Post-COVID E-Commerce Shopping Preferences in Urban Malaysia

Surge in Online Shopping Post-Pandemic

The COVID-19 pandemic dramatically accelerated e-commerce adoption in Malaysia. By 2023, there were 33 million internet users in the country (about 97% penetration) and nearly 9 in 10 internet users are now “digital consumers” who have made online purchases. This represents roughly 20 million+ Malaysians (mostly urban) engaging in e-commerce, a figure that swelled as pandemic lockdowns pushed consumers online. In fact, 61.9% of Malaysians aged 16–64 had purchased something online as of 2024, and about 61% shop online at least once per week. This weekly shopping rate is on par with regional trends in Singapore and Indonesia, underscoring that online shopping has become a routine habit for Malaysian consumers.

Such habits formed during lockdown have proven sticky. E-commerce usage remains higher than pre-pandemic levels, even after restrictions lifted. During 2021’s peak lockdown, 45% of Malaysians made an online purchase; in 2022 that held steady at 46%. Surveys indicate 77% of consumers plan to maintain or increase their online shopping post-pandemic, versus only 23% who expected to scale back. In short, the post-COVID landscape in urban Malaysia is one where online shopping is firmly entrenched in daily life.

Mobile Applications vs Web-Based Platforms

Mobile devices have become the primary gateway to e-commerce for Malaysians, especially among urban 25–45 year-olds. As of early 2024, 97.4% of Malaysians accessed the internet via mobile devices – a near-universal mobile reach. It follows that smartphones are the dominant device for online shopping, far outpacing desktop use. A 2022 national survey found 93% of Malaysian online shoppers use smartphones to make purchases, compared to only 34% using laptops/desktops and 14% using tablets. This means the vast majority of 25–45 urban shoppers turn to mobile apps or mobile web when buying online, whereas only about one-third use a computer for e-commerce (many in this segment use both, but mobile is clearly favored).

Device preferences for online shopping (Malaysia, 2022): An overwhelming 93% of online shoppers use smartphones for e-commerce, whereas only one-third use PCs and even fewer use tablets. Data source: Rakuten Insight survey, 2022.

Crucially, Malaysians prefer dedicated mobile shopping apps over mobile websites. Within the mobile channel, apps account for roughly 64% of mobile e-commerce transactions. Popular marketplaces like Shopee and Lazada heavily promote their apps (offering app-only discounts and notifications), and Malaysian consumers have responded by embracing these apps for their convenience and user-friendly features. Mobile apps tend to provide a smoother, more personalized shopping experience – from saved login and payment info to push alerts for flash sales – which resonates with busy urban shoppers. By contrast, web-based platforms (accessed via desktop or mobile browsers) are still used, but often for more deliberate or higher-value purchases. Some shoppers research on larger screens or during work hours on a PC, but the overall trend is “mobile-first”: businesses report that over half of all e-commerce transactions (about 55%) in Malaysia now happen on mobile devices. This share has been climbing year-on-year (for context, it was around 52% in 2020), reflecting a post-COVID shift toward mobile commerce.

The mobile-first trend is so pronounced that experts urge retailers to optimize for smartphones. Responsive design and mobile-friendly interfaces have become a must, and local merchants are adopting mobile-first strategies to capture customers where they spend the most time. Urban Malaysians in their 20s–40s are avid users of super-apps and e-wallets on phones, so seamless mobile integration (e.g. one-tap payments via Touch ’n Go, GrabPay, etc.) further tilts preferences toward apps over websites. In summary, post-pandemic e-commerce in Malaysia is largely a mobile-app driven ecosystem, with desktop e-commerce playing a secondary supporting role.

User Behavior and Key Trends in Urban 25–45 Demographic

Urban Malaysians aged 25–45 not only dominate the online shopper demographics, but also exhibit distinct behaviors and preferences shaped by their lifestyles. This working-age, digitally savvy group has integrated e-commerce into their daily routines:

• Frequent and convenience-driven purchases: As noted, a majority of internet users now purchase weekly or more. The 25–45 cohort, comfortable with technology, often place quick orders for everyday needs via mobile apps. Convenience is paramount – surveys show top reasons for choosing online platforms are free shipping (76%) and discounts (68%), followed by ease of use and payment security. Mobile apps cater to this with features like saved carts, personalized deals, and easy in-app payments, encouraging frequent use.

• “Mobile moments” throughout the day: Shopping activity peaks at times that align with work breaks and off-hours. Mid-day lulls and evenings see heavy e-commerce traffic in urban areas. According to local digital studies, online purchases surge on weekdays between 10 AM and 2 PM – likely as office workers browse deals during lunch or short breaks. Another spike occurs in the late evening: after 8 PM (post-work), many unwind by scrolling through shopping apps. Notably, mobile commerce dominates these evening sessions, as people curl up with their phones to shop from the comfort of home. In other words, the urban 9-to-5 crowd tends to shop “on the go” and after hours, with smartphones always at hand.

• Major sales events and planning: Post-COVID, Malaysian consumers have become highly deal-savvy. Over 61% of online shoppers wait for big sale events (e.g. 11.11 Singles’ Day) to make major purchases. The 25–45 age group, being active on social media and e-commerce apps, is keenly aware of these campaigns. They often preload their carts and use multiple platforms (apps and web) to compare prices during sale periods. This behavior again highlights the multi-platform savvy of urban shoppers – they leverage apps for flash sales and notifications, but may still hop to a web browser to compare prices or read reviews before checkout.

• Preference for trusted marketplaces: In terms of platforms, urban Malaysians heavily favor well-established e-commerce marketplaces accessible via app and web. Shopee and Lazada are the top choices (used by ~90% and 71% of online shoppers respectively), far outstripping smaller sites. These marketplaces have invested in robust mobile apps, gamified shopping experiences, and localized promotions, which particularly appeal to younger and middle-aged adults. The result is a consolidation of shopping activity on a few key apps/websites that are household names in Malaysia’s cities.

Conclusions: A Mobile-First Future for Malaysian E-Commerce

In the post-COVID era, Malaysian e-commerce has fundamentally shifted to a mobile-first paradigm, led by urban consumers aged 25–45. This demographic’s near-universal smartphone ownership and comfort with apps has driven mobile shopping to eclipse traditional web/desktop shopping. Overall user numbers are at all-time highs, with almost everyone in this age group now an online shopper, and most shopping with high frequency. Their behaviors – from shopping during lunch breaks on a phone to timing big purchases around online mega-sales – reflect a matured digital market.

Critically, the preference for mobile applications over web platforms is a defining trait of current e-commerce trends. Mobile apps offer the flexibility, speed, and personalized engagement that busy urban Malaysians seek, whereas web-based platforms serve as a supplementary channel for certain needs. The data highlights this imbalance clearly: well over 90% of shoppers use their phones to buy online, and more than half of all transactions now occur on mobile devices. By contrast, desktop usage, while still relevant (around one-third use it), is no longer the default for most consumers in this cohort.

Going forward, these trends show no sign of reversing. If anything, mobile e-commerce is poised to grow further with increasing smartphone penetration (projected ~96% adoption by 2030) and continuous improvements in mobile internet speeds. E-commerce providers are expected to double-down on app features, mobile UX, and omni-channel strategies to serve Malaysia’s urban shoppers. For anyone targeting the Malaysian market, especially its urban 25–45 segment, the takeaway is clear: prioritize mobile. Post-pandemic Malaysian shoppers have embraced the convenience of mobile e-commerce, and it has become the undisputed king of online shopping platforms in the country.

Sources:

1. Rakuten Insight, “Online Shopping in Malaysia 2022” – survey findings on consumer preferences and devices.

2. DataReportal (We Are Social / Hootsuite) Digital 2023 & 2024 Malaysia – internet user stats, weekly shopper rates.

3. MCMC Internet Users & E-Commerce Consumer Surveys 2022 – Malaysian Communications and Multimedia Commission findings on digital consumer behavior.

4. Capillary Technologies, “Ecommerce in Malaysia: Growth, Trends & Opportunities” (2024) – insights on mobile commerce adoption.

5. OPN (Omise) “Mobile Commerce 101: Malaysia” (2023) – mobile vs desktop transaction share and mobile payment trends.

6. TechNode Global, “Top 5 Tech Trends Shaping Malaysia’s E-commerce in 2025” – commentary on mobile-first strategies.

7. Commission Factory, “Malaysia eCommerce Statistics and Trends 2024” – aggregated market data and growth indicators.

8. Flybear & iPrice insights, “E-commerce in Malaysia 2025” – analysis of shopping timing and sale event behaviors.

Read More: Why Your Business Needs a Mobile-Friendly Website, Not an App (yet)