PETALING JAYA: Ninja Mart, Ninja Van Malaysia’s business-to-business (B2B) distribution platform, believes the way forward for traditional grocery stores lies in a hybrid support model that combines digital tools, logistics capabilities and on-ground relationships.
Ninja Mart Malaysia country head Denise Ang said the future of general trade will depend on practical solutions that reflect how traditional retailers actually operate.
“Kedai runcit (grocery store) owners are more than just retailers. They are part of the communities they serve, and they understand their customers’ daily needs in a way that is deeply local and relationship-driven.
“Supporting general trade requires solutions that work for both brands and retailers. For brands, the challenge is not just about reaching more stores.
“It is about reaching them consistently, efficiently and with better visibility. For retailers, the need is more practical – easier ordering, reliable support, access to relevant products and help in managing everyday store operations. Ninja Mart sits at the intersection of these needs,” Ang said.
Sharing these insights during a media session at Al-Amin Fresh Mart in Kampung Kuantan, Klang, today, she said Ninja Mart’s B2B distribution platform aims to connect brands and suppliers to a diverse network of retailers across general trade, modern trade, petrol marts and hotel, restaurant, and cafe channels.
Its model combines app-based ordering, salesforce coverage, logistics support, and on-ground assistance to help brands reach retailers more effectively while supporting store owners with practical day-to-day needs.
Ninja Mart currently supports more than 16,000 active retail outlets, providing brands with access to a wider retail network while helping retailers simplify areas such as product ordering, delivery coordination, order enquiries, returns and claims, and store-level support.
As Malaysia’s retail landscape continues to evolve, general trade will remain an integral part of the country’s retail ecosystem, particularly in communities where proximity, trust and everyday access continue to shape consumer behaviour.
By combining modern supply chain capabilities with the relationship-based realities of grassroots retail, Ninja Mart aims to help brands reach more retailers while supporting kedai runcit owners with tools and services that fit the way they work.
According to the Department of Statistics Malaysia, retail trade registered sales of RM71 billion in April, growing 6.3% year-on-year.
The performance reflects activity across a wide range of consumer-facing retail formats, including non-specialised stores such as hypermarkets, mini markets and convenience stores.
At the same time, neighbourhood retail is gaining renewed relevance as consumers continue to seek convenient access to everyday essentials closer to home.
Government initiatives such as Sumbangan Asas Rahmah, which aims to expand participation among small grocery retailers to 10,000 outlets by end-2026, reinforce the role of local stores in supporting community-level access to basic goods.
Despite their relevance, many kedai runcit and general-trade retailers continue to face day-to-day operational pressures.
These include managing customer demand with limited manpower, coordinating with multiple suppliers, keeping fast-moving essentials available, handling deliveries and returns, and adapting to changing consumer expectations amid competition from modern retail and online platforms.
