KUALA LUMPUR: A seamless online-offline experience is now recognised as a fundamental requirement for retailers in the rapidly evolving retail and commerce landscape.
According to a study by KPMG and GS1, an international standards organisation with member bodies in more than 100 countries, which surveyed 7,000 respondents across 14 markets in the Asia-Pacific region, 49% of respondents from Malaysia are comfortable with both online and physical store shopping.
In a statement, KPMG said the survey found that another 27% of Malaysian respondents preferred in-store shopping.
“In Malaysia, we’re seeing a convergence of traditional and digital shopping preferences, particularly among Gen-Z consumers,” said Ngu Heng Sing, partner and head of the consumer and retail sector at KPMG Malaysia.
Ngu said that in an era defined by consumers’ increased price sensitivity and digital fluency, the need for brands and retailers to adopt seamless integration, technological innovation, and personalised engagement cannot be understated.
“By embracing these principles, they can cultivate enduring connections and deliver transformative experiences that redefine the future of commerce,” he said.
The study also found that mobile banking apps are the preferred online payment method among Malaysian consumers, with security and fraud risks being the most important factors in choosing a payment method.
In addition, Malaysia recorded the second-highest dissatisfaction rate at 27% with generative artificial intelligence-driven product recommendations, almost on par with Singapore’s 28%.
KPMG said Malaysia also registered the second lowest adoption rate for subscriptions, which can include digitally delivered services such as media or entertainment as well as fast-moving consumer goods products. — Bernama
