Malaysian Ecommerce to Generate US$9.6 Billion by 2025

malaysia ecommerce

Insights into the growth of Malaysia ecommerce profiling payment methods, target audiences, marketing, social media, economy and logistics


Malaysia is home to almost 32 million people with a total GDP of US$364.7 billion. GDP per capita is currently US$11,378 and expected to reach US$14,765 by 2025. Malaysia is expected to show a high CAGR of over 14.97% between 2021 and 2025.

Check out more exciting markets in Southeast Asia – Indonesia, Thailand, Vietnam.

Digital User Insights

There are currently 14.4 million ecommerce users in Malaysia, with almost 4 million more users to be shopping online by 2025. These 18.3 million ecommerce users will represent 77% of the total population. The average user spends US$383 online, which will grow to US$530 by 2025.

malaysia e-commerce

In Malaysia, the average time spent online is approximately 7.5 hours on the internet, almost 2.5 hours on social media, and over 2.5 hours on TV viewing including broadcast, streaming and video on demand.

malaysia e-commerce

Product Categories

Total ecommerce revenue across all product categories is US$5 billion, expected to reach US$9.6 billion by 2025. Fashion is currently the leading product category, accounting for US$1.8 billion market share. Electronics & Media is second, accounting for US$1.4 billion.

By 2025, Fashion will remain in the lead, valued at US$3.5 billion. Electronics & Media will also grow, reaching US$2.4 billion.

malaysia e-commerce


In 2018, Malaysia was ranked 41st in the World Bank Logistics ranking.77% of Malaysia’s population reside in urban areas.

Preferred Online Payments

Only 32% of Malaysian online shoppers paid by card, with customers preferring to pay by bank transfer (46%), cash (11%) and eWallets (6%).

malaysia e-commerce

Where does Malaysia buy from?

Malaysia imports from China (US$49.4 billion), Singapore (US$28.2 billion), Japan(US$13 billion), United States (US$12.8 billion), and Chinese Taipei (US$10.3 billion).

malaysia e-commerce

Internet and Device Usage

Internet penetration in Malaysia is currently at 96%, and should reach 97.5% by 2025. Smartphone penetration is 96% and is projected to grow to 97.4% by 2025.  Social Network Penetration was 81% as of 2020.

82% of online shoppers in Malaysia have shopped online via smartphone in 2020. 27% of shoppers made purchases via desktops, 26% by laptops/notebooks, and 11% used a tablet to make their most recent online purchase.

malaysia e-commerce


Year on year marketing spend has increased across cinema (28%), digital (11%), in-store (11%) and outdoor (5%), with spend on radio (-5%), television (-8%), newspaper (-20%) and magazines (-35%) all falling from 2018 to 2019.

malaysia e-commerce

Social Media

Malaysia’s Social Media Penetration is 81% in 2020. Facebook, Whatsapp, GooglePlus, Instagram and WeChat are the leading social networks.

malaysia e-commerce

For more market insights, check out the ESW series of blogs covering a range of emerging ecommerce markets. 

*Insights derived from ESW data, Statista, WorldBank, OECD and other industry sources.

Ecommerce in Southeast Asia