Chapter 1: Where we shop and how we pay
72% of Gen Z choose retailers that enable interactions on social media
The main goal for retailers is simple: turn browsers into buyers. And delivering the experiences customers expect is key to making that happen. While online channels, especially social media, are popular among younger shoppers, 57% of consumers in Malaysia enjoy shopping online and in-store equally, one of the highest in APAC. One of the reasons why is likely because shopping malls are popular and familiar locations for families to visit on weekends. What matters most is connecting every channel to create a seamless, cross-channel journey. And when it comes to closing a sale, it often comes down to one thing: letting customers pay how they want.
Finding 01
Gen Z scrolls, Boomers stroll
While physical stores remain popular across APAC, with 35% of consumers in the region preferring shopping in stores, Malaysian shoppers are bucking the trend. Only 17% of them prefer physical stores, as compared to 26% who prefer online shopping. It's no wonder too – consumers in Malaysia have more ways to buy than ever, whether through TikTok, online stores, or the traditional brick-and-mortar stores.
Finding 02
Consumers crave connected commerce
The ubiquity of the smartphone means shoppers have a digital sales channel in their pocket at all times. They can check in-store stock before leaving the house, browse and read reviews on the way to the shop, and try on the sweater in blue, then order it in red via the app. And they expect retailers to be just as fluid as they are. They want to be able to return online purchases in store, buy directly from their TikTok feed, and access the entire inventory from the shop floor. In Malaysia, where the smartphone penetration rate is close to 90%, preferences for payment methods like digital wallets (52%) are much higher than regional or global preferences. To win the sale, retailers must meet these consumer demands without adding friction.
Finding 03
Payment methods can make or break a sale
The payment is one of the most critical moments in the buyer journey. Get it right, and you close the sale; get it wrong, and you risk losing the customer – possibly forever. Today, payment technology and trends are evolving fast. As new, more streamlined payment methods appear, consumers become increasingly less accommodating of outdated, clunky payment experiences.
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