Juniper
Today, Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, unveiled Raya Stail Kita study of Malaysian shopping preferences online this Ramadan and Raya season. The survey of over 1,000 online shoppers conducted last month reveals a rich tapestry of influences, from modest wear to nostalgic traditions, guiding Malaysians’ personal fashion styles and beauty trends. Every year, the platform observes its peak e-commerce shopping and delivery periods for 52 days over Ramadan and Raya as Malaysians actively seek clothes and accessories to prepare for balik kampung.
The overwhelming majority of Malaysians, over 9 in 10 surveyed, are driven to shop foremost by coordinating looks with their whole family this Raya. Within this group, 50% want colour-coordinated outfits, 16% match in comfort and practicality for specific functions, 14% pick one fabric, brand, or theme to wear, and 12% pick a 2024 trend to follow. Only a minority, 8%, of shoppers do not consider what their families are wearing when they shop online.
In selecting the style of their Raya outfits, half of Malaysian shoppers express preference for statement-making layers of colours, patterns, and fabrics, such as eye-popping vibrant prints from Bayu Somerset, bright sampins from Zoey Rahman’s Mikawear, and textured lace by Zoe Arissa. Four in ten preferred nostalgic and traditional styles such as checkered print sarongs from Asikin Ahmad and kaftan kurungs from Hernes. Whereas 15% are searching for outfits in a particularly trending colour from sellers like Inhanna, Indah Persona, Panda Eyes, and Adnaa as they type ‘red brick,’ ‘brown orange’, or ‘bata merah,’ in their keywords on Shopee’s search bar.
When asked, “What motivates your Raya shopping choices on Shopee?”, half of survey respondents said that they select upcoming Raya outfits driven by religious and cultural traditions, referencing Shopee’s personalised fashion selections and keyword search recommendations to find modest wear outfits to add to cart. A third of respondents look for Shopee sellers’ wide range of baju kebaya, baju kurung, and baju melayu offerings in various fabrics and prints in order to celebrate their individuality and express their personal style. Two in ten pick modern outfits in line with latest trends.
Across the platform, Malaysians overwhelmingly prefer cotton (over 50%) as the fabric of choice, followed by silks (20%) and Songket (15%). A minority shop for brocade and organza. The top colours Malaysians are shopping for this Raya are: neutral tones (50%), then flaming vibrant colours like reds, oranges and gold yellow (30%), followed by solid dark greens and purples (20%).
In fact, the most popular baju according to Raya Stail Kita is cotton in neutral tones, with 3 in 10 buying this. The survey also reveals that 90% of Malaysians surveyed will wear their Baju Raya multiple times throughout the year, a sign that sustainable values have taken root even during the busiest e-commerce shopping period.
In addition to fashion, Malaysians are actively shopping for makeup and cosmetic skincare this Raya, from popular local brands such as Y.O.U, Wardah, Simply Siti, Silky Girl, Papa Feel, Mika Series, lemooc, Emina, Dazzle Me, Barrenbliss, alha alfa, and AISASEA on Shopee. The majority of Raya Stail Kita survey respondents prioritise beauty and makeup product benefits (40%), followed by brand loyalty (30%), and trending skincare (20%).
When making decisions on beauty products, a significant 70% surveyed trust beauty influencers and expert recommendations, whereas 30% prefer to make independent choices. Shopee Live plays a big role in how Malaysians shop beauty, with 90% tuning into Shopee Live to watch featured products, and 4 in 10 of these live audience members specifically seeking skincare benefits and long-lasting makeup.
When asked what features of the Shopee platform enhanced their Raya shopping journeys the most, 60% of Malaysians surveyed are cashing in on exclusive discounts and promotions during #RayaBersamaShopee campaign. 30% choose to shop on Shopee for its wide variety of product selections and ease of finding the sellers’ products, while 10% trust in Shopee’s customer service, user-friendly interface, and Livestream capabilities.
In choosing sellers of choice to buy from, customer reviews play a crucial role, with 85% of respondents considering them important, particularly valuing verified Shopee purchases and Shopee’s customer feedback. In response to this, and in line with Shopee’s mission to drive an inclusive marketplace, Shopee is proudly debuting #ShopeeRaiLokal Raya Stail Kita fashion show, which will be livestreamed on Shopee Mamak at 2:30pm on 5 March 2024 for all Malaysians. In collaboration with muslim fashion brands, beauty sellers, Zoey Rahman, Dato’ Jovian Mandagie, and Habib Jewels, Shopee intends to dress Malaysians in a wholesome, inclusive way this Raya with dignity and affordably for every occasion. Malaysians will get to learn how to style themselves from Managing Editor of Nona, Hijabista, and Mingguan Wanita, Kiffy Razak, and be treated to a performance by Shopee’s Ambassador, Malaysian singer and celebrity, Iman Troye.
For more information, visit https://shopee.com.my/raya-stail-kita
