Hobby & Leisure market in Malaysia

The Malaysian Hobby & Leisure eCommerce market is predicted to reach US$2,516.8 million by 2023 and accounts for 23.0% of the total eCommerce market in Malaysia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 11.6%, resulting in a projected market volume of US$3,897.4 million by 2027. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Sports Equipment, Stationery, Crafts & Art Supplies, Toys, Pet Supplies, Bullion & Precious Metal, Camping & Adventure, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

Market development

eCommerce revenue development in the Erotic & Adult market in Malaysia

The Malaysian Erotic & Adult eCommerce market is predicted to reach US$44.6 million by 2023 and accounts for 1.8% of the Hobby & Leisure eCommerce market in Malaysia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 8.8%, resulting in a projected market volume of US$62.4 million by 2027. The Erotic & Adult eCommerce market is a sub-market of the Hobby & Leisure market. Further categories within the Hobby & Leisure market are: Bullion & Precious Metal, Camping & Adventure, Flowers & Gifts, Media, Musical Instruments, Other Hobby & Leisure, Pet Supplies, Smoking Supplies, Sports Equipment, Stationery, Crafts & Art Supplies, and Toys.

eCommerce revenue development in the Erotic & Adult market in Malaysia

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Erotic & Adult market in Malaysia

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 50.6 79.9 30.1 63.9 22.6 4.8 87.5 40.6
AOV (in US$) 70.2 64.6 71.4 58.1 88.1 53.4 82.5 77.5
CVR (in %) 50.6 79.9 30.1 63.9 22.6 4.8 87.5 40.6
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Erotic & Adult market in Malaysia

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Malaysian Erotic & Adult retail market, the online share is 18.1% and will increase by an average of 14.7% to 31.3% by 2027.

eCommerce online share of the total Erotic & Adult market in Malaysia

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 71.6% 23.8% 75.1% 15.0% 77.0% 38.3% 19.2% 7.4%

Market definition

Definition of the Erotic & Adult market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Erotic & Adult The category Erotic & Adult comprises digital sales of erotic lingerie, sex toys, lubricants and sexual wellness products, and more. This category does not cover erotic books, contraceptives or online dating and matchmaking services. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Erotic lingerie
  • Sex toys
  • Lubricants and sexual wellness products
  • Fetish gear

Out-of-scope

  • Erotic books
  • Contraceptives
  • Online dating and matchmaking services