This article, originally featured on SPT Maju’s website, is also available on the Ultech Engineering Website.
On 23rd April 2025, at 9:00 AM, SPT Maju Sdn Bhd proudly participated in the Borong Partner Summit: Expand Sales, Expand Your Business, an exclusive seminar hosted by Shell at Melinau 1 Hall, Imperial Palace Hotel, Miri. Siti, Zainurisma, and Marianne were represented SPT Maju. They attended the summit to further strengthen their digital procurement capabilities through collaboration with the Borong platform.
Ultech Engineering Sdn Bhd, a principal partner of SPT Maju Sdn Bhd, was honored to attend the event in support of this important initiative. Adelene Tie, Marketing and Business Development Manager, and Izazi Yusoff, Marketing Executive, represented Ultech Engineering, showing strong support for SPT Maju’s digital transformation journey.
The platform we now know as Borong was formerly known as Dropee. In November 2024, the company rebranded to reflect its renewed focus on wholesale and B2B (business-to-business) transactions. The term "Borong", which means “wholesale” in Bahasa Melayu, signifies the company’s dedication to serving bulk buyers and sellers in a more streamlined, digital-first environment.
Borong Shell is not only a rebranded platform—it’s a trusted solution in the procurement world. Notably, PETRONAS appointed Dropee as its official marketplace platform to manage procurement and purchasing between PETRONAS Buyers and its Registered Suppliers and Vendors. This adds another layer of credibility and highlights Borong’s growing influence in Malaysia’s industrial ecosystem.
According to sources such as Business Today Malaysia and Borong’s introduction page, the platform connects suppliers and retailers in a seamless online ecosystem, helping both sides automate and scale their wholesale operations efficiently.
Held in the morning, the summit was well-attended, with guests arriving as early as 9:00 AM to enjoy a warm welcome accompanied by a quick yet delicious breakfast. The venue buzzed with anticipation and industry conversation, setting the stage for a day of learning and networking.
The summit officially kicked off at 9:30 AM with an opening address from Mr. Ronald Ling, Supply Chain Inventory Manager at Shell Business Operations. He gave a brief yet meaningful introduction to the purpose of the event and the vision of the Borong Shell. Mr. Ronald highlighted the importance of digital tools in supply chain management and introduced this event as a solution aimed at making procurement processes more seamless and efficient.
Following the opening speech, Mr. Wei Sheng took the stage to introduce the background of Borong. He explained that Borong is the new identity of Dropee, a leading B2B eCommerce platform. The platform was rebranded in November 2024 to better represent its core focus — wholesale ("Borong" meaning wholesale in Bahasa Melayu). Mr. Wei Sheng elaborated that Borong provides businesses with an enterprise-grade B2B solution, helping partners digitize procurement, automate sales channels, manage inventory, and enhance distributor and territory management.
Borong Shell is designed to support multinational companies, corporations, brand owners, and retail buyers. The platform enables businesses to embrace digital transformation and use advanced technology to optimize their operations. From procurement automation to sales channel management, Borong positions itself as a robust tool for business growth.
Borong offers a wide range of innovative features, including:
These features allow businesses to streamline workflows, reduce manual tasks, and gain deeper insights into their operations.
After Mr. Wei Sheng completed his presentation, Mr. Zaid continued the session by introducing the marketplace platforms used within Borong — Shell Open Marketplace (OMP) and Shell Close Marketplace (CMP). He explained the key differences between the two systems to help participants understand their functions in procurement activities.
For Shell OMP, the price upload limit and checkout limit are set at RM5,000, with a focus on low-value items such as Personal Protective Equipment (PPE) and consumables. On the other hand, Shell CMP has a higher price upload limit of up to RM50,000 and a checkout limit of RM1 million. CMP covers all item categories, placing special emphasis on high-value products, particularly those priced above RM5,000.
Additionally, he informed participants that Borong charges a 3% commission fee for every transaction on both the Open Marketplace (OMP) and Close Marketplace (CMP). This transparent and competitive fee structure ensures that vendors can participate in the platform efficiently while maintaining reasonable margins.
Mr. Zaid further explained that Shell Close Marketplace (CMP) is fully integrated with Shell’s internal procurement systems, including SAP Ariba. Shell uses SAP Ariba to manage its sourcing and procurement processes and to collaborate with its suppliers.
| Shell Open Marketplace (OMP) | Shell Closed Marketplace (CMP) |
| Price Upload Limit - RM5,000 per material/product | Price Upload Limit - RM50,000 per material/product |
| Checkout Limit - RM5,000 per transaction | Checkout Limit - RM1 Million per transaction |
| Focus - Low-value items, primarily PPE and consumables | Focus - All items, with an emphasis on high-value products (above RM5,000) |
Mr. Zaid also highlighted that Borong has officially obtained approval for the 79 SWEC Code categories, which are predefined by Shell for streamlined procurement. These codes categorize goods and services to simplify and standardize the procurement process, making it easier for vendors and Shell procurement teams to align requirements quickly and efficiently. This approval positions Borong as a trusted and recognized platform for Shell-related procurement activities.
Mr. Zaid also guided participants through the registration process for both vendors and users, emphasizing the platform’s easy and straightforward onboarding experience. Lastly, he reminded everyone that the Borong marketplace strictly prohibits the sale of IT hardware products, ensuring a focused and compliant procurement environment aligned with industry requirements.
To meet Shell’s local content requirements, Shell’s procurement system now requires buyers to purchase only from local-based vendors, meaning Sabah buyers must use Sabah vendors, and Sarawak buyers must use Sarawak vendors. This policy ensures that business opportunities stay within the local economy and supports the growth of local suppliers.
Shell’s operations are primarily based across three main locations: Plaza Shell in Kota Kinabalu (SSPC), which covers operations in Sabah; One Shell Square in Miri (SSB), responsible for operations in Sarawak; and the Shell Work Management Plant in Labuan, which handles operations for Labuan facilities.
To make the event even more lively, the Borong Shell team organized a fun digital quiz session. Participants were invited to answer 10 simple and engaging questions based on the earlier presentations by Mr. Wei Sheng and Mr. Zaid.
The quiz not only tested the participants' attention and understanding but also added an element of excitement to the seminar. In total, eight winners were selected, each receiving a prize from the Borong team as a token of appreciation for their participation and attentiveness. This fun session successfully created a more interactive atmosphere, ending the seminar on a positive and memorable note.
Before concluding the seminar, the Borong team hosted an open Q&A session with all participants. This interactive segment allowed attendees to ask questions about the Borong Shell platform, its features, and the overall procurement process.
The Borong Shell representatives answered each inquiry clearly and thoroughly, addressing participants' concerns about topics such as registration procedures, system functionalities, product categories, and transaction processes. The session provided valuable insights and helped deepen the participants' understanding of how Borong can support and streamline their procurement operations.
Around 12:00 PM, all seminar participants were invited to enjoy a buffet lunch at the Menawan Restaurant on the ground floor of the Imperial Palace Hotel. The lunch was delightful, offering a variety of dishes that everyone thoroughly enjoyed. It was a wonderful opportunity to continue conversations, share experiences from the morning session, and strengthen professional connections in a relaxed setting.
After the fulfilling lunch, participants began to depart, marking the end of a fruitful event. The Borong Partner Summit successfully provided valuable insights into the future of procurement and digital transformation in the B2B space.
Borong’s mission is clear — to empower businesses with the tools, support, and opportunities needed for success on their platform. By streamlining the onboarding process, offering dedicated training, and providing continuous support, Borong aims to enhance market reach and operational efficiency for all partners.
Through these efforts, Borong Shell seeks to drive increased sales and sustainable growth for businesses across various industries. They look forward to partnering with suppliers and retailers on this exciting journey toward digital transformation and greater success in the B2B marketplace.
We extend our heartfelt thanks to Shell and the Borong team for hosting this impactful seminar. Ultech Engineering is excited about the opportunities ahead and looks forward to exploring how Borong's solutions can further enhance our operational excellence and growth.
For SPT Maju, this event marked an important milestone in their digital journey. Through their participation, SPT Maju gained valuable insights into how the Borong Shell platform can serve as another key touchpoint to connect with engineers and procurement teams across the industry. SPT Maju have been invited to onboard onto Borong Shell, providing a new channel to showcase their offerings and reach a broader audience.
Moving forward, SPT Maju plans to list a range of essential products on the Borong platform, including the Cabex Ex EUF1-HT Cable Gland, Weidmuller Power Supply, and Hellermann Tyton cable ties in multiple sizes. They will also offer various protective supplies, such as relays and other critical components that are often overlooked but remain in demand within the industry. This strategic expansion reinforces SPT Maju’s commitment to serving its customers better and responding to market needs with greater efficiency and accessibility.
