Consumer electronics in 2025: The big picture
Volume sales of consumer electronics in Malaysia fell slightly in 2025, reflecting a maturing industry and mixed performance across product categories. While segments such as smartphones, wearable electronics, and wireless headphones recorded modest growth due to lifestyle shifts, AI-powered features, and smart home integration, other categories, including imaging devices and in-car entertainment systems, continued to decline due to changing consumer preferences and category saturation.
2025 key trends
There is a growing preference for thin, lightweight laptops with large screens and a long battery life. Younger consumers, in particular, value portable devices that are compact and seamless in design. A 16-inch screen is popular among gamers for an immersive experience and with creative professionals who need more space for their work. Larger screens often come with built-in numeric keypads, making it easy for users who frequently enter numbers. Long-lasting batteries are essential for consumers, such as students who are mobile and need their devices to last throughout the day.
Competitive landscape
In 2025, Xiaomi Corp was the leading and most dynamic company in consumer electronics in Malaysia, overtaking Samsung Corp. Xiaomi’s success was due to its multi-brand portfolio, which includes Xiaomi, Redmi, and Poco, allowing it to cater to both premium and budget-conscious consumers across smartphones, TVs, wearable electronics, and wireless headphones.
Channel developments
Appliances and electronics specialists represented the leading sales channel for consumer electronics in Malaysia in 2025, although its overall share declined. Local consumers generally prefer shopping for consumer electronics in physical stores, where they can interact with sales staff, seek advice, pay on the spot, and take products home immediately. This avoids concerns about delivery delays or damage to expensive purchases. Returning to a physical store also simplifies after-sales service if repairs are needed. Major consumer electronics brands maintain a strong presence in shopping malls nationwide, with flagship stores that cater to this preference for in-person shopping. Examples include HP, Asus, Acer, Dell, Huawei, Honor, Apple, Sony, Samsung, and MSI, as well as large retail chains like Senheng (with over 125 stores), Harvey Norman, All IT Hypermarkets, TMT, PC Image, Machine, Switch, and Impulse Gaming.
What next for consumer electronics?
Volume sales of consumer electronics in Malaysia are projected to increase throughout the forecast period, due to changing consumer lifestyles and a consistent replacement cycle for outdated devices. Malaysian consumers consistently demonstrate a strong interest in products that offer enhanced convenience, connectivity, and comfort, which will drive demand across key categories, including smart TVs, smartphones, and wearable electronics. The expansion of the residential property market, facilitated by government measures including the relaxation of the Malaysia My Second Home (MM2H) programme and the creation of the Special Financial Zone in Forest City, is anticipated to further stimulate expenditure, particularly among new homeowners investing in home entertainment systems and smart appliances. Nevertheless, ongoing global economic uncertainties, such as inflation and geopolitical tensions, may constrain discretionary spending, especially on premium electronics. In response, brands must prioritise both innovation and affordability to maintain growth within the industry.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Computers and Peripherals
- In-Car Entertainment
- Home Audio and Cinema
- Home Video
- Imaging Devices
- Mobile Phones
- Portable Players
- Wearable Electronics
If you're in the Consumer Electronics industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Electronics in Malaysia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Electronics in Malaysia?
- Which are the leading brands in Malaysia?
- How are products distributed in Malaysia?
- How is the rise of e-commerce changing the retail landscape?
- How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
- How are considerations such as urban development and the rise in single-person households driving sales growth?
- Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
- Where is future growth expected to be most dynamic?
Consumer Electronics in Malaysia
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Malaysia
KEY DATA FINDINGS
Decline for computers and peripherals in 2025
Established international brands lead the category
Physical stores lead sales, but e-commerce continues gaining traction
Demand from home businesses set to aid category growth
Popularity of e-sports and gaming culture could support value growth in computers
AI-powered laptops with extended battery life are at the forefront of innovation
In-Car Entertainment in Malaysia
KEY DATA FINDINGS
In-car entertainment struggles as in-built systems and mobile phones impact category growth
Established brands continue to lead the category
Brick-and-mortar stores remain dominant, while e-commerce maintains steady growth
Shrinking prospects due to shift towards built-in systems
Navigation apps on smartphones will reduce the requirement for in-car navigation
Flagship brand stores on e-commerce platforms may enhance user experience and promote sales
Home Audio and Cinema in Malaysia
KEY DATA FINDINGS
Volume decline for home audio and cinema in 2025
Established international brands continue to lead category sales
Appliances and electronics specialists continue to dominate sales
Higher standard of living and streaming habits of young consumers may help stem category decline
E-commerce platforms and omnichannel strategies will support sales of home video in the years ahead
Artificial intelligence will drive innovation and shape the category’s trajectory
Home Video in Malaysia
KEY DATA FINDINGS
Steep decline for home video in 2025
Korean brands remain popular, while Chinese brands compete by offering affordability
Distribution landscape continues to be dominated by appliances and electronics specialists
Buoyant residential property market to support category growth over the forecast period
At-home cinematic experience via streaming services will gain traction
Rental subscription set to offer affordable ownership in premium products
Wireless Headphones in Malaysia
KEY DATA FINDINGS
TWS popularity and lifestyle shifts drive wireless headphones growth
Chinese brands lead wireless earphones with tiered offerings
E-commerce dominates distribution landscape, gaining ground in 2025
Lifestyles and streaming habits will drive demand for mid-range wireless headphones
Gaming culture will drive demand for wireless headbands and TWS earbuds
Open-ear wireless earbuds signal a new wave of product innovation
Imaging Devices in Malaysia
KEY DATA FINDINGS
Imaging devices continues to see decline as discretionary spending reduces
Popularity of action cameras among young consumers solidifies GoPro’s position
E-commerce continues to gain ground on appliances and electronics specialists
Smartphones will remain a persistent threat to imaging devices in the years ahead
Rise of street photography and nostalgia trend may fuel demand
AI-Powered innovation could elevate action camera appeal among content creators
Mobile Phones in Malaysia
KEY DATA FINDINGS
Affordable mid-range smartphones make gains amid global uncertainties
Samsung leads with Xiaomi following closely behind
Appliances and electronics specialists lead sales, but e-commerce enjoys rapid growth
Mid-range smartphones will drive growth amid economic uncertainty
Influencer marketing and cloud gaming inform how consumers interact with devices
High profile launches will continue to drive category growth in the years ahead
Portable Players in Malaysia
KEY DATA FINDINGS
Music streaming habits and gaming culture drive demand for wireless speakers
Established international brands lead category sales
Brick-and-mortar retailers remain popular for premium brands positioning, while e-commerce offers affordability
Minimalist trend and higher standard of living will support category growth in the coming years
Digital reading culture and tech-driven innovation expected to propel growth of e-readers
Technological advancements and design innovations will drive growth in wireless speakers
Wearable Electronics in Malaysia
KEY DATA FINDINGS
Smart wearables drives growth as Malaysians adopt healthier lifestyles
Chinese brands lead category sales with affordable price tags
Appliances and electronics specialists hold sway while competitive pricing drives growth in e-commerce
Steady growth predicted thanks to health and wellness trends
Xiaomi’s retail expansion signals deeper category penetration
Smart ring signals a new era of personalised wearables
The following categories and subcategories are included:
Consumer Electronics
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- Desktops
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- Laptops
- Tablets
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- Monitors
- Printers
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- In-Car Navigation
- In-Car Speakers
- In-Dash Media Players
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- Audio Separates
- Digital Media Player Docks
- Hi-Fi Systems
- Home Cinema and Speaker Systems
- Speakers
- Other Home Audio and Cinema
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- Analogue TVs
- LCD TVs
- OLED TVs
- Plasma TVs
- Other TVs
- TV Combis
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- BD Players
- DVD Players
- Video Recorders
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- Mass Wireless Headbands
- Premium Wireless Headbands
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- Mass Wireless Earphones
- Premium Wireless Earphones
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- Mass TWS Earbuds
- Premium TWS Earbuds
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- Digital Cameras
- Digital Camcorders
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- Feature Phones
- Smartphones
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- E-Readers
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- Portable Multimedia Players
- Other Portable Media Players
- Wireless Speakers
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- Activity Bands
- Activity Watch (Analogue)
- Activity Watch (Digital)
- Smart Wearables
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Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.
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This report originates from Passport, our Consumer Electronics research and analysis database.
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