According to foreign media news, during the Spring Festival, the number of buyers of ShopeeLive Malaysia surged by 116%, highlighting that more and more Malaysian consumers have turned to live shopping and actively communicate and interact with sellers. Live shopping has also tapped consumers' holiday shopping needs.

Shopee Affiliates also jumped on the wave, expanding its live broadcasts by more than 160 per cent, helping to boost orders from local companies by more than 240 per cent during the holiday.

The festive shopping demand of Malaysian consumers is mainly reflected in the volume of searches for category products. Searches for festive treats, including cookies, snacks, baskets and drinks, soared more than 3,000% during the holiday. Home decor was also in high demand, with searches for "Spring Festival decor" and "red lantern" up 1,700 percent. Malaysian consumers are turning to online shopping for festive items.

However, fashion and beauty are still the top choices for Malaysian consumers, and hot items during the Chinese New Year period have some Spring Festival elements. For example, sales of red dresses, cheongsam and traditional clothing increased by 1,600 percent during the Spring Festival, while sales of beauty products such as red lipstick and nail polish increased by 1,900 percent.

During Chinese New Year, consumers also redeemed more than 620 million Shopee Live coupons and purchased nearly 2 million items under the "Best Price Guarantee" program.

This shift shows that the shopping habits of Malaysian consumers are rapidly changing, highlighting the huge potential of live streaming e-commerce in Malaysia.