KUALA LUMPUR, MALAYSIA – Media OutReach Newswire – 10 February 2025 – Shopee’s latest consumer insights for Chinese New Year (CNY) reveal an exciting shift in how Malaysians are embracing online shopping for festive essentials, marking a move from traditional retail to the digital marketplace. As more shoppers turn to e-commerce for its convenience, competitive pricing, and interactive experiences, items once only available offline are now being sourced online. This trend reflects how digital innovation is reshaping CNY shopping habits while preserving time-honored traditions.
Shopee Affiliate Bell Hee Pek Wan said that livestreaming allows her to connect shoppers with the right products while demonstrating their quality and value in real time.
Bell Hee Pek Wan, a leading Shopee Affiliate, shared that livestreaming is a key way she helps connect buyers with the right products by offering real-time demonstrations of quality and value. Shopee Live has emerged as the go-to platform for Malaysian shoppers seeking a more engaging, real-time shopping experience. This CNY, 116% more Malaysian buyers interacted with sellers through livestream shopping, compared to last year, highlighting the growing role of live commerce in CNY festivities.
This surge in live shopping has also led to a rise in affiliate-led livestreams. Over the campaign period, affiliate livestreams increased by more than 160%, resulting in a 240% boost in orders from local businesses offering CNY products. Shopee Affiliates are building deeper relationships with their audiences, offering real-time product recommendations, exclusive promotions, and creating an interactive shopping environment that fosters trust and drives sales.
Bell Hee Pek Wan, who won the ‘Most Loved Streamer’ award at the 2020 Shopee Superstar Awards, achieved an 85% revenue increase per item during the CNY campaign through her livestreams. She noted, “Livestreaming allows me to connect shoppers with the right products while demonstrating their quality and value in real time. From festive home decor to trending beauty products, I guide shoppers on how to maximize savings through Shopee Coins and vouchers, which builds trust and boosts sales.”
The digital shift has not only helped Malaysians continue cultural traditions but also made celebrating the season more convenient. CNY essentials are now just a few clicks away, with searches for festive treats like cookies, snacks, and hampers seeing a dramatic increase of over 3,000% year-on-year. Similarly, home decor items, including “CNY decor” and “red lanterns,” surged by more than 1,700%, as Malaysians transformed their homes for the season through online purchases. Fashion and beauty searches also spiked, with red dresses and traditional attire increasing by 1,600%, and beauty products such as red lipstick and eyeshadow jumping by 1,900%, showing how shoppers are now sourcing their full festive looks online.
In addition to convenience, shoppers took advantage of Shopee’s deals, purchasing nearly 2 million items under the “Lowest Price Guaranteed” program and redeeming over 620 million Shopee Live vouchers, saving RM52 million on festive essentials. More than 2 million self-collection orders and 20 million Free Shipping vouchers ensured seamless and timely deliveries, helping customers focus on celebrating with family and friends.
Tan Ming Kit, Head of Marketing and Business Intelligence at Shopee Malaysia, commented, “The growing embrace of digital commerce, particularly livestreaming, showcases a fundamental shift in shopping behavior. It shows that even products traditionally bought offline are now being accessed online, creating an enhanced shopping experience that allows consumers to maintain their traditions while benefiting from modern retail solutions. Shopee remains dedicated to delivering a seamless, rewarding shopping experience for both consumers and sellers.”
