Lelong.my acquires Mataris Agency

  • Working towards launching a better interface coupled with seamless processes
  • Lelong.my is on the lookout for growth opportunities including acquisitions


Lelong.my acquires Mataris Agency


LELONG.MY, a Malaysian e-commerce player recently acquired Mataris Agency, a digital marketing agency based in the country.

The move paves the way for the almost 20-year-old online marketplace with over 1.3 million products to put its best foot forward in the area of digital marketing.

Lelong.my, which comes under Interbase Resources Sdn Bhd’s umbrella, is home to more than 10,000 homegrown merchants with products ranging from computers, mobile phones, gadgets, home appliances, fashion and accessories.

The 19-year-old parent company is an integrated e-commerce ecosystem, the first of its kind in Malaysia having managed websites like Superbuy.my and an upcoming online marketplace, LMall.my, as well as having its own payment system, Netpay.my.

"The acquisition of Mataris Agency, and appointment of its founder Cyril Dhenaut as our chief marketing officer (CMO) is a strategic approach to our business direction, which will strengthen our pioneer position and raise Lelong.my’s brand presence and awareness among consumers and sellers in Malaysia," said Lelong.my managing director Richard Tan.

In less than a year of its establishment, the Kuala Lumpur-based digital marketing agency has proved its performance-led full-service capabilities having earned clients like Guardian, Fave, Groupon, pewter company Royal Selangor, Axa and Arla Food.

Mataris Agency started out with a small team, which expanded in less than a year.

Under Dhenaut's guidance, Mataris Agency became a full-fledged digital marketing agency and gained over 25 clients based in Southeast Asia and Europe.

"As an agency that provides a suite of digital marketing services such as paid advertising, customer relationship management (CRM), on-site optimisation as well as social media management, Mataris’ expertise will greatly benefit Lelong.my as it amplifies the brand’s business direction towards a holistic digital marketing approach for 2018," said Dhenaut, who was also chief executive officer of the agency.

As the newly appointed chief marketing officer, Dhenaut looks forward to grasping the opportunities and taking on the challenges the role entails as well as working towards achieving Lelong.my’s business goals.

"2018 marks the year of changes for Lelong.my, hence we are working towards launching a better interface coupled with seamless processes. For customers, it would mean a better flow from first touchpoint to the purchasing point and beyond. We are also looking at improving merchant support on Lelong.my from on-boarding to daily management.”

Tan also commented that Interbase Resources will be unveiling a new marketplace.

"One of Cyril’s first tasks as CMO is to initiate a facelift to one of Interbase Resources’ brands, Lmall.my. The focus will be on the overall customer journey.” 

Lmall.my is known as an online marketplace that only accepts products from established brands.

In addition to the transformation of Lmall.my, Tan adds that Lelong.my is on the lookout for growth opportunities including acquisitions as the business continues to grow.

“We continue to seek more acquisitions and business opportunities in various industries such as tech, education and business, both locally and internationally. We are targeting companies and businesses that are aligned with our growth pillars, and those that can add more value to our company.”


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