There is a gap between rural and urban in Malaysia. Due to rapid urbanization, many people have left the rural areas to find jobs in urban centres, pushing up prices and increases pressure on social welfare in the cities. As a result, there is slow economic growth and wealth going out of rural into the urban centres. The advent of eCommerce has not changed this situation, in fact, it has made it worse. Because people in the rural areas have a wider choice to buy goods online, they would inevitably buy products in urban areas, further impoverishing the rural economy. Blee is trying to reverse that trend by bringing back wealth into rural areas by connecting Malaysia’s rural entrepreneurs with urban purchasing power.