The way people shop is changing rapidly as digital commerce and social media become increasingly embedded in everyday life. In Malaysia, the latest statistics released by the Statistics Department of Malaysia (DOSM) in June 2026 show that 80.3% of businesses used social media, while 74.4% maintained an online presence and 44.1% used e-marketplaces. E-commerce transaction income also reached RM1,288.1bil, representing an 8.8% increase from the previous year, while business-to-consumer (B2C) e-commerce income grew by 11.3% to RM374.7bil. These figures highlight the growing importance of digital platforms in shaping how businesses connect with consumers and how consumers discover and purchase products.
This transformation has created what is increasingly known as ‘new retail’. Unlike traditional e-commerce, which primarily focuses on selling products through online channels, new retail integrates physical stores, e-commerce, social commerce, mobile applications, artificial intelligence, data analytics, digital payments and other digital technologies. The result is a more seamless customer journey in which consumers can discover, evaluate and purchase products across multiple platforms. This movement towards interconnected retail is closely related to the broader development of omnichannel and cross-channel retailing, where businesses seek to integrate consumer experiences across online and offline touchpoints.
