Analysis of online shopping habits of consumers in Malaysia and Southeast Asia
Consumer online shopping habits in Malaysia and Southeast Asia reflect unique trends in multiculturalism and technology use. Understanding these trends is critical to growing your e-commerce business.
1. The influence of social media
In Malaysia, the usage rate of social media is extremely high. More than 90% of consumers use smartphones, and more than 96% of users choose Facebook as their main social platform. The young user group (18 to 34 years old) accounts for more than 60%, which overlaps with the main user group of the Shopee Malaysia site. Therefore, using Facebook as a precise traffic channel is a very effective strategy.
2. Multiculturalism and regional differences
Malaysia is composed of two major regions: West Malaysia and East Malaysia. Its cultural and ethnic diversity affects consumers’ shopping behavior. According to a 2017 iPrice study, online shoppers in East Malaysia spend 75% more time searching for products than those in West Malaysia, indicating a higher likelihood of online shopping.
In terms of online shopping time, users in both East and West Malaysia start shopping at 11 a.m. However, East Malaysians tend to log off during lunch time, while West Malaysians continue to shop online. In terms of device usage, East Malaysian users prefer desktops or tablets, while West Malaysian users tend to use smartphones.
3. Shopping motivations and consumer preferences
Consumers in Southeast Asia show the following main motivations when choosing online shopping: The first is convenience, with 73% of consumers stating that “being able to shop anytime and anywhere” is their main motivation. Secondly, 69% of consumers believe that “easy price comparison” is also an indispensable factor, showing the importance of price among middle-income groups. In addition, 61% of consumers tend to read reviews from existing buyers, and 58% of consumers are looking for “cheap deals.” Finally, more than half (55%) of respondents believe online shopping offers a wider variety of products than traditional stores, contributing to the general popularity of online shopping.
To sum up, understanding the online shopping habits of consumers in Malaysia and Southeast Asia is crucial to the operation strategy of e-commerce platforms. Especially under the influence of social media and multiculturalism, precise market positioning and traffic diversion strategies will be significant. Increase consumers’ purchasing intention.