Care Products market in Malaysia

The Malaysian Care Products eCommerce market is predicted to reach US$818.8 million by 2023 and accounts for 7.5% 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 5.0%, resulting in a projected market volume of US$996.8 million by 2027. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Fragrances market in Malaysia

The Malaysian Fragrances eCommerce market is predicted to reach US$175.0 million by 2023 and accounts for 39.0% of the Personal Care 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 6.9%, resulting in a projected market volume of US$228.3 million by 2027. The Fragrances eCommerce market is a sub-market of the Personal Care market. Further categories within the Personal Care market are: Decorative Cosmetics, Hygiene, Other Personal Care, and Shower & Bath.

eCommerce revenue development in the Fragrances 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 Fragrances 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$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 50.9 17.3 84.1 17.6 43.7 3.3 6.1 77.8
AOV (in US$) 0.1 0.7 0.3 0.8 0.6 0.5 0.9 0.3
CVR (in %) 93.4 46.9 7.4 83.2 66.5 85.2 16.2 61.8
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Fragrances 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 Fragrances retail market, the online share is 17.4% and will increase by an average of 24.3% to 41.5% by 2027.

eCommerce online share of the total Fragrances 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 %) 78.8% 37.7% 60.4% 90.6% 53.4% 6.0% 66.7% 54.0%

Market definition

Definition of the Fragrances market within the Care Products market

Market definition: Care Products > Personal Care > Fragrances The category Fragrances includes the online trade of men fragrances and women fragrances. This category does not cover deodorants, room sprays or air fresheners. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Men fragrances
  • Women fragrances

Out-of-scope

  • Deodorants
  • Room sprays
  • Air fresheners
  • Scented candles
  • Diffusers
  • Scented body lotions and creams