Natasha Choi

Natasha leads business development at Lapasar, which means she is responsible for two parallel pipelines: bringing new enterprise buyers onto the platform and expanding the vendor and supplier network that gives those buyers the product depth and category coverage they need.

On the buyer side, her work focuses on identifying corporate and enterprise organisations that would benefit from consolidating their procurement onto a single, managed platform — and on building the relationships and commercial arguments that make that transition straightforward. On the vendor side, she works with FMCG brands, wholesale suppliers, and product manufacturers to position Lapasar as the most effective B2B distribution channel for reaching Malaysia's corporate buyer base at scale.

Business development at a two-sided marketplace requires navigating a compounding network dynamic: each new enterprise buyer increases the platform's attractiveness to vendors, and each new vendor improves the value proposition for buyers. Natasha's team manages this flywheel deliberately, prioritising partnerships that compound the network's value for all participants rather than simply maximising the count of active accounts. Her role is central to Lapasar's ability to expand into new corporate segments and deepen its position in existing ones.