CART Conference : Thriving Retail’s E-commerce Transformation

Wednesday, April 11th @ Sasana Kijang KL 12:00PM – 6:00PM

Conference Overview

The retail sector in Malaysia and the ASEAN countries is on the verge of a monumental transformation. Currently, e-commerce accounts for barely five percent of all retail sales in Malaysia and other ASEAN countries, a small fraction compared to 10-to-25 percent e-commerce retail penetration observed in countries like China, U.K., and the U.S. This is likely to change with the entry of the global e-commerce behemoths Alibaba and Amazon in Malaysia and Singapore to fuel their growth, complemented by the creation of supporting infrastructure through the initiative like Malaysia’s Digital Free Trade Zone. As observed in leading markets globally, the retail sector is transforming not just from brick-and-mortar to e-commerce, but to an omnichannel setting that merges the physical and virtual marketplaces.

This paradigmatic change in Malaysia’s retail sector poses several questions:

  • How would this transformation affect Malaysia’s retail sector?
  • How should the brick-and-mortar retailers, both large and small, prepare for this New Retail Environment?
  • How should e-commerce retailers position themselves, considering the shopping habits of Malaysian consumers and the existence of a vast, world-class physical retail infrastructure?
  • How should logistics service providers adapt their network and services?
  • What roles can IT companies and technology entrepreneurs play?
  • What should government agencies do to facilitate this transformation to achieve most consumer good?

Questions abound but the answers are not clear. This conference brings together a group of distinguished practitioners with deep experience in the retail sector to shed light on these and related questions.


Key Takeaways

  • Learn about exploiting strengths of the physical and online channels
  • Learn strategies for combining physical and virtual stores
  • Learn techniques for transforming the organization to adapt to the new retail environment


Featured Speakers

Chris Sultemeier

Exec. Vice President, Logistics (Ret)

Mr. Chris Sultemeier retired as the Executive Vice President (Logistics) of Walmart Stores, USA in 2017 after 28 years with the world’s largest retailer. At Walmart, he had operating responsibility for general merchandise, fashion, grocery, Sam’s Club, import, and specialty distribution centers. He also had operating responsibility for all domestic and global ocean transportation functions.
Emmanuel Coucke

Bain & Company

Mr. Emmanuel Coucke is a Partner at Bain & Company with deep expertise in driving transformational change. He leads Bain’s Results Delivery practice in Southeast Asia and has over 15 years of experience driving transformational change across multiple industries in both developed (North America and Western Europe) and emerging markets (South East Asia, India, China, Latin America and central Asia).
Szilard Brenner

Valiram Group

Mr. Szilard Brenner is the Chief Financial Officer of Valiram Group, a Malaysian conglomerate of luxury and lifestyle brands and one of the most prestigious specialist retailers in the Asia Pacific region. Before joining Valiram, Szilard was the CFO of CENTRAL Group of Companies in Vietnam, and worked in various roles in finance and accounting in TESCO UK, South Korea, Malaysia, and Thailand.
Zakki Abdul Jabbar

Founder and CEO
MyParcel Asia

Mr. Zakki Abdul Jabbar founded MyParcel Asia after analyzing the supply chains of various industries in South East Asia and realizing a way to leverage Information Technology solutions to provide seamless shipping transactions for the firms involved in the supply chains. He has 15 years of experience in the supply chain industry. MyParcel Asia innovates the Supply Chain & Logistics solutions, with primary focus on e-commerce and parcel deliveries based on the sharing economy model.
Shah Suriye Ruben

Marketplace Officer
Lazada Malaysia

Mr. Shah Ruben is the Co-Chief Marketplace Officer and Head of Supply Chain at Lazada Malaysia. As the platform head of Lazada Malaysia, Shah manages the company’s base of 30,000 sellers. He is also driving the company relationship with the government agencies and working closely with Alibaba to roll out the company’s new technology solutions for the Malaysian sellers.
Nurezali bin Osman

Head, eCommerce
Strategy and Industry Development

Mr. Nurezali is currently leading the strategic implementation of MDEC’s upcoming inaugural Malaysia Cybersale (#MYCyberSALE). He also heads Planning and Strategy for the Small and Medium Enterprise (SME) cluster of Digital Malaysia Initiative(DM)
Ms. Amy Blair

Founder and CEO
The Batik Boutique

Ms. Amy Blair Amy founded Batik Boutique in 2013 with a vision to provide sustainable skills training and jobs to women in Malaysia. Prior to starting Batik Boutique, Amy worked in tourism, serving as a consultant to several international businesses. She holds a Bachelor of Arts in Communication from Texas A&M University. When she’s not dreaming up new products and partnerships, Amy spends her free time with her husband and three children exploring the beautiful region of southeast Asia and drinking artisan coffees.


Marketing Partner


Conference Agenda

12:00 Registration, Refreshments
13:00 Opening remarks
13:10 The New Retail: What does e-commerce mean for retail?

  • 13:15-13:35: E-commerce from the perspective of brick-and-mortar retailers (Keynote address: Chris Sultemeier)
  • 13:40-14:00: Entering retail market as an e-commerce company (Keynote address: Shah Suriye Ruben)
  • 14:05-14:25: Finance and supply chain implications of e-commerce for brick-and-mortar retailers (Keynote address: Szilard Brenner)
  • 14:30-15:20: Panel discussion: Strengths and weaknesses of brick-and mortar, online, and omnichannel retail

15:20 Refreshments (video of MISI retail research in background)
15:40 Transformation: How to transition to e-commerce enabled retail?

  • 15:45-16:05: Lessons of organizational transformation to adapt to the new environment (Keynote address: Emmanuel Coucke)
  • 16:10-16:30: Government initiatives to aid transition to the new retail environment (Keynote address: Nurezali bin Osman)
  • 16:35-16:55: Information technology solutions for SME retailers to go online (Speakers: Zakki Jabbar, Amy Blair)
  • 17:00-17:50: Panel discussion: Techniques for transforming organizations to omnichannel retail

17:50 Concluding remarks
18:00 Refreshments and adjourn


Who should attend?

  • Retail firms, logistics service providers: CEOs and owners, middle and senior executives of strategy, supply chain, marketing, operations, and logistics
  • FMCG companies: middle and senior executives in sales and marketing, strategy, supply chain management
  • Entrepreneurs interested in retail supply chains
  • IT service providers and consultants with focus on retail operations
  • Executives and planners from government agencies supporting retail, SMEs, technology
  • Academics with research interest in retail supply chains



Conference fees (per attendee)

Lower “early-bird” rates are available for registration by April 8.

  • Regular registration: RM 500 (Early bird: Rm 450)
  • Group registration (3 or more from same organization): RM 450 (Early bird: RM 400)
  • Members of MISI Research Partners: RM 450 (Early bird: RM 400)


*Please attached online receipt together with registration form and email to to complete your registration.



Sasana Kijang, 2, Jalan Dato Onn, 50480 Kuala Lumpur.