80 percent of Malaysian shoppers prefer digital wallets for international purchases, according to a study commissioned by Airwallex in partnership with Statista.

The study showed last Wednesday that 80 percent of Malaysian shoppers prefer digital wallets (e.g. Touch ‘n Go eWallet, Apple Pay, Google Pay) for international purchases, ahead of bank transfers (53 percent), Buy Now, Pay Later (BNPL) options (52 percent), debit cards (48 percent), and credit cards (36 percent).

Globally, the top preferences are digital wallets (59 percent), credit cards (53 percent), and debit cards (33 percent).

Overall, the study showed consumers from Malaysia show a strong appetite for cross-border eCommerce and demand convenience, payment flexibility, and a frictionless digital experience when shopping online.

According to the study, Malaysians are confident international shoppers, as 94 percent of Malaysian shoppers expressed confidence in purchasing products from international merchants, higher than the global figure of 89 percent.

Meanwhile, Malaysians regularly purchase across borders. 72 percent of Malaysian shoppers buy from international merchants at least once a month, compared with 56 percent globally.

Marketplaces such as Shopee, Lazada, and Taobao remain the preferred platforms in Malaysia, while social commerce is also gaining traction.

Influencers also matter more in Malaysia as 76 percent of Malaysian shoppers say influencer recommendations impact their purchasing decisions– far higher than the global average of 53 percent.

The findings highlight the need for both global merchants and Malaysian small and medium-sized enterprises (SMEs) to adapt their strategies to meet the expectations of cross-border shoppers.

Merchants offering diverse payment options such as digital wallets and BNPL, while also providing fast, transparent, and localized checkout experiences, will be best positioned to succeed.

“Today’s online shoppers, especially those in Malaysia, are digitally savvy and globally minded,

“They expect seamless experiences across every touchpoint, from discovery to checkout,” said Aren Yip, Country Manager, Malaysia at Airwallex.

“To capture more of this borderless demand, global merchants entering Malaysia need to localize their checkout experience to win over more consumers in a market hungry for international merchandise,” they added.

The study also showed 93 percent of Malaysian shoppers plan purchases around occasions like Double Digit Sales, Hari Raya, Lunar New Year, and Black Friday, compared with 69 percent globally.

Malaysians echo global trends, with fashion and apparel, electronics, and skin and beauty products their top three cross-border purchases.

Malaysian consumers purchase most frequently from China, Southeast Asia, South Korea, and Japan.

Malaysian shoppers also rank payment security, shipping costs, currency conversion and hidden fees as the most important considerations when buying across borders – mirroring global concerns.

Meanwhile, over 90 percent of Malaysian shoppers expect transparent pricing structures, pricing in local currency, visible security badges, one-click purchases, and trusted digital payment methods.

In addition, 98 percent said that being able to use their preferred payment method and having mobile-optimized checkout pages are critical.

Similarly, over 90 percent of global shoppers expect transparent pricing structure, pricing in local currency, and the ability to pay using their preferred method.

“These findings are important for Malaysian SMEs, especially looking to sell abroad,

“They will benefit from offering a smooth and trusted payment experience to international customers,” Yip said.

According to him, by localizing pricing and payments, businesses can compete globally, win new markets, and reinforce Malaysia’s role as a regional eCommerce hub.

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