The way Malaysians shop online is evolving. While consumers previously searched for products directly on e-commerce platforms, many are now turning to video content and live stream (LIVE) sessions to gather more information from sellers before making a purchase decision.
According to TikTok Shop Malaysia, nearly 60% of the platform's users prefer shopping via live stream sessions. Through these sessions, they can see how a product is used, ask questions, and receive immediate responses from sellers before deciding to buy. This trend also benefits local micro, small, and medium enterprises (MSMEs) by helping them grow their businesses. Through the "Discovery Commerce" approach, products are introduced to consumers via video content, enabling more local businesses to reach new customers more effectively.
In line with this development, TikTok Shop Malaysia reported that MSMEs participating in the #JomLokal initiative recorded a 140% increase in sales during this year’s 9.9 campaign.
This achievement demonstrates that video content is becoming increasingly vital in helping businesses boost sales and strengthen their brands.
At the same time, this trend creates opportunities for entrepreneurs in rural areas and small towns to expand their market reach.
