CONSUMERS from Malaysia show a strong appetite for cross-border e-commerce and demand convenience, payment flexibility, and a frictionless digital experience when shopping online, according to a study commissioned by Airwallex in partnership with Statista.
The study revealed that:
> Malaysians are confident international shoppers: 94% of Malaysian shoppers expressed confidence in purchasing products from international merchants, higher than the global figure of 89%.
> Malaysians regularly purchase across borders: 72% of Malaysian shoppers buy from international merchants at least once a month, compared with 56% globally.
Marketplaces such as Shopee, Lazada, and Taobao remain the preferred platforms in Malaysia, while social commerce is also gaining traction.
> Influencers matter more in Malaysia: 76% of Malaysian shoppers say influencer recommendations impact their purchasing decisions– far higher than the global average of 53%.
The findings highlight the need for both global merchants and Malaysian SMEs to adapt their strategies to meet the expectations of cross-border shoppers.
Merchants offering diverse payment options such as digital wallets and Buy Now, Pay Later (BNPL), while also providing fast, transparent, and localised checkout experiences, will be best positioned to succeed.
“Today’s online shoppers, especially those in Malaysia, are digitally savvy and globally minded. They expect seamless experiences across every touchpoint, from discovery to checkout,” said Airwallex Malaysia country manager Aren Yip.
“To capture more of this borderless demand, global merchants entering Malaysia need to localise their checkout experience to win over more consumers in a market hungry for international merchandise.”
Key trends emerging from the study include:
> Festive timing drives spending: 93% of Malaysian shoppers plan purchases around occasions like Double Digit Sales, Hari Raya, Lunar New Year, and Black Friday, compared with 69% globally.
> Digital payments dominate: 80% of Malaysian shoppers prefer digital wallets (e.g.
Touch ‘n Go eWallet, Apple Pay, Google Pay) for international purchases, ahead of bank transfers (53%), BNPL options (52%), debit cards (48%), and credit cards (36%).
Globally, the top preferences are digital wallets (59%), credit cards (53%), and debit cards (33%).
> Borderless appetite across categories: Malaysians echo global trends, with fashion and apparel, electronics, and skin and beauty products their top three cross-border purchases. Malaysian consumers purchase most frequently from China, Southeast Asia, South Korea, and Japan.
> Practical concerns remain top of mind: Malaysian shoppers rank payment security, shipping costs, currency conversion and hidden fees as the most important considerations when buying across borders – mirroring global concerns.
> Seamless checkout is key: Over 90% of Malaysian shoppers expect transparent pricing structures, pricing in local currency, visible security badges, one-click purchases, and trusted digital payment methods.
In addition, 98% said that being able to use their preferred payment method and having mobile-optimised checkout pages are critical.
Similarly, over 90% of global shoppers expect transparent pricing structure, pricing in local currency, and the ability to pay using their preferred method.
“These findings are important for Malaysian SMEs, especially looking to sell abroad. They will benefit from offering a smooth and trusted payment experience to international customers,” Yip added.
“By localising pricing and payments, businesses can compete globally, win new markets, and reinforce Malaysia’s role as a regional eCommerce hub.”
Airwallex is empowering Malaysian businesses to grow globally by providing the same infrastructure used by leading international companies – from accepting overseas payments to managing multi-currency settlements.
With secure and transparent FX pricing, preferred local wallets and a single integration across markets, Airwallex helps Malaysian SMEs reach international customers, unlock new revenue streams and accelerate their global expansion.
Founded in Melbourne in 2015 and now headquartered in Singapore, Airwallex is valued at US$6.2bil and continues to deepen its footprint across South-East Asia.
Airwallex Malaysia processed around RM2bil in annualised remittance transaction volume as of end-July 2025, with Q2 2025 volume growing 115% year-on-year.
In early 2025, the company expanded its presence with the acquisition of CTIN Pay in Vietnam and was recently recognised as ‘Banking Tech of the Year’ at the 2025 Asia FinTech Awards.
