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Malaysia B2C E-Commerce Market 2015

Malaysia B2C E-Commerce Market 2015

B2C E-Commerce in Malaysia supported by relatively developed logistics and Internet infrastructure

Malaysia ranked second in Southeast Asia in Internet penetration and had the highest logistics performance index in its region and income group in 2014. With the infrastructure thus being relatively advanced, B2C E-Commerce in Malaysia has a potential to grow rapidly at double-digit rates over the next five years. The online share of total retail sales is projected to increase more than five-fold over the same period from just over 1% in 2013.

An important characteristic of the Malaysian B2C E-Commerce market is that convenience is the key motivation for consumers to shop online. However, the main discouraging factor is lack of interest in online shopping, holding back the majority of over three-quarters of Internet users who do not yet make purchases online. Another interesting fact is that food and beverage was the second most popular product category in online shopping in Malaysia, purchased almost as much as clothing.

Furthermore, a medium-high double digit share of online purchases in Malaysia was reported to come from cross-border sales last year. Global E-Commerce websites Aliexpress.com, Alibaba.com and Amazon.com are among the top 10 most visited online shopping websites in Malaysia. The leading local and regional players include online classifieds website Mudah.my and online retailer and marketplace Lazada.com.my. A newcomer is the E-Commerce marketplace 11Street.my, launched by Korean companies SK Planet, and Celcom Axiata Berhad, which in a matter of a few months became one of the most visited online shopping websites in the country.


1. Management Summary
2. Overview & International Comparisons
B2C E-Commerce Overview and International Comparisons, August 2015
Online Shopper Penetration, by Selected Emerging Markets, incl. Malaysia, in % of Adult Internet Users, May 2014
Share of Respondents who Made at Least One Purchase Online in the Previous Three Months in Asia-Pacific, by Selected Countries, incl. Malaysia, in %, Q4 2014
Mobile Shopper Penetration in Asia-Pacific, by Selected Countries, incl. Malaysia, in % of Respondents, 2012 – 2014
Number of Internet Users in Asia-Pacific, by Country, incl. Malaysia, in millions, 2013 – 2018f
Internet Penetration on the Population in Asia-Pacific, by Country, incl. Malaysia, in %, 2013 - 2018f
Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Selected Countries, incl. Malaysia, April 2015
Internet Penetration in Southeast Asia, by Country, incl. Malaysia, in % of Population, 2014
B2C E-Commerce Share of Total Retail Sales in Southeast Asia, by Country, incl. Malaysia, in %, 2013
Devices Most Used for Online Shopping in Southeast Asia, by Country, incl. Malaysia, Compared to Global Average, in % of Online Shoppers, Q1 2014
Breakdown of the Last Online Purchase in Southeast Asia, by Device Used, in % of Online Shoppers, by Country, incl. Malaysia, 2014/Q1 2015
Activities Carried Out on Smartphones at Least Weekly in Southeast Asia, incl. Purchase, by Country, incl. Malaysia, in % of Smartphone Users, 2014/Q1 2015
Top 3 Drivers of Online Shopping in Southeast Asia, by Countries, incl. Malaysia, Q1 2014
Share of Internet Users Who Do Not Trust to Provide Credit Card Information Online in Southeast Asia, by Country, incl. Malaysia, Compared to Global Average, in % of Internet Users, Q1 2014
3. Trends
B2C E-Commerce Trends Overview, August 2015
Share of Cross-Border on Total E-Commerce Sales, in %, 2014e
Products Purchased Online Cross-Border, in % of Cross-Border Online Shoppers, April 2015
Reasons to Purchase Online from a Foreign Country, in % of Cross-Border Online Shoppers, April 2015
Devices Used for Online Shopping, in % of Online Shoppers, Q1 2014
Breakdown of Broadband Internet Users, by Type of Connection Used, incl. Mobile, in %, 2013
Breakdown of Likelihood of Following a Brand on Social Media, in % of Internet Users, March 2015
Key Drivers and Attitudes to Online Shopping, in % of Online Shoppers, Q1 2014
4. Sales & Shares
B2C E-Commerce Sales, in MYR billion, 2013 & 2020f
B2C E-Commerce Share of Total Retail Sales, in %, 2013 & 2020f
B2C E-Commerce Sales of Goods, in USD million, 2013 & 2017f
5. Users and Shoppers
Internet Penetration, in % of Individuals, 2010 – 2014
Number of Internet Users, in millions, and in % Year-on-Year Change, 2013 - 2018f
Number of Online Shoppers, 2013 & 2020f
Activities Carried Out Online, incl. Purchasing and Ordering Goods and Services, in % of Internet Users, 2013
Share of Internet Users Purchasing and Ordering Goods and Services Online, in %, by Gender, 2013
Share of Internet Users Purchasing and Ordering Goods and Services Online, in %, by Urban and Rural, 2013
6. Products
Products Purchased Online, in % of Online Shoppers, 2013
Product Categories to Purchase Online in the Next 6 Months, in % of Internet Users, Q1 2014
Share of Consumers Willing to Purchase Groceries via an Online Supermarket, in % of Internet Users, Q4 2014
7. Payment
Online Payment Overview, August 2015
Number of Users of Network-Based E-Money, in millions, and in % Year-on-Year Change, 2011 – 2014 & H1 2015
Number of Internet Banking Subscribers, in millions, and Penetration Rate, in % of Population, 2011 – 2014 & H1 2015
Number of Mobile Banking Subscribers, in millions, and Penetration Rate, in % of Population, 2011 – 2014 & H1 2015
8. Delivery
Reasons for Not Purchasing or Ordering Goods and Services Online, incl. Delivery, in % of Internet Users Who Do Not Purchase Online, 2013
9. Players
E-Commerce Player Overview, August 2015
Top 10 Local E-Commerce Websites, by Website Rank, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate, July 2015

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