KOTA KINABALU: From Sabah’s vibrant landscapes to digital storefronts, a new wave of women entrepreneurs is turning e-commerce into a platform for heritage and empowerment.
Through TikTok Shop, these women are not just selling products but also sharing Sabah’s cultural legacy - bringing local crafts, natural treasures, and traditions to a nationwide audience.
The rise of digital commerce has allowed them to overcome geographical and societal barriers while balancing personal commitments.
With the launch of the TikTok Shop Live Hub in Penampang, local micro, small, and medium enterprises (MSMEs) now have greater access to tools and support to build thriving businesses online.
One such entrepreneur, Ruhie Rue, has built a name for herself through her pearl business, RAA. Leveraging live-streaming and storytelling, she brings the beauty of Sabah’s freshwater pearls to customers across Malaysia.
As an early adopter of TikTok Shop, Ruhie recognised the potential of e-commerce early on. Today, she has sold over 40,000 pearl accessories and earned the coveted Star Shop badge, a mark of excellence on the platform.
But for Ruhie, success is about more than just sales. She prioritises community engagement, proving that authenticity and connection resonate deeply with online audiences.
For Elysiana Jemaslin, an arts teacher turned entrepreneur, digital commerce serves as a bridge between tradition and modern fashion.
Inspired by her university studies on cultural heritage, she incorporates Sabahan and Sarawakian designs into contemporary apparel.
Her jerseys feature intricate patterns with deep cultural significance, including Vinusak, a traditional Dusun embroidery, Corak Linongkitan Rungus, a detailed Rungus weaving pattern, Pua Kumbu Sarawak, a sacred Iban ceremonial textile, and Tatu Iban Sarawak, inspired by traditional Iban tattoos symbolising identity and heritage.
What began as a small university project has now grown into a million-ringgit enterprise. Through TikTok Shop, she has expanded her reach nationwide, earning the exclusive Star Shop badge for her innovation and commitment to cultural preservation.
While some entrepreneurs focus on heritage, Saila, founder of LJD Corporation, is tackling environmental sustainability.
Seeing the growing plastic waste problem in Sabah, she began transforming discarded plastic into sustainable tourism products.
By employing local artisans and refugees, Saila not only creates jobs but also promotes environmental awareness.
E-commerce platforms like TikTok Shop have enabled her to scale her impact beyond Sabah, proving that digital commerce can drive both social and environmental change.
These three women share a common thread - the ability to adapt, innovate, and connect. They embrace continuous learning, refine their branding through storytelling, and leverage digital platforms to scale their businesses.
With the TikTok Shop Live Hub in Penampang, more Sabahan entrepreneurs now have access to resources, mentorship, and cutting-edge e-commerce tools, paving the way for a new generation of women-led businesses.
On this International Women’s Day, their success stories highlight how women are shaping the future of digital commerce - blending purpose, culture, and innovation to create lasting impact.
