KEY TAKEAWAY | Marketplace growth is powerful, but long-term control comes from owning your channels and your system.

The Shawl That’s Ready for Every Wave

The Jasmine didn’t just create a shawl.

This is a brand built on solving a simple, everyday frustration: “Where are my pins this time?” From that question came a magnetic design that replaced traditional pins — making styling quicker, easier, and more secure for Muslim women.

But product alone doesn’t build momentum.

Over the years, The Jasmine carved out a distinctive voice on TikTok, winning attention with their lighthearted, addictive “manjahhh” videos — content that didn’t just entertain, but made the brand stick. Practical shawls, sharp marketing. The combination worked.

Big Changes, Same Foundation

It wasn’t long until TikTok Shop launched in Malaysia around April 2022.

By then, The Jasmine was already loved on the platform. Selling there wasn’t a leap into unfamiliar territory — it was a natural extension of where their audience already was.

But here’s what most people didn’t see.

Before TikTok Shop became a major sales channel in Malaysia, The Jasmine had already made a structural decision. In November 2020 — well before the social commerce boom accelerated — they centralised their inventory and operations into one place.

At the time, they were actively selling through their online store, Instagram, and Facebook. Instead of managing each channel independently, they built around a unified foundation. One product catalogue, one inventory source, one order system.

So when TikTok Shop took off in 2022, The Jasmine already had a clear operational backbone in place. Once integration arrived, EasyStore naturally became the centre of operations.

Put Your Eggs in Different Baskets

By 2023, TikTok Shop accounted for half of The Jasmine's annual revenue.

A strong number — until you looked closer. Platform fees, campaign costs, delivery subsidies, and shared vouchers were quietly eating into every sale.

The answer was simple: shift focus to something they owned.

Direct channels mean fewer middlemen and customers who actually resonate with the brand.

"We aim to see a more even distribution across our channels by Q4," says founder Yusfariq. "We're already seeing more traffic on our own."

How The Jasmine Makes It Happen

Moving customers away from marketplaces doesn't happen overnight. For The Jasmine, it starts with small but intentional nudges.

Membership became a cornerstone of that shift. When The Jasmine first introduced their program, existing customers — many of whom had only ever known the brand through TikTok Shop — were quick to sign up.

Suddenly, they had a reason to come back directly: exclusive promotions, rewards, and a relationship that went beyond a single transaction.

The experience carries through to every order.

Each package from The Jasmine includes a printed QR code inviting customers to join their Telegram VIP channel. It’s where the brand shares launch updates and new releases — guiding customers back to the website when it’s time to buy.

Pricing strategy also plays a role. Products are priced thoughtfully across platforms — accounting for the additional costs that naturally come with marketplace selling, like vouchers and festive promotions. Shopping directly from The Jasmine's website reflects that difference.

Over time, these small shifts add up, gradually drawing customers out of the marketplace and into The Jasmine’s online store and app.

A Channel, Not the Business

This is not a call for businesses to drop all marketplaces immediately.

“We see marketplaces as a way to meet customers, a way to reach people who don’t know us yet. And eventually, we direct them to our own channels.”

— Yusfariq, founder of The Jasmine

New platforms will continue to emerge. Today it might be TikTok Shop. Tomorrow it could be something else.

The brands that thrive are not the ones tied to a single platform, but the ones able to move between them.

By centralising operations and strengthening its own ecosystem, The Jasmine ensures that every new platform becomes an opportunity — not a dependency.

Make Customers Love Buying From You

EasyStore empower brands to prioritize customers and enhance their experience, creating a unified customer experience (UCX) that customers love.

Over 50,000 brands have grown their businesses by embracing unified customer experiences (UCX) strategy through EasyStore across multiple sales channels - online store, retail outlets, marketplaces, and social media, ensuring consistency in product and service offerings for a seamless shopping journey.