Malaysians are proving to be among the world’s most enthusiastic cross-border shoppers, with a growing reliance on digital wallets and seamless checkout experiences when buying online, according to a new study by Airwallex and Statista.

The survey found that 94 percent of Malaysians are confident purchasing from international merchants, higher than the global figure of 89 percent.

About 72 percent shop across borders at least once a month, compared with 56 percent worldwide.

Marketplaces such as Shopee, Lazada and Taobao remain popular, while social commerce is gaining traction.

Influencer marketing also carries greater weight in Malaysia, with 76 percent of respondents saying recommendations affect their purchases, compared with 53 percent globally.

Festive sales are another major driver, with 93 percent of Malaysians planning purchases around events such as Hari Raya, Lunar New Year, Double Digit Sales and Black Friday.

This is significantly above the global average of 69 percent.

Digital Wallets Lead a Shift in Shopping Habits

Digital wallets are the preferred method for international transactions, chosen by 80 percent of Malaysians.

Other options include bank transfers (53 percent), Buy Now Pay Later services (52 percent), debit cards (48 percent) and credit cards (36 percent).

Globally, digital wallets lead at 59 percent, followed by credit cards at 53 percent and debit cards at 33 percent.

Consumers remain mindful of practical concerns such as payment security, shipping costs, currency conversion and hidden fees.

More than 90 percent expect transparent pricing in local currency, visible security badges, one-click purchases and trusted digital payment methods.

Nearly all respondents, 98 percent, said having their preferred payment option available and mobile-optimised checkout pages is critical.

Airwallex said the findings show both international merchants and Malaysian SMEs must adjust to these expectations.

The company reported processing about RM2 billion in annualised remittance transaction volume in Malaysia as of July 2025, with second-quarter volumes up 115 percent year-on-year.

“Today’s online shoppers, especially those in Malaysia, are digitally savvy and globally minded. They expect seamless experiences across every touchpoint, from discovery to checkout.

To capture more of this borderless demand, global merchants entering Malaysia need to localise their checkout experience to win over more consumers in a market hungry for international merchandise.”

said Aren Yip, Country Manager, Malaysia at Airwallex.

Featured image: Edited by Fintech News Malaysia, based on image by — via Freepik