Ipsos: E-commerce engagement reaches record highs in Malaysia
New market data indicates that 74 percent of Malaysians browsed e-commerce platforms in May 2026, marking a three-year peak for digital platform engagement.
E-commerce adoption in Malaysia has reached a milestone, with engagement metrics climbing steadily over the past three years. While browsing behavior has hit a record 74 percent, actual purchase rates have leveled off at 60 percent, signaling a shift toward market maturity. Consumers are increasingly using digital channels for routine purchases, with groceries and home care products driving growth over traditional discretionary categories like fashion.
Shopee remains the market leader, though TikTok is gaining substantial ground. The social commerce platform has expanded its reach among working-age adults aged 25 to 44, significantly narrowing the gap with established marketplaces in areas such as user experience and promotional value. Facebook has also seen a resurgence in its e-commerce utility.
This growth occurs within the context of a wider economic shift; in 2024, the ICT and e-commerce sectors contributed approximately RM451.3 billion to Malaysia's GDP. The Ipsos findings suggest that while the initial phase of explosive user acquisition may be slowing, the integration of social commerce into the daily lives of a broader demographic is cementing e-commerce as a primary pillar of the national economy.