Ipsos: E-commerce Becomes Routine in Malaysia, TikTok Challenges Shopee

Online shopping in Malaysia has entered a new phase, with purchases increasingly focusing on everyday essentials, according to Ipsos' 2026 E-commerce Landscape study. Simultaneously, the social media platform TikTok is strongly challenging market leader Shopee, narrowing the gap particularly in promotions and product variety.

The report highlights that Malaysia's e-commerce sector contributed 23.4% to the nation's GDP in 2024, underscoring its significance as an economic driver. Purchase volumes have stabilized after last year's significant growth, with consumers now prioritizing necessities over discretionary items. This shift suggests market maturity and the establishment of routine purchasing habits among a broader consumer base.

The competitive landscape has intensified considerably, with TikTok Shop emerging as a formidable competitor to Shopee. Notably, TikTok Shop's fastest-growing demographic comprises Malaysians in their thirties and forties, indicating its transition from a social commerce novelty to mainstream adoption.

Ipsos' analysis suggests that the future of e-commerce in Malaysia will be shaped by deepening purchasing habits and increased competition, with social media platforms solidifying their roles as significant online retail channels.