Social Commerce Trends

How are digital commerce and customer experience evolving globally—and what can European retailers learn from Southeast Asia? The Retail & E-Commerce Innovation Summit Malaysia 2025, held on July 17 in Petaling Jaya, brought together brands like AEON, Domino’s, Bosch, Baskin-Robbins, ADA, and Philip Morris to explore these very questions. The event delivered powerful insights into customer-centric innovation, the rise of social commerce, and the technological infrastructure needed to support retail in a mobile-first world.

CX Becomes a Revenue Driver

One key takeaway: Customer experience (CX) is no longer just about satisfaction—it’s a direct contributor to growth. Flexible checkout flows, loyalty programs, and strong post-purchase communication all play a crucial role in increasing conversion, average order value, and retention.

Brands that invest in data-driven CX strategies are not only improving user satisfaction but also securing long-term revenue. For more on this topic, explore the E-Commerce Institute’s research on CX in digital retail.

The Rise of Social Commerce in Asia

Southeast Asia is leading the way in social commerce. Platforms like TikTok, Instagram, and Douyin are no longer just places for inspiration—they’ve become integrated sales channels. Livestream shopping, influencer campaigns, and in-app purchasing functions are rapidly transforming how people discover and buy products.

European e-commerce players should take note: Social platforms now represent viable revenue streams, not just marketing tools. For guidance on how to adapt this in the DACH market, check out our article on social commerce in Europe.

Omnichannel & Retailtainment: Blending Experience and Commerce

The Malaysian summit emphasized the growing importance of “retailtainment”—the fusion of shopping and entertainment. Consumers today expect seamless, engaging experiences across online and offline channels. Augmented reality (AR), gamification, and hybrid events are becoming essential touchpoints.

Brands that prioritize omnichannel strategies can meet these expectations more effectively. See how you can implement this approach with our guide to omnichannel retail in the digital era.

Scalable Tech and Cybersecurity: A Must for Future Growth

Technology was another major theme of the summit. From payment systems to inventory automation and fraud prevention, a strong, scalable tech stack is essential in a fast-moving digital world. This is especially true in mobile-first markets like Malaysia, where shoppers demand security and speed.

E-commerce companies in Europe should ensure their backend systems are optimized for growth. Need help selecting the right tools? Our MarTech guide for SMEs provides a practical overview.

Key Takeaways for European E-Commerce

Insights from Malaysia’s summit highlight how global trends are shaping the future of e-commerce. Businesses that want to stay ahead should:

• Rethink CX as a strategic revenue lever

• Embrace social commerce as a core sales channel

• Build scalable, secure tech infrastructure

• Create meaningful customer experiences across all platforms

Markets like Malaysia are not just fast-growing—they often pioneer innovation. For retailers and brands in Europe, this presents an opportunity to learn, adapt, and lead.

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