The Malaysian e-commerce market is projected to hit a value of .72 billion in 2025, driven by high internet penetration, rising disposable incomes, and a digitally savvy population. With over 29.5 million internet users and initiatives such as the National E-commerce Strategic Roadmap and Digital Free Trade Zones, Malaysia is fostering an environment ripe for e-commerce growth. By 2029, it’s estimated that 18.8 million Malaysians will shop online, with an average user revenue of 8.90 annually in 2025.
- Government Initiatives:
- The National E-commerce Strategic Roadmap promotes digital adoption among local sellers and attracts international investments.
- Digital Free Trade Zones (DFTZ) streamline cross-border transactions, reducing logistics and customs barriers.
- Increasing Connectivity and Disposable Income:
- Over 90% internet penetration enables seamless access to online platforms.
- A growing middle class with rising incomes boosts consumer spending power.
- Urbanization:
- Rapid urban growth supports e-commerce infrastructure, like faster logistics and increased consumer access to products.
1. Cross-Border E-commerce Dominance
- Cross-border sales make up a significant share of Malaysia’s e-commerce transactions, as Malaysian consumers continue to shop internationally for better prices and exclusive products.
- Fashion, health & beauty, and electronics are popular categories for cross-border purchases.
- Platforms like TikTok, Instagram, and Facebook drive sales through interactive content, live streaming, and influencer marketing.
- Social media is increasingly used for product discovery and direct-to-consumer transactions.
- Mobile-first audiences are driving m-commerce, with 64% of transactions happening on apps.
- Mobile e-commerce sales are projected to grow significantly as smartphone adoption continues to rise.
- Digital wallets and e-wallets (e.g., GrabPay, Touch ‘n Go) are the top payment methods, overtaking traditional banking options.
- Offering a mix of bank transfers, e-wallets, and COD is critical to capturing diverse audience segments.
- Brands are leveraging AI-powered platforms to customize product recommendations and optimize customer engagement.
- Malaysian consumers value localized experiences that cater to cultural preferences and shopping behavior.
- Same-day and next-day delivery services are becoming more widespread, especially in urban areas like Klang Valley.
- Real-time delivery tracking is increasingly popular among customers who seek transparency in the logistics process.
- Diverse Product Range: Use data analytics to identify in-demand products and create personalized shopping experiences.
- Local Market Understanding: Adapt strategies to cultural preferences and key shopping events like Ramadan, Chinese New Year, and 11.11 sales.
- Payment Flexibility: Offer multiple payment methods, including digital wallets and COD, to cater to diverse demographics.
- Leverage Social Commerce: Use live-selling, influencer partnerships, and interactive content to engage consumers on social media.
- Strengthen Fulfillment Operations: Optimize logistics to ensure fast and reliable delivery, meeting growing consumer expectations.
马来西亚电子商务：2025年趋势与洞察
预计到2025年，马来西亚电子商务市场将达到 107.2亿美元 的规模，这一增长得益于高互联网普及率、可支配收入增加以及数字化人群的推动。凭借超过2950万互联网用户，加上国家电子商务战略路线图和数字自由贸易区 (DFTZ) 等举措，马来西亚为电子商务的增长创造了极为有利的环境。预计到2029年，1880万马来西亚人将成为网购消费者，2025年人均电子商务收入将达到 798.90美元。
增长的主要驱动力
1. 政府举措
2025年值得关注的趋势
1. 跨境电子商务占据主导地位
卖家如何把握2025年趋势
预计到2025年，马来西亚电子商务市场将达到 107.2亿美元 的规模，这一增长得益于高互联网普及率、可支配收入增加以及数字化人群的推动。凭借超过2950万互联网用户，加上国家电子商务战略路线图和数字自由贸易区 (DFTZ) 等举措，马来西亚为电子商务的增长创造了极为有利的环境。预计到2029年，1880万马来西亚人将成为网购消费者，2025年人均电子商务收入将达到 798.90美元。
1. 政府举措
- 国家电子商务战略路线图：推动本地卖家数字化，并吸引国际投资。
- 数字自由贸易区 (DFTZ)：简化跨境交易，减少物流和海关壁垒。
- 超过 90% 的互联网普及率 为访问在线平台提供便利。
- 不断壮大的中产阶级和收入水平的提升增强了消费者的购买力。
- 快速的城市化促进了电子商务基础设施的发展，如更快的物流服务和消费者对产品的便捷获取。
1. 跨境电子商务占据主导地位
- 跨境交易 在马来西亚电子商务市场中占有重要份额。消费者倾向于从国际平台购买价格更优、独特性更高的商品。
- 热门跨境购买类别：时尚、健康与美容、电子产品。
- 平台如 TikTok、Instagram 和 Facebook，通过互动内容、直播和网红营销推动销售。
- 社交媒体正在成为产品发现和直接面向消费者交易的重要渠道。
- 移动优先人群 推动了移动电子商务的发展，64%的交易通过移动应用完成。
- 随着智能手机使用率的不断提高，移动电子商务销售预计将大幅增长。
- 数字钱包和电子钱包（如GrabPay、Touch ‘n Go）已成为最受欢迎的支付方式，超越传统银行选项。
- 提供多样化的支付方式（包括银行转账、电子钱包和货到付款）对吸引不同消费者群体至关重要。
- 品牌通过 AI驱动平台 提供个性化的产品推荐和优化客户互动。
- 马来西亚消费者重视与文化偏好和购物行为相匹配的本地化购物体验。
- 当日送达 和 次日送达 在吉隆坡和巴生谷等城市地区日益普及。
- 实时物流追踪 在寻求物流透明度的消费者中越来越受欢迎。
- 多样化产品选择
- 使用数据分析识别需求高的商品，并为消费者创造个性化的购物体验。
- 本地市场洞察
- 针对文化偏好和重要购物节（如斋月、新年和双11大促销）调整策略。
- 灵活支付方式
- 提供多样化支付方式，包括电子钱包和货到付款，以迎合不同人口结构。
- 利用社交电商
- 借助直播销售、网红合作和互动内容，吸引社交媒体上的消费者。
- 强化物流运营
- 优化物流，确保快速可靠的交付，以满足消费者日益增长的期望。
US 13109 
GB 10217 
AU 9318 
CA 9043 
IE 6258 
NZ 4982 
BR 1729 
SG 1154 
