Kuala Lumpur: Online shopping for essentials grew increasingly popular among Malaysians during the recent Chinese New Year (CNY) celebrations, with many opting for it over traditional retail outlets.
According to BERNAMA News Agency, Shopee, in a statement, revealed that the latest study conducted by the e-commerce platform found a significant shift, with a growing number of products that were once purchased in physical stores now available online. Tan Ming Kit, Head of Marketing and Business Intelligence at Shopee Malaysia, attributed this shift to the convenience, competitive prices, and interactive shopping experiences offered by e-commerce platforms.
Tan Ming Kit highlighted that Malaysians are embracing digital commerce not just for convenience but also for interactive experiences like livestreaming, which enhance engagement and help them make informed purchasing decisions. The statement further explained that livestreaming allowed shoppers to interact with sellers in real-time, receive product recommendations, and demonstrated how digital innovation was reshaping CNY shopping habits while preserving cherished traditions.
Shopee Live has become the preferred platform for consumers seeking engaging, real-time shopping experiences. The platform reported that 116 percent more Malaysian buyers interacted with sellers via livestream shopping compared to the previous CNY. This surge in engagement indicates that live commerce has grown steadily as a key avenue for discovering CNY-related products and festive shopping.
The rise in live shopping led to new opportunities for Shopee Affiliates, who launched their own livestreams. During this campaign, the number of affiliate livestreams skyrocketed by over 160 percent, resulting in a 240 percent increase in orders for local businesses selling CNY goods.
Festive treats witnessed the highest demand, with searches for cookies, snacks, hampers, and beverages surging over 3,000 percent year-on-year. This trend highlights the growing preference for sourcing festive goodies online. Home decorations also became a key focus, with searches for ‘CNY decor’ and ‘red lanterns’ increasing by over 1,700 percent as Malaysians turned to online shopping to transform their homes for the season.
Fashion and beauty remained top priorities, as searches for red dresses, cheongsam, and traditional attire surged by 1,600 percent. Beauty products like red lipstick, eyeshadow, and nail polish also saw a significant increase, jumping by 1,900 percent, indicating that shoppers embraced online platforms for their full festive styling needs.
Shopee revealed that nearly two million items were purchased under the ‘Low Price Guaranteed’ programme, with over 620 million Shopee Live vouchers redeemed during the festive season campaign, saving consumers more than RM52 million on their celebratory essentials.
Bell Hee Pek Wan, a top-performing Shopee Affiliate and the winner of the Shopee Superstar Awards 2020 ‘Most Loved Streamer’ award, shared her experience with livestreaming. She stated that it allowed her to connect shoppers with the right products while demonstrating their quality and value in real time. She showcased CNY essentials, including home and living products, festive decorations, and trending beauty items, guiding shoppers on maximising savings with Shopee Coins and vouchers. This interactive experience, she noted, builds trust and drives sales, benefiting both her audience and the sellers she collaborates with.