Shopee’s CNY 2025 Insights Show How Malaysians Merge Tradition with Digital Innovation

Shopee's latest Chinese New Year (CNY) consumer trend insights highlight a growing shift in how Malaysians shop for festive essentials, further reinforcing the gradual move from traditional shopping to online platforms. Items that were once typically bought offline are now being purchased online as more Malaysians are embracing e-commerce for its convenience, competitive prices, and interactive shopping experiences. The growing popularity of livestream shopping, real-time interactions with sellers, and tailored product recommendations further underscores how digital innovation is reshaping CNY shopping habits while preserving cherished traditions.

Shopee Live remains the go-to platform for consumers seeking engaging, real-time shopping experiences. This CNY, 116% more Malaysian buyers chose to interact with sellers, ask questions, and discover products via livestream shopping compared to the last CNY. This surge in engagement shows that live commerce has grown steadily as the key avenue for discovering CNY-related products and festive shopping.

With this rise in live shopping, Shopee Affiliates are seizing new and evolving opportunities by launching their own livestreams. During this campaign, the number of affiliate livestreams skyrocketed by over 160% and resulted in 240% increase in orders for local businesses selling CNY goods. By hosting livestreams, affiliates build trusted relationships with their followers, offering real-time recommendations, exclusive deals and an interactive shopping experience that helps audiences make informed purchasing decisions. 

Bell Hee Pek Wan, a top-performing Shopee Affiliate and the winner of Shopee Superstar Awards 2020 ‘Most Loved Streamer’ award, helped sellers achieve an 85% revenue increase per item during the CNY campaign through her engaging livestreams. "Livestreaming allows me to connect shoppers with the right products while demonstrating their quality and value in real time. I showcase CNY essentials— from auspicious home & living products like festive decorations and dining sets  to storage solutions and trending beauty products —while guiding shoppers on maximising savings with Shopee Coins and vouchers. This interactive experience builds trust and drives sales, benefiting both my audience and the sellers I collaborate with," she said.

With the help of digital shopping, Malaysians continue to uphold cultural traditions by leveraging e-commerce for greater convenience. More shoppers turned to Shopee for CNY staples, reflecting a strong demand for festive goods now purchased online.

• Festive treats saw the highest demand, with searches for cookies, snacks, hampers, and beverages surging over 3,000% year-on-year, underlining the growing trend of sourcing festive goodies online.

• Home decorations became a key focus, with searches for “CNY decor” and “red lanterns” increasing by over 1,700% as Malaysians opt for online shopping to transform their homes for the season.

• Fashion and beauty remained top priorities, as searches for red dresses, cheongsam, and traditional attire surged by 1,600%, while beauty products like red lipstick, eyeshadow, and nail polish jumped by 1,900%, showing that shoppers are embracing online platforms for their full festive styling needs. 

Shoppers also maximised Shopee’s best deals, purchasing nearly 2 million items under the “Lowest Price Guaranteed” program and redeeming over 620 million Shopee Live vouchers, saving over RM52 million on celebratory essentials. With CNY preparations in full swing, convenience was key with over 2 million self-collection orders enabling seamless pickups, while more than 20 million Free Shipping vouchers ensured fast, hassle-free deliveries, letting customers focus on celebrating with loved ones.

Tan Ming Kit, Head of Marketing and Business Intelligence at Shopee Malaysia said "Malaysians are embracing digital commerce not just for convenience but also for interactive experiences like livestreaming, which enhance engagement and help them make informed purchasing decisions. This shift demonstrates how e-commerce is transforming shopping behaviours, proving that even items traditionally bought offline are now readily available online, leading to increased online purchases. This enables consumers to celebrate traditions in new ways while benefiting from modern retail solutions. Shopee remains committed to delivering a seamless and rewarding shopping experience for both consumers and sellers.”

Embracing Prosperity: How Local Entrepreneurs Turned Humble Dreams into Nationwide Success

With the Chinese New Year approaching, local entrepreneurs Wong from Sunspin and Bryan from FunFun.inShop highlight how e-commerce has become a valuable tool for small businesses to grow and adapt. Their journeys showcase the resilience, values, and determination that define Malaysia’s innovative spirit, offering timeless inspiration for anyone striving to overcome challenges and achieve meaningful growth.

Sunspin’s journey to healthier living, balanced family life, and business success
Husband-and-wife team Wong Yung Ming and Lee Sze Yee founded Sunspin in 2020 with a mission to make Konjac noodles and Black Garlic products more accessible to families like their own. As parents of two young children, the couple was inspired to promote healthier eating habits while building a stable future for their family.

Wong and Lee started their small business from their Johor home, selling to a small local network on a part-time basis. Their move into e-commerce transformed their business as they leveraged Shopee’s ecosystem, bringing nutritious products to families across Malaysia.

“We started engaging with Shopee Affiliates in 2024 and these local KOLs have supported us by driving new and repeat buyers to our store. In the last year alone, we consistently achieved a ninefold increase in daily orders during campaign days, thanks to these affiliates. We’re overwhelmed to share that we have sold over 80,000 items since joining Shopee, reflecting the trust families place in our products,” shared Wong, who left his IT career in early 2024 to focus on Sunspin full-time.

Their growth was further supported by the ‘Kempen Tani by Shopee’, a program aimed at empowering agropreneurs with the tools and resources to succeed in the digital economy. The couple attended ShopeeXpert workshops, took part in Shopee Live demos, and gained practical tips on increasing traffic and sales on the platform.

This Chinese New Year, the couple shared that true success means growing their business while enjoying quality time with their children. “Expanding our business while prioritising family has always been our goal. It’s rewarding to see how our efforts have brought both stability and precious moments with our family,” he shared.

From a small home experiment to FunFun.inShop’s multi-million Ringgit business
Before 2021, Bryan Ng, the director of FunFun.inShop, worked at a logistics company where he met several Shopee sellers who shared their experiences of building online businesses. “Hearing their stories gave me the confidence to give it a try myself,” Bryan recalls. During the Movement Control Order (MCO), he started small by uploading a few products to Shopee from his home. Orders started rolling in—at one point, up to 200 to 300 a day. “It was an eye-opener for me. What started as a small experiment quickly turned into something much bigger,” he shares.

By reinvesting profits gradually and staying focused on customer needs, Bryan scaled his small venture into a multi-million ringgit business. FunFun.inShop has experienced incredible growth, with sales increasing by 260% to over RM4 million in 2024 alone. Bryan credits this success to a combination of understanding market trends, maintaining competitive pricing, and using Shopee’s features like Shopee ads, livestreams, and campaigns to boost visibility and reach more customers. “These tools have been essential for helping us stay competitive and grow steadily,” he says.

What began as a small home-based operation has grown into a thriving business that’s making a difference. “I started with just a handful of products, and now we’ve built something that supports so many people,” Bryan reflects. Shopee Live has been especially impactful, allowing Bryan to interact directly with customers, showcase his products, and build lasting relationships. “This journey has changed my life for the better, and I’m so grateful for the platform that made it all possible,” he says with pride.

Entrepreneurs like Wong from Sunspin and Bryan from FunFun.inShop are proof of how e-commerce takes small ventures and transforms them into thriving businesses. Platforms such as Shopee, which celebrates its 10th year in Malaysia, are part of this development, providing tools and opportunities for businesses to navigate the evolving economy.

As Malaysia grows into a leading Southeast Asian digital hub, the stories of entrepreneurs like Wong and Bryan reflect a broader shift. With continued innovation and support, e-commerce is set to remain a cornerstone of Malaysia’s economic resilience, enabling small businesses to thrive while contributing significantly to the local economy.