Malaysia Electrical E-Commerce Listing Compliance: Why Platforms Ask You to Upload the CoA and ST-SIRIM Label

When selling regulated electrical equipment on Malaysian e-commerce platforms, the compliance responsibility falls on the seller: for any electrical product within the Energy Commission's (Suruhanjaya Tenaga, ST) regulated list—whether you are a manufacturer, importer, distributor or a pure e-commerce seller—before manufacturing, importing, selling, advertising or displaying, that model must first obtain a Certificate of Approval (CoA) issued by ST and have the ST-SIRIM safety label properly affixed on the product. Platforms such as Shopee, Lazada and TikTok Shop have strengthened enforcement in recent years and will require you to upload valid proof of certification on the product page, which buyers can also see—without proof, at best the item is delisted, at worst the account is restricted.

Under the Electricity Supply Act 1990 and the Electricity Regulations 1994, ST imposes mandatory safety certification on about 34 categories of regulated electrical equipment. Online display and advertising themselves are regarded as an act of "supply," so e-commerce sellers are likewise within the regulated scope and cannot be exempted on the grounds that "I'm just reselling."

The three compliance steps for e-commerce sellers

Responsibility allocation: who should hold the CoA?

The CoA is currently issued only to the importer or manufacturer, and the applicant company must be registered with the Companies Commission of Malaysia (SSM) and have suitable premises for storage/distribution purposes. This means:

• You import it yourself: you (or your company) must act as the importer to apply for the CoA.
• You take stock from a local agent/supplier: the upstream source should already hold the CoA for that model, and you should obtain a copy of the CoA and the ST-SIRIM label certificate from them, keep it on file for inspection, and upload it to the platform.
• Pure cross-border drop-shipping: if you have no local entity and are not a registered importer, you generally cannot obtain a CoA yourself and must be supplied by a certified local importer.

Common reasons for delisting/return

• The product page does not upload any CoA or ST-SIRIM label proof.
• The ST-SIRIM label is affixed only on the outer box and not on the product body—current rules require the label to be affixed on the product itself, and affixing it only on the outer box may lead to detention at customs.
• The uploaded CoA model/brand does not match: the CoA follows "one certificate, one model, one brand," and using a certificate for model A to sell model B is invalid.
• Selling equipment on the list but mistakenly assuming it is unregulated (items such as small appliances, LED lamps, chargers and fans are in fact all within the regulated scope).

Practical details of uploading documents

Platform review is not "just upload something," but must match the brand and model you are actually selling. When preparing listing documents, keep a few key points in mind:

• Documents consistent with the goods: the brand and model on the CoA must match the product title and specification fields; a wrong model or padding with a similar model is the easiest way to be rejected at review.
• Label and serial number verifiable: the ST-SIRIM label often carries a serial number, so when photographing and uploading, make it as clear and legible as possible, to help the platform or inspectors verify authenticity.
• Keep a complete evidence chain: for those taking stock from upstream, besides the CoA copy, it is best to also keep the purchase order and supplier declaration, so the chain is not broken if you are asked to prove the source.
• Don't exaggerate safety claims in advertising copy: beyond ST/SIRIM certification, consumer protection and e-commerce-related rules also require product information to be truthful—don't claim unproven safety or performance effects in the copy.

The categories of regulated electrical equipment are in fact broader than most sellers imagine—power banks, chargers, IT/AV equipment, kitchen small appliances, lighting fixtures and more each have their own rules. If you operate multiple categories at once, it is advisable to cross-check each against the ST list before listing.

To quickly judge whether your item is regulated electrical equipment and whether it needs a CoA, first see the 34-category regulated electrical equipment list guide, then go back to preparing platform documents. For the overall certification regime and the division of labour between ST and SIRIM, see electrical ST CoA and SIRIM certification overview; if you sell used or refurbished electrical goods, there is an additional import hurdle—see used / refurbished electrical import.

Frequently asked questions (FAQ)

Q: I'm just a small e-commerce seller reselling other people's goods—do I still need a CoA? The CoA is held by the importer or manufacturer, but when you display, advertise or sell regulated electrical equipment on a platform, you must still ensure that model already has a valid CoA and ST-SIRIM label, and be able to produce proof. In practice, obtaining a copy of the proof from the certified upstream is enough, but the responsibility does not disappear just because "it's only reselling."

Q: The platform asks me to upload "SIRIM proof"—so what exactly should I upload? Usually the CoA issued by ST, plus the ST-SIRIM safety label on the product (commonly a holographic label with a serial number). Follow the documents specified on the platform's review page, and ensure both match the brand and model you are selling.

Q: Is it acceptable to affix the ST-SIRIM label on the outer packaging box? Not advisable. Current rules require the label to be affixed on the product body; affixing it only on the outer box may lead to detention at customs or a non-compliance determination by the platform.

Q: The same appliance has multiple colours/capacities—is one CoA enough? The CoA follows the principle of "one certificate, one model, one brand." Different models usually need separate applications; whether non-safety-related differences such as colour can be combined under the same model is subject to ST/SIRIM's determination of that model.

Q: Can I sell electrical goods on Malaysian e-commerce without a local company? You can list, but regulated electrical equipment requires a locally registered importer holding a CoA to supply the goods. Pure cross-border sellers with no local entity usually must rely on a certified importer and cannot obtain a CoA themselves.

Self-check list

• [ ] Cross-checked the ST list to confirm whether the item is regulated
• [ ] Obtained (or obtained from upstream) a valid CoA for the corresponding model and brand
• [ ] The ST-SIRIM safety label is physically affixed on the product body
• [ ] The product page has uploaded proof of certification as required by the platform
• [ ] The CoA model/brand matches the actual product sold and is still within its validity period

In summary

E-commerce is not a place beyond the reach of compliance. To sell regulated electrical equipment in Malaysia, first confirm the item, prepare the CoA and ST-SIRIM label, then upload proof as required by the platform—this is the most solid way to avoid delisting and detention.

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This article is compiled from official sources and is for reference only; actual compliance is subject to the latest official text and review by the competent authority.