We all love the thrill of clicking “add to cart,” but behind every successful online purchase is a seller juggling logistics, platform fees, and customer expectations. According to a new Milieu Insight survey, Malaysia’s e-commerce sellers are speaking up, and their message is clear: growth must come with smarter support, not just bigger sales targets.

“Add to Cart” Isn’t Enough

The study, involving 300 online sellers, reveals a community that’s young, determined, and increasingly focused on sustainability, fairness, and digital empowerment. But their journey isn’t without bumps on the delivery route.

Sellers With Grit, Goals, And Gigabytes Of Experience

Malaysia’s online marketplace is growing up, literally. Nearly four in ten sellers have been in the game for over three years, while almost half are aged 25 to 34, representing a new generation of digital entrepreneurs. Interestingly, women make up 55% of the seller base, underscoring e-commerce’s role in empowering female-led businesses.

These sellers aren’t chasing massive sales volumes. Most manage fewer than 100 orders a month, proving that trust and reliability matter more than pure numbers. As Juda Kanaprach, Milieu Insight’s Co-Founder, puts it:

“When the ecosystem strengthens, consumers benefit first.”

The Delivery Dilemma

Ask any Malaysian seller what keeps them up at night, and you’ll hear three recurring nightmares: rising logistics costs, overseas competition, and ever-changing customer demands.

• 39% worry about delivery expenses.
• 42% feel the squeeze from international rivals.
• 40% struggle to keep up with fickle buyer expectations.

Even so, nearly half of the respondents remain optimistic about their business outlook this year. Their secret? Strategic resilience. Sellers are ready to invest in digital tools and training, but only if they see real value in return.

Building A Better E-Commerce Ecosystem

If there’s one thing uniting Malaysia’s sellers, it’s the desire for stronger structure and smarter support.

• 72% say digital tools are vital for competitiveness.
• 67% believe clearer regulations and financial aid are crucial.
• 78% insist logistics reliability is the heart of sustainable growth.

However, inconsistent courier performance and fragmented platform support continue to test their patience. Add to that the frustration of unclear fees and lack of platform accountability, and it’s easy to see why many sellers are calling for reform.

Milieu’s study also found that four in ten sellers have lost money due to failed deliveries or damaged parcels. Meanwhile, 57% report being affected by global competitors, and a whopping 75% want stronger local seller support.