The Rise of Live Commerce in Malaysia: From Selling to Brand Building

1. Social Commerce Surging: Market Growth & Forecasts

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.

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