3-Year Revenue Growth
(2022 → 2025)
2025 Annual GMV
(Lazada + Shopee)
Peak Month Revenue
(November 2025)
New Buyers Acquired
in 2025 Alone
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Beacon Mart (BCM) is a Malaysian homegrown brand that owns its entire cold chain — from organic seaweed chicken farming to last-mile frozen delivery across West Malaysia. Their hero products include premium seaweed-fed chicken, chef-ready marinated meats, sustainably sourced seafood, and their flagship Chicken Pure Essence, a direct competitor to the market-dominant Brand’s Chicken Essence.
When Commerceplus began working with Beacon Mart, the brand was generating five-figure monthly sales, primarily through a single Lazada storefront focused on frozen chicken delivery. Shopee was an afterthought — the brand was on the verge of discontinuing the platform entirely.
Selling frozen food on eCommerce marketplaces in Malaysia presented a unique set of challenges that most brands never face:
Delivering frozen goods requires specialized logistics. While BCM owned their cold chain fleet, delivery to outskirts of Klang Valley took longer, limiting their initial reach.
Revenue was concentrated entirely on Lazada. The brand wanted to shut down Shopee due to inconsistent performance, leaving significant market potential untapped..
Chicken essence — which would become their hero product — faced pricing pressure from resellers and pharmacies on the same platforms, threatening brand value.
The brand had minimal relationships with Lazada and Shopee account managers, missing out on co-fund vouchers, special exposures, and platform-subsidized promotions.
Commerceplus deployed a multi-pronged approach that addressed every layer of eCommerce growth — from storefront optimization to platform relationships, from promotion mechanics to data-driven targeting.
Identified that BCM’s Chicken Pure Essence — a superior product to the market leader — had massive trial-to-repeat potential. We shifted budget and promotional focus to drive first-time trials with aggressive Buy 3 Free 1 and Buy 4 Free 1 offers, knowing the product quality would drive lifetime value.
Convinced BCM to keep Shopee alive. Invested in aggressive seller promotions, platform-funded vouchers, and consistent livestreaming. By 2025, Shopee sales overtook Lazada monthly sales — contributing 47% of total annual revenue.
Rebuilt relationships with Lazada and Shopee account managers. Responded promptly to every request for promotional support, vouchers, and special discounts. In return, secured co-fund voucher budgets, surprise box placements, category banners, and priority access to mega campaigns.
Used CRM data to identify key purchasing cities — Johor Bahru, Penang, Klang Valley, Ipoh — and ran geo-targeted Facebook Collaborative Ads (CPAS) focused only on these high-conversion areas, dramatically reducing ad waste.
Built a repeatable system excluding past 180-day purchasers from ad targeting, continuously feeding new buyers into the funnel. Created content showcasing grocery delivery convenience, chicken essence production, buyer reviews, and KOL cooking collaborations.
As chicken essence grew to 50%+ of sales, established pricing guardrails across the brand’s own stores, resellers, and pharmacy channels to prevent value erosion from undercutting on Shopee and Lazada.
Complete revamp of product titles with bilingual SEO keywords, professional product imagery with 8-9 images per listing plus video, and conversion-focused descriptions that built trust and credibility against market-leading competitors
From RM300K in 2022 to RM7.6M in 2025 — a 25x increase in 3 years.
BCM was a Lazada-focused frozen chicken seller doing 5-figure monthly revenue. Shopee was nearly abandoned. No relationship with platform account managers. Limited ad budget and promotional strategy.
Kept Shopee alive and increased ad spend from July. Built platform AM relationships. Lazada followers grew from 2K to 20K via Lazcoin exposure. Strong H2 performance with November peaking at RM236K. Shopee grew 294%, Lazada 273%.
Chicken Pure Essence became the hero product contributing 48% of total revenue (RM1.7M). Secured Shopee co-fund voucher support from August. November 11.11 campaign hit RM712K — first 6-figure month. Both platforms grew 210% YoY.
Shopee surged 211% (RM3.6M) with aggressive livestreaming and platform promos. Lazada grew 70% (RM4.0M). November 2025 hit RM1.6M — the first 7-figure month. RTC category grew 250%. Over 22,000 new buyers acquired across both platforms.
When we started, Beacon Mart wanted to shut down Shopee. The platform was generating less than RM15K monthly. We insisted on keeping it — and today Shopee contributes 47% of all sales, nearly matching Lazada.
SHOPEE
2025 Annual — up 211% from 2024
47% of total revenue
LAZADA
Shopee’s November 11.11 peak at RM890K showcases the platform’s massive potential
We identified and nurtured three core revenue pillars for Beacon Mart, ensuring the brand wasn’t overly dependent on any single product category while maintaining a clear hero product strategy.
Pillar 1: Chicken Essence (~50% of sales) — The hero product driving high AOV through Buy 3 Free 1 and GWP promotions. Competes directly with Brand’s Chicken Essence but with a superior production process. Contributed RM3.66M in 2025.
Pillar 2: Fresh Chicken (~24% of sales) — Seaweed-fed organic chicken is the brand’s DNA. Breast, whole leg, and chicken chop cuts are top sellers. Growth driven by both platforms with Shopee seeing 187% growth in seaweed chicken.
Pillar 3: Ready-to-Cook (~18% of sales) — The fastest-growing category at 249% growth. Marinated chicken chop, chicken breast, and sausages lead this segment. Identified as the next major growth engine for 2026.
We tested multiple promotional formats and identified that volume-based promotions (Buy 3 Free 1, Buy 8 Free 2) worked exceptionally well for consumables like chicken essence. The GWP (Gift With Purchase) at RM238 minimum spend for chicken essence became the highest-ROI promotion in January 2026 at 19.63x ROI on Lazada and generated RM45K on Shopee in the same month.
To continuously bring fresh customers into the funnel, we built a content engine across four themes: grocery convenience (delivery to your doorstep), educational content (how chicken essence is made from organic chickens), social proof (curated buyer reviews from Shopee and Lazada), and KOL collaborations (cooking videos using Beacon Mart chicken). By excluding purchasers from the past 180 days in our Facebook CPAS campaigns, we maintained a steady influx of new buyers — 22,380 new buyers across both platforms in 2025 alone.
The team tapped into Shopee Live during peak campaign days, with hosts educating potential buyers about BCM products while leveraging platform-funded vouchers. Shopee Live ads delivered an exceptional overall ROI of 36.29x in 2025, with November alone achieving a 488x ROI — making it one of the most efficient acquisition channels in the brand’s arsenal.
We tracked buyer duplication between Shopee and Lazada and found that customers actively compared prices across platforms. We maintained pricing parity while using platform-specific promotional mechanics (Lazada flash deals, Shopee vouchers) to create perceived value without undercutting either channel.
One of the most impactful yet often overlooked initiatives was a comprehensive revamp of every product listing across both Shopee and Lazada. When we inherited the storefronts, the product titles were generic, the images were basic product shots, and the descriptions lacked the persuasive copy needed to convert browsers into buyers — especially for a premium product competing against the well-established Brand’s Chicken Essence.
We undertook a systematic overhaul that covered three key areas:
Researched high-volume search keywords on both platforms and restructured every product title to include bilingual keywords (English, Chinese, and Malay). For example, the chicken essence listing was optimized to “Beacon Mart Chicken Pure Essence Pati Ayam 宝康海藻滴鸡精 (6 x 80ml) 100%纯萃 无加水” — capturing search intent across all three languages while highlighting the key differentiator (100% pure, no water added) directly in the title.
Replaced basic product shots with a carousel of 8-9 professionally designed images per listing — including lifestyle shots, ingredient breakdowns, comparison infographics vs competitors, certification badges (Halal, no antibiotics, no hormones), and customer testimonial cards. A product video was added as the lead image to boost click-through rates.
Rewrote product descriptions with structured formatting — key features, ingredient highlights, usage instructions, and trust signals (freshly extracted daily, no preservatives, suitable for all ages). Emphasized the seaweed-fed chicken farm story and the superior extraction process to justify the premium positioning against Brand’s Chicken Essence.
This storefront optimization work was foundational — it improved organic search visibility, boosted conversion rates significantly, and added credibility to a brand that was competing directly against a household name. Every ringgit spent on ads performed better because visitors were landing on professional, trust-building product pages instead of bare-bones listings.
RM83K total spend, RM2.5M ads-driven GMV, 30.39x ROI. Contribution to storewide GMV: 69.8%. Cost per visit maintained at RM0.33.
RM72K total spend, RM2.1M ads-driven GMV, 29.39x ROI. Contribution to storewide GMV: 52.8%. Cost per visit improved to RM0.13.
RM29K total spend, RM80K ads-driven GMV, 2.80x ROI. 168% increase vs 2024. Expanded prospecting to Seafood, Marinated, Sausage, and Essence categories.
RM35K total spend, RM174K ads-driven GMV, 4.92x ROI. 49% increase vs 2024. Strong performance during June (10.29x ROI) and May (8.53x ROI).
RM2K total spend, RM73K ads-driven GMV, 36.29x ROI. November delivered an extraordinary 488.62x ROI with just RM85 spend generating RM41K in revenue.
Across both platforms, we acquired over 22,000 new buyers in 2025 while growing the repeat buyer base to over 15,600 — a strong signal of product-market fit and the LTV story we bet on from day one.
On Lazada, the July 2025 group buy campaign and new buyer ad campaigns brought in 4,373 new buyers in a single month — the highest acquisition spike in the year. From August to December, repeat buyers consistently exceeded new buyers, reflecting growing loyalty.
On Shopee, the November 11.11 campaign attracted 2,243 new buyers — the highest monthly figure — driven by aggressive seller promotions and livestream hosts educating buyers on BCM products using platform-funded vouchers.
Notably, the repeat buyer ratio improved throughout the year on both platforms, validating our strategy of acquiring new buyers with promotional trials while letting product quality drive organic repurchase.
From the beginning, we believed that Beacon Mart’s Chicken Pure Essence — made from organically farmed chickens using a superior extraction process — could win on quality alone. The strategy was clear: use aggressive promotional mechanics to drive first-time trials, then let the product’s quality drive repeat purchases. With 42% repeat buyer rates on Shopee and 40% on Lazada by year-end 2025, the data proved the thesis right. Every new buyer acquired through a “Buy 3 Free 1” promo had a high probability of returning at full price.
With the foundations firmly in place, Beacon Mart has set an aggressive 2026 target of RM10.4M across both platforms. The growth will be driven by deepening the three category pillars, expanding RTC with airfryer-ready products and new flavors, attracting Malay consumers through Lazada AChoice, and adding a fourth major promotional window for Chicken Essence
Shopee was nearly discontinued. Three years later, it generates RM3.6M annually and has overtaken Lazada in monthly sales during peak months. Platform dynamics shift — persistence pays.
Responsive brands get rewarded. By being a reliable partner to Lazada and Shopee AMs — supporting their campaigns, accepting promotional requests — we unlocked co-fund vouchers, category exposures, and surprise box placements that money alone can’t buy.
Chicken Essence drove 50% of revenue, but the traffic it generated spilled over into chicken, RTC, and seafood categories. A strong hero product doesn’t cannibalize — it lifts the entire catalog.
Excluding past 180-day purchasers from CPAS campaigns and tracking new buyer acquisition as a KPI kept the growth engine running. Without fresh customers in the funnel, even the best promotions stagnate.
“Let us first express our gratitude for supporting the commencement of Beacon Mart e-commerce marketplace since 2023 till our current sales of RM7.5 million in year of 2025. I believe the growth had been very meaningful and fulfilling to both our team and Commerceplus achievement.
Over the course of 3 years, your teams contribution from the connectivity with Lazada Key Account, Shopee and Lazada promotional and campaign planning and settings had assisted us build the market as one team. With further execution on advertisement and SEO placement, leveraged both in marketplace and external platform also added to the success.
With the aligned objective, executional commitment and forward planning, the success is for both team to share. We trust that the professionalism of commerce plus would enable the team drive further success moving forward.”
Cheers,
Andy Chew
Chief Executive Officer
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