.jpg)
Shopee continues its dominance in the region, this time topping the Malaysia list in 2024. See which brands are challenging to move up the rankings in Campaign's research in partnership with Milieu Insight.
Shopee has topped the list of best-loved brands by consumers in Malaysia. The Singaporean ecommerce online shopping platform beat Japanese apparel brand Uniqlo and major competitor Lazada to take the top spot.
Shopee was deemed the the highest quality (70%) and most innovative (63%) of all brands on the list. The brand also benefited from achieving the highest brand awareness score of all brands (93%) and achieved top scores in quality, trustworthiness, and recommendation.
The ranking stems from Campaign's authoritative list of Southeast Asia's top 50 brands, recently revealed at Campaign360 in partnership with research firm Milieu Insight.
Six markets (Indonesia, Thailand, Philippines, Malaysia, Vietnam, Singapore) were involved in the survey, in which recognised brands across 10 sectors were ranked using nine brand attributes, including awareness, purchase, quality, buying experience, customer service, trustworthiness, innovation, brand touchpoints (ease of use across all digital and offline brand interactions), and advocacy (degree of recommendation), to form their score.
Among Malaysia's top brands, fast food and casual dining, automotive, appeal and accessories and transport/delivery are prominently featured.
Besides ecommerce and delivery brands, Tesla scored well in terms of best buying experience.
It's also noteworthy that Maybank is the only local brand among Malaysia's top 10 brands, suggesting that consumers are keen to support homegrown brands and that local familiarity can also be a comfort factor in customers' overall experience.
Let's have a closer look at the top performers.
1. Shopee
Shopee was No.6 last year in Malaysia's top 50 CX brand ranking and now surpasses Lazada and reaches the top spot. Consumers voted for the brand's awareness, purchase, quality, touchpoints, trustworthiness, and innovation. Shopee is also the brand that Malaysians are most likely to recommend to others. Overall, Shopee's scores beat out most other retailers and shopping sites.
2. Uniqlo
Uniqlo has become the top apparel and accessories brand in Malaysia. It achieved 2nd place on the list with the best scores for buying experience, recommendation, trustworthiness, touchpoints and innovation in the apparel and accessories category, beating Adidas and Nike, two top 10 brands last year.
3. Lazada
Alibaba-owned Lazada finished 6th place overall across Southeast Asia but was ranked third in the Malaysian market, surpassed by its rival Shopee, which outperformed Lazada in Malaysia on all the scores. Overall, Lazada was second place (85%) in brand awareness. Lazada was only subsequent to Shopee among ecommerce brands in Malaysia for the scores of quality, trustworthiness, touchpoints and recommendation.
4. Grab/Grabfood
The ride-hailing superapp scored the highest among all brands for last year’s CX list. However, it only took the 4th spot among the top 10 this year. In the transport and delivery segment, Grab lost the top spot in buying experience and customer service and stayed on top of the other scores.
5. Watsons
The drugstore retailer is still the only personal care and beauty brand in Malaysia among the top 10. It benefited from its relatively high buying experience and customer service scores. In terms of touchpoints, Watsons reached third place, only next to Shopee and Lazada.
6. Maybank
Maybank is the highest-ranked local brand in Malaysia and the only local brand in the top 10. Maybank scored pretty well in brand awareness and buying experience and remained strong in touchpoints and trustworthiness. Overall, it moved up two places among the top 10 brands this year.
7. McDonald’s
The global fast-food giant finishes 7th overall in Malaysia, benefitting from higher awareness and purchase frequency scores. McDonald’s dropped two spots on this year’s Malaysia list as consumers were less impressed with the quality and customer service from the brand.
8. Samsung
Samsung is the second newcomer to Malaysia's top 10 brands, just like Uniqlo. Its score in brand awareness is very impressive, only after Shopee and Lazada in Malaysia. Samsung’s scores in purchase frequency, recommendations and touchpoints also surpassed that of its rival, Apple, in the Malaysian market.
9. Apple
Apple underperformed in Malaysia compared to the overall Southeast Asia markets where it ranked third. However, it achieved higher scores in quality, buying experience and customer service, trustworthiness and innovation compared to its rival, Samsung, in Malaysia, though its brand awareness was slightly lower than Samsung and Panasonic in the electronics category.
10. Adidas
Sports apparel brand Adidas ranks into the Top 10 and enjoys a higher brand awareness across Southeast Asia than Uniqlo. The brand edged out its rival, Nike, in buying experience, recommendation, touchpoint, trustworthiness and innovation but was surpassed by Uniqlo in these scores. Nike still had higher scores in brand awareness and quality among these three apparel and accessories brands.
