The Rise of Live Commerce in Malaysia: From Selling to Brand Building
1. Social Commerce Surging: Market Growth & Forecasts
2. Live Commerce Meets Fashion: Social & E-Commerce Convergence
3. Platform Trends: Shopee, TikTok, and Beyond
4. Why Live Commerce Is Evolving into Brand Building
Summary Table
5. Anchoring Brand Identity Through Live Commerce
Conclusion
Live commerce in Malaysia has evolved into a powerful branding tool, not limited to fast-paced sales but extending to long-term engagement strategies. With social commerce growing 20–26% annually and fashion e-commerce edging over USD 5 billion, the landscape is set for immersive, community-driven brand narratives.
- In 2024, social commerce in Malaysia was projected to reach USD 1.73 billion, reflecting an outstanding 26.1% YoY growth.
- In 2025, analysts expect the market to continue growing at 21.8%, reaching USD 1.36 billion, with a sustained CAGR of 16.1% through 2030.
- By 2029, Malaysia’s social commerce GMV (Gross Merchandise Value) is forecast to exceed USD 4.5 billion, signaling robust long-term potential.
2. Live Commerce Meets Fashion: Social & E-Commerce Convergence
- As of 2025, Malaysia's fashion e-commerce market is booming, valued at USD 5.24 billion, contributing roughly 19.2% of total online retail spend.
- Within that landscape, social commerce (including live commerce) contributed USD 1.36 billion in 2025, highlighting the growing role of livestream and in-app shopping experiences.
- Festival seasons like Ramadan and Raya, supercharge this trend: 90% of Shopee sellers experienced double-digit growth, powered largely by live commerce and exclusive flash drops. TikTok Shop users alone spent RM 12.07 billion in 2024, making Malaysia one of its highest-value markets.
3. Platform Trends: Shopee, TikTok, and Beyond
- Shopee remains the market leader with a 37.3% share in consumer spending and platform adoption in Malaysia.
- TikTok Shop is closing in fast, capturing 28.4% of the share, reflecting how content-driven commerce is rapidly rising.
- Growth on TikTok Shop was further tracked at 8% in 2024, while influencer marketing as a whole rose by over 16%, underscoring how creators are central to commerce strategies.
4. Why Live Commerce Is Evolving into Brand Building
Summary Table
| Factor | Insight |
|---|---|
| Emotional Engagement | Festive and cultural ties (e.g., Raya, CNY) fuel live commerce, viewers connect with storytelling, not just discounts. |
| Unified Commerce & Entertainment | Platforms increasingly merge live content, mini-games, and rewards within one ecosystem, creating immersive shopping experiences. |
| Mobile-First Consumers | With near-total internet penetration and widespread smartphone usage, Malaysians are primed for live commerce on the go. |
| Trust via Real-Time Interaction | Live formats provide instant feedback, making brands feel more authentic and accessible than static ads. |
5. Anchoring Brand Identity Through Live Commerce
- Brands like Dutch Lady Malaysia used TikTok Live and community-led creator content to transform static marketing into dynamic conversation, building trust and engagement.
- The rise of affiliate channels and micro-influencers further helps brands establish genuine, long-term relationships, not just transactional interactions.
Conclusion
Live commerce in Malaysia has evolved into a powerful branding tool, not limited to fast-paced sales but extending to long-term engagement strategies. With social commerce growing 20–26% annually and fashion e-commerce edging over USD 5 billion, the landscape is set for immersive, community-driven brand narratives.
Aug 19,2025