Which platform is best for fast growth through video led selling in Malaysia?

TikTok Shop is strongest when your product can be demonstrated live and replenished quickly. You still need strong returns handling and clear product descriptions in Bahasa Malaysia.

What should I check before choosing an online selling platform for Malaysia?

Confirm seller identity requirements, product certification needs, and how the platform handles fraud disputes. Also compare delivery coverage for Sabah and Sarawak if you serve nationwide buyers.

How do I reduce cancellations and refunds for online orders in Malaysia?

Use accurate delivery promises, publish clear return terms, and keep listings consistent with what is shipped. Invest in customer support response time during major campaign weeks.

What is the biggest operational risk for cross border ordering into Malaysia?

Delivery lead time variability and customs friction are the usual failure points. Choose channels that show landed costs clearly and provide reliable tracking milestones.

How should brands think about "official store" strategy on large platforms?

Treat it as a trust and conversion tool, not just a sales channel. Prioritize authenticity guarantees, fast fulfillment, and consistent after sales handling.

What is a practical way to manage compliance work across many SKUs?

Centralize seller details, standardize Bahasa Malaysia templates, and maintain a certificate library for regulated products. Automate checks before listings go live to avoid delisting shocks.

Top Malaysia E-commerce Companies

Shopee (Sea Ltd)

Unit economics have tightened while buyer engagement features keep rising in Malaysia-focused campaigns. When sellers adapt quickly to the 2024 seller disclosure and national language requirements, this leading player benefits because compliant stores convert better during peak events. Sea reported stronger e-commerce service revenue and GMV in 2024, which supports continued voucher and logistics spending discipline. Faster growth in East Malaysia is the upside if delivery costs fall, but the core risk remains fraud and account takeovers that raise support costs and churn.

Leaders

Lazada Group (Alibaba)

Platform execution increasingly depends on Alibaba-level cross border logistics and tighter cost control. When seller tools reduce listing errors tied to new disclosure rules, a major player is likely to gain since enforcement pressure can push weaker merchants off large platforms. Alibaba has pointed to narrowing losses and improved efficiency in Southeast Asia operations, which implies a steadier investment pace rather than a subsidy race. If TikTok-style discovery keeps pulling demand away from search-led shopping, Lazada's risk is slower traffic growth unless it strengthens video and creator-led funnels.

Leaders

TikTok Shop (ByteDance)

Discovery has become the checkout, and that changes how sellers win in Malaysia. Short video and live selling loops help this top player, with reported Malaysia sales growth signals across 2024 and 2025 campaigns. Regulation is now a direct operating constraint, since Malaysia introduced a licensing requirement for large social platforms effective January 1, 2025. If enforcement tightens around consumer harm or counterfeits, the key risk is higher moderation cost and slower seller onboarding during peak seasons.

Leaders

Zalora (Global Fashion Group)

Operational scale matters more than category breadth in fashion fulfillment. The Shah Alam fulfillment hub expansion in 2023 supports faster delivery and higher in-stock reliability for brand partners. As a major brand in online fashion, Zalora can defend pricing through curated assortments and tighter returns control, but it remains exposed to rising fraud and size-related return rates. If Malaysia's disclosure and language requirements are enforced more strictly, Zalora's advantage is clean catalog governance, while its risk is seller friction when onboarding smaller labels.

Leaders

Grab Mart (Grab Holdings)

Grocery and daily essentials pull demand through convenience rather than flash discounts. Grab deepened its partnership with FAMA, and nearly 300 vendors across multiple Pasar Tani locations joined GrabMart and GrabFood since the partnership began in 2023. This key participant benefits from delivery density and app-level bundling, but it faces operational risk when East Malaysia coverage raises cost per drop. The upside is stronger trust through predictable delivery and vendor onboarding support, while the weakness is limited selection depth compared with large general-purpose platforms.

Leaders

IKEA Online (Malaysia)

East Malaysia access is now a concrete growth lever rather than a brand aspiration. IKEA launched a dedicated online store for Sabah and Sarawak on February 4, 2025, and discussed plans tied to expanding its presence in Sarawak. As a major retailer, it can lift conversion with clearer delivery fees and faster lead times, yet bulky item delivery remains the critical risk when demand spikes. If cross border options keep improving, IKEA's advantage is trusted product standards, while the weakness is limited assortment availability outside core hubs.

Established

Apple.com (Malaysia)

Direct sales depend on trust, warranty clarity, and delivery predictability more than assortment breadth. Apple states that its online store ships only within Malaysia and limits orders to end users, which reduces gray channel risk. This leading brand keeps demand even when discretionary spend slows, but the key operational risk is shipment exceptions where address changes are not possible after shipping begins. The upside is higher attach of services and accessories to device purchases, while a realistic downside is slower upgrade cycles that reduce unit volume in non-peak quarters.

Established

Amazon Global Store (MY)

Cross border convenience is strong, but the experience is constrained by what can legally ship. Wise's Malaysia guide, last updated January 14, 2025, notes there is no dedicated Amazon Malaysia site, and explains how Amazon Global filters items that ship to Malaysia and estimates duties via an Import Fees Deposit. This established platform benefits when buyers want specific items unavailable locally, but delivery speed and returns friction remain the critical risks. If Malaysia tightens data and seller compliance enforcement, Amazon's advantage is process rigor, while the weakness is limited local operations leverage.

Established

Senheng New Retail Bhd

The shift from store expansion to digital contribution is now explicit. Senheng's chairman told Nikkei Asia it plans to stop opening new stores from 2026 and aims to lift online revenue contribution, which frames a serious channel transition. As a top retailer in electronics, it also describes a central distribution model and integrated app-based selling, which can support reliable delivery and service coverage. The upside is faster repeat purchases via loyalty benefits, while the risk is margin pressure if price matching becomes the default buyer expectation.

Performers

Sephora Digital SEA Pte Ltd

Offline and online payment integration is a practical advantage in beauty where discovery often starts in store. Sephora Malaysia adopted mobile point of sale with Adyen in 2023 and planned rollout across its Malaysia store network, which supports faster checkout and richer customer data. The site also publishes Malaysia delivery options and free shipping thresholds, which helps set expectations and reduce support contacts. This top brand can keep pricing power, yet it risks weaker conversion if cross border sellers undercut with gray imports and inconsistent authenticity guarantees.

Performers

AliExpress (Global)

Fast cross border delivery promises have become the product, not a nice to have. Alibaba reported that AliExpress Choice accounted for about 70% of AliExpress orders in April 2024, and said 5 to 10 day delivery completion rates doubled year over year for Choice orders. This major player can win value seekers in Malaysia, yet it faces rising regulatory attention on illegal and unsafe goods in large jurisdictions, which tends to increase compliance cost. The upside is improved logistics speed, while the core risk is counterfeit driven trust erosion.

Performers

Lelong.my

Smaller platforms can still hold relevance by focusing on seller enablement and compliance readiness. Lelong communicated detailed steps for sellers to meet the 2024 rules on seller identity disclosure, national language listings, and certification information, with enforcement discussions active in mid 2025. The what-if upside is a tighter trust environment that rewards transparent seller profiles, but the near-term risk is merchant churn if compliance work is not automated. Its strength is continuity, while its weakness is weaker app-led discovery compared with newer video-driven rivals.

Aspirants

PG Mall Sdn Bhd

Local positioning depends on whether the platform can convert a loyalty-like user base into repeat orders. PG Mall is listed on Malaysia Digital Economy Corporation's exchange directory, which signals formal company presence and a stated retail role. If KPDN enforcement accelerates, the near-term burden is collecting and displaying seller details at scale, which can strain smaller operator teams. The upside scenario is stronger trust among cautious buyers, but the operational risk is thin last mile leverage compared with larger apps that can bundle delivery volume and reduce unit costs.

Aspirants

Presto Mall Sdn Bhd

Pivot toward points-based shopping changes economics and buyer expectations. Coverage of Presto's strategy has highlighted efforts to build loyalty redemption traffic through partnerships, including work tied to TNG Digital's rewards ecosystem. The product has continued to ship app updates in 2025, which suggests ongoing iteration rather than a wind down. The upside is predictable demand from rewards users, but the key risk is low cash conversion if discounts become the primary draw. Compliance pressure can also rise quickly if seller disclosures are incomplete during enforcement waves.

Aspirants

Mudah.my (Segnel Ventures)

Classified-led commerce wins when trust tools reduce the risk of meeting strangers and paying off platform. Mudah positions itself as a large Malaysian buy and sell destination with broad categories, which supports high top-of-funnel reach. If Malaysia's seller disclosure rules expand in practice across more listing types, Mudah's opportunity is to standardize identity checks and reduce scams. The risk is that added friction lowers listing volume and pushes casual sellers to social channels. Strength sits in breadth, while weakness is uneven transaction completion control.

Aspirants

GoShop (Astro GS Shop Sdn Bhd)

Shutdown resets buyer habits fast, and reactivation is costly. Astro announced it would cease Go Shop operations on October 11, 2023 after a business review, which effectively removes it as an active online shopping option. A relaunch using a lighter model is the what-if scenario, but the critical risk is re-acquiring audiences without the former TV distribution edge. Its remaining value is brand recall, while its weakness is dormant operations. Compliance and fraud controls become moot unless a new transactional platform is rebuilt.

Aspirants

Hermo Creative (M) Sdn Bhd

Beauty shoppers reward authenticity cues, but fulfillment reliability decides whether they come back. EMIS data indicates weaker financial performance in 2023, which raises execution pressure for marketing spend and inventory depth. Hermo discloses delivery timelines and pricing for Sabah and Sarawak, including free shipping thresholds that can lift basket size. If enforcement pushes clearer seller identity norms across online selling, Hermo's strength is curated assortment control, while its risk is higher fraud attempts on high value beauty SKUs during big campaigns.

Aspirants

eBay Inc. (Malaysia)

Cross border selection is the main value, but policy changes can quickly raise friction. eBay launched its International Shipping program in 2023 to simplify cross border fulfillment through a hub model for eligible sellers. If customs thresholds tighten in major corridors, cross border trade can become slower and less price competitive, which tends to reduce low value discretionary buying. The upside is strong collectibles demand, while the risk is inconsistent delivery times that drive disputes and refund cost.

Aspirants

FashionValet Sdn Bhd

Turnaround story now depends on governance credibility and cash discipline, not branding alone. Public reporting in 2024 described the founders stepping down after investment losses and cited aggressive expansion and liquidity strain as contributors. If the business narrows to owned labels, it can protect margins, but it risks losing assortment breadth that once drove repeat visits. The operational risk is demand volatility in premium categories, especially when discount-led rivals train consumers to wait for sales. Strength remains design equity, while weakness is reduced platform momentum.

Aspirants

Ezbuy Holdings Ltd

Cross border buying intermediaries win when landed cost is predictable and tracking feels reliable. ProductNation's 2025 guide highlights ezbuy's Prime proposition and shipping pricing structure, which speaks to value sensitive buyers seeking bulky items. The upside scenario is stronger adoption as more shoppers look outside Malaysia for selection, but the key risk is service quality complaints that spread quickly on social channels. Compliance pressure also grows if seller identity and product info rules extend to more cross border flows. Its strength is price transparency, while its weakness is limited control over overseas merchant behavior.

Aspirants

Malaysia E-commerce Companies: Leaders, Top & Emerging Players and Strategic Moves

Top 5 Malaysia E-commerce Companies

Malaysia E-commerce Companies Matrix by Mordor Intelligence

MI Competitive Matrix for Malaysia E-commerce

Analysis of Malaysia E-commerce Companies and Quadrants in the MI Competitive Matrix

Shopee (Sea Ltd)

Lazada Group (Alibaba)

TikTok Shop (ByteDance)

Zalora (Global Fashion Group)

Grab Mart (Grab Holdings)

IKEA Online (Malaysia)

Apple.com (Malaysia)

Amazon Global Store (MY)

Senheng New Retail Bhd

Sephora Digital SEA Pte Ltd

AliExpress (Global)

Lelong.my

PG Mall Sdn Bhd

Presto Mall Sdn Bhd

Mudah.my (Segnel Ventures)

GoShop (Astro GS Shop Sdn Bhd)

Hermo Creative (M) Sdn Bhd

eBay Inc. (Malaysia)

FashionValet Sdn Bhd

Ezbuy Holdings Ltd

Frequently Asked Questions

Methodology

Analysis of Leading Malaysia E-commerce Companies