The Shift to Meta Advertising: Why Malaysian Shopee and Lazada Sellers are Embracing 2026 Trends

E-commerce in Malaysia is evolving rapidly. Sellers on popular platforms like Shopee and Lazada are increasingly turning to Meta advertising to boost their sales and reach. This shift is not random but driven by clear advantages that Meta ads offer in 2026. Understanding why sellers are making this move reveals important insights into the future of online retail and digital marketing in Malaysia.

Malaysian online seller managing Meta ads campaign

Why Shopee and Lazada Sellers Are Moving to Meta Ads

Shopee and Lazada remain the top e-commerce marketplaces in Malaysia, hosting thousands of sellers. Yet, many sellers are expanding their marketing efforts beyond these platforms by using Meta’s advertising tools. The main reasons include:

• Precise audience targeting

• Lower advertising costs compared to traditional channels

• Higher engagement rates with potential buyers

• Ability to retarget interested customers

• Integration with social commerce trends

  
  

Sellers realize that simply listing products on Shopee or Lazada is not enough to stand out. Meta ads allow them to reach specific customer segments based on interests, behaviors, and demographics, which marketplaces alone cannot provide.

Targeting Capabilities That Drive Sales

Meta’s advertising platforms, including Facebook and Instagram, offer advanced targeting options. Sellers can create campaigns that reach:

• Users based on location, age, gender

• People who have shown interest in similar products

• Customers who visited their Shopee or Lazada stores but did not purchase

• Lookalike audiences resembling their best customers

  
  

This level of precision helps sellers avoid wasting ad spend on uninterested users. For example, a Malaysian skincare seller targeting women aged 25-35 in urban areas can tailor ads to this group, increasing the chance of conversion.

A 2025 study by iPrice Group found that sellers using Meta ads saw a 30% increase in click-through rates compared to marketplace promotions alone. This shows how targeted ads help sellers connect with the right buyers faster.

Cost-Effectiveness Compared to Other Channels

Advertising budgets are often limited, especially for small and medium-sized sellers. Meta ads provide a cost-effective way to reach thousands of potential customers without the high fees of traditional media or marketplace promotions.

• Sellers can set daily or campaign budgets as low as RM5

• Pay-per-click (PPC) pricing means paying only when users interact with ads

• Campaigns can be paused or adjusted instantly to control spending

• Meta’s ad auction system helps sellers get competitive pricing for their target audience

  
  

For instance, a Lazada seller selling electronics reported spending 40% less on Meta ads than on Lazada’s internal ads while achieving similar sales growth. This flexibility allows sellers to experiment and find the best strategies without overspending.

Engagement Potential That Builds Brand Loyalty

Meta ads are not just about clicks; they encourage interaction. Features like video ads, carousel ads, and stories create engaging content that attracts attention and builds trust.

• Interactive ads increase time spent viewing products

• Comments and shares create social proof and word-of-mouth

• Sellers can respond directly to inquiries through Messenger or Instagram DMs

• Retargeting ads remind users about products they viewed but did not buy

  
  

A case study from a Malaysian fashion seller showed that after switching to Meta ads, their engagement rate increased by 50%, leading to repeat purchases and positive reviews. This engagement helps sellers build a loyal customer base beyond one-time transactions.

Supporting Data and Case Studies

Several data points highlight the growing importance of Meta ads for Malaysian e-commerce sellers:

• According to Statista, Malaysia’s social commerce market is expected to grow by 25% annually through 2026, driven largely by platforms like Facebook and Instagram.

• A survey by Rakuten Insight in 2025 found that 65% of Shopee and Lazada sellers planned to increase their Meta advertising budget in the next year.

• One electronics seller in Kuala Lumpur reported a 20% increase in monthly revenue within three months of adopting Meta ads, attributing success to better targeting and engagement.

  
  

These examples show that Meta advertising is not just a trend but a proven strategy for growth.

How Sellers Can Maximize Meta Ads in 2026

To fully benefit from Meta ads, Shopee and Lazada sellers should:

• Use custom audiences to retarget website visitors or previous buyers

• Test different ad formats like videos and carousels to find what resonates

• Monitor ad performance daily and adjust budgets accordingly

• Combine Meta ads with marketplace promotions for a multi-channel approach

• Leverage Meta’s shopping features to enable direct purchases from ads

  
  

Sellers who invest time in learning Meta’s tools and analyzing results will see better returns and stronger customer connections.

What This Means for Malaysian E-Commerce

The shift to Meta advertising signals a maturing e-commerce market in Malaysia. Sellers are becoming more sophisticated in how they reach customers, moving beyond relying solely on marketplaces. This trend will likely lead to:

• More personalized shopping experiences for consumers

• Increased competition among sellers to create compelling ads

• Growth in social commerce as a key sales channel

• Greater demand for digital marketing skills among sellers

  
  

For buyers, this means discovering products that better match their needs and preferences. For sellers, it means new opportunities to grow and compete in a crowded market.