According to a report by market research firm Mordor Intelligence, Malaysia’s e-commerce market is projected to reach USD 10.72 billion in 2024 and grow to an astonishing USD 20.93 billion by 2029. With the widespread adoption of smartphones and the internet, Malaysia’s e-commerce sector has experienced rapid development over the past few years, driven by several factors, including advancements in digital infrastructure, shifts in consumer behavior, increased participation from international and local brands, and a significant surge in online shopping post-pandemic.
Leveraging big data analysis, i-Buzz Asia has identified key insights into the growth of Malaysia’s e-commerce landscape:
The E-Commerce Battle in Malaysia: Shopee Takes the Lead, Followed by Lazada, with TikTok Shop Rising Through Creative Marketing
According to i-Buzz Asia’s latest online sentiment analysis, among Malaysia’s various e-commerce platforms, Shopee stands out as the most popular, offering a diverse range of products to cater to different consumer needs. The platform continuously attracts shoppers through promotional campaigns and discount deals.
Shopee frequently holds large-scale sales events, primarily featuring three main strategies:
- Festive & Mega Sales: Special discounts, free shipping, and cashback promotions during key events such as Hari Raya, 11.11, and 12.12.
- Celebrity & Influencer Collaborations: Shopee collaborates with local influencers, celebrities, and brands for massive ad placements, effectively boosting brand awareness. For example, Dissy’s Bill, a member of Malaysia’s popular influencer group, teamed up with Dreame to promote exclusive Shopee deals, generating widespread discussion with engaging content tailored to local culture.
- Gamification & Social Engagement: Features like Shopee Live and Shopee Loyalty Rewards enhance user interaction, allowing customers to watch live shopping streams, participate in giveaways, and engage with brands in real-time—strengthening user retention and loyalty.
Lazada, as an e-commerce giant under Alibaba Group, holds a substantial market share in Malaysia. It specializes in international brand collaborations, appealing to local consumers who favor premium global brands. Beauty influencers play a significant role in driving sales by sharing makeup tips, product reviews, and unboxing videos across platforms like Facebook, Instagram, TikTok, and Xiaohongshu (Little Red Book). Additionally, Lazada offers a variety of payment options, including credit cards, e-wallets (Alipay, Lazada Pay), and cash-on-delivery, ensuring safe and convenient transactions.
TikTok Shop, originally a global short-video platform, has swiftly transformed into a competitive e-commerce powerhouse, particularly in Malaysia, where TikTok enjoys a massive user base. By leveraging its vast traffic and active community, TikTok Shop integrates shopping with short-form videos and interactive entertainment. Brands and sellers showcase products through creative videos, drawing immediate attention and enabling seamless purchases via in-app checkout. Young consumers, the primary audience on TikTok, embrace this engaging shopping model, which aligns with their digital habits. Food bloggers on TikTok, for instance, have popularized restaurant recommendations, unboxing content, and mukbang videos, further fueling TikTok Shop’s influence.
Shopee’s Top-Selling Categories in Malaysia: 3C Products Lead, Followed by Fashion & Home Appliances
Among the most discussed product categories on Shopee Malaysia, 3C (computer, communication, and consumer electronics) products rank highest, mainly due to rapid technological advancements. With constant product upgrades, consumer demand and discussions around the latest gadgets remain strong. Shopee capitalizes on this trend by frequently launching:
- Limited-time discounts, free shipping, and exclusive bundle deals
- Influencer collaborations for unboxing, product reviews, and tech comparisons
- Livestream selling and interactive Q&A sessions
Following 3C products, fashion accessories hold a strong position, thanks to Shopee’s strategic push for style guides and trend-focused content. The platform actively promotes fashion blogs, styling tips, and seasonal trends, while live-streaming features further drive engagement and real-time purchases.
3C Product Market Insights: Smartphones Dominate, While Cameras & Smartwatches Gain Traction
Smartphones are an indispensable part of daily life, maintaining high demand in Malaysia. Whether upgrading to a newer model or purchasing a first device, consumers engage in extensive discussions about features, price, performance, and deals. With intense competition among top brands, promotions and exclusive offers play a crucial role in purchasing decisions.
Cameras, although a niche segment compared to smartphones, generate significant discussion due to their high value and specialized features. Photography enthusiasts and professionals rely on expert reviews and community feedback before making a purchase, emphasizing factors like brand reputation, technical specifications, and real-world performance.
- Smartwatches have surged in popularity, driven by growing health consciousness and lifestyle integration. These devices offer multiple functionalities, including:
- Health & fitness tracking
- Social media notifications
- ️Remote smartphone control
- Fashionable designs
Their versatility makes smartwatches an essential tech accessory for modern consumers.
Smartphone Market Competition in Malaysia: Which Brand Reigns Supreme?
1. Apple continues to dominate as Malaysia’s most sought-after smartphone brand. Beyond superior hardware and software experiences, Apple has solidified its status as a symbol of prestige and innovation. Apple’s local marketing strategies include:
- Creative ad campaigns with localized messaging
- Influencer partnerships with content creators and tech reviewers
- Exclusive promotions, giveaways, and launch events across major e-commerce platforms
2. Huawei enjoys strong recognition among Malaysia’s diverse ethnic groups, particularly the Chinese community (30% of the population). The brand actively collaborates with local influencers like Qiu Wen and Ms Kuan, leveraging social media to reinforce its market presence.
3. Samsung, known for its strategic partnerships with Shopee and Lazada, frequently launches exclusive deals. For instance, its “11.11 Special” campaign offering a brand-new smartphone for just RM11 created massive buzz among tech enthusiasts.
Conclusion
According to i-Buzz Asia, Malaysia’s e-commerce sector is thriving, with Shopee, Lazada, and TikTok Shop leading the way. These platforms attract millions of consumers through diverse product offerings, competitive strategies, and extensive promotional activities—especially in the 3C product category, which includes smartphones, cameras, and smartwatches.
Among Malaysia’s e-commerce platforms, Shopee stands out as the top choice for consumers, thanks to its comprehensive marketing approach:
- Mega Sales & Festive Promotions – Shopee capitalizes on local festivals with massive discounts, cashback offers, and free shipping.
- Influencer & Celebrity Collaborations – Shopee partners with high-profile influencers and brands to boost exposure through cross-platform advertising.
- Social & Gamified Shopping – Shopee integrates live streaming, giveaways, and interactive shopping experiences to enhance engagement and brand loyalty.
For brands looking to expand into Malaysia’s market, Shopee’s marketing tactics offer valuable insights. By understanding consumer preferences, respecting local culture, and implementing targeted promotions, businesses can carve out a competitive edge in this fast-growing digital landscape.
Struggling with Brand Development and Marketing?
Reach out to us, and let the professional consultancy team at cacaFly to collaborate with you in creating a brighter future!
Email: [email protected]
Mobile: 017-7486433
cacaFly Malaysia is always at the forefront of digital marketing and committed to being the most reliable partner of our clients, priding ourselves in offering premium services with utmost enthusiasm and professionalism. Specializing in serving brand and performance oriented clients, our one-stop digital marketing services ranges from early research, mid-term advertising, MarTech application and creative production to data analysis and strategy optimization, cacaFly Malaysia has assisted countless brands and online merchant improve their performance and expand their businesses. If you need help with digital marketing strategy, ad placements etc., contact us now! PM us on cacaFly Malaysia Facebook or email us at [email protected]
Source：Mordor Intelligence 、 i-Buzz Asia
This article is authorized by i-Buzz
Further Reading ：馬來西亞電商市場：蝦皮平台為消費者首選，帶領3C 產品熱潮
