In the heart of Kota Bharu, Kelantan, where the call to prayer weaves through the bustle of daily trade, stands Pasar Besar Siti Khadijah, a market as rich in culture as it is in commerce. Named after the revered wife of Prophet Muhammad, this iconic marketplace is known not just for its colourful batik, fragrant spices, and local produce, but for its heartbeat: the traders who run it.
For decades, these traders have stood behind their stalls, selling, bartering, and building livelihoods one customer at a time. The market is a visual feast, a tourist favourite, and a local staple. But behind the vibrant scenes lies a quieter struggle.
With the rise of e-commerce and shifting consumer habits, the market finds itself at a crossroads. The rhythm of foot traffic, once reliable, now falters during off-peak seasons. The traders, most of whom built their businesses the old-fashioned way, risk being left behind in a fast-moving digital world.
A Digital Lifeline
To address this challenge, a digital transformation initiative led by YOKUK (Yayasan Orang Kurang Upaya Kelantan) and supported by Yayasan Hasanah and the Ministry of Finance was introduced to bridge the gap between tradition and technology.
Through a structured four-month programme, 30 micro entrepreneurs, many of whom were under 40, were given the tools, knowledge, and mentorship to begin or improve their journey into e-commerce.
This programme helps micro-entrepreneurs grow their businesses online through platforms like TikTok and Shopee. Our coaching sessions are designed to equip them with the skills to become not just operators but successful entrepreneurs. – Sulaini Mat II, Chief Operating Officer at YOKUK
The programme featured workshops and a coaching session, each focusing on a crucial aspect of digital business. It began with a marketing workshop to help participants assess their current strategies and diversify their outreach. This was followed by hands-on guidance in setting up TikTok and Shopee platforms – two popular tools with immense potential to reach customers nationwide.
When we trained participants to set up their TikTok accounts, sales were already coming in the moment the account was live. This immediate feedback gave them the motivation to continue growing their digital presence. – Sulaini Mat II, Chief Operating Officer at YOKUK
Beyond skills and motivation, the impact of the programme was measurable. After the four-month programme, all participants saw an increase in revenue.
Of the 30 micro entrepreneurs involved, 40% successfully increased their monthly income by more than RM1,000, and 10% saw gains exceeding RM3,000. More importantly, they began to diversify their business platforms with confidence. – Sulaini Mat II, Chief Operating Officer at YOKUK
From Offline to Online: A Micro-Entrepreneur’s Journey
Among the participants was 36-year-old Ahmad Fikrillah Yusoff, the owner of Embong Batik Exclusive. His journey into entrepreneurship began during the COVID-19 pandemic when he left his job and joined his wife’s batik business full-time.
Having some prior exposure to online platforms like Shopee, he found the programme especially valuable for expanding into new areas like TikTok and Facebook.
Before joining, our business was mostly offline. After going digital, my income increased by 15-20%. – Ahmad Fikrillah Yusoff, owner of Embong Batik Exclusive
Now, even on quiet days at the market, Ahmad receives at least one order a day through his online platforms. He dedicates a few hours daily to improving his digital content – editing photos, learning from videos, and posting new product updates.
His message to other micro-entrepreneurs like himself is clear:
Don’t be afraid or embarrassed to learn something new. With the right knowledge and support, we can all grow. – Ahmad Fikrillah Yusoff, owner of Embong Batik Exclusive
The Power of Community and Peer Support
While the technical training was invaluable, what truly stood out was the dynamic that emerged within the group of 30 participants. Because the cohort was small, it naturally created a close-knit, supportive environment where learning extended far beyond formal instruction.
It wasn’t just about the facilitator teaching theory; the real learning happened when participants started helping one another. Someone more experienced would say, ‘Let me show you how to do this.’ Those with prior experience shared both their struggles and successes, which made the learning process more relatable and practical. – Sulaini Mat II, Chief Operating Officer at YOKUK
She noted that this peer-to-peer exchange fostered a genuine spirit of collaboration. Participants didn’t just gain skills, they gained confidence. When someone felt discouraged or uncertain, others would step in with encouragement: “Keep going, don’t give up.”
It was this kind of mutual motivation that helped many micro entrepreneurs stay the course, especially when sales were slow or new technology felt overwhelming.
Building a Digital Ecosystem
Rooted in a community-led approach that prioritises listening and collaboration, Yayasan Hasanah sees this initiative as part of a larger mission to empower communities to shape their own future.
This programme aligns with our vision of building an inclusive ecosystem where small businesses thrive in the digital economy. It gives traders access to wider markets and creates more income-generating opportunities for those who need it most. – Siti Noradilah Sabudin, Senior Manager of Community Development at Yayasan Hasanah
YOKUK plans to expand this programme to other markets across Kota Bharu and eventually throughout Kelantan. With more micro-entrepreneurs equipped to tap into the digital economy, even markets with dwindling foot traffic can remain viable and vibrant.
A New Chapter for an Old Icon
Pasar Besar Siti Khadijah is turning the page on a new chapter – not by letting go of its roots, but by reaching further with them. The transformation sparked within its vibrant aisles is already rippling outward, proving that tradition and technology don’t have to stand apart.
Our future plan is to introduce this programme to other markets in and around Kota Bharu and eventually, more broadly across Kelantan. There are many other small markets in the city, and many of them are struggling with low foot traffic. These are places where digital transformation can make a real difference. – Sulaini Mat II, Chief Operating Officer at YOKUK
As YOKUK sets its sights on these markets, the vision is bold yet grounded: equip more traders with digital tools so they can reach beyond their stalls and into the homes of customers far and wide.
As more micro-entrepreneurs light up TikTok and Shopee screens with stories of heritage, hustle, and handmade goods, they carry with them a message: that markets and tradition are not fading, but they are finding new ways to thrive.
