I. Southeast Asia's E-Commerce Sustains High Growth, with Malaysia Leading the Pack
In April 2026, Momentum Works released the *Southeast Asia E-Commerce Report 2026*. The data shows that in 2025, the total GMV of platform e-commerce in Southeast Asia exceeded RMB 1 trillion (USD 157.6 billion), representing year-on-year growth of 22.8% and nearly a threefold increase compared with 2020. The three major platforms—TikTok Shop, Shopee, and Lazada—together commanded a combined 98.8% market share, forming a "tripod" competitive landscape. Among these markets, Malaysia posted a growth rate as high as 47.6%, second only to Thailand's 51.8%, placing it at the top of Southeast Asia's second tier and ahead of Vietnam, the Philippines, and Singapore.
In a research note published in April, Industrial Securities pointed out that middle-income countries offer a favourable environment for the development of both e-commerce and express logistics, and are more welcoming to new entrants. The firm expects that over the coming period, Southeast Asian and Latin American e-commerce markets will both achieve double-digit growth, while the express delivery market is likely to attain a growth rate of around 20%, with current momentum being solid and even showing signs of a modest acceleration.
This comes as China and Malaysia celebrate the 52nd anniversary of diplomatic relations, with the mutual visa exemption policy now fully implemented, injecting fresh opportunities into bilateral trade, cultural tourism, industrial investment, and other fields.
II. Shopee Malaysia: RM150 Million Support Programme Fully Rolled Out
On 29 April 2026, Shopee officially launched the "Shopee Lindung Niaga" programme, with a total investment of up to RM150 million, aimed at providing comprehensive support for Malaysian micro, small, and medium enterprises. The programme covers three core areas: logistics subsidies, working capital, and warehousing and fulfilment. Specific measures include: no-threshold free shipping vouchers, subsidies for bulky items, supply chain financing, and expanded FBS warehouse fulfilment capacity.
III. Lazada Malaysia: Birthday Sale GMV Soars, Quality Consumption Trend Stands Out
On 10 April 2026, Lazada released its Birthday Sale results. The data showed that the Malaysia market performed particularly strongly—the platform's overall GMV grew more than 5.5 times, while LazMall's GMV surged by as much as 12 times. LazMall accounted for 60% of the platform's overall GMV and 41% of total orders during the promotional event. This trend indicates that Malaysian consumers are not only purchasing high-value items during sales campaigns, but are also using the platform for household essentials, health products, and personal care items, turning e-commerce platforms into a destination for both significant purchases and everyday needs.
IV. TikTok Shop Malaysia: Ramadan Sales Surge Over 130%, Seller Support Continues to Ramp Up
On 11 April, TikTok Shop Malaysia revealed that during the 2026 Ramadan and Hari Raya Aidilfitri period, its sales grew more than 130% year-on-year, making it one of the fastest-growing platforms in the local Malaysian e-commerce market. Sales of premium brands surged, reflecting rising consumer confidence and trust.
April marks the prime window for TikTok Shop's new seller incentive policies. The Malaysia site has extended the security deposit exemption period for newly onboarded merchants, further intensifying support and reducing start-up costs for new sellers.
