Malaysian consumers are showing a decisive shift in their online shopping behaviour, with premium brands now driving some of the strongest growth on Lazada Malaysia’s platform during the 11.11 Global Brands Festival 2025.
Premium brands such as Nike, Sony, Estée Lauder, Dyson and Lancôme were among the top brands purchased on Lazada Malaysia during 11.11, showing that Malaysians are confidently choosing higher value products online and are doing it on Lazada.
Consumers are also demonstrating strong trust in Lazada’s platform for higher value electronics. Shoppers in the Electronics (EL) category increasingly chose higher value gadgets, emerging as standout performers during the recent mega campaign. During the 11.11 campaign:
- Smart Devices, a sub segment of Electronics, recorded a 76% increase in average order value (AOV) compared to the 9.9 campaign.
- Computers and Components another sub segment of Electronics, grew 106% while Gaming Devices and Software increased 197% in purchase compared to 9.9.
Meanwhile, beauty emerged as a clear premiumisation story, with top tier skincare brands delivering some of the sharpest growth in spend per order on Lazada during 11.11 compared to 9.9. Average order value climbed 54% for Lancôme, 44% for Kérastase and 47% for Innisfree, underscoring Malaysians’ growing appetite for higher value branded products online.
“Malaysian consumers are showing a new level of confidence in buying premium products online, and the results from 11.11 reflect this remarkable shift. This demonstrates a deep trust in Lazada’s authenticity, fulfilment quality and the overall shopping experience. We will continue investing in technology, partnerships and consumer protection systems that give Malaysians the confidence to shop safely and securely,” said Kaya Qin, Chief Executive Officer of Lazada Malaysia.
Verified virtual mall environments continue to benefit most from this shift. LazMall’s AOV surged by a 20% compared to the 9.9 campaign. LazMall’s AOV on 11.11 also rose 13% year on year from 2024 to 2025, reflecting larger and more considered baskets.
This performance mirrors wider regional trends captured in a recent Cube Asia study, “The Rise of Virtual Mall Ecosystems in Southeast Asia”, commissioned by Lazada. Regionally, authenticity driven eCommerce, defined as branded goods purchased through authorised Mall environments on eCommerce platforms, has grown from 12% of total eCommerce in 2020 to 30% in 2025, and is projected to reach 55% by 2030, worth around USD $150 billion in sales.
The Malaysia cut of the study underscores how strongly local shoppers are leaning into Mall environments on eCommerce platforms and quality led decisions:
- Nearly 30% of Malaysian consumers say they are willing to pay an extra 5% to 10% for the assurance of purchasing from verified Mall stores.
- About 85% of Malaysian online shoppers now make at least 40% of their purchases in Mall environments, especially for fashion, beauty, electronics and home.
Digital tools inside the Lazada ecosystem also saw strong momentum during 11.11, helping Malaysians shop more intentionally.
AI Lazzie, Lazada’s AI powered shopping assistant, enabled:
- 56.13% more conversions compared to the 9.9 campaign.
- 85.65% more conversions compared to a normal business day.
Shoppers are using AI Lazzie to refine searches, compare options, understand reviews quickly and build better quality baskets within their budgets.
At the same time, creator and affiliate driven commerce is gaining ground, with affiliate driven performance in Malaysia growing 108% during the 11.11 campaign compared to 9.9, boosted by Lazada’s collaboration with YouTube as creator content and product recommendations helped turn inspiration into purchases.
These levers, AI Lazzie and affiliates, will play an even more important role ahead of 12.12 as Malaysians, plan year end purchases in beauty, electronics, lifestyle and home, and look to stretch their ringgit through smarter, more confident choices.
