The Malaysian e-commerce sector is growing and is steadily positioning itself as a powerhouse in South-East Asia. This growth can be attributed to a growing middle class, increased internet penetration, strong domestic sales, increasing consumer confidence in shopping online and the rise of digital payments and e-wallets.

With the e-commerce sector growing from strength to strength, it creates a number of job opportunities in areas such as logistics, customer service, and marketing.

According to the International Trade Administration (ITA), Malaysia is an attractive market for e-commerce in South East Asia due to its dynamic economy and developed infrastructure for digital technologies.

The Malaysian Government has supported the rise of e-commerce by empowering local micro, small and medium enterprises (MSMEs). It also established the National E-Commerce Council, consisting of various ministries and agencies, to drive the implementation of the National E- Commerce Strategic Roadmap.

Malaysia’s Vision for the e-commerce sector, as outlined in the National E-commerce Strategic Roadmap (NESR), is to transform the country into a key hub for e-commerce and digital innovation boosting digital usage, skills, resources and a favorable regulatory environment.

The mission for Malaysia’s e-commerce sector is to foster a competitive and inclusive digital economy, empowering local business and citizens to lead in the global digital revolution, with a focus on supporting small and medium sized enterprises (SMEs).

The government has played a key role in the growth of the Malaysian e-commerce sector, through initiatives like the National E-commerce Strategic roadmap, which has encouraged both local and international sellers to establish their businesses. Additionally Digital Free Trade Zones have simplified cross-border transactions.

According to Statista, the e-commerce market is expected to reach a staggering US$ 13.43 billion by 2029.

According to Big Seller, the top 5 categories in 2025 are as follows:

• Fashion Products- In Malaysia the fashion industry is highly sought after, with a strong demand for a wide variety of products, especially among women. The most in-demand items in this category include apparel, watches, accessories, handbags, and jewellery. Additionally, there has been a growing demand for Muslim fashion products, such as scarves, headscarves and clothing.
• Beauty &Personal Care- This industry has been the backbone of the Malaysian e-commerce market, with Skincare, cosmetics and beauty products are in high demand. Malaysian women have shown a keen interest in imported products, with South Korean and Japanese brands leading the way.
• Novelty & Unique Gadgets- In Malaysia, small and innovative gadgets are gaining popularity, with products like multifunctional water bottles, mini umbrellas, and unique household tools drawing attention for their practicality and uniqueness.
• Health Supplements– are becoming more popular as more people are prioritizing their well-being. This category includes products that promote overall health, such as vitamins and minerals, along with more targeted supplements designed for weight management and immune support.
• Mother & Baby products- As Malaysia sees an increasing number of young families, essential items like diapers, baby wipes, toiletries, educational toys and baby food supplements are in high demand. New parents are paying more attention to product quality, emphasizing safety and organic ingredients in their purchases. They also seek products that are eco-friendly and sustainable.

As of 2025, based on traffic and popularity, Shopee is the leading e-commerce platform in Malaysia, followed by Lazada and PG Mall.

The e-commerce market in Malaysia is marked by a wide range of payment options and a strong preference for mobile shopping.

According to PCMI’s E-commerce Data Library, the primary method of payment for e-commerce in Malaysia, by share of volume are; Credit Card, Digital Wallet, Debit Card, Bank Transfers, Cash on Delivery, Buy Now Pay Later, Cash Payments, and Other.

In conclusion, Malaysia’s e-commerce sector is thriving, driven by a growing middle class, internet access and government support. Initiatives like the National E-commerce Strategic Roadmap have fostered a favourable environment, creating job opportunities. With diverse product categories gaining popularity, Malaysia is becoming a key e-commerce hub in South East Asia and it’s future looks promising.