Kanaprach: Platforms must pair ambition with real investment in innovation and service.
Malaysia’s online shoppers demand smarter value, not just lower prices
MALAYSIA’S e-commerce landscape is maturing, with consumers moving beyond the hunt for discounts towards a new focus on reliability, transparency and service quality.
A new study by market research platform Milieu Insight, reveals that while online shopping continues to grow steadily, Malaysians are increasingly prioritising value that extends beyond price.
According to the study, “Beyond the Hype: Malaysians Want Speed and Smarter Shopping in 2025,” 86% of Malaysians shop online at least once a month, reflecting how integral digital platforms have become to everyday life.
Yet the findings suggest that convenience and low prices are no longer enough to guarantee loyalty.
The survey shows that 84% of respondents believe e-commerce platforms should enforce consistent standards for delivery speed, reliability, and cost, while 65% say they are willing to pay more for dependable service.
The shift highlights how value is being redefined from simply “cheap and fast” to “reliable and worthwhile.”
“Affordability and reliability must go hand in hand. They are not just chasing the lowest price but expecting an enhanced shopping experience that integrates reliability with customer-centricity, seamless delivery, and trustworthy service,” says Milieu Insight’s co-founder, Juda Kanaprach.
As Malaysia’s digital economy expands, the quality of service has emerged as a key factor influencing consumer behaviour.
More than half (53%) of shoppers say they would buy more from sellers who provide timely updates and responsive support, while 47% place high importance on consistent and fast deliveries.
Poor service, however, remains a major deterrent.
The study found that one in three shoppers abandon their carts when sellers take too long to respond, while 38% stop buying altogether when refund or return options are unavailable.
These figures underline the growing expectation that good service is not an added benefit but a basic requirement.
Delivery costs remain another pressure point. Two in three Malaysians (67%) want platforms to lower delivery fees, and nearly half admit to reducing their online shopping due to rising shipping charges.
At the same time, 59% of consumers say the courier brand matters less to them than whether the item arrives on time and in good condition, signalling that consistency matters more than name recognition.
Transparency is also emerging as a cornerstone of long-term trust.
Fair and clearly communicated refund and return policies have become decisive factors for many shoppers – 91% of respondents who recently used refund or return options described the experience as positive, suggesting that transparent policies are key to repeat business.
Meanwhile, innovations that simplify the shopping process are seen as major trust-builders.
Features such as flexible payment options, self-service return tools, and real-time delivery tracking not only improve convenience but also strengthen consumers’ sense of control.
For Malaysian shoppers, innovation that reduces friction is valued far more than gimmicks or hype.
Milieu Insight’s findings suggest that Malaysia’s e-commerce market is entering a new stage of maturity.
Consumers are becoming more selective, placing greater emphasis on reliability, fairness, and communication.
For platforms, this means that growth in the coming years will depend less on aggressive discounts and more on strengthening service standards and customer experience.
While Malaysians still expect good deals, they also expect consistency.
The ability to deliver on time, provide timely updates, and resolve issues effectively has become central to how shoppers define value.
In this context, dependability is emerging as the new competitive advantage.
As Kanaprach says, “Winning in 2025 will require more than good intentions – platforms must accelerate investments in innovation and both hard and soft infrastructure to close experience gaps.”
Malaysia’s e-commerce journey is evolving from price wars to performance.
The platforms that succeed will be those that understand what Malaysian consumers now demand not just a good bargain, but a reliable experience they can trust every time they shop online.
