马来西亚电子商务市场前景及投资研究报告-培训课件外文版2024.4

DIGITAL

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TRENDSE-commerceinMalaysiaCHAPTER

01OverviewE-commerceshareoftotalretailintheAsia-Pacificregionin2022,bycountryorterritoryE-commerceshareoftotalretailAPAC2022,bycountryorterritoryE-commerceshare15%0%5%10%20%25%30%35%ChinaSouthKoreaJapan33%25%16%15%AustraliaSingaporeNewZealandThailandHongKongIndonesiaTaiwan14%12%11%11%10%9%Vietnam8%India6%PhilippinesMalaysia5%1%3Description:ChinaappearedtobethemostenthusiasticAsia-Pacificcountryintermsofe-commerceadoption,with33percentofitstotalretailsalesowingtoe-commercein2022.Contrastingly,e-commerceaccountedforjustonepercentofthetotalretailsalesintheMalaysiaduringthesameyear.ReadmoreNote(s):APAC;2022Source(s):PPROShareofinternetuserswhomadeweeklyonlinepurchasesintheAsia-Pacificregionin2022,bycountryorterritoryShareofinternetuserswhomadeweeklyonlinepurchasesAPAC2022,bycountryShareofinternetusers0%10%20%30%40%50%60%70%80%ThailandSouthKoreaIndonesiaIndia66.8%65.6%62.6%62.3%61.9%61.3%61%ChinaMalaysiaSingaporePhilippinesVietnam61%60.7%Taiwan60.3%AustraliaHongKongNewZealandJapan53.4%50%49.3%41.6%4Description:In2022,66.8percentofinternetusersinThailandmadeanonlinepurchaseeachweek.Incontrast,theshareofinternetuserswhomadeweeklypurchasesinJapanwas41.6percentin2022.

ReadmoreNote(s):Asia,APAC;Q32022;16-64years;internetusersSource(s):DataReportal;Meltwater;WeAreSocialE-commercemarketvolumeinSoutheastAsiafrom2021to2022,withforecastsfrom2023to2030,bycountry(inbillionU.S.dollars)E-commercemarketvolumeSEA2021-2030,bycountry202120222023*2025*2030**180160140120100801608262606060586048403024242521

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2215

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13108880IndonesiaVietnamThailandPhilippinesMalaysiaSingapore5Description:By2030,theIndonesiane-commercemarketwaspredictedtogeneratearound160billionU.S.dollarsinonlineretailsales,increasingfrom58billionU.S.dollarsin2022.By2030,Indonesiawasforecastedtoaccountforover42percentoftheSoutheastAsiane-commercemarketlikelyduetoagrowingmiddleclassandtheincreasingaccesstotheinternet.OtheremergingmarketsincludeMalaysia,thePhilippines,ThailandandVietnam.ReadmoreNote(s):Asia;2021to2023;excludingonlinemedia,travel,transportandfoodsales;*Forecast.**Forecastrepresentsarange.

ReadmoreSource(s):Bain&Company;Google;TemasekHoldingsAnnualgrossmerchandisevalue(GMV)ofthee-commercemarketinMalaysiafrom2019to2023withaforecastfor2025(inbillionU.S.dollars)GMVofe-commercemarketinMalaysia2019-20251816161412108131313864320201920202021202220232025*6Description:In2023,thegrossmerchandisevalue(GMV)intheMalaysiane-commercemarketamountedto13billionU.S.dollarsandwasexpectedtoreach16billionU.S.dollarsby2025.E-commercehasbeenontheriseinMalaysiaforawhilenowandisnotexpectedtostopanytimesoon.ReadmoreNote(s):Malaysia;2019to2023;*Forecast.Grossmerchandisevalue(GMV)isthetotalvalueofmerchandisesoldoveragivenperiodoftimethroughacustomer-to-customer(C2C)exchangesite.

ReadmoreSource(s):Bain&Company;Google;TemasekHoldingsNumberofusersofe-commerceinMalaysia2018-2028(inmillions)Numberofusersofe-commerceinMalaysia2018-2028302524.5322.9721.419.82201510518.2616.7315.0813.211.69.948.460201820192020202120222023202420252026202720287Description:ThenumberofusersintheE-commercemarketinMalaysiawasforecasttocontinuouslyincreasebetween2023and2028byintotal7.8millionusers(+46.62percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach24.53millionusersandthereforeanewpeakin2028.Notably,thenumberofusersoftheE-commercemarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Malaysia;2018to2028Source(s):DigitalMarketInsightsCHAPTER

02KeyindicatorsContributionofe-commercetothegrossdomesticproduct(GDP)ofMalaysiafrom2015to2022(inbillionMalaysianringgit)Contributionofe-commercetotheGDPofMalaysia2015-2022300250239.13201.04200163.86150129.35117.45107.3201795.64201610050089.152015201820192020202120229Description:In2022,thee-commerceindustryinMalaysiawasestimatedtocontributemorethan239billionMalaysianringgittothecountry'sgrossdomesticproduct(GDP).Thee-commerceindustryinMalaysiahasbeenincreasingforthepastfewyears,andthevalueaddedofthisindustryhasmorethandoubledsince2017.ReadmoreNote(s):Malaysia;2015to2022;*Estimate.**Preliminary.Figureshavebeenrounded.OneMalaysianRinggit(RM)equals0.21U.Sdollarsand0.20eurosasofNovember2023.

ReadmoreSource(s):StatisticsMalaysiaShareofe-commercetothegrossdomesticproducts(GDP)inMalaysiafrom2015to2022Shareofe-commercetotheGDPinMalaysia2015-202214%12%10%13.3%13%11.6%8.6%8.1%7.8%7.7%7.6%8%6%4%2%0%2015201620172018201920202021*2022**10Description:In2022,thegrossvalueaddedofthee-commerceindustrytothegrossdomesticproducts(GDP)wasat13.3percent,aslightincreasefrom13percenttheyearbefore.Theshareofe-commercetotheMalaysianGDPhasbeensteadilyincreasingsince2015.ReadmoreNote(s):Malaysia;2015to2022;*Estimate.**Preliminary.ReadmoreSource(s):StatisticsMalaysiaE-commercemarketvalueinMalaysiafrom2016to2022(inbillionMalaysianringgit)E-commercemarketvalueinMalaysia2016-2022454035302538.228.525.724.219.72014.2151059.602016201720182019202020212022e11Description:Thee-commercemarketvalueinMalaysiawasestimatedat38.2billionMalaysianringgitin2022.ThiswasanincreasebynearlytenbillionMalaysianringgitcomparedto2021,whenthee-commercevaluewasataround28.5billionMalaysianringgit.Thevalueofe-commerceinthecountryhasincreasedbymorethanthreefoldsince2016.ReadmoreNote(s):Malaysia;2016to2022Source(s):GlobalData;MalaysianCommunicationsandMultimediaCommissionQuarterlynetincomeofe-commercesectorinMalaysiafrom1stquarter2020to1stquarter2023(inbillionMalaysianringgit)Quarterlye-commercenetincomeinMalaysiaQ12020-Q12023305285291.68287.06275.86274.6273.78265.13264.27265245225205185254.26245.4241.98238.2216.9195.9Q12020Q22020Q32020Q42020Q12021Q22021Q32021Q42021Q12022Q22022Q32022Q42022Q1202312Description:Inthefirstquarterof2023,thenetincomeofe-commerceinMalaysiareachedmorethan291billionMalaysianringgit,anincreasefromaround287billionMalaysianringgitinthepreviousquarter.Thequarterlynetincomeofe-commerceinthecountryhasbeensteadilyincreasingoverthepastfewyears.ReadmoreNote(s):Malaysia;Q12020toQ12023Source(s):StatisticsMalaysiaRevenueperuserofe-commerceinMalaysia2018-2028(inU.S.dollars)Revenueperuserofe-commerceinMalaysia2018-2028600518.92514.54509.37508.76487.445004003002001000466.57438.74431.89406.6333.82286.932018201920202021202220232024202520262027202813Description:ThearpuintheE-commercemarketinMalaysiawasforecasttoincreasebetween2023and2028byintotal87U.S.dollars(+20.14percent).Thisoverallincreasedoesnothappencontinuously,notablynotin2026.Theindicatorisestimatedtoamountto518.92U.S.dollarsin2028.ReadmoreNote(s):Malaysia;2018to2028Source(s):DigitalMarketInsightsE-commerceincomeofcompaniesinMalaysiain2021,bysector(inbillionMalaysianringgit)E-commerceincomeofcompaniesMalaysia2021,bysectorValueinbillionMalaysianringgit200

3000100400500600ManufacturingServices553.82472.98WholesaleandretailtradeFinancialandinsurance/takafulInformationandcommunicationTransportationandstorageUtility217.08131.7368.0423.8412.64MiningandquarryingAccommodation8.664.198.8Foodandbeverages14Description:In2021,companiesinthemanufacturingsectorinMalaysiageneratede-commerceincomeofapproximately553.82billionMalaysianringgit,thehighestamongcompaniesinothersectors.Thiswasfollowedbycompaniesintheservicessector,withnearly473billionMalaysianringgitine-commerceincome.ReadmoreNote(s):Malaysia;2021Source(s):StatisticsMalaysiaExpenditureofe-commerceconsumergoodsamongMalaysiansin2022,byproductcategory(inmillionU.S.dollars)Expenditureofe-commerceconsumergoodsinMalaysia2022,byproductcategoryValueinmillionU.S.dollars05001,0001,5002,0002,5003,0002,8302,730ElectronicsFashionToys,hobby,DIYPersonalandhouseholdcareFurniture1,1101,080736.7PhysicalmediaFood397.7158.444.17Beverages15Description:In2022,consumersinMalaysiaspentatotalof2.83billionU.S.dollarstopurchaseelectronicsproductsfrome-commerceplatformsoronlinemarketplace,makingitthetopcategoryofconsumergoodspurchasedinthee-commercesector.Fashionproductswasthecategorywiththesecondhighest,with2.73billionU.S.dollarsworthofexpenditureinthatyear.ReadmoreNote(s):Malaysia;2022Source(s):DataReportal;GWI;Meltwater;WeAreSocialCHAPTER

03Leadinge-commercewebsitesMostvisitede-commercesitesinMalaysiaasof2ndquarter2022,bymonthlytraffic(in1,000clicks)Mostvisitede-commercesitesinMalaysiaQ22022,bymonthlytrafficOnlinetrafficinthousandclicks20,000

30,000010,00040,00050,00060,000ShopeePGMall54,933.322,153.3Lazada12,820Zalora1,098.2363.7GoShopQoo10314.6272.5ApplecrumbyDecathlon

253.7Sephora236.3Motherhood

206.817Description:Asofthesecondquarterof2022,ShopeeledtheMalaysiane-commercemarketasthemostclickede-commercesiteinthecountry,followedbyPGMallandLazada.Witharound55millionclicks,ShopeewastheleadingonlineshoppingplatforminnotonlyMalaysia,butalsoacrossSoutheastAsia.ReadmoreNote(s):Malaysia;Q22022Source(s):iPriceGroup;SimilarWebMostpopularinternationale-commercesitesinMalaysiaasof2ndquarter2022,bymonthlywebvisits(in1,000clicks)Leadinginternationale-commercesitesMalaysiaQ22022,bymonthlyvisitsNumberofmonthlywebvisitsinthousandclicks010,00020,00030,00040,00050,00050,53060,000ShopeeLazadaZalora13,416.671,250232.36229.73211.53210.41DecathlonQoo10SephoraeBayuBuy

123.19SportsClick

100.24Photobook

69.1818Description:Asofthesecondquarterof2022,Shopeewasthemostvisitedinternationale-commercewebsiteinMalaysiawithapproximately50millionmonthlywebvisits.ThiswasfollowedbyLazadawitharound13.4millionmonthlywebvisits.

ReadmoreNote(s):Q22022Source(s):iPriceGroup;SimilarWebMostpopulardomestice-commercesitesinMalaysiaasof2ndquarter2022,bymonthlywebvisits(in1,000clicks)Leadingdomestice-commercesitesMalaysiaQ22022,bymonthlywebvisitsNumberofmonthlywebvisitsinthousandclicks05,00010,00015,00020,00025,00022,833.33PGMallApplecrumbyMotherhoodGoShop266.38198.85189.99115.35101.67100.29HermoPrintciousCristyNgDoublewoot

93.94Poplook

93.69NaelofarHijab

80.5919Description:Asofthesecondquarterof2022,PGMallwasthemostvisiteddomestice-commercewebsiteinMalaysiawithapproximately22.8millionmonthlywebvisits.ThiswasfollowedbyApplecrumbywitharound266thousandmonthlywebvisits.

ReadmoreNote(s):Q22022Source(s):iPriceGroup;SimilarWebNumberofmonthlywebvisitsonShopeeinMalaysiafrom1stquarter2018to2ndquarter2022(inmillions)NumberofmonthlywebvisitsonShopeeMalaysiaQ12018-Q2202265554557.5756.2254.9353.9850.5347.3346.9438.2637.943528.9227.2725.792515521.2620.2419.9515.7913.7712.33Q1'18

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Q2'2220Description:Asofthesecondquarterof2022,Shopee'snumberofmonthlyvisitorsinMalaysiaamountedtoapproximately50million.Althoughtslightlydecliningcomparedtothepreviousquarter,thenumberofvisitorstothee-commercesitehasdoubledsincetheCOVID-19pandemicbeganinthefirstquarterof2020.Sincethen,Shopeebecamethemostvisitede-commerceplatforminthecountry.ReadmoreNote(s):Malaysia;Q12018toQ22022Source(s):iPriceGroup;SimilarWebTotalgrossmerchandisevalue(GMV)ofShopeefrom1stquarter2020to2ndquarter2022(inbillionU.S.dollars)GrossmerchandisevalueofShopeeQ12020-Q22022201816141918.217.416.81512.611.9121089.386.26420Q12020Q22020Q32020Q42020Q12021Q22021Q32021Q42021Q12022Q2202221Description:Shopee'sgrossmerchandisevalueamountedto19billionU.S.dollarsinthesecondquarterof2022.ShopeeisasubsidiaryofSeaLimited,oneofSoutheastAsia'sleadingonlineserviceprovidersheadquarteredinSingapore.

ReadmoreNote(s):Singapore;Q12020toQ22022Source(s):SeaNumberofmonthlywebvisitsonPGMallinMalaysiafrom1stquarter2020to1stquarter2022(inmillions)NumberofmonthlywebvisitsonPGMallinMalaysiaQ12020-Q2202225201522.159.78107.837.097.076.984.54504.091.69Q12020Q22020Q32020Q42020Q12021Q22021Q32021Q42021Q1202222Description:Inthefirstquarterof2022,PGMall,Malaysia'se-commercemarketplace,managedtoamassmorethan22millionwebsitevisits,asignificantincreasecomparedtothepreviousquarter.Withinthesameperiodlastyear,theonlinemarketplacehadmorethansevenmillionvisitsinamonth.ReadmoreNote(s):Malaysia;Q12020toQ12022Source(s):iPriceGroup;SimilarWebCHAPTER

04E-paymentGrosstransactionvalue(GTV)ofdigitalpaymentsinMalaysiafrom2019to2023withaforecastfor2025(inbillionU.S.dollars)GrosstransactionvalueofdigitalpaymentsinMalaysia2019-20252502002071651521501231008350020192021202220232025*24Description:In2023,thegrosstransactionvalue(GTV)ofdigitalpaymentsinMalaysiaamountedto165billionU.S.dollars,anincreasefrom152billionU.S.dollarstheyearbefore.TheGTVofdigitalpaymentswasexpectedtocontinuetoincreaseduetotheriseofe-commerceinMalaysiaandreach207billionU.S.dollarsby2025.ReadmoreNote(s):Malaysia;2019to2023;*Forecast.ReadmoreSource(s):Bain&Company;Google;TemasekHoldingsValueofelectronicmoneytransactionsinMalaysiafrom2016to2022(inbillionMalaysianringgit)ValueofelectronicmoneytransactionsinMalaysia2016-202280706050403069.449.827.717.63201920119.17.710020162017201820202021202225Description:ThevalueofelectronicmoneytransactionsinMalaysiareachednearly70billionMalaysianringgitin2022,anincreaseofaround20billionfromthepreviousyear.E-moneyisusuallystoredine-wallets,withsomeofthemostpopulare-walletsinMalaysiaincludingTouchn`GoandGrabpay.Theincreaseintransactionvaluein2022showedthate-walletsarebecomingmorecommonlyusedasacashlesspaymentmethodacrossthecountry.

ReadmoreNote(s):Malaysia;2016to2022Source(s):BankNegaraMalaysiaDistributionofe-commercepaymentmethodsinMalaysiain2022Leadinge-commercepaymentmethodsinMalaysia2022Shareoftotale-commercepayments0%5%10%15%20%25%30%35%40%Account-to-account(A2A)Digitalwallet37%24%Creditcard17%Debitcard11%CashonDeliveryBuynow,paylater(BNPL)6%4%Pre-paidCard

1%26Description:In2022,account-to-account(A2A),ordirecttransferfromonebanktoanother,werethemostpopularmethodofe-commercepaymentsinMalaysia,accountingfor37percentofalle-commercepaymentmethods.Digitalwalletrankedsecondwith24percentshareofe-commercepayments.ReadmoreNote(s):Malaysia;2022Source(s):WorldpayMajore-walletservicesusedamongrespondentsinMalaysiain2022Mostpopulare-walletservicesusedamongrespondentsinMalaysia2022Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%Touch'nGo92%GrabPay51%Boost36%34%E-paymentservices/e-walletsfrombanksPayPalBigPay25%14%GooglePayFaveApplePayAliPay9%6%6%5%4%4%3%SamsungPayOthersRazerPayAmazonPayVcash1%1%27Description:AccordingtoasurveyconductedbyRakutenInsightone-paymentusageinOctober2022,around92percentofe-paymentusersinMalaysiaindicatedthattheyhadusedTouch'nGofore-paymenttransactions.GrabPayandBoostwerealsopopularwithMalaysianusers,with51and36percentofrespondentsrespectivelysayingtheyhadusedthesedigitalpaymentproviders.Inthesameyear,thevalueofelectronicmoneytransactionsinMalaysiareachednearly70billionMalaysianringgit.

ReadmoreNote(s):Malaysia;October13to30,2022;8,443respondents;16yearsandolder;amongfemaleandmalerespondentsthathadmadee-paymenttransactionsSource(s):RakutenInsightAveragemonthlye-walletspendinginMalaysiain4thquarter2022Averagemonthlye-walletspendingMalaysiaQ42022Shareofrespondents0%10%20%30%40%50%60%RM51-RM100RM101-RM300RM301-RM500RM501-RM100016%55%15%10%28Description:Accordingtoasurveyone-walletusagebyOppotus,55percentofMalaysianrespondentsspentonaveragebetween101to300Malaysianringgitpermonthontheirdigitalwalletsspendinginthefourthquarterof2022.Inthatquarter,around10percentoftherespondentsspentbetween501and1000Malaysianringgitpermonth.ReadmoreNote(s):Malaysia;Q42022;400respondents;18-65yearsSource(s):OppotusLeadingpurchasesmadeusingdigitalwalletsinMalaysiaasofthe4thquarter2022LeadingtransactionsusingdigitalwalletsMalaysiaQ42022Shareofrespondents30%

40%0%10%20%50%60%70%70%68%80%GroceriesF&BCVS43%FooddeliveryE-commercepurchaseTransportationPetrol39%22%17%15%14%MobilereloadsBillpaymentsMovieticketsGaming10%9%9%Hotels7%7%Flighttickets29Description:Accordingtoasurveyone-walletusagebyOppotus,theleadingtransactionmadeusinge-walletinMalaysiainthe4thquarterof2022wasforgroceriespurchaseswith70percentofrespondentshavinguseditforthispurpose.Thiswasfollowedbypayingforfoodandbeverages,with68percentofrespondentshavingusede-walletsforthis.ReadmoreNote(s):Malaysia;Q42022;400respondents;18-65yearsSource(s):OppotusCHAPTER

05ConsumerbehaviorFrequencyofonlinepurchasesamongconsumersinMalaysiaasofJanuary2023FrequencyofonlinepurchasesinMalaysia2023Shareofrespondents10%0%5%15%20%25%30%DailySeveraltimesperweekOnceaweek1.45%11.39%10.85%5.24%OnceeverytwoweeksOnceamonth24.77%Twiceamonth12.84%Onceevery3monthsOnceevery6monthsLessthanonceevery6monthsIdonotshoponline9.22%5.42%12.3%6.51%31/statistics/1385670/malaysia-frequency-of-online-purchasesAccordingtoaJanuary2023surveyconductedinMalaysia,approximately24.77percentofrespondentsstatedtheymadeonlinepurchasesatleastonceamonth.Bycomparison,11.39percentofrespondentsmadeonlinepurchasesseveraltimesaweek.ReadmoreNote(s):Malaysia;January2023;1,022respondents;18yearsandolderSource(s):StandardInsightsMostpopularitemspurchasedonlineamongconsumersinMalaysiaasofJanuary2023MostpopularitemspurchasedonlineinMalaysia2023Shareofrespondents20%

30%0%10%40%50%60%70%80%Fashion(clothes,footwear)Beauty&personalcareproductsFood&beverage68.67%52.61%46.42%Consumerelectronics(phone,laptop,camera,etc.)Furniture&homeappliancesTravel(accommodation,planetickets)Entertainment(concerts,sportingevents)Luxurygoods35.78%21.86%19.54%8.12%4.26%7.16%Others32Description:AccordingtoasurveyconductedinMalaysiainJanuary2023,morethan68percentoftherespondentssaidtheypreferredtoshopforfashionitemsonline.Thiswasfollowedbybeautyandpersonalcareproducts,withmorethan52percentoftherespondentssaidtheyboughttheseitemsonline.ReadmoreNote(s):Malaysia;January2023;1,022respondents;18yearsandolderSource(s):StandardInsightsMainchallengesforonlineshoppingamongconsumersinMalaysiaasofJanuary2023LeadingbarriersagainstonlineshoppinginMalaysia2023Shareofrespondents0%10%20%30%40%50%60%NoguaranteeofproductqualityDelayedorslowdelivery54.35%41.01%Deceptiveadvertising33.08%32.5%SafetyandsecurityconcernsAfter-saleservice(e.g.exchange,return,refundpolicy)Highdeliveryfees27.66%26.11%23.02%LackofcustomerprotectionpolicyTrustinpayment17.99%Personaldatabreach9.86%Limitedproductrange5.03%33Description:Accordingtoasurveyone-commerceandonlineshoppinginMalaysia,asofJanuary2023,morethan54percentoftherespondentssaidthemainchallengestoonlineshoppingwasthelackofguaranteeforproductquality.Thiswasfollowedbydelayedorslowdelivery,witharound41percentoftherespondentssaidthiswasthemainchallengetoonlineshopping.ReadmoreNote(s):Malaysia;January2023;1,022respondents;18yearsandolderSource(s):StandardInsightsDistributionofe-commerceconsumersinMalaysiaasofFebruary2022,byagegroupDistributionofe-commerceconsumersinMalaysia2022,byagegroup27.4%21.1%20.7%18.6%9%3.2%Below2020s30s40s50s60sandaboveAgegroup34Description:Accordingtoa2022surveyone-commerceconsumersinMalaysia,thelargestdistributionofe-commerceusersinthecountrybelongedtorespondentsbelowtheageof20yearsold,with27.4percent.Ingeneral,themajorityofonlineshoppersinMalaysiawereGenZandMillenials.ReadmoreNote(s):Malaysia;April22,2021toFebr