Author: TradeMonday Channel

Malaysia has made significant strides in the realm of e-commerce, and boasts a thriving e-commerce ecosystem with various online marketplaces, such as Lazada, Shopee, and Zalora As of Q2, 2022, Shopee was the most visited international e-commerce website in Malaysia with approximately 50 million monthly web visits. This was followed by Lazada with around 13.4 million monthly web visits.

As per our survey of products sold on Shopee Malaysia, Baby Care is the top category by product count. We can see that the sheer variety of products available in this category distinctly surpasses any other category by a big margin.

E-commerce has experienced a significant rise worldwide including Thailand in recent years and spans various segments. The beauty segment is no exception to this. 

According to Statista, revenue in the Beauty segment in Thailand is projected to reach USD 361.6 million in 2023, with an annual growth rate (CAGR 2023-2027) of 48.2%, resulting in a projected market volume of USD 536 million by 2027. Cosmetics account for most of this growth.

Shopee and Lazada are the key e-commerce players in this market with Shopee taking up 30% of the brand share according to Statista.

The Malaysian cosmetics market is a huge place for big brands to flourish and capture market share from Asia. 

Revlon comes on top of the list for the number of stocked items on selling platforms due to the fact that Revlon hair products, especially hair dyes, dominate the Malaysian market. Hair products account for 40% of total Revlon products in the market. While other brands’ numbers are comparable, it appears that Revlon is a key player in the Malaysian cosmetics market.

Talking in numbers, monthly sales of Revlon products Could reach 90 million Ringgit (8.2 million online sales), on the other hand, Maybelline and L’oreal monthly sales do not exceed 29 million Ringgit with comparable online sales figures.

The cookies (sweet biscuits) market consists of the retail sales of American cookies, assortment cookies, butter-based cookies, chocolate cookies, cream-filled cookies, plain cookies, wafer cookies, artisanal cookies, in-store bakery cookies, and egg-based cookies. The Singaporean Biscuits market had total revenues of $119m in 2019, representing a decline in growth rate by 2.5% compared to 2018.

E-commerce sales in Singapore stayed high in 2021 as the prolonged effect of the COVID-19 pandemic continued to attract interest from people for online purchasing. “HeySara”, Shopee, Qoo10, Lazada, Amazon, andEzbuy were the leading online platforms. At the end of the second quarter of 2021, the Shopee portal was the busiest with more than 10.0 million visits followed by Lazada at approximately 7.8 million visits, increased by 82% and 10% respectively compared with the first quarter of 2021. In line with the sales trend in e-commerce websites, the sale of face masks also remained high in 2021.

Vietnam remains an important market that beauty and face care companies don’t want
to lose the battle in. Based on the data from Associated Press, the beauty skincare products
market in Vietnam is projected to reach USD 1.9 million by 2027. Foreign brands like L’Oreal or
Laneige are major key players. During the period of 2010 to 2018, the value of imported beauty
products in Vietnam has doubled from USD 355 million to 790 million.

The pandemic outbreak has driven consumers in Singapore to take better care of their health and well-being, causing them to shop more for health products online. 

• According to Ninja Van, a logistics business in Singapore commonly used to ship products from online sales, health-related products’ delivery jumped almost triple in volume at the beginning of the Covid-19 pandemic. 
• According to Nielsen, 83% of consumers admit that they intend to continue buying health products in the next 12 months.  

E-commerce penetration in Indonesia has been consistently growing and is expected to be 73% by 2024, with average spend on consumer goods according to Global Web Index at USD 89/ year. With the proliferation of e-commerce, it becomes a new battlefield for FMCG giants like Unilever and P&G to win consumers’ hearts.

Unilever and P&G are in a neck to neck battle to win the ever-growing penetration and spends in the Indonesian e-commerce market.