Malaysian online shoppers most engaged by brands in APAC, says study

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Malaysian online shoppers most engaged by brands in APAC, says study

Malaysian consumers have the highest brand engagement in APAC, with over 80% of consumers engaging with both local and international brands. According to Rakuten Marketing’s “APAC State of eCommerce” report, the highest engagement rates for Malaysian shoppers is via Facebook, where 69% follow local brands and 63% follow international brands.

Aside from Facebook, consumers follow brands on Instagram (37% local, 36% international) and email (27% local, 25% international). In 2019, Instagram overtook email as the second highest driver of brand engagement.

More than 70% of Malaysian shoppers said international shopping websites offer a wider range of products, with 60% agreeing that overseas brands also offer faster access to new products. Over 50% of shoppers said international websites provide better quality products, while 45% say the overall experience is better when shopping with international brands.

Of all APAC countries surveyed, brand discovery via social media advertising (65%) and influencer marketing (21%) is highest in Malaysia. Similarly, consumers in Malaysia are among the highest in APAC to use cashback and reward sites to find new brands, doing so 28% of the time. Although Malaysians are utilising other channels to find new brands, online search (78%) and referrals from friends and family (53%) remain the strongest drivers of brand discovery with deals and coupons following (23%). Full original article: