products are brooches, bracelets, earrings, and necklaces adorned with authentic Sabah pearls, both saltwater and freshwater.

“Our prices vary depending on pearl type, design intricacy, and additional embellishments. Each piece is crafted to highlight the beauty of local materials,” he explained.

The brand now offers hundreds of accessory designs, including items for men such as baju melayu buttons and songkok brooches. Demand surges during festive seasons like Hari Raya Aidilfitri.

“During peak seasons, we can receive over 500 orders in a single day,” said Emilhan. “It’s hectic but rewarding and thanks to strong demand, our monthly sales often reach six figures.”

Emilhan’s dedication has earned national and regional recognition. In 2023, he was named Shopee Community Star for Sabah. In 2024, TikTok awarded him Top Performing Seller for the Borneo region. That same year, he represented TikTok Shop Malaysia at the ASEAN Business and Investment Summit in Laos, where he showcased Sabah pearls and highlighted the immense potential of digital commerce.

He is now frequently invited by government agencies and business groups to share his insights with aspiring entrepreneurs in Sabah, helping them navigate challenges and capitalise on opportunities in the evolving e-commerce landscape.

Looking ahead, Emilhan has ambitious plans not only to expand KitaShop but also to support other entrepreneurs.

“I’ve received numerous requests from other sellers seeking guidance on digital marketing strategies. I see potential in starting a marketing consultancy, but I want to take the time to plan it carefully,” he said.