A sales representative plays a crucial role in supporting market entry and business expansion in Malaysia and Indonesia by acting as a local commercial presence without the need to immediately establish a legal entity. Through a sales representative arrangement, foreign companies can promote products or services, conduct market research, liaise with potential clients, and build business relationships in compliance with local commercial practices.

In Malaysia and Indonesia, sales representative activities are generally limited to non-transactional functions, such as marketing, promotion, and coordination, while revenue-generating activities may require additional licensing or the establishment of a local company. Engaging a sales representative allows businesses to assess market potential, reduce operational risks, and gain local market insights while ensuring compliance with applicable regulations in both jurisdictions.