The usage of the internet is currently not limited to providing consumers with an extensive information but as another method of making purchases. One of the most attractive online activities worldwide is online purchasing. Because of that, online shopping offers a huge market and various business opportunities with a great number and wide selection of merchandise to consumers. In 2017, retail e-commerce sales worldwide amounted to 2.3 trillion US dollars and e-retail revenues are projected to expand to 4.88 trillion US dollars in 2021.
Since online purchasing expected to grow worldwide, Southeast Asia also growing quickly in e-commerce retailing where currently representing about 2% of all sales in Malaysia, thus, is projected to grow to double digits within the coming years. According to Aseanup.com (April 2018), some global, regional and national players seize their opportunities since there are several websites and digital applications are already introduced in the Malaysia e-commerce landscape.