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Retail Growth Slows as Consumers Seek Greater Value-For-Money
Retail in Malaysia in 2025 is shaped by heightened cost sensitivity and a strong pivot towards affordability, leading to robust growth in value-driven formats and innovations in both physical and digital shopping experiences. Despite a slowdown in current value growth to 2% and a total value of MYR292,619 million, the landscape remains attractive for businesses able to deliver strong value propositions, leverage technology, and differentiate through experiential engagement. Competitive pricing, expansion into underserved regions, and the adoption of digital tools such as AI and social commerce, are enabling retailers to capture incremental growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail 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:
- Convenience Stores
- Discounters
- Hypermarkets
- Supermarkets
- Traditional Grocery Retailers
- Apparel and Footwear Specialist Retailers
- Electronics and Appliance Specialist Retailers
- Health and Beauty Specialist Retailers
- Home and Garden Specialist Retailers
- Department Stores
- Variety Stores
- Warehouse Clubs
- Direct Selling
- Homeshopping
- Vending
If you're in the Retail 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 Retail in Malaysia report includes:
- Analysis of key retail trends
- Detailed segmentation of offline and online retail sales
- Historic channel sizes (retail value sales, outlet counts, and selling space)
- Company and brand market shares (retail value sales and outlet counts)
- 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 Retail in Malaysia?
- Which are the leading retailers in Retail in Malaysia?
- How are products distributed in Retail in Malaysia?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How significant are discounters and private label in Malaysia?
- To what extent are sales shifting towards digital channels?
- What is the long-term outlook for bricks-and-mortar?
- How is macroeconomic and political uncertainty affecting the retail industry?
- What types of retailers are seeing the fastest growth in digital sales?
- What is the future of retail?
Retail in Malaysia
Retail Growth Slows as Consumers Seek Greater Value-For-Money
Key Data Insights
Chart 1 Key Industry Trends for Retail
Retail Growth Slows as Consumers Seek Greater Value-For-Money
Chart 2 Leading dollar-shop Eco Shop continues with aggressive expansion plans
Appliances and Electronics Specialists Retain Lead Despite Softening Demand
Ikea Reinvents Store Experience to Drive Physical Footfall and Brand Connection
Chart 3 Ikea Malaysia creates in-store immersive house party
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Strong Focus on Value Amid Cost Pressures Fuels Retail Growth
Shopee, Lazada and Tiktok Shop Expand Social Commerce Reach
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Shopee and 99 Speedmart Sustain Leadership as Retail Remains Fragmented
Chart 8 Analyst Insight for Retail
Wow Beauty and Jaya Grocer Signature Set New Experiential Benchmarks
Chart 9 Wow Beauty delivers experiential retail at Pavilion Bukit Jalil
Chart 10 Jaya Grocer reveals first Signature Outlet at KLGCC Mall
Chart 11 Company Shares 2025
Chart 12 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Summary 1 Standard Opening Hours by Channel Type 2025
Seasonality
Chinese New Year
Hari Raya Aidilfitri
Deepavali
Christmas
Chart 13 Economic Context for Retail
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Retail
Chart 17 Population 2020-2030
Chart 18 Population by Generation 2025
Convenience Retailers in Malaysia
Key Data Insights
Strong Performance Driven by Aggressive Expansion of Convenience Stores
Chart 19 Key Industry Trends for Convenience Retailers
Strong Performance Driven by Aggressive Expansion of Convenience Stores
99 Speedmart and Econsave Boost Growth by Prioritising Affordability and Proximity
Chart 20 Econsave prioritises convenience format Pasar Ekonomi Econsave
7-Eleven and 7-Cafe Leverage Private Label to Attract Value-Driven Consumers
Chart 21 7-Eleven Malaysia widens selection of private label products
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Digitalisation and Cost-Efficient Retail Chains to Drive Outlet Expansion
Forecourt Retailers Seek to Differentiate through Alliance with Convenience Store Brands
Mondo Smart Store and Family Mart Lead the Emergence of Unmanned and Ai-Powered Retail Formats
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Chart 26 Analyst Insight for Convenience Retailers
99 Speedmart Accelerates Share Gains as Rivals Lose Ground
Emart24 Captures New Demand by Riding Korean Food Trends
Chart 27 Company Shares 2025
Chart 28 Brand Shares 2025
Chart 29 Economic Context for Convenience Retailers
Chart 30 Real Gdp Growth 2020-2030
Chart 31 Inflation 2020-2030
Chart 32 Consumer Context for Convenience Retailers
Chart 33 Population 2020-2030
Chart 34 Population by Generation 2025
Supermarkets in Malaysia
Key Data Insights
Strong Value Growth Driven by Premium Supermarket Retailers
Chart 35 Key Industry Trends for Supermarkets
Strong Value Growth Driven by Premium Supermarket Retailers
Focus on Retail E-Commerce Brings Innovations to a Growing Base of Online Shoppers
Jaya Grocer Partners with Global Retailers to Bring Exclusive Private Label Lines
Chart 36 Value Sales 2020-2030
Moderate Growth Prospects in the Supermarket Channel Are Supported by a Surge in Private Label
Aeon and Jaya Grocer Leverage Technology to Boost Shopper Engagement
Chart 37 Forecast Value Sales 2020-2030
Chart 38 Analyst Insight for Supermarkets
Aeon Accelerates Store Innovation to Widen Sales Lead
Grab Holdings Leverages Acquisitions to Drive Digital Transformation
Chart 39 Company Shares 2025
Chart 40 Brand Shares 2025
Chart 41 Economic Context for Supermarkets
Chart 42 Real Gdp Growth 2020-2030
Chart 43 Inflation 2020-2030
Chart 44 Consumer Context for Supermarkets
Chart 45 Population 2020-2030
Chart 46 Population by Generation 2025
Hypermarkets in Malaysia
Key Data Insights
Hypermarkets Face Price Competition From Emerging Channels
Chart 47 Key Industry Trends for Hypermarkets
Hypermarkets Face Price Competition From Emerging Channels
Chart 48 Lotus launches Online Shopping Bonanza in 2025
Players Respond to the Rise of E-Commerce
Mydin’S Campaign Engages Cost-Conscious Shoppers
Chart 49 Mydin empowers consumers with Mydin Election Campaign 2025
Chart 50 Value Sales 2020-2030
Hypermarket Format to Face Ongoing Challenges as Players Adopt Technology to Enhance Efficiency
Strong Focus on Local Sourcing and Private Label to Meet Cost-Of-Living Challenges
Hypermarkets Pivot to Smaller Formats and Digital Services to Retain Relevance
Chart 51 Forecast Value Sales 2020-2030
Lotus Invests in Digital Services to Accelerate Share Gains
Chart 52 Analyst Insight for Hypermarkets
Chart 53 Company Shares 2025
Chart 54 Brand Shares 2025
Chart 55 Economic Context for Hypermarkets
Chart 56 Real Gdp Growth 2020-2030
Chart 57 Inflation 2020-2030
Chart 58 Consumer Context for Hypermarkets
Chart 59 Population 2020-2030
Chart 60 Population by Generation 2025
Discounters in Malaysia
Key Data Insights
Tmg Mart Attracts Price-Conscious Shoppers with Targeted Weekend Promotions
Chart 61 Key Industry Trends for Discounters
Tmg Mart Attracts Price-Conscious Shoppers with Targeted Weekend Promotions
Tmg Mart Expands in Rural Locations to Reach Underserved Consumers
Chart 62 TMG Mart continues to expand into suburban areas to target underserved population
Chart 63 Value Sales 2020-2030
D'mart and Tmg Mart Expand Reach as Cost Pressures Rise
Small Player Base Sustains Competitive Pressure From Local Grocers
Chart 64 Forecast Value Sales 2020-2030
Chart 65 Analyst Insight for Discounters
Tmg Mart Accelerates Outlet Growth as D’Mart Segi Fresh Deepens Community Links
Chart 66 Company Shares 2025
Chart 67 Brand Shares 2025
Chart 68 Economic Context for Discounters
Chart 69 Real Gdp Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Discounters
Chart 72 Population 2020-2030
Chart 73 Population by Generation 2025
Small Local Grocers in Malaysia
Key Data Insights
Government Cash Aid Sustains Rural Demand and Supports the Resilience of Small Local Grocers
Government Cash Aid Sustains Rural Demand and Supports the Resilience of Small Local Grocers
Chart 74 Value Sales 2020-2030
Digital Wallet Adoption Expands Rural Grocer Reach and Efficiency
Community Campaigns Drive Loyalty through Local Sourcing Partnerships
Chart 75 Forecast Value Sales 2020-2030
Chart 76 Economic Context for Small Local Grocers
Chart 77 Real Gdp Growth 2020-2030
Chart 78 Inflation 2020-2030
Chart 79 Consumer Context for Small Local Grocers
Chart 80 Population 2020-2030
Chart 81 Population by Generation 2025
General Merchandise Stores in Malaysia
Key Data Insights
Variety Stores Gain Traction as Department Stores Lose Ground
Chart 82 Key Industry Trends for General Merchandise Stores
Variety Stores Gain Traction as Department Stores Lose Ground
Parkson Reinvents In-Store Experience to Attract Younger Shoppers
Chart 83 Eco Shop expands to meet underserved population with value products
Eco Shop’S Value Model Drives Rapid Expansion among Rural Population
Chart 84 Value Sales 2020-2030
Chart 85 Value Sales by Category 2025
Promising Outlook as Variety Stores Focus on Younger Consumers
Value Positioning and Experiential Retailing to Drive Category Performance
Chart 86 Forecast Value Sales 2020-2030
Chart 87 Forecast Value Sales by Category 2025-2030
Chart 88 Analyst Insight for General Merchandise Stores
Eco Shop Expands Rural Distribution to Outpace Rivals in Share Gains
Chart 89 Company Shares 2025
Chart 90 Brand Shares 2025
Chart 91 Economic Context for General Merchandise Stores
Chart 92 Real Gdp Growth 2020-2030
Chart 93 Inflation 2020-2030
Chart 94 Consumer Context for General Merchandise Stores
Chart 95 Population 2020-2030
Chart 96 Population by Generation 2025
Apparel and Footwear Specialists in Malaysia
Key Data Insights
Retailers Attract Budget-Conscious Shoppers with Aggressive Discounting
Chart 97 Key Industry Trends for Apparel and Footwear Specialists
Retailers Attract Budget-Conscious Shoppers with Aggressive Discounting
Chart 98 Padini leverages value-driven clothing and footwear range
Anta Boosts Experiential Shopping with Interactive Superstore Launch
Chart 99 ANTA unveils first Superstore at One Utama Shopping Mall
Chart 100 Value Sales 2020-2030
Fast-Fashion to Drive Moderate Value Growth
Chinese Fashion Brands Accelerate Store Expansion and Digital Influence
Sportwear Brands to Capitalise on the Boom in Active Lifestyles
Chart 101 Forecast Value Sales 2020-2030
Chart 102 Analyst Insight for Apparel and Footwear Specialists
Padini Leverages Multi-Brand Value Focus to Sustain Leadership
Chart 103 Company Shares 2025
Chart 104 Brand Shares 2025
Chart 105 Economic Context for Apparel and Footwear Specialists
Chart 106 Real Gdp Growth 2020-2030
Chart 107 Inflation 2020-2030
Chart 108 Consumer Context for Apparel and Footwear Specialists
Chart 109 Population 2020-2030
Chart 110 Population by Generation 2025
Appliances and Electronics Specialists in Malaysia
Key Data Insights
Stronger Commitment to Retail E-Commerce Enhances Online Stores and Subscription Services
Chart 111 Key Industry Trends for Appliances and Electronics Specialists
Stronger Commitment to Retail E-Commerce Enhances Online Stores and Subscription Services
Chart 112 LG Malaysia unveils new online store
Renovations and Immersive Experiences Transform Physical Retail Spaces
Chart 113 TCL opens flagship store at Sunway Pyramid Mall
Chart 114 Value Sales 2020-2030
Shopee and Lazada Drive Price Competition as Consumers Shift Online
Retailers Embrace Smart, Green and Design-Led Innovation to Attract New Demand
Chart 115 Forecast Value Sales 2020-2030
Chart 116 Analyst Insight for Appliances and Electronics Specialists
Elitetrax Marketing Sdn Bhd Boosts Its Leading Position with Active Marketing and Outlet Expansion
Chart 117 Company Shares 2025
Chart 118 Brand Shares 2025
Chart 119 Economic Context for Appliances and Electronics Specialists
Chart 120 Real Gdp Growth 2020-2030
Chart 121 Inflation 2020-2030
Chart 122 Consumer Context for Appliances and Electronics Specialists
Chart 123 Population 2020-2030
Chart 124 Population by Generation 2025
Home Products Specialists in Malaysia
Key Data Insights
Ikea Reconnects with Cautious Shoppers through Immersive In-Store Experiences
Chart 125 Key Industry Trends for Home Products Specialists
Ikea Reconnects with Cautious Shoppers through Immersive In-Store Experiences
Chart 126 Ikea creates immersive Ikea House Party experience in-store
Pet Shops and Superstores Gain Traction as Homewares and Home Furnishing Stores Face Decline
Ikea and Digital Platforms Drive Convenience and Price Transparency
Chart 127 Ikea launches dedicated online store for East Malaysia
Chart 128 Value Sales 2020-2030
Chart 129 Value Sales by Category 2025
Mr Diy and Ikea Embrace Value-Driven Strategies as Shoppers Seek Affordability
Homewares and Home Furnishing Stores Retain Top Position Despite Modest Gains
Licensed Collections and Lifestyle Retailing Attract Younger Shoppers and Fuel Diversification
Chart 130 Forecast Value Sales 2020-2030
Chart 131 Forecast Value Sales by Category 2025-2030
Chart 132 Analyst Insight for Home Products Specialists
Mr Diy Streamlines Outlet Network and Expands Formats to Secure Lead
Chart 133 Company Shares 2025
Chart 134 Brand Shares 2025
Chart 135 Economic Context for Home Products Specialists
Chart 136 Real Gdp Growth 2020-2030
Chart 137 Inflation 2020-2030
Chart 138 Consumer Context for Home Products Specialists
Chart 139 Population 2020-2030
Chart 140 Population by Generation 2025
Health and Beauty Specialists in Malaysia
Key Data Insights
Positive Results From All Channels in Health and Beauty Specialists
Chart 141 Key Industry Trends for Health and Beauty Specialists
Positive Results From All Channels in Health and Beauty Specialists
Watsons and Wow Beauty Boost Engagement with Experiential Retail Formats
Chart 142 Watsons Pink launches in Malaysia
Chart 143 Wow Beauty opens first store in Malaysia at Pavilion Bukit Jalil
Pharmacies Attract Health-Conscious Shoppers as Growth Leaders
Chart 144 Value Sales 2020-2030
Chart 145 Value Sales by Category 2025
Watsons and Guardian Drive Growth with Experiential and Premium Concepts
L’Oréal, Wow Beauty, and Watson's Fuel Digital and Social Innovation
Chart 146 Forecast Value Sales 2020-2030
Chart 147 Forecast Value Sales by Category 2025-2030
Watsons Leverages Experiential Events and Innovation to Extend Its Lead
Chart 148 Analyst Insight for Health and Beauty Specialists
Chart 149 Company Shares 2025
Chart 150 Brand Shares 2025
Chart 151 Economic Context for Health and Beauty Specialists
Chart 152 Real Gdp Growth 2020-2030
Chart 153 Inflation 2020-2030
Chart 154 Consumer Context for Health and Beauty Specialists
Chart 155 Population 2020-2030
Chart 156 Population by Generation 2025
Vending in Malaysia
Key Data Insights
Younger Consumers Embrace Convenience as Public Vending Expands
Younger Consumers Embrace Convenience as Public Vending Expands
Wider Product Range Drives Higher Spending in Vending Channel
New Vending Concepts Reshape Daily Routines in Urban Environments
Chart 157 Value Sales 2020-2030
Chart 158 Value Sales by Category 2025
Subway and Mama’S Delights Launch Touchscreen and Heated Vending to Attract Digital-First Consumers
Touchscreen Technology and Ai Drive Youth Engagement While Brands Diversify into Fresh and Frozen Vending
Chart 159 Forecast Value Sales 2020-2030
Chart 160 Forecast Value Sales by Category 2025-2030
Chart 161 Analyst Insight for Vending
Coca-Cola Bottlers Sustains Lead as Competitors Lose Share
Chart 162 Company Shares 2025
Chart 163 Brand Shares 2025
Chart 164 Economic Context for Vending
Chart 165 Real Gdp Growth 2020-2030
Chart 166 Inflation 2020-2030
Chart 167 Consumer Context for Vending
Chart 168 Population 2020-2030
Chart 169 Population by Generation 2025
Direct Selling in Malaysia
Key Data Insights
Slower Peformance as Competition Intensifies for Direct Selling
Chart 170 Key Industry Trends for Direct Selling
Slower Peformance as Competition Intensifies for Direct Selling
Nu Skin and Dr's Secret Drive Growth with Ai-Powered Personalisation
Chart 171 Dr's Secret unveils Skin Studio AI in Malaysia
Chart 172 Value Sales 2020-2030
Chart 173 Value Sales by Category 2025
Steady Growth Supported by Ai Tools That Personalise Consultations and Boost Engagement
Chart 174 Forecast Value Sales 2020-2030
Chart 175 Forecast Value Sales by Category 2025-2030
Chart 176 Analyst Insight for Direct Selling
Cosway Accelerates Digital Transformation to Stem Sales Decline
Chart 177 Company Shares 2025
Chart 178 Brand Shares 2025
Chart 179 Economic Context for Direct Selling
Chart 180 Real Gdp Growth 2020-2030
Chart 181 Inflation 2020-2030
Chart 182 Consumer Context for Direct Selling
Chart 183 Population 2020-2030
Chart 184 Population by Generation 2025
Retail E-Commerce in Malaysia
Key Data Insights
Social Commerce Boosts Retail E-Commerce Sales
Chart 185 Key Industry Trends for Retail E-Commerce
Social Commerce Boosts Retail E-Commerce Sales
Zalora’S Offline Pop-Ups Strengthen Brand Loyalty and Festive Sales
Chart 186 Zalora creates omnichannel experience to connect with customers
Chart 187 Value Sales 2020-2030
Chart 188 Value Sales by Category 2025
Moderate Growth for Retail E-Commerce as Tiktok and Temu Reshape Shopping Habits
Ai-Powered Recommendations and Price Transparency Boost Digital Loyalty
Chart 189 Forecast Value Sales 2020-2030
Chart 190 Forecast Value Sales by Category 2025-2030
Chart 191 Analyst Insight for Retail E-Commerce
Shopee Accelerates Value Share as Temu and Tiktok Gain Traction
Chart 192 Company Shares 2025
Chart 193 Brand Shares 2025
Chart 194 Economic Context for Retail E-Commerce
Chart 195 Real Gdp Growth 2020-2030
Chart 196 Inflation 2020-2030
Chart 197 Consumer Context for Retail E-Commerce
Chart 198 Population 2020-2030
Chart 199 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Retail
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- Convenience Stores
- Forecourt Retailers
- Supermarkets
- Hypermarkets
- Discounters
- Warehouse Clubs
- Food/Drink/Tobacco Specialists
- Small Local Grocers
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- Department Stores
- Variety Stores
- Apparel and Footwear Specialists
- Appliances and Electronics Specialists
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- Home Improvement and Gardening Stores
- Homewares and Home Furnishing Stores
- Pet Shops and Superstores
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- Beauty Specialists
- Pharmacies
- Optical Goods Stores
- Health and Personal Care Stores
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- Bags and Luggage Specialists
- Jewellery and Watch Specialists
- Sports Goods Stores
- Traditional Toys and Games Stores
- Other Non-Grocery Retailers
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- Fashion Vending
- Health and Beauty Vending
- Appliances and Electronics Vending
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- Alcoholic Drinks Vending
- Hot Drinks Vending
- Soft Drinks Vending
- Tobacco Products Vending
- Foods Vending
- Home Products Vending
- Other Products Vending
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail
Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.
See all of our definitions
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