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The FMCG (Fast-Moving Consumer Goods) market in ASEAN is booming, but it is also becoming more complex than ever. E-commerce is growing at lightning speed, consumers are more price-sensitive, and competition is fierce. For brands in Malaysia, Thailand, Indonesia, Vietnam, and across the region, one major issue is still holding many back, reliance on outdated, legacy software systems and also too many manual process workflow.
These old systems will eventually reach End of Support (EOS),
For FMCG & Manufacturing business that still rely on legacy system such as the software system are no longer receive any updates, bug fixes, or technical assistance, and without any further upgrade or support, businesses may run the risk of breakdowns, security gaps, and operational inefficiencies. However many businesses still unaware about this serious impact, but the smarter FMCG companies see it as a golden opportunity. With the rise of digital transformation, artificial intelligence (AI), and cloud-native technologies, FMCG players in ASEAN will use this turning point to leapfrog competitors and strengthen their future growth.
ASEAN’s digital economy is on a rapid upward climb. Retail e-commerce sales are skyrocketing, and mobile usage in this region is among the highest in the world. Shoppers are no longer sticking to just one channel of buying what they want, they move between online and offline seamlessly, and many even mix both (for example, buying online but collecting in-store).
But with this growth comes a new layer of complexity. Manufacturing & FMCG companies now face challenges such as:
Therefore FMCG brands, this complexity makes operations far more demanding. Without the right digital tools in place, managing this environment can quickly become chaotic. Especially, is it hard to oversee the inventory movement and also having challenges for demand planning to drive sales and maximise the profits.
When we mentioned the “legacy system,” we’re talking about the old software tools that many companies still rely on, the companies will no longer have access to technical support or upgrades, leaving them exposed. This is bad news if businesses keep running on these systems or even worse that some business without a proper digital system in place to manage their business. Example F&B and FMCG companies still practising with manual way by using Excels to keep track of their business activities. It could be very time consuming of doing repetitive tasks and wasting resource while also lead to high overhead cost. However, forward-thinking FMCG brands see this as a chance to upgrade their system. By investing in modern technology, the change will help businesses to avoid risk but also gain significant competitive advantages.
Therefore, the best upgrades to consider for FMCG and the F&B manufacturing industries include:
Cloud-native platforms, which are easier to scale, cost effective, prompt update, and easier to roll out across multiple markets
AI-powered tools which allow FMCG & Manufacturing businesses to improve forecasting, operations efficiency, stock planning, and promotional decisions
Mobile-first solutions that empower sales teams in the field with real-time information and easy-to-use apps, streamline the operations and speed up sales process efficiency.
To win in this new era of FMCG environment, three digital solutions stand out as game changers:
DATANORY SFA has evolved from being just a digital contact book into a full sales engine. For FMCG companies, SFA allows sales teams to:
By streamlining the order-to-cash cycle, SFA shortens delays of sales order process, eliminate double work process, reduces human errors, and helps sales team to work smarter on the frontline.
In hypermarkets, every inch of shelf space is a battlefield. FMCG brands compete fiercely for visibility, and every stockout means lost sales. Therefore Modern merchandising tools use Merchandising Management Solutions with the combination of AI technology to:
This turns merchandising from a manual, compliance-focused activity into a strategic growth driver. For example, DATANORY AI-driven merchandising solutions in Malaysia can process shelf images in seconds and generate audit reports, helping brands take action immediately rather than weeks later!
Trade promotions are one of the biggest costs for FMCG brands, often consuming 20–25% of total revenue. Yet studies show that more than 70% of these promotions fail to generate profit.
This is where modern TPM tools come in, DATANORY Trade Promotion Management System allow FMCG companies to:
Instead of wasting millions on ineffective campaigns, TPM allows brands to spend smarter and improve return on investment.
Malaysia offers clear examples of how retailers are embracing technology, which creates opportunities for FMCG suppliers to integrate and collaborate more effectively.
These moves prove that hypermarkets are no longer just sales channels, they are also data-rich ecosystems. FMCG brands can also rely on digital system like DATANORY with the advanced tech like AI to transform their data into actionable insight, with a proper digital system in place, FMCG, Manufacturing & retailers will benefit from stronger collaboration and better access to market insights.
To move forward effectively, FMCG companies can follow a practical roadmap:
Start by standardising sales, retail execution, and promotion processes across different markets. Also, assess the quality and ownership of core data (such as product information, pricing, and customer accounts).
Rather than attempting a big-bang rollout, begin with one test market. Malaysia is an ideal choice because of its advanced digital retail scene. Pilot projects allow companies to test, learn, and showcase results before expanding to reduce the risk of project failure
After proving success in one market, the next step is to expand systematically across other ASEAN countries. This expansion should be guided by clear priorities, focusing first on markets with the strongest growth potential and highest readiness. A successful regional rollout also depends heavily on strong change management and effective training. Employee training, in particular, is critical to upskill teams and build confidence, ensuring smoother acceptance of new digital tools.
At MC Crenergy, we work closely with many multinational and local partners, including companies like Suntory Malaysia and Yakult Malaysia, to drive digital adoption through our DATANORY Digital Ecosystem. By focusing on hands-on training and continuous support, we help sales teams embrace new technologies faster, ultimately boosting efficiency and creating lasting value.
The ASEAN retail landscape is evolving at an incredible pace. Companies that delay transformation risk being left behind, while those that act today will gain a powerful competitive edge for years to come. Don’t let outdated systems or traditional ways of working hold your business back. Instead, view this moment as the perfect opportunity to begin a new chapter of digital growth and long-term success.
MC Crenergy Sdn Bhd
No. 200801020316 & No. 821628A
H-5-2, Setiawalk,
Persiaran Wawasan,
Pusat Bandar Puchong 47160,
Puchong, Selangor Darul Ehsan, Malaysia.
Email: info@crenergy.com.my
Contact:
(+6) 03 8600 7097 (General)
(+6) 019 277 1628 (Support)
(+6) 011 5551 8838 (Consultant)
Every business has its own culture, procedure, and processes; there is no one-size-fits-all software in the market to fit all unique needs and requirements without compromising on results.
By knowing what clients are facing, their challenges, requirements and expectations, we are able to deliver a tailored-fit, customized solution with a higher success rate, shorter adaptation period, and greater flexibility.
MC Crenergy has the experience and expertise to customize technology that empowers client’s operations. A customized solution that fits client’s needs perfectly, reducing friction and resistance, while promoting greater success in adaptation & business performance.
