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Singapore and Malaysia look like abang-beradik (siblings) because both countries may share a similar cultural background, but when it comes to shopping habits, price sensitivity, and payment preferences, there are key differences you need to understand. If you are looking to attract Malaysian customers, here’s how you can do it effectively. Lezgo~
Why Should You Focus on Malaysia?
Malaysia is one of the fastest-growing e-commerce markets in Southeast Asia, with a population of 34.31 million people and a high internet penetration rate (97.4%). With proximity to Singapore, Malaysian shoppers view Singaporean products as trustworthy and of high quality due to Singapore’s reputation for strict regulations, advanced standards, premium branding, and its global image of reliability and efficiency.
Additionally, the favorable currency exchange rate means your products can appeal to a wider audience when positioned as premium yet affordable. By focusing on Malaysia, you can tap into a large pool of price-sensitive yet brand-conscious customers who are eager for good deals and reliable service.
How to Target Malaysian Shoppers
1. Understand Malaysian Customers' Price Sensitivity
Malaysian shoppers are generally more price-sensitive than Singaporeans, largely due to the currency exchange rate and also the high cost of living in Malaysia.
- Currency Difference: Singapore Dollar (SGD) equals around 3.257 Malaysia Ringgit (RM). This means a product priced at SGD10 will feel like RM32.60 to Malaysian shoppers. Even though the Malaysian Ringgit is getting stronger today, it’s still a good opportunity for Singapore businesses. Because the exchange rate difference is still there, being close to Malaysia means lower shipping costs, making it easier to tap into the market. [Update: 24th January 2025]
- Tip: Show prices in RM for Malaysian audiences. For example, instead of “From SGD6,” say “From RM20.” It’s easier for them to relate. You also can offer discounts like “Spend RM100, Get RM10 Off” or bundle deals to create better value.
2. Leverage the Exchange Rate Advantage
Malaysians view Singaporean products as high-quality, so they’re often willing to pay slightly more. However, you can still attract them by highlighting how your deals make sense for their budget.
– Highlight Value
For example, if your product is priced at SGD20, advertise it as “Only RM65, including free shipping.” This makes it clear and appealing.
Run Promotions
Discounts work wonders. Promote deals like:
- “Was RM170, Now RM138 (Limited Time Only!)”
- Bundle deals like “3 for RM100” or “Buy More, Save More” to encourage larger purchases.
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3. Offer Affordable Shipping and Flexible Payment Options
Cross-border shipping costs and payment methods are key concerns for Malaysian shoppers.
– Affordable Shipping
High shipping fees can stop a customer from completing a purchase. Here’s what you can do:
- Offer free shipping for orders above a certain amount, like “Free Shipping for Orders Over RM150.”
- Use budget-friendly shipping services like EasyParcel to lower costs while maintaining reliable delivery (e.g., TracX Logis and City-Link Express).
– Payment Options
Malaysians Prefer Malaysians favor e-wallets and installment payment plans. Popular options include GrabPay, Touch ‘n Go eWallet, and ShopeePay. Support these payment methods to make the checkout process seamless.
4. Use Localized Marketing
Video Source: Watsons Malaysia
Even though Singapore and Malaysia share cultural similarities, using local language and celebrations can make your marketing more relatable to Malaysian shoppers.
Speak Their Language
Use Malay phrases or local slang in your marketing campaigns. For example:- “Murah Giler” (Super Cheap)
- “Beli Sekarang” (Buy Now)
- Kaw-kaw Deals (valuable deals)
Leverage Malaysian Festivals
Festivals like Hari Raya and 11.11 sales are big shopping seasons. Run campaigns like:- “Hari Raya Special: Free Shipping for Orders Above RM100!”
- “11.11 Mega Sale: Deals from RM1! (Selected items)”
5. Promote on Popular Malaysian Platforms
Malaysian shoppers spend a lot of time on social media. Focus your efforts where they’re most active:
– Facebook and Instagram
Post engaging visuals and stories with captions in Malay or mixed languages. For example: “Limited Time Only! Jangan Lepas Peluang (Don’t Miss Out)!”
– TikTok and Live Selling
TikTok has become a huge platform for e-commerce in Malaysia. Consider:
- Hosting live sales with flash deals to drive engagement.
- Highlighting benefits like “Fast delivery straight from Singapore!”
Pro Tip: Since WhatsApp is the most popular social media platform in Malaysia, so you can consider using WhatsApp Tracking feature frpm EasyParcel to notify your customers at the same time maintain a good CRM (Customer Relationship Management).
6. Reward Loyalty
Malaysian customers appreciate good deals and rewards. Keep them coming back with:
– First-Time Offers
Offer discounts for first-time buyers, such as “RM10 Off Your First Purchase.”
– Loyalty Points
Create a rewards program where customers earn points for every RM spent. For example, “Earn 1 point for every RM1 spent, redeemable for discounts or free gifts.”
– Referral Rewards
Encourage customers to refer friends by offering discounts for both parties. For instance, “Refer a friend and both get RM5 off!”
Winning Malaysian Customers’ Hearts
To attract Malaysian shoppers, it’s all about understanding their price sensitivity, shopping habits, and local preferences. From offering affordable shipping to creating localized marketing campaigns, these strategies will help you stand out. Platforms like EasyParcel make cross-border shipping to Malaysia hassle-free, so you can focus on growing your business while ensuring your customers get their orders quickly and affordably.
What are you waiting for? Start targeting Malaysian customers today and grow your business beyond borders!
