Shopee
Malaysia data indicates that Malaysians are better adapted to feeling joy and showing
appreciation to themselves in a post-pandemic world.
More
Malaysians are going online for their self-care needs, according to shopping
data observed by Shopee Malaysia. Since the pandemic began, demand for products
that help shoppers improve their well-being, reward themselves, and reduce
stress has increased by 6 times on the platform.
In
2021, Shopee has found that physical and environmental wellness rank among
Malaysians' top needs when shopping online. In particular, 42% of products
bought focused on physical wellness, 26% environmental wellness, 25% social
well-being, with the remaining for psychological and spiritual wellness.
“These
findings highlight how Malaysians' preferred ways of taking care of their
well-being have evolved over the last two years, signaling the rise of new
opportunities for self-discovery and personal growth. We are pleased to have
been able to support Malaysians every step of the way, to help them discover
what they need,” said Kenneth Soh, Head of Marketing Campaigns at Shopee
Malaysia.
Malaysians
are putting physical well-being as their top priority. Compared to 2019,
Malaysians were 6 times more interested in purchasing items related to eating
well, exercising, personal grooming, and personal hygiene. Personal grooming
items were the most popular subcategory for physical self-care, with
approximately one-third of these consisting of skincare products such as face
masks, face scrubs and peels, makeup, facial oils, essence and serums.
Malaysians’
appear to be prioritizing more environmental self-care by creating healthier
living environments, because demand for home improvement, decoration, and home
organization increased the most at 10 times in the last two years on Shopee’s
marketplace since 2019. For example, DIY supplies, fragrance and candles,
artificial flowers and plants, wallpapers and wall art, shelf racks, desk
organizers and storage baskets. This may not be surprising as many people would
have had to reevaluate their living spaces if they spent more time working,
home-schooling, or pursuing indoor related hobbies at home.
Looking
at social well-being growth trends, Malaysians demanded 5 times more products
to educate or nurture babies and pets in the last 2 years. Items sold related
to pet supplies grew the fastest in this category, with pet toys, pet grooming,
pet fashion, pet homes and pet accessories increasing 13 times from 2019 to
2021.
Shopee
has also seen Malaysians gaining higher interest in learning new skills and
cultivating hobbies such as reading, journaling, playing board games, and
playing musical instruments, which provide a form of digital detox and
promoting better psychological self-care. Items sold related to such hobbies
have since grown an impressive 6 times in the last two years.
Malaysians
are also embracing self-care offline, using digital payments. For the full year
2021 compared to pre-covid 2019, the adoption of ShopeePay, Shopee’s integrated
mobile wallet, for self-care categories orders increased the most for sports
and outdoor products, games, books and hobbies, and health and beauty. The
highest uptake was for games, books, and hobbies, with a 60 times increase in
adoption.
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