Announces “#ShopeeRaiLokal Raya Stail Kita” on Shopee Live!
Today, Shopee, the
leading e-commerce platform in Southeast Asia and Taiwan, unveiled Raya Stail Kita study of Malaysian shopping
preferences online this Ramadan and Raya season. The survey of over 1,000
online shoppers conducted last month reveals a rich tapestry of influences,
from modest wear to nostalgic traditions, guiding Malaysians’ personal fashion
styles and beauty trends. Every year, the platform observes its peak e-commerce
shopping and delivery periods for 52 days over Ramadan and Raya as Malaysians
actively seek clothes and accessories to prepare for balik kampung.
The overwhelming majority of Malaysians, over 9 in
10 surveyed, are driven to shop foremost by coordinating looks with their whole
family this Raya. Within this group, 50% want
colour-coordinated outfits, 16% match in comfort and practicality for specific
functions, 14% pick one fabric, brand, or theme to wear, and 12% pick a 2024
trend to follow. Only a minority, 8%, of shoppers do not consider what their
families are wearing when they shop online.
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In selecting the style of their Raya outfits, half
of Malaysian shoppers express preference for statement-making layers of
colours, patterns, and fabrics, such as
eye-popping vibrant prints from Bayu Somerset, bright sampins from Zoey
Rahman’s Mikawear, and textured lace by
Zoe Arissa. Four in ten preferred nostalgic and traditional styles such as
checkered print sarongs from Asikin Ahmad and kaftan kurungs from Hernes. Whereas 15% are searching for outfits in a
particularly trending colour from sellers like Inhanna, Indah Persona, Panda
Eyes, and Adnaa as they type ‘red brick,’ ‘brown orange’, or ‘bata merah,’ in
their keywords on Shopee’s search bar.
When asked, “What motivates your Raya shopping choices
on Shopee?”, half of survey respondents said that they select upcoming Raya
outfits driven by religious and cultural traditions, referencing Shopee’s
personalised fashion selections and keyword search recommendations to find
modest wear outfits to add to cart. A third of respondents look for Shopee
sellers’ wide range of baju kebaya, baju kurung, and baju melayu offerings in various fabrics and prints in order to
celebrate their individuality and express their personal style. Two in ten pick
modern outfits in line with latest trends.
Across the platform, Malaysians overwhelmingly
prefer cotton (over 50%) as the fabric of choice, followed by silks
(20%) and Songket (15%). A minority
shop for brocade and organza. The top
colours Malaysians are shopping for this Raya are: neutral tones (50%),
then flaming vibrant colours like reds, oranges and gold yellow (30%), followed by solid dark greens and purples
(20%).
In fact, the most popular baju according to Raya Stail Kita is cotton in neutral tones, with
3 in 10 buying this. The survey also reveals that 90% of
Malaysians surveyed will wear their Baju Raya multiple times throughout the
year, a sign that sustainable values have taken root even during the busiest
e-commerce shopping period.
In addition to
fashion, Malaysians are actively shopping for makeup and cosmetic skincare this
Raya, from popular local brands such as Y.O.U, Wardah, Simply Siti, Silky Girl,
Papa Feel, Mika Series, lemooc, Emina, Dazzle Me, Barrenbliss, alha alfa, and
AISASEA on Shopee. The majority of Raya Stail Kita survey respondents prioritise beauty
and makeup product benefits (40%), followed by brand loyalty (30%), and
trending skincare (20%).
When making decisions on beauty products, a
significant 70% surveyed trust beauty influencers and expert recommendations, whereas 30% prefer to make independent choices. Shopee Live plays a
big role in how Malaysians shop beauty, with 90% tuning into Shopee Live to
watch featured products, and 4 in 10 of these live audience members
specifically seeking skincare benefits and long-lasting makeup.
When asked what
features of the Shopee platform enhanced their Raya shopping journeys the most,
60% of Malaysians surveyed are cashing
in on exclusive discounts and promotions during #RayaBersamaShopee campaign.
30% choose to shop on Shopee for its wide variety of product selections and
ease of finding the sellers’ products, while 10% trust in Shopee’s customer
service, user-friendly interface, and Livestream capabilities.
In choosing sellers
of choice to buy from, customer reviews play a crucial role, with 85% of
respondents considering them important, particularly valuing verified Shopee
purchases and Shopee's customer feedback.
In response to
this, and in line with Shopee’s mission
to drive an inclusive marketplace, Shopee
is proudly debuting #ShopeeRaiLokal Raya Stail Kita fashion show, which will be
livestreamed on Shopee Mamak at 2:30pm on 5 March 2024 for all Malaysians.
In collaboration with muslim fashion
brands, beauty sellers, Zoey Rahman, Dato’ Jovian Mandagie, and Habib Jewels,
Shopee intends to dress Malaysians in a wholesome, inclusive way this Raya with
dignity and affordably for every occasion. Malaysians will get to learn how to
style themselves from Managing Editor of Nona, Hijabista, and Mingguan Wanita,
Kiffy Razak, and be treated to a performance by Shopee's Ambassador, Malaysian
singer and celebrity, Iman Troye.
For more
information, visit https://shopee.com.my/raya-stail-kita
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