How has the browsing behaviour of Malaysians on e-commerce platforms evolved?

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Malaysian E-commerce Browsing Shows Significant Evolution

In the past six months, a notable 74% of Malaysians have browsed e-commerce platforms, marking the highest level in three years. This represents an increase from 70% in 2025 and 65% in 2024, indicating a growing engagement with online shopping environments. While the propensity to browse has risen, the proportion of Malaysians who actually made online purchases remained relatively stable, standing at 60% in the past six months, a slight decrease from 62% in 2025.
Increased Engagement with Online Platforms

The Indonesian e-commerce landscape is transitioning into a more mature phase, with online shopping increasingly shifting from sporadic purchases to more routine acquisitions of everyday necessities. The survey, conducted in May among 1,031 Malaysians aged 18 to 74, found that the highest percentage of e-commerce browsing over the last three years occurred in the most recent period. This trend suggests a deeper integration of online platforms into the daily lives of consumers.
Shift Towards Everyday Essentials

While fashion continues to be the dominant category for online purchases, accounting for 63% of transactions, the most significant growth has been observed in everyday essentials. Grocery purchases, in particular, saw a substantial rise, increasing to 47% in 2026 from 34% in 2025. This indicates a growing reliance on e-commerce for regular household needs, reflecting a broader shift in consumer behaviour.
Growth in Health and Beauty Categories

Beyond groceries, other essential categories have also experienced considerable expansion in online purchasing activity. The purchase of beauty care products and cosmetics increased to 45% from 29% in the previous year. Similarly, healthcare products saw a marked rise, with online purchases growing to 25% from 15%. These increases highlight a diversification of online shopping habits beyond discretionary items.

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How has the browsing behaviour of Malaysians on e-commerce platforms evolved?

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