Malaysia’s social commerce sector is undergoing a period of accelerated growth, spurred by rapid digital adoption, high mobile and social media penetration, and evolving consumer behavior. The Q2 2025 Update of the “Malaysia Social Commerce Market Intelligence and Future Growth Dynamics Databook” offers a data-rich perspective into the future of this vibrant sector, supported by over 50+ KPIs spanning end-use sectors, payment methods, platform usage, and consumer demographics.

This article breaks down the key insights from the report and outlines how businesses can prepare to tap into Malaysia’s expanding social commerce opportunity.

Insights into Malaysia’s Booming Social Commerce Market

1. Market Size and Growth Outlook

• The social commerce market in Malaysia is forecasted to grow by 21.8% year-over-year, reaching USD 1.36 billion in 2025.

• From 2021 to 2024, the market saw a CAGR of 27.1%, marking one of the highest regional growth rates.

• Continued expansion is expected, with a CAGR of 16.1% from 2025 to 2030, propelling the market to USD 2.87 billion by 2030.

2. Social Media and Platform Adoption

• Leading platforms like Facebook, Instagram, and TikTok Seller are central to driving social commerce adoption in Malaysia.

• These platforms support in-app shopping, live commerce, and influencer marketing, offering end-to-end sales ecosystems.

• High user engagement and smartphone usage continue to drive traction across urban and semi-urban centers.

3. Influencer-Led and Live Commerce Trends

• Influencer marketing has become a cornerstone of social commerce, with micro- and nano-influencers building trusted consumer relationships.

• Live shopping events—often hosted on TikTok or Facebook—are reshaping the buying experience, increasing urgency and conversion rates.

• Businesses are optimizing real-time interaction, giveaways, and limited-time offers to drive higher engagement.

4. Consumer Behavior and Sustainability Trends

• A noticeable shift toward ethical and sustainable shopping is influencing purchase behavior.

• Consumers are prioritizing locally sourced, eco-conscious, and transparently marketed products.

• Brands aligning with these values gain deeper loyalty and are more likely to earn social shares and repeat purchases.

5. Regulatory and Compliance Landscape

• Malaysia is introducing licensing requirements for social media commerce services and reviewing existing e-commerce legislation.

• These regulatory shifts are aimed at ensuring consumer protection, data privacy, and ad transparency.

• Businesses must proactively adjust compliance strategies, especially when running influencer campaigns and collecting consumer data.

6. Strategic Opportunities and Competitive Landscape

• The report outlines opportunities across dimensions such as:

  • Domestic vs. cross-border commerce

  • Payment preferences

  • City type (urban vs. rural)

  • Business models (B2C, C2C, hybrid)

• Increasing competition from emerging startups and foreign players is pushing the market toward consolidation through M&A activity.

• Scalable models that combine platform reach with personalized marketing and operational efficiency are showing the strongest momentum.

7. KPIs that Matter

• The report provides data on consumer spending, conversion rates, shopping frequency, and platform engagement, among others.

• Value and volume metrics offer a granular view into retail categories like fashion, electronics, cosmetics, home goods, and grocery.

Malaysia's social commerce market is on a steep upward climb, with forecasts suggesting the market will more than double between 2024 and 2030. As mobile usage surges and platforms evolve their commerce features, businesses must adapt with innovative, transparent, and compliant strategies. Success in this market will depend on a brand’s ability to integrate live commerce, influencer-driven storytelling, and sustainability-focused offerings while staying agile in a shifting regulatory environment.

For brands and marketers looking to win in Malaysia’s digital-first retail landscape, the time to invest in social commerce infrastructure and partnerships is now.