Malaysia’s e-commerce market is on track to hit $15.7 billion by 2028, with an annual growth rate of 8.5%. And while local giants like Shopee and Lazada have dominated much of the conversation, international players are making bold moves to capture market share. One such name is Taobao, the massive e-commerce marketplace under Alibaba Group.

In the past, Taobao was seen as a platform for Mandarin-speaking shoppers with an eye for Chinese imports. But that’s changing. The introduction of an English-language interface has opened the doors to a much wider Malaysian audience. And now, with its first-ever Hari Raya sale, Taobao is actively engaging a new demographic at one of the biggest shopping seasons of the year.

So, what’s shaping the Malaysian e-commerce landscape today? How are consumer habits evolving, and where does Taobao see itself in this increasingly competitive space?