Kuala lumpur: Malaysian consumers are increasingly shifting their spending during mega sales campaigns away from luxury goods towards essential items, as they prioritise offers from trusted sellers and brands.
According to BERNAMA News Agency, based on Lazada Malaysia's 6.6 campaign data, the platform said shoppers are now buying more groceries, infant formula, health products, personal care items, and household appliances, compared with smartphones and beauty products that were once closely associated with mega sales periods. "Interest in discounts remains strong, but consumers are now more selective about where they shop. This is especially evident for products used at home, worn on the body, or part of daily family routines," it said in a statement.
Overall, Lazada Malaysia recorded a 465 percent increase in sales during the 6.6 campaign compared with normal periods, or about 5.7 times higher than non-sale days. Sales through its wider trusted ecosystem-including LazMall official stores and verified global and cross-border sellers such as TMALL and Gmarket-grew even faster, more than 10-fold compared with non-campaign periods. LazMall alone posted a 12-fold increase.
The data also showed Malaysians using mega sales to stock up on household essentials, with Lotus's recording a 47-fold increase in sales, while Lazada Groceries rose 19-fold compared with normal days. "For groceries, trust is practical in nature. Buyers want familiar brands, confidence in expiry dates, reliable sourcing and dependable delivery. This makes Lazada not just a campaign destination, but increasingly a household shopping channel used more regularly," it said.
In the baby and family care segment, several brands posted strong growth, including S26 Gold Progress, Enfagrow A+ Official Store, Pediasure, Huggies, Kotex, Confidence, and Poise. "These products are closely linked to children, the elderly, dependents, and daily family routines. For Malaysian households, lower prices are only compelling when the source is trusted," it added.
Health and personal care products also recorded solid growth, with Ensure and Glucerna Official Store up four-fold, Kinohimitsu up 11-fold, and Eu Yan Sang up 29-fold. In beauty and personal care, Watsons recorded a nine-fold increase in orders, while Lanc´me grew 255-fold and K©rastase 66-fold.
Home appliances and smart devices followed a similar trend, with Xiaomi Official Store rising 40-fold, Roborock Malaysia 100-fold, and Tineco 78-fold compared with normal shopping days. The platform said the 8pm opening on June 5 contributed 16 percent of total Malaysia sales within the first hour, the highest hourly concentration in Southeast Asia.
By 11pm the same day, Malaysia accounted for 47 percent of total sales and 38 percent of total orders for the 6.6 campaign. "However, this speed does not mean consumers are buying blindly. Within the short promotional window, Malaysians still look for trust signals, from official stores and verified sellers to recognised brands, clear product information, warranties, and reliable delivery," it said.
Across Southeast Asia, everyday essentials quietly formed a major share of 6.6 shopping carts. Fast-moving consumer goods (FMCG) accounted for five of the top 10 subcategories, including skincare, dietary supplements, beverages, personal care, as well as infant formula and baby food.