The world of parenting is evolving, and so are the shopping habits of Malaysian mothers. With digital platforms playing an increasingly vital role in their lives, brands must keep up with shifting preferences and behaviors. The Digital Mom Survey (DMS) 2025, conducted by theAsianparent Insights, reveals the latest trends in how Malaysian mothers shop, what influences their decisions, and how brands can engage them effectively.
Parenting & Technology: A Digital Revolution
Gone are the days when parenting relied solely on books and word-of-mouth advice. Today, Malaysian mothers are digital-first, actively using online resources to navigate their parenting journey.
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62% turn to parenting blogs for expert insights.
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60% participate in online parenting communities for support.
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54% use educational apps to enhance their child’s development.
With digital resources becoming a key part of modern parenting, brands must position themselves where moms are actively seeking information.
What Matters Most: Product Preferences & Purchase Drivers
Health-conscious and eco-friendly shopping is on the rise. Malaysian mothers prioritize:
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Local brands that align with their values.
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Organic products that ensure safety for their families.
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Sustainable & eco-friendly options for a greener future.
But what ultimately drives the purchase decision?
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Quality (90%) remains the top deciding factor.
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Price (77%) follows closely behind.
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Recommendations from family and friends (34%), online reviews (29%), and brand reputation (28%) also influence their choices.
For brands, this means delivering high-quality, affordable products while maintaining a strong reputation through positive reviews and word-of-mouth marketing.
E-Commerce Dominance: Where Malaysian Moms Shop
With the convenience of digital shopping, 81% of Malaysian mothers engage in both online and offline purchases. The leading e-commerce platforms are:
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Shopee (68%)—The undisputed leader.
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TikTok Shop (20%)—Rising in popularity with a 15% YOY increase.
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Lazada (12%)—Holding steady but seeing increased competition.
The shift towards social commerce is particularly notable. TikTok Shop’s seamless blend of social interaction and shopping makes it a preferred platform for discovery and purchases.
The Power of Trusted Recommendations
Malaysian mothers put their trust in authentic and reliable sources when making purchasing decisions:
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65% trust parenting platforms for product recommendations.
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63% rely on word-of-mouth advice from fellow mothers.
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Influencers matter—but only if they test products before recommending them (89%) and provide honest reviews (84%).
For brands, authenticity is non-negotiable. Partnering with trusted parenting platforms and influencers who genuinely believe in a product will lead to better engagement and conversions.
Brand Loyalty: What Keeps Moms Coming Back?
Malaysian mothers are brand-loyal—but only to a point. Here’s what keeps them engaged:
But loyalty isn’t guaranteed. They’ll switch brands if they experience:
This means that consistent product quality, competitive pricing, and maintaining a strong brand image are key to retaining customers.
Media Consumption & Content Preferences
Mothers aren’t just scrolling—they’re actively engaging. Here’s where they spend their time:
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TikTok (31% YOY increase) – The top platform for product discovery.
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Facebook (33%) – Still relevant but facing competition.
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Instagram (29%) – Losing some traction but remains an influence.
When it comes to content, they love:
Interactive content is a game-changer, with surveys (65%), polls (59%), and giveaways (51%) driving the highest engagement.
Key Takeaways for Brands
The DMS 2025 report makes one thing clear: Malaysian mothers value authenticity, quality, and trust. To connect with this audience:
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Leverage trusted parenting communities.
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Optimize social commerce strategies.
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Be transparent and honest in marketing efforts.
As digital adoption continues to grow, brands that adapt to these shopping behaviors will win the hearts (and wallets) of Malaysian mothers in 2025 and beyond.
Want more insights? Request the full report here.
