KUALA LUMPUR, Oct 20 — A joint study by Lazada and Cube Asia has highlighted a US$900 million (approximately RM3.67 billion) annual e-commerce spending gap in Malaysia, driven by distinct differences in how consumers approach online shopping.
The findings, presented today by Cube Asia co-founder Simon Torring, reveal that while only one in five Malaysian online shoppers qualifies as a “savvy shopper”, this group spends 36 per cent more each month than the average consumer.
The report, titled 2026 eCommerce Savvy Shopper Report: Southeast Asia, defines “savvy shoppers” as those who meet specific benchmarks across four dimensions: verification of product details, value optimisation, confidence and protection, and digital fluency.
Torring noted that Malaysia’s current share of savvy shoppers stands at 20 per cent, slightly below the 24 per cent regional average.
“While Malaysia’s savvy shopper share is below the 24 per cent regional average, the research points to an opportunity to strengthen shopping habits, particularly in verification,” Torring said.
The study indicates that 17 per cent of local consumers are classified as “near-savvy,” meeting three out of the four benchmarks.
Notably, 45 per cent of this group identify verification — the act of checking product details, reviews, and authenticity — as the only barrier preventing them from reaching full “savvy” status.
The report highlighted that price is no longer the sole determinant of value for the Malaysian consumer.
Instead, factors such as product authenticity, seller credibility, and robust purchase protection play significant roles in purchasing decisions.
According to the data, 39 per cent of savvy shoppers are willing to pay more for better purchase protection, compared to just 24 per cent of general shoppers.
Furthermore, 43 per cent of savvy shoppers direct the majority of their spending to “Mall” sections of marketplaces, reflecting a higher preference for trusted environments.
Lazada Malaysia chief executive officer Kaya Qin said the findings highlight the platform’s commitment to empowering consumers to make more informed decisions, particularly as household budgets remain a top priority.
“Our aim is to help Malaysians spend well, rather than spend more,” Qin said.
“Whether it is groceries for the week, school supplies, or a new appliance, making every ringgit count matters at every income level. A good deal should not end at the checkout,” she said.
Qin added that shoppers should be able to compare the full cost, know who they are buying from, and have confidence in the support available after purchase.
“The company is prioritising initiatives to make trusted sellers more identifiable and protection more accessible to help bridge the gap.
“For Lazada, this means making trusted sellers easier to identify, offers easier to compare, and protection more accessible. It is also how brands and sellers can earn consumer confidence, build credibility and encourage repeat business,” she said.
The research suggests that as more consumers adopt these habits, platforms, brands, and sellers will be incentivised to improve transparency and service, potentially elevating the standards of the wider eCommerce ecosystem in Malaysia.
The study, which surveyed 6,000 online shoppers aged 18 to 61 across six Southeast Asian markets, utilised survey-reported differences in monthly spending and weighted market shares to calculate the US$900 million gap.
The US$900 million estimate is based on the spending gap between savvy and general shoppers, adjusted to reflect their actual share of the total market.
The researchers highlighted that the figure tracks the higher purchasing power of savvy shoppers, rather than suggesting that being a savvy shopper itself creates additional, unexpected spending.
