Latest Insights into Malaysian Shopping Preferences

5 August 2025

KUALA LUMPUR: A survey by Central Force, conducted with 500 Malaysians across all states and territories, uncovered that the retail journey is no longer linear. Today, Malaysians are blending physical and digital experiences to seek value, build trust, and feel confident before tapping “buy now.”

According to the Malaysia Consumer Trend Report 2025, Malaysian shoppers are now informed, intentional, and increasingly hybrid in their approach. In urban regions like Kuala Lumpur and Selangor, consumers are comfortable purchasing online, but still value seeing and touching the product first in-store. In contrast, East Coast and rural consumers often browse online but finalise their purchases physically, pointing to the continued importance of brick-and-mortar stores.

“The question is no longer whether businesses should go digital,” says See Toh Wai Yu, Chief Executive Officer of Central Force. “The real question is whether you’re present across all the touchpoints your customer’s trust. In Malaysia, the future of shopping is hybrid, personal, and grounded in familiarity.”

With that being said, the study’s findings also warn against a blanket approach to digitalisation. Businesses that invest in only one channel risk losing over half their potential customers, who switch between digital and physical experiences seamlessly.

Notably: 51.85% of East Coast shoppers prefer to buy in-store, even if they browse online. Urban consumers are more likely to complete purchases online, especially where price and convenience are clearly communicated.

To capture today’s hybrid shopper, businesses must go beyond just “being online.” Omnichannel is the way to go; retailers and SMEs need to combine online discovery with in-store assurance through pop-ups, physical sampling, or click-and-collect models that bridge digital curiosity with tactile trust.

Regional nuance also plays a significant role; a campaign that thrives in Kuala Lumpur may not resonate in Kelantan, where consumer expectations and comfort levels differ.

Platform trust is another critical factor: 86.3% of Malaysians prefer regional platforms like Shopee and Lazada over global names like Amazon or Shein, highlighting the value of local familiarity. And while digital commerce continues to grow, Central Force’s findings reveal that traditional payment methods remain strong, Cash on Delivery (29.8%) and Bank Transfers (38.7%) are still widely preferred, particularly outside urban centres. “Digital payments alone won’t win trust,” says See Toh. “In Malaysia, familiarity still drives confidence.”