According to Shopee Malaysia's Ramadan 2025 Buyer Trends Study, 98% of shoppers started their festive purchases as early as Q4 2024 to capitalize on year-end promotions to save money, reflecting the growing trend of planning ahead. Meanwhile, the remaining 2% of shoppers are making last-minute purchases on the eve of the holiday season, typically for gifts, fresh holiday essentials, or items that are unexpectedly in demand.

The study, conducted among 1,500 Shopee users, also revealed a strong sense of budgeting.

70% of shoppers kept their Ramadan spending within RM500, with half of them budgeting between RM300 and RM500.

The report states, “These higher spending shoppers tend to prioritize bulk purchases for family gatherings, festive gift-giving and home upgrades, suggesting that spending habits are influenced by family size, hospitality responsibilities and cultural traditions.”

In response, Tan Ming Kit, Head of Marketing & Business Intelligence, Shopee Malaysia, noted that Malaysians have become savvier when it comes to shopping for Ramadan, planning ahead to maximize the value of their purchases through promotions, cashbacks and flexible payment options.

“This shift underscores consumers' growing trust in Shopee's safe and rewarding shopping experience, as they not only focus on affordable prices, but also value convenience, buyer protection and product authenticity.”

The study also highlights that buyers have a stronger preference for interactive, real-time content when checking out Shopee Ramadan offers.

80% of Malaysian consumers pay attention to Shopee Live and Shopee Video content as they can visualize products in action, access exclusive offers, and get questions answered instantly.

This shows that consumers value authenticity, social proof and real-time interaction over static product listings, making live e-commerce the preferred way to get the best deals during peak shopping seasons such as Ramadan.

70% of Ramadan consumers prioritize fashion and beauty products, reinforcing the cultural significance of focusing on grooming and self-care during the festival. This category includes apparel, footwear, accessories, cosmetics and skincare products.

In addition to fashion, 20% of consumers prioritize home furnishings, holiday food and gift baskets, reflecting Malaysian consumers' preparations for hosting family and friends and following cultural gift-giving traditions.

The remaining 10% are focusing on travel essentials, electronics and automotive products, indicating that some consumers are preparing for their “homecoming” or family vacation. Malaysians are developing earlier, more strategic and value-oriented shopping habits.