• 51% of connected consumers in Malaysia made their most recent online purchase via mobile
  • Ecommerce penetration is growing, as 55% of the population have made an online purchase, an increase of 8% YOY
  • Food delivery services driving uptake of new purchasing habits

5 Dec 2017, Malaysia: Connected consumers in Malaysia are using their smartphones to purchase a range of goods online according to the results from the latest Connected Life study from Kantar TNS. Over half (51%) of Malaysians with access to the internet made their most recent online purchase on mobile, as consumers become more trusting of the online ecommerce environment.

The results of the study showed that it is emerging markets in Southeast Asia who are leading the way when it comes to m-commerce. Ahead of Malaysia, the majority of people with internet connections in markets such as Indonesia (93%), Thailand (93%), and Vietnam (86%), are using their mobiles to make purchases as they leapfrog more traditional forms of online shopping and go straight to their phones. These countries are even more mobile-centric than China, where 83% of connected consumers use their mobiles for purchases.

In terms of overall online shopping behaviour, ecommerce penetration in Malaysia is growing.  55% of the population in Malaysia have made an online purchase, an increase of 8% as compared to last year.

The fastest growing categories for ecommerce in Malaysia across all devices are automotive, tobacco and media services. The food and drink category is another key driver of m-commerce habits, as fast food services such as UberEATS are more likely to be purchased via mobile, whilst grocery transactions such as HappyFresh are made via desktop or laptop.

Commenting on the findings, MC Lai, Managing Director, Malaysia, Kantar TNS said:

“Malaysians take great pleasure in online shopping at marketplaces that allow third-party vendors to sell on them, such as Lazada and 11street. The ease and convenience of online shopping today means that many Malaysians who shop online are using their phones to an increasing extent.

Within today’s diverse ecommerce environment, we are seeing that online purchases are also taking place beyond the traditional categories – with apps like Carousell and Mudah that facilitate C2C exchanges, to fast food apps like UberEATS that are normalising online payments.

And it is expected that the recent launch of mobile wallets such as MaybankPay and Alipay will continue to accelerate mobile commerce adoption in Malaysia.” 

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Notes to Editors:

About Kantar TNS

Kantar TNS is one of the world’s largest research agencies with experts in over 90 countries. With expertise in innovation, brand and communication, shopper activation and customer relationships we help our clients identify, optimise and activate the moments that matter to drive growth for their business. We are part of Kantar, one of the world’s leading data, insight and consultancy companies. Find out more at www.tnsglobal.com

About Connected Life

Connected Life is Kantar TNS’s annual study of digital behaviour, conducting quantitative interviews with 70,000 consumers across 56 countries and over 100 qualitative interviews across 12 countries. In Asia Pacific, 23,895 quantitative interviews were conducted. Fieldwork was conducted from May – August 2017. The definition of developed nations and emerging countries are based on the World Bank classifications. Developed nations include: Australia, Hong Kong, Japan, New Zealand, Singapore, South Korea and Taiwan. Emerging countries include: China, India, Indonesia, Malaysia, Mongolia, Philippines, Thailand, Vietnam, Cambodia, Mongolia, Myanmar and Sri Lanka. Study content includes: media consumption, device infrastructure, digital activities, purchase (online and offline), respondent profiles, brand engagement touchpoints, drivers of eCommerce, deep dive into social networks, and attitudes to brands and technology.