EVERY year, Nadia Harun, 26, looks forward to buying new baju kurung and headscarves for Hari Raya Aidilfitri.
Like many women her age, she keeps tabs on the latest fashion trends, keen on looking chic and fashionable during the festivity.
But this year, she is shopping for clothes in a more comfortable venue – her bedroom and through her smartphone.
“Many traders are now doing live sessions on the Internet, promoting the products they have for sale.
“It is more convenient and I don’t have to brave the crowds and traffic congestion at Aidilfitri bazaars,” she said.
Nadia is among a growing number of shoppers in Malaysia who are drawn to virtual shops hosted on social media platforms.
A study by Milieu Insight, a market research specialist, found that one-third of Malaysians were opting for such shops over physical ones.
The study titled “How Malaysians Are Shopping for Raya 2025” surveyed over 500 Malaysians aged between 16 and 55.
The study also stated that the majority of consumers were drawn to businesses offering cashless payment options.
“People are increasingly using cashless transactions when shopping for clothes – 53% of respondents cited convenience as the reason.
“Also gaining traction are Buy Now Pay Later schemes, with 18% of respondents – many of whom are young adults – saying they would use them.”
It further noted that clothing remained a significant expense, with a quarter of respondents saying they set aside between RM100 and RM200.
However, some like Kamal Ismail, 27, from Dengkil in Selangor, were spending more cautiously.
“I am not buying baju melayu this year. Instead, I will wear the attire I bought last year,” he told StarMetro.
Kamal was also not a fan of online shopping.
“In 2020, I had to shop online due to the Covid-19 movement control order.
“The outfit looked nice online, but once it was delivered and I put it on, it didn’t fit me,” he lamented.
Despite diverging preference over physical and online shopping, Malaysians continued to express overwhelming support for local brands.
Two-thirds of those surveyed said they preferred local products over international ones, and those which exhibited heritage elements were much sought after.
This reflected growing support for local craftsmanship, cultural authenticity and homegrown enterprises, said the study.
“Businesses that place emphasis on local heritage and quality stand to enhance their connection with Malaysian consumers,” Milieu Insight added. — By FARID WAHAB
