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E-commerce in Malaysia: Trends and Phenomenal Growth 2024

E-commerce in Malaysia: Trends and Phenomenal Growth 2024

In the swiftly evolving digital era, the Malaysian e-commerce market has emerged as a pivotal catalyst for the global economy. This exceptional boom in e-commerce is revolutionising how Malaysians shop and do business.

This blog post aims to explore the current state of e-commerce in Malaysia, identify vital trends driving its growth in 2024, and offer strategic insights for businesses looking to thrive in this dynamic landscape.

The Current State of E-commerce in Malaysia

E-commerce has become an integral part of Malaysian society, ranking the country as one of Southeast Asia’s top e-commerce markets. According to Statista, the number of users in Malaysia’s e-commerce market is projected to rise steadily from 2024 to 2029, adding approximately 8.1 million users, a 75.91% increase.

By 2029, this growth will mark the tenth consecutive year of increase, bringing the total to an estimated 18.81 million users, a new peak. The number of e-commerce users in Malaysia has consistently grown over the past several years.

This robust growth can be attributed to increasing internet penetration, rising smartphone usage, and evolving consumer behaviour. With over 80% of Malaysians having internet access and over half using smartphones, Malaysia’s e-commerce market is positioned for substantial expansion.

Statista also forecasts that in 2029, the Southeast Asian e-commerce market will reach approximately $191.2 billion, with a compound annual growth rate of 10.42% from 2024 to 2029. This projection underscores the immense potential for development within the Southeast Asian e-commerce sector.

Unravelling the E-commerce Boom in Malaysia

The Rise of E-commerce in Malaysia

E-commerce, facilitating the online exchange of goods and services, has revolutionised the global retail landscape. This sector has experienced remarkable growth in Malaysia driven by technological advancements and evolving consumer behaviours.

Beyond convenience, e-commerce is crucial to both global and local economies. It generates job opportunities and fosters innovation, essential for economic development.

Malaysia e-Invoicing Line Chart

Related Read: Malaysia’s e-Invoicing Initiative: A Revolutionary Era of Digital Compliance for Businesses

The Current Landscape of E-commerce in Malaysia

Malaysia’s e-commerce market thrives, with significant contributions from major players such as Shopee, Lazada, Mudah, Carousell, Zalora and many more. These platforms dominate the market, offering various products and services to meet diverse consumer needs.

Over recent years, the growth trajectory of e-commerce in Malaysia has been impressive, showing no signs of slowing down. These e-commerce platforms are continuously evolving to stay ahead of the competition.

Moreover, they offer a seamless online shopping experience through advanced artificial intelligence (AI) and big data analytics technologies.

Several trends are propelling Malaysia’s e-commerce surge. Increased internet penetration, especially in rural areas, is expanding the customer base. Consequently, more individuals and businesses in these regions are adopting e-commerce to reach a broader market.

Mobile Commerce (M-commerce)

The rise of smartphones has transformed shopping habits, with M-commerce accounting for over 50% of all online transactions. As more consumers use mobile devices for shopping, businesses must optimise their websites and apps to provide a seamless mobile experience.

Social Commerce

Social media platforms like Facebook, Instagram, and TikTok drive e-commerce growth in Malaysia. These platforms enable businesses to effectively reach their target audience, making social commerce a significant trend. Influencers and social media marketing further boost online shopping, while the shift to omnichannel retailing and innovations like AI and AR/VR enhance customer experiences.

E-commerce Marketplaces

The popularity of e-commerce marketplaces such as Shopee, Lazada, Mudah, Carousell and Zalora has soared in Malaysia, with millions of users shopping on these platforms monthly. These marketplaces offer businesses a ready-made platform to sell their products and reach a broader customer base.

Omni-Channel Retailing

The rise of online shopping has led brick-and-mortar stores to incorporate digital elements into their operations, resulting in omnichannel retailing. This approach allows customers to shop both online and offline seamlessly.


Influencers are now integral to brand marketing strategies. In Malaysia, influencers significantly impact consumers’ purchasing decisions. By leveraging influencer collaborations and endorsements, brands can reach a wider audience and build trust with potential customers.

Winning Strategies for E-commerce Success

Staying abreast of the rapidly evolving landscape is crucial to ensure your business thrives in Malaysia’s dynamic e-commerce market. Additionally, as an entrepreneur, it is essential to understand customer behaviour.

Customer Behavior

Consumer preferences are evolving, with an increasing demand for convenience and variety. Customer testimonials and ratings play a significant role in influencing buyers’ decisions. The COVID-19 pandemic accelerated the adoption of e-commerce, resulting in lasting changes in consumer behaviour. Understanding these preferences is crucial for businesses to tailor their strategies effectively.

Website Optimisation

Ensure your website is fast, user-friendly, and optimised for mobile devices. A seamless user experience can significantly reduce bounce rates and increase conversion rates.

Digital Marketing

Invest in comprehensive digital marketing strategies, including search engine optimisation (SEO), pay-per-click (PPC) advertising, email marketing, and social media campaigns. Effective digital marketing can drive traffic to your site and boost sales

Logistics and Supply Chain Management

Efficient logistics and supply chain management are vital for timely deliveries and customer satisfaction. Consider partnerships with reliable logistics providers and explore advanced solutions like automated warehousing and real-time inventory tracking.

Data Analytics

Leverage data analytics to gain insights into customer preferences, purchasing patterns, and market trends. This information can help make informed decisions, personalise customer experiences, and optimise inventory management.

Customer Service

Provide exceptional customer service to build trust and loyalty. Implement live chat support, comprehensive FAQs, and responsive customer service channels to address inquiries and issues promptly.

Payment Solutions

Offer multiple secure and convenient payment options, including credit/debit cards, digital wallets, and buy-now-pay-later services. Ensuring a smooth checkout process can reduce cart abandonment rates.


Invest in robust cybersecurity measures to protect your website and customer data from breaches and fraud. Employ SSL certificates, encryption, and regular security audits to maintain a secure e-commerce environment.

Sustainable Practices

Incorporate sustainable and eco-friendly practices into your business model. This can enhance your brand image and appeal to environmentally conscious consumers. Strategies can include using sustainable packaging, reducing carbon footprints, and promoting ethical sourcing.

Navigating Challenges and Seizing Opportunities

The e-commerce landscape in Malaysia has challenges. Logistical issues related to delivery and fulfilment need to be addressed. Additionally, the regulatory environment requires businesses to comply with government policies and legal considerations.

However, the market also presents numerous opportunities, such as emerging niches and the potential for cross-border e-commerce.

Logistical Challenges:

  • Addressing infrastructure limitations in logistics and delivery services across various regions in Malaysia.
  • Develop strategies to enhance last-mile delivery and reduce fulfilment times.
  • Leveraging technology (AI and IoT – internet of things) to optimise logistics operations.

Regulatory Environment:

  • Guaranteeing adherence to local regulations and laws governing e-commerce transactions is crucial, particularly regarding data privacy and consumer protection laws.
  • Understanding the impact of regulatory changes on e-commerce businesses and devising strategies to remain compliant.
  • We are advocating for policies that support and facilitate e-commerce growth.

Market Competition:

  • Analysing the competitive landscape among e-commerce platforms in Malaysia.
  • Crafting strategies for differentiation and market share growth, such as targeting niche markets, offering exclusive products, and excelling in customer service.
  • Forming collaborations and partnerships with local businesses or international brands to enhance product offerings.

Customer Acquisition and Retention:

Implementing effective marketing strategies is vital for engaging and keeping customers in a competitive environment.

  • Utilising data analytics and customer insights to drive targeted marketing campaigns.
  • Fostering customer loyalty through personalised experiences and reward programmes.

Adapting to Consumer Trends:

  • Monitoring and responding to evolving consumer preferences and behaviours.
  • Exploring emerging trends in social commerce, voice commerce, and subscription services.
  • Innovating product offerings and business models to meet shifting market demands.

Globalisation and Cross-Border E-commerce:

  • Developing strategies to expand beyond local markets and tap into global consumer bases.
  • Overcoming challenges in cross-border logistics, customs regulations, and currency exchange.
  • Capitalising on international trade agreements and platforms to facilitate global sales.

The Future of E-commerce in Malaysia

The future of e-commerce in Malaysia shows promise, with anticipated growth and emerging trends post-2024. Businesses must maintain flexibility and adaptability to sustain competitiveness.

Key strategic imperatives include leveraging technology, enhancing customer experiences, and exploring new market segments. Collaborations and partnerships are also pivotal for fostering growth and driving innovation.

Compliance with regulations and responsiveness to evolving consumer preferences are critical success factors in Malaysia’s dynamic e-commerce landscape. Vigilance, adaptation, and innovation will be key to thriving in this evolving market.

As new technologies emerge and consumer preferences evolve, businesses must remain adaptable and innovative. Notably, social commerce has gained traction during the pandemic, enabling direct consumer purchases via social media platforms.


In conclusion, Malaysia’s e-commerce boom offers immense growth and innovation potential. By grasping essential trends, consumer behaviours, and market opportunities, businesses can strategically position themselves for success in a dynamic landscape.

Adapting to e-commerce trends is not just beneficial; it is essential for sustainable growth. The future of e-commerce in Malaysia is bright, and those who seize the opportunities will reap the rewards.

Exploring e-commerce opportunities in Malaysia? Incorporate your business seamlessly with expert guidance. Contact us today to strategise and set up your e-commerce venture in Malaysia for success.

FAQs on eCommerce in Malaysia

  • The Department of Statistics Malaysia (DoSM) reported a 5.4% year-on-year (y-o-y) increase in e-commerce revenue during the third quarter of 2023 (3Q 2023), rising from RM274. 6 million to RM289. 5 billion
  • Malaysia's e-commerce has grown tremendously in recent years. The Department of Statistics Malaysia (DOSM) reported that the total income for e-commerce transactions in 2021 was RM1. 09 trillion, a growth of 21.8% as compared to RM896 billion in 2020.

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About the Author


As a content development manager, Thirosha oversees the creation and publishing of content for InCorp Global Malaysia. Her writing and business analysis background brings a unique perspective when developing content strategies that resonate with audiences.

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