Identification of Online Shopping Challenges in Malaysia

A Pilot Study

Abstract

Digital economy has brought about an era during which sales have become more automated and convenient. Geographical barrier is no longer an issue and traditional business organizations will eventually lose out if they do not change in this new economy. Consumers in Malaysia have become more accustomed to online shopping, especially during the Covid-19 pandemic, due to a number of factors including time saving, price flexibility and range of products. However, several issues such as product quality and delivery time have hindered the full potential of online shopping in Malaysia. This study aims to identify the challenges of online shopping faced by consumers in University College TATI. A pilot study was conducted involving the staffs and students at University College TATI. Results reveal that lack of product information is seen as the most significant factor that inhibits online shopping followed by customer service, delivery time, payment option, and product quality. Additional results include Shopee as the most preferred online shopping platform, followed by Lazada, Amazon and GoShop. Smartphones is the device of choice for online shopping compared to other devices and it is expected that the trend would continue. This paper has empirically confirmed, to some extent, earlier studies regarding online shopping in Malaysia.