DistantNews
Support us
Young Malaysians Increasingly 'Addicted' to Shopping?
🇲🇾 Malaysia /Culture & Society

Young Malaysians Increasingly 'Addicted' to Shopping?

From Utusan Malaysia · () Malay

Translated from Malay, summarized and contextualized by DistantNews.

At a glance

Analysis Named sources Context piece
  • TikTok and Instagram have significant advertising reach in Malaysia, with TikTok's user base growing rapidly.
  • E-commerce platforms are increasingly popular, with a majority of Malaysians making purchases online, particularly younger demographics on TikTok Shop.
  • The article highlights the blurring lines between desire and need due to influencer marketing and social media trends, urging young people to develop marketing literacy alongside digital skills.

TikTok boasts an advertising reach of approximately 30.7 million adult users in Malaysia by the end of 2025, while Instagram has around 16.1 million users, according to Digital 2026 reports. Social media has evolved beyond mere sharing and viewing into a constant shopping hub accessible from one's pocket.

We are no longer able to distinguish between 'I want' and 'I need'.

— Siti Nurhijan Mahamad HasriThe author highlights the psychological impact of social media marketing on consumer choices.

A May 2026 Ipsos Malaysia study revealed that 74 percent of surveyed Malaysians browsed e-commerce platforms in the preceding six months, with six out of ten making at least one purchase. Notably, TikTok's usage for e-commerce purchases surged from 43 percent in 2024 to 62 percent in 2026, narrowing the gap with Shopee, which still leads at 71 percent.

Young consumers remain highly active, with 69 percent of TikTok Shop buyers surveyed aged 18 to 24 making purchases in the past six months. Digital platforms offer income opportunities for small entrepreneurs, content creators, and young individuals, enabling local products to gain visibility through short videos, bypassing traditional marketing challenges.

The government itself is increasingly paying attention to the safety of young people in the digital space.

— Siti Nurhijan Mahamad HasriThe author notes governmental efforts to protect minors online.

The core issue arises when the distinction between "want" and "need" blurs. Influencers present products as personal recommendations or essential items, not advertisements. Viral trends and scarcity tactics like "only three left" or "live broadcast price only" create a fear of missing out (FOMO). The article stresses the need for marketing literacy among youth, beyond just digital skills, to question their purchasing decisions.

Financial education needs to go hand in hand with digital education.

— Siti Nurhijan Mahamad HasriThe author emphasizes the importance of combining financial literacy with digital skills for young people.

Malaysia is enhancing digital protections for users under 16, with stricter account registration and ownership rules, and greater platform responsibility for harmful content, effective June 1, 2026. However, regulations alone are insufficient as young people will continue to encounter ads, influencers, and algorithms. Financial education must complement digital literacy. The article concludes by advising against letting the "For You Page" dictate self-worth or spending habits, emphasizing that algorithmic suggestions should not override personal purchasing decisions.

It is not wrong to buy beautiful shoes. It is not wrong to try viral products. It is not wrong to enjoy TikTok. But do not let the For You Page (FYP) determine your self-worth, lifestyle, and how you use your money.

— Siti Nurhijan Mahamad HasriThe author offers advice on maintaining control over personal finances and self-perception amidst social media influence.
DistantNews Editorial

Originally published by Utusan Malaysia in Malay. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

More Stories

From Our Blog