E-commerce Emerges As Malaysians' Go-to Platform For Festive Essentials
KUALA LUMPUR, Feb 10 (Bernama) -- Online shopping for essentials grew increasingly popular among Malaysians during the recent Chinese New Year (CNY) celebrations, with many opting for it over traditional retail outlets.
Shopee, in a statement, said that the latest study conducted by the e-commerce platform found a significant shift, with a growing number of products that were once purchased in physical stores now available online.
Head of Marketing and Business Intelligence at Shopee Malaysia Tan Ming Kit attributed the shift to the convenience, competitive prices, and interactive shopping experiences offered by e-commerce.
“Malaysians are embracing digital commerce not just for convenience but also for interactive experiences like livestreaming, which enhance engagement and help them make informed purchasing decisions,” he said in the statement.
The statement stated that livestreaming allowed shoppers to interact with sellers in real-time, receive product recommendations, and demonstrated how digital innovation was reshaping CNY shopping habits while preserving cherished traditions.
Shopee Live remains the go-to platform for consumers seeking engaging, real-time shopping experiences.
“This CNY, 116 per cent more Malaysian buyers chose to interact with sellers via livestream shopping compared to the last CNY. This surge in engagement shows that live commerce has grown steadily as the key avenue for discovering CNY-related products and festive shopping,” it said.
With this rise in live shopping, the statement said that Shopee Affiliates were seizing new and evolving opportunities by launching their own livestreams.
During this campaign, the number of affiliate livestreams skyrocketed by over 160 per cent and resulted in a 240 per cent increase in orders for local businesses selling CNY goods, it said.
Festive treats saw the highest demand, with searches for cookies, snacks, hampers, and beverages surging over 3,000 per cent year-on-year, underlining the growing trend of sourcing festive goodies online.
Home decorations became a key focus, with searches for “CNY decor” and “red lanterns” increasing by over 1,700 per cent as Malaysians opted for online shopping to transform their homes for the season.
Fashion and beauty remained top priorities, as searches for red dresses, cheongsam, and traditional attire surged by 1,600 per cent, while beauty products like red lipstick, eyeshadow, and nail polish jumped by 1,900 per cent, showing that shoppers were embracing online platforms for their full festive styling needs.
In addition, Shopee revealed that nearly two million items were purchased under the 'Low Price Guaranteed' programme, with over 620 million Shopee Live vouchers redeemed during the festive season campaign, saving consumers more than RM52 million on their celebratory essentials.
Meanwhile, Bell Hee Pek Wan, a top-performing Shopee Affiliate and the winner of the Shopee Superstar Awards 2020 ‘Most Loved Streamer’ award, said livestreaming allowed her to connect shoppers with the right products while demonstrating their quality and value in real time.
“I showcase CNY essentials, from auspicious home and living products like festive decorations and dining sets to storage solutions and trending beauty products.
“I also guide shoppers on how to maximise savings with Shopee Coins and vouchers. This interactive experience builds trust and drives sales, benefiting both my audience and the sellers I collaborate with,” she said.
-- BERNAMA
