Who’s Winning e-Commerce in Malaysia?


SEP 20

The Marketplace Race:
Who’s Winning e-Commerce in Malaysia?


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Where the COVID-19 pandemic has wrought much adverse changes on lives across the globe, e-commerce is thriving like never before.

Since worldwide lockdowns imposed earlier this year, significant shifts in buying behaviours have rapidly emerged. Consumers started turning more to online shopping for everyday items like groceries to minimise physical interaction outdoors for fear of contracting the coronavirus. The demand for medical masks, hand sanitisers and cleaning products skyrocketed; corresponding with a drastic decrease in the sales of non-essential goods (i.e. fashion and luxury) as consumers readjust their purchasing patterns to weather these difficult times.

This new reality has evolved the already advanced e-commerce landscape in Malaysia by unimaginable leaps and bounds. Within the first few months of the crisis’ emergence, the country’s top online platforms recorded a 149% surge in sales. Between Q1 and Q2 of 2020, web visits to top digital marketplaces, Lazada and Shopee, grew over 40% and 30%, respectively. These consumer trends are expected to sustain well after the outbreak, as many Malaysians would have likely formed the habit of buying online.

As SMEs rush to digitalise their businesses in a competitive climate that progressively moves from offline to online shopping, digital adoption thus becomes less of an option than it is a necessity for these businesses to survive.

In view of the myriad of marketplaces available, how do some of the best e-Commerce websites in Malaysia measure up against one another in terms of visibility and traffic?

We turn to the SEMrush Organic Research reports to answer this question.

As of mid-September 2020, Shopee remains the market leader in organic search traffic (>5M) and number of keywords (>480K) ahead of all other e-commerce players. This is followed by Mudah, Lazada and Carousell. On the other end, iPrice and Lelong pose as the smallest threats to these competing online giants.


The Pages report in Organic Research allows for a deeper understanding of where this traffic is driven to on Shopee by listing every URL from the domain that is presently ranking in the top 100 results – giving us an insight into which pages on Shopee.com.my are bringing in the most traffic. To drill down further, we can click on Backlinks, Keywords and Ad Keywords to generate those reports for a specific URL.

With an extensive database of domains, SEMrush’s Organic Research reports make a powerful suite designed to uncover a website’s organic search competitors, top performing keywords with the highest traffic yield, as well as if and how they are ranking on Google SERPs – all invaluable intelligence in planning a campaign to drive more web traffic.

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“E-Commerce – Fuelling the e-commerce boom” (Aug 2020), The Edge Markets

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