KUALA LUMPUR, MALAYSIA - Media OutReach Newswire - 22 December 2025 - As Malaysians wrapped up the year by stocking up on essentials and festive purchases, the Shopee 12.12 Birthday Sale revealed how shoppers balanced celebration with smarter spending, prioritising savings while embracing interactive, entertainment-led shopping.

How Malaysians Are Preparing for the Year-End

The Shopee 12.12 Birthday Sale offered an early look at how Malaysians are shopping as the holiday season approaches, with shoppers favouring practical purchases even during the festivities.

Home & Living led year-end purchases, with cookware emerging as a top choice as shoppers prepared their homes for gatherings. Health & Beauty followed closely, driven by demand for makeup and cosmetics that were affordable and gift-ready, signalling a shift away from big-ticket festive presents towards smaller, everyday indulgences. Travel preparation also shaped buying behaviour, with Malaysians purchasing more NFC prepaid cards, water bottles, and wet wipes, placing them among the best-selling items.

Everyday Value Remains a Priority for Malaysians

Amid heightened year-end spending, Malaysians turned to Shopee to maximise everyday value when shopping for daily essentials and gifts. On 12 December, shoppers claimed over 8 million vouchers, to enable greater savings as part of Shopee's ongoing Lagi Murah commitment to deliver the best prices to Malaysians.

Savvy shoppers also made the most of the newly launched Shopee VIP programme to unlock exclusive benefits, enjoying up to 3X more savings across the campaign compared to non-VIP members.

Content Shapes How Malaysians Shopped During 12.12

Interactive and engaging content has become a key part of how Malaysians shopped as entertainment and discovery blended into the shopping journey. Malaysians came together on Shopee Live to celebrate Shopee's 10th birthday through Daily Superstar Livestreams and a 12-hour Live Marathon featuring 12.12 brand ambassadors Dato' Sri Aliff Syukri and Bella Astillah, alongside popular creators, Sam Lim, Jojo Ghazali, Wan Said, and Neonco.

Shoppers tuned in for non-stop entertainment, real-time interactions with sellers, and livestream-exclusive deals, driving over 51 million views on 12 December alone and turning Shopee's birthday into a shared, nationwide celebration.

A Decade of Growing with How Malaysians Shop

As Shopee marks 10 years in Malaysia, the 12.12 Birthday Sale reflects how the platform has grown alongside Malaysians by understanding major shopping seasons, helping them make the most of their online shopping, and meeting the growing demand for more interactive, content-driven ways to shop.

“Over the past 10 years, Shopee's journey in Malaysia has been shaped by how Malaysians shop and celebrate,” said Tan Ming Kit, Head of Marketing at Shopee Malaysia. “Year-end is a key shopping period, and this 12.12, Malaysians shopped more intentionally. Looking ahead, we remain focused on helping Malaysians enjoy greater value across everyday essentials, gifts, and indulgences, while delivering engaging experiences that make shopping more enjoyable and rewarding.”