As previously highlighted in our Southeast Asia eCommerce Outlook 2024This free PDF takes a broad view of eCommerce across five of Southeast Asia's most exciting markets: statisics, market structure, trends, entry strategy.Free Southeast Asia eCommerce Outlook, Malaysia exhibits a high penetration rate, with around 50% of Malaysians having shopped online as of 2024. Since the Malaysian government currently does not impose strict requirements on the B2C eCommerce industry, cross-border is the fastest entry method and a great opportunity for businesses looking to expand into Asia.
For brands looking to increase their reach in Malaysia, these are the main multi-vendor marketplaces to consider in their multichannel eCommerce strategy.
This ranking covers the largest eCommerce platforms in Malaysia based on findings from our eCommerce Marketplace Monitoring Services in Southeast Asia–and taking website traffic & app download data from December 2024 into consideration–to give you a better understanding of the online landscape in the region.
If you’re looking for an overview of the whole region, make sure to check out our ranking of 10 Largest Online Marketplaces in Southeast Asia (2024)Southeast Asian eCommerce is one of the fastest developing and changing. We look at the Top 10 online marketplaces in the region in 2024.Southeast Asia’s 10 Largest Online Marketplaces
Biggest e-Commerce Platforms in Malaysia
1. Shopee MY
- Monthly Visits (Web): 56.81M
- Monthly App Downloads (Android): 551.1K
Shopee is partly owned by China’s Tencent and is the largest comprehensive eCommerce platform in Malaysia and Southeast Asia. In recent years, Shopee MY has caught up with and surpassed Lazada to become the largest marketplace in the country.
Sea Ltd., its parent company, reported a 42.6% increase in e-commerce revenue, reaching $3.2 billion in the third quarter of 2024, beating its quarterly goal. This growth was driven by heightened consumer activity across Southeast Asia.
Already selling on Shopee MY? Boost your eCommerce Market Intelligence with our Customized Marketplace Reports containing data on sales volume and revenue by SKU, brand, merchant, and categories.
2. Lazada MY
- Monthly Visits (Web): 11.58M
- Monthly App Downloads (Android): 390.2K
Supporting C2C, B2C, cross-border, and flagship brand sellers. Lazada’s highly-developed logistics capabilities–offering same-day and next-day delivery in many urban areas–are one of its biggest advantages. The company is constantly expanding its network, with new warehouses opening up new opportunities throughout the country. Lazada, like Shopee, offers products in dozens of categories.
Tip: For a continuously updated snapshot of the best-selling products, categories, and merchants selling on Lazada and Shopee, download our free Southeast Asia eCommerce Datasets that are released monthly.
3. TEMU
- Monthly Visits (Web): 780M Global*
- Monthly App Downloads (Android): 520K
TEMU, a rising eCommerce marketplace backed by PDD Holdings (the parent company of Pinduoduo), has quickly gained traction in Malaysia by offering ultra-low-priced products across various categories, from fashion to electronics. Known for its aggressive discounts and free shipping offers, TEMU targets price-sensitive shoppers looking for deals on everyday essentials. However, since most products are shipped directly from China, delivery times can be longer than local marketplaces.
While Temu has made notable strides in expanding into SEA, it continues to navigate significant challenges and pushback by some local governments, including stiff competition and regulatory hurdles, as it seeks to establish a stronger foothold in the region.
4. TikTok Shop
- TikTok Lite - Monthly App Downloads (Android): 152.2K
- TikTok Shop Seller Center - Monthly App Downloads (Android): 74.4K
A newcomer in the online retail scene with notably high sales of Beauty & Personal Care products, China’s TikTok has exhibited astounding growth thanks to the platform’s already huge social media user base and its algorithm capabilities to recommend products that match users’ interests and needs.
Having launched merely in 2021, by 2023 it reached a gross merchandise value of $16.3 billion in 2023, nearly quadrupling from the previous year. In early 2024, Douyin acquired a 75% stake in Indonesia’s eCommerce leader Tokopedia, signaling the company’s strong push within the region.
5. Mudah
- Monthly Visits (Web): 6.3M
- Monthly App Downloads (Android): 132.2K
Originally launched in 2007, Mudah is a well-known online classifieds marketplace in Malaysia. It has since been acquired by Carousell, another online platform in our ranking. Almost everyone can buy and sell almost anything here, From luxury goods, fashion items, cell phones, computers, refrigerators, sofas, holiday accommodations, and even new and used cars, rental rooms, houses for sale, and part-time jobs.
6. Carousell MY
- Monthly Visits (Web): 3.9M
- Monthly App Downloads (Android): 70K
Operating in half a dozen countries in the region, Carousell is now the second-biggest marketplace in Singapore and a prominent player in Southeast Asia. While starting as a classified ads site mainly for electronic devices, it has now evolved into a marketplace for both C2C and B2C, offering everything from fashion and beauty products to new and used cars and even properties!
7. Watsons MY
- Monthly Visits (Web): 0.99M
- Monthly App Downloads (Android): 47.5K
Watsons is a Hong Kong health care and beauty care chain with 8,000 stores and 1,500 pharmacies in Asia and Europe, as well as an online retail platform. In the specific case of Malaysia, Watsons also operates “W Mall”, a multi-vendor platform for sellers to place their products in partnership with the brand.
8. Zalora
- Monthly Visits (Web): 0.644M
- Monthly App Downloads (Android): 32.6K
Zalora is a Singapore-based fashion and cosmetics retailer offering a mix of more than 500 international brands as well as local designs. Zalora delivers goods quickly and provides cash on delivery and free returns services. It is the most popular fashion shopping platform in Malaysia.
Other Popular eCommerce Platforms in Malaysia
In addition to the aforementioned marketplaces, there are other platforms that operate globally or have expansion plans for Southeast Asia, and as such should be taken into account for your Malaysian eCommerce strategy.
9. Taobao
- Monthly Visits (Web): 3.01M
- Monthly App Downloads (Android): 89.6K
Taobao is China’s biggest multi-vendor marketplace and is owned by Alibaba, and enables not only Chinese, but international retailers, wholesalers, and manufacturers looking to sell their products online in Malaysia as well.
10. Amazon Global
- Monthly Visits (Web): 3.09M
- Monthly App Downloads (Android): 49.5K
While Amazon does not have a dedicated website in any Southeast Asia country other than Singapore, it is still available and, to an extent, popular in Malaysia. Amazon’s biggest competitive advantage is that some international products are more readily available than in other marketplaces. Its downside, however, is that users often have to rely on third-party delivery services to get the goods, and the speed and reliability of such deliveries can hardly compare with that of local marketplaces.
11. AliExpress
- Monthly Visits (Web): 1.53M
- Monthly App Downloads (Android): 35.3K
AliExpress, owned by Alibaba Group, is a well-established global marketplace offering a vast range of products at competitive prices. Popular in Malaysia for affordable gadgets, fashion, and accessories, it connects consumers directly with manufacturers and resellers. While AliExpress provides a diverse product selection, buyers need to consider longer shipping times and potential import taxes when purchasing from overseas sellers.
12. Alibaba
- Monthly Visits (Web): 74.29M Global*
- Monthly App Downloads (Android): 87.4K
Unlike AliExpress, which focuses on retail shoppers, Alibaba is a wholesale platform primarily serving businesses looking to source bulk products from Chinese and international suppliers. It is a go-to marketplace for Malaysian businesses in need of private-label manufacturing, bulk raw materials, or factory-direct goods. While Alibaba offers extensive supplier options and competitive pricing, it often requires businesses to negotiate directly with manufacturers, making it less convenient for casual shoppers.
13. SHEIN MY
- Monthly Visits (Web): 203M Global*
- Monthly App Downloads (Android): 181.9K
The Chinese-Singaporean online retailing giant SHEIN is also very popular in the Southeast Asian region since it announced plans for launching a global integrated marketplace in 2023. Despite already having localized websites for numerous countries including Malaysia, it currently has only rolled out its marketplace model for Global Sellers from the United States, Brazil, and Mexico, with more countries to follow in the short term.
If you want to know about the eCommerce landscape in Malaysia, make sure to check out our eCommerce Market Localization Guides available in Free Starter and Paid Premium Versions and based on our 20+ years of experience in eCommerce market entry strategies.
Entering Malaysia’s Online Market
Malaysia, along with the rest of the countries in Southeast Asia, is home to some of the biggest mobile and social media users on the planet, and the country’s explosive economic growth in recent days has translated into huge opportunities for the eCommerce industry.
However, entering this market is no easy task. Knowing what is the population, economic, and eCommerce market size; which product categories are suitable for selling on these platforms; what are the requirements for foreign direct investment and foreign legal entities in the region; and what should be considered regarding local tariffs, product certification, and logistics; are some of the essential considerations needed for a successful Southeast Asia market strategy.
If you are looking for an eCommerce agency to assist you in your Southeast Asia business expansion, or want to explore other alternatives to grow in the region, reach out to us to learn more about our Consultancy & Strategy Services services, from branded eCommerce website development to social commerce and other Cross-border eCommerce Solutions.
