Digital natives who are born from 1981 – 1996 in Malaysia or commonly labelled as Millennial are taking centre stage in decision making roles. According to data presented by MCMC (Malaysians Communications and Multimedia Commission), there are over 36 million mobile subscription with mobile broadband enabled in Malaysia. This represents almost 112% penetration of the total Malaysian Population. According to the statistics department of Malaysia, there will be over 35% of Malaysian population above the age 20 to 39 years old in 2020. (Statistics Department of Malaysia, 2019)
According to The CMO Survey conducted by Duke University sponsored by the American Marketing Association (Moorman & Kirby, 2019), online e-commerce sales remains a low 10% mix in comparsion to 90% physical stores contribution in America.