1、1THE LANDSCAPE OF B2C E-COMMERCE MARKETPLACES IN MALAYSIACountry Brief Malaysia|2THE LANDSCAPE OF B2C E-COMMERCE MARKETPLACES IN MALAYSIACountry Brief Malaysia|Executive summaryMalaysia shows a particularly high internet penetration rate(97%)and a moderate proportion of its populationpurchases goods

2、 online(46%).In addition,the density of B2C marketplaces is middle ranging with 176 B2Cmarketplaces for a population of 33.9 million(capturing 6.1%of the total traffic in the region studied).Over the period 2019-2022,traffic on the 176 B2C marketplaces has grown significantly,rising from1 to 1.37 bi

3、llion visits.Among them,online shopping malls account for the largest proportion of marketplaces(48.3%)and capture most of the traffic(81.3%).The e-commerce market is dominated by domestic companies(31%)and closely followed by the United States(22%),and Singapore(8%).Of the total 176 B2C marketplace

4、s,there is an important geographical diversitygiven the 26 other countries with companies holding B2C marketplaces.The e-commerce market is highly concentrated with the Top 10 websites capturing 90.8%of total traffic.This Top 10 is largely dominated by online shopping malls,6 in total,of which two S

5、ingaporean companies(Shopee and Lazada)account for 58.1%of the total traffic.Only one company from Malaysia appears in thethird position with 12.2%of the total traffic.Regarding the ease of selling on these B2C marketplaces,only 47%of them allow foreign sellers to operateand 56%offer open registrati

6、on to online sellers.Almost half of these marketplaces are fully transactional(49%)and,as a corollary,48%require trading fees to sell online.Malaysia has a greater proportion of generic B2C marketplaces(61%)compared to specialized marketplaces(39%).The 69 specialized marketplaces traffic can be main