Malaysia’s e-commerce landscape is changing rapidly, with a huge shift in customer buying behaviour, particularly among Gen Z. Sellers are increasingly using interactive content features like livestreaming and shoppable videos to capture the attention of shoppers.

A recent study by Kantar commissioned by Shopee titled “The Future of Shopping: Engaging Generation Z Shoppers in the Digital Era” revealed that nearly 70% of Gen Z consumers in Southeast Asia start their shopping activities on e-commerce sites.

The study showed that Gen Z shoppers rely heavily on such platforms for product research and actively use features such as demonstration videos to form purchasing decisions.

Livestreams, in particular, were noted for their ability to offer detailed product explanations while answering viewers’ questions in real time.

Around 80% of Gen Z respondents seek out engaging and entertaining shopping experiences. This poses an opportunity for micro, small, and medium-sized enterprises (MSMEs) to enhance their customers’ shopping experience and improve brand loyalty.

24/7 livestreaming boosts sambal business sales

Syukor Majid, the owner of Kedai Abang Syukor, transitioned from traditional business methods to online sales in 2015.

Wanting to reach a wider audience for his new sambal line in 2023, he made the decision to use Shopee’s livestreaming feature to boost sales and ensure his perishable products were constantly moving.

With his revolutionary 24/7 livestreaming approach, Syukor successfully differentiated his products while maintaining constant availability, mimicking the convenience of your favourite pasar malam that stays open late.

Unlike competitors with limited hours, Syukor was always “on”, ready to answer questions and chat with viewers.

Simultaneously, the incorporation of humour in his content led to his livestreams becoming memorable. This allowed him to grow a loyal base of customers, achieve higher sales and expand his team to seven hosts.

Syukor eventually became one of Shopee Live’s top sellers with 155 hours of airtime per week. His business earned over RM1 million over the first three months using the livestreaming feature and achieved a 600% increase in sales during Shopee’s double-digit campaigns thanks to targeted discounts and Shopee Live vouchers.

“Embracing a 24/7 livestream strategy has allowed us to connect with customers anytime. With Shopee’s extensive reach and user-friendly interface, we’ve transformed our sambal line’s visibility and sales,” he said.

Recently, he sold over 60,000 packs of ready-to-eat dendeng during Hari Raya Aidilfitri, thanks to the support of his 300,000 loyal Shopee followers.

By leveraging Shopee’s robust ecosystem, Syukor’s products have also gained international exposure, reaching customers in neighbouring countries like Singapore.

Encouraged by these results, he plans to open additional Shopee Live accounts to meet rising customer demands as he explores venturing into non-food products.

Real-time engagement helps transform sleepwear to everyday fashion

Bella Hazaha, a fashion entrepreneur from Terengganu, dreamt of shattering sleepwear stereotypes.

Her vision was to create cosy pyjamas that transition seamlessly from the bedroom to everyday wear, staying trendy, modest, and affordable. But reaching her audience with static images proved difficult.

This is why Bella shifted to live videos with eight engaging hosts, whom she trained and handpicked to showcase the brand’s pyjamas as versatile outfits.

“Shopee Live allows me to connect directly with customers. Live sessions transformed how customers experienced the brand. Viewers could see how pyjamas transitioned into stylish outfits, ask questions in real time, and enjoy a seamless checkout process,” she explained .

After forming stronger connections with viewers, Bella’s brand became one of Shopee Live’s top sellers, exceeding 1,000 daily sales. This success allowed her to set up a physical office and warehouse to meet increasing demand.

Currently, Bella’s team is making use of the Shopee Video feature, which has already yielded more engagement and conversions for the brand.

Getting creative pays dividends for electronics seller

For Allblue5367’s founder Lee Chin Sun, Shopee’s livestreaming feature helped enhance the visibility of his electronic gadgets.

To expand his business beyond his small warehouse and capture attention in the vast online world, Lee turned to Shopee’s livestream feature.

Demonstrating his products to viewers and explaining how they worked proved more effective than text descriptions for the tech-savvy Gen Z crowd.

This was not limited to showing off products: Lee turned his livestreams into engaging demos, letting viewers see exactly how his gadgets worked and answering their questions on the spot.

He took feedback to heart, highlighting his top-notch after-sales service live – something viewers really cared about.

He also made his streams more creative by offering sneak peeks into his warehouse and showing viewers how he worked with his team behind the scenes, and further took time during his vacations to engage with viewers.

In exchange, these livestreams allowed him to receive feedback from his customers and improve the way he operated his business.

Gradually, Lee’s followers increased by 20% and his store secured enough votes to gain the “Super Electronic Livestream Seller” title during the Shopee Super Seller Awards 2023. He recorded a 900% growth in monthly sales from 2020 to 2024, earning a sizable RM1 million.

“Our trust in Shopee’s sales channel and the phenomenal success of Shopee Live excites us to explore their new feature, Shopee Video,” Lee said.

“It is a natural continuation of our growth strategy. Livestreams have been fantastic for real-time engagement, and Shopee Video will complement this by allowing us to create bite-sized, informative product videos that customers can discover at their convenience.”

Building brand loyalty

“At Shopee, we understand that crafting the perfect online presence is crucial for MSMEs,” said Ming Kit Tan, head of marketing and business intelligence at Shopee Malaysia.

“Shopee Live and Shopee Video can help supercharge their e-commerce strategy, transforming their listings into dynamic experiences that build real connections and set their brands apart.”

While livestreaming and videos are helpful tools that help MSMEs increase visibility and sales, Kantar’s research also revealed other factors that drive shoppers to complete their purchases.

Some 68% of Gen Z respondents had a higher purchase-completion rate compared with other channels, with seamless refunds and returns as well as quick deliveries high on the list of influencing factors.

Features that help MSMEs in this area include Shopee’s Instant Delivery, Next Day Delivery and On-Time Guarantee, which offers customers an RM5 voucher following late deliveries.

Another perk is the 15-Day Free Returns policy that allows users to return eligible items across all product categories within the 15-day period, offering a full refund for Change of Mind returns with no questions asked.

Additionally, Shopee’s best-in-class Return and Refund process can be completed within two days for payments via ShopeePay – significantly faster than the industry average of seven days.

These features make it easier for customers to make purchases without worrying about the hassle of returns and refunds or additional shipping expenses, thus maintaining trust between buyers and sellers.

This complements the positive buying experience and increases the likelihood of customers returning for subsequent purchases.

“We’re not just here to assist sellers on livestream… we’re here to offer comprehensive support to help these businesses flourish. Our strong ecosystem, with secure integrated payment systems and a network of logistics partners, ensures that,” Tan concluded.