Mastering what to sell on eBay: What Malaysian businesses should market

Malaysia’s e-commerce landscape is on a robust growth trajectory, with projections, according to reports by In.Corp, indicating a surge in user engagement—up to 75.91% by 2029¹. This translates to approximately 8.1 million new users entering the digital marketplace. 

This burgeoning scene is populated with heavyweight platforms like Shopee and Lazada, yet amidst these giants stands eBay, a global e-commerce leader with a staggering 1.21 billion monthly visits², according to Statista. And in just the third quarter of 2023, eBay reported a gross merchandise volume of US$18 billion³, underscoring its massive global reach and the substantial buying power of its user base.

But that's not all when it comes to eBay being a critical business accelerator. 

Reports by Oberlo highlight that 95% of sellers on eBay consider the platform essential for their business success⁴, leveraging its vast audience to grow their commercial footprint significantly. 

However, with over 1.7 billion listings⁴, there is no denying that the platform's competitive environment is intense. And in order to succeed on eBay, merely participating will not make the cut. Instead, it requires strategically aligning product offerings with the most in-demand categories and trends globally. 

Therefore, naturally, for Malaysian sellers eyeing the international market, understanding and tapping into these trending categories can transform eBay from a mere e-commerce platform to a potent tool for global business expansion.

Which category sells the best on eBay?

eBay has continuously evolved to attract a younger demographic⁵, particularly Gen Z and millennials, through a significant redesign of its core user experience. This effort, aimed at simplifying and modernizing the interface, has made eBay more appealing to a tech-savvy audience, enhancing the platform's usability and aesthetic appeal.

Narrowing in on Malaysian small and medium-sized enterprises (SMEs), eBay offers a gateway to some of the world's largest consumer markets, including the United States of America (USA), United Kingdom (UK), Germany, and Australia. By simply leveraging eBay's extensive reach, local businesses can transform into 'mini multinational corporations,' gaining unprecedented access to vast and diverse customer bases.

However, as mentioned, the platform's enhanced features and global reach can only translate into real business success if sellers pinpoint and list products that align with current market demands. 

Some of these high-demand products crucial for maximizing sales potential and achieving sustained growth on eBay include:

1. Electronics

The consumer electronics market in Malaysia is on an upward trajectory, with projected revenues reaching approximately US$1,181 million by 2025⁶, according to Statista. This growth reflects a global trend towards increased consumption of technology products, a sector in which eBay has excelled.

On eBay, "Electronics & Accessories" emerge as the top-selling category, accounting for 16.4% of all sales⁴, according to Oberlo. This popularity aligns with consumer searches, indicating a robust demand for electronics on the platform. Among the most sought-after items are Bluetooth-enabled devices, which represent a significant portion of electronic sales. 

Therefore, for Malaysian sellers aiming to penetrate international markets via eBay, focusing on small, lightweight electronics accessories — such as car phone mounts and charging cables — could be a strategic move. Always-in-demand consumer electronic products like wireless headphones, smartphones, and accessories will also help meet a broad consumer base but also promise attractive profit margins and opportunities for repeat business. 

Plus, high demand aside, electronic products are also relatively fuss-free when shipping internationally, maximizing logistics efficiency and appeal to buyers worldwide.

2. Clothing, shoes & accessories

The apparel and clothing sector in Malaysia continues to thrive, with exports valued at approximately RM18.13 billion in 2023⁷, according to Statista. And when it comes to the global trend of modest fashion, it is anticipated that Muslim spending on fashion alone will reach US$428 billion by 2027⁸, as suggested by a report released by SalaamGateway Such significant growth rates make this niche especially promising for Malaysian sellers on platforms like eBay.

Backing this up, Oberlo states that clothing and accessories account for 16% of all eBay sales⁴, marking them as a highly lucrative category. Additionally, the global demand for personalization—encompassing custom handbags, jewelry, and more—adds another layer of appeal, allowing sellers to cater to consumer desires for unique and tailored products.

For Malaysian sellers aiming to maximize their visibility and profitability on eBay, targeting niche styles like modest fashion and lightweight accessories can be particularly beneficial, given eBay's recent deployment of artificial intelligence (AI) enhancements⁹. These recent upgrades assist fashion consumers to "shop the look," offering a more tailored and engaging shopping experience. 

Also, since most sellers on eBay typically pass on postage and packaging costs to buyers, offering items like lightweight apparel can reduce shipping expenses. This approach not only helps cut costs but also makes pricing more competitive, potentially increasing customer retention and satisfaction on the global stage.

3. Sporting goods

In Malaysia, the exercise equipment market is poised to reach a robust US$159 million by 2025¹⁰. This national trend is a reflection of the broader global surge, with the home fitness equipment market expected to grow by US$4.44 billion from 2024 to 2028, according to Technavio¹¹. These statistics underscore the burgeoning demand for fitness equipment, presenting a lucrative opportunity for Malaysian sellers targeting global markets through eBay.

Tapping on this demand, sellers have the opportunity to differentiate themselves by offering products with unique designs or superior quality. By focusing on distinctive aesthetics or enhanced functionality, businesses can captivate a more discerning customer base looking for more than just generic fitness gear.

4. Collectibles & handcrafts

The realm of collectibles and handcrafted goods holds a special allure on online marketplaces, where the quest for unique and rare items like action figures and vintage cards continues unabated. As a matter of fact, the recent frenzies, like the Labubu doll craze, which has seen local enthusiasts willing to spend thousands to acquire these unique items, highlight the lucrative potential of this niche on e-commerce platforms like eBay.

This niche is complemented by a surge in demand for handmade or customised products such as Blythe Dolls, particularly popular among younger shoppers who value distinctiveness in their purchases.

And with some e-commerce platforms recently facing scrutiny over the use of AI-generated images, sparking concerns among consumers about the authenticity of their purchases, businesses have a significant opportunity on eBay, given its stringent policies against fraud, enhancing buyer confidence. Sellers can capitalize on this trust, offering authentic collectibles and handmade goods that assure customers of genuine quality. 

Strategies for identifying trending products

From the above, it is clear that unlocking the potential of eBay's marketplace starts with understanding what buyers are actively seeking. 

Here’s how you can find trending products that not only attract attention but are also likely to sell:

1. Leverage data analytics tools

Harnessing the power of eBay’s Best Sellers page provides sellers with more than just a list of popular items — it offers a strategic view of market trends and buyer preferences. This crucial insight helps shape both your inventory choices and marketing strategies. The page not only showcases products dominating their categories but also features items with high ratings and positive reviews, revealing what consumers are buying and appreciating. 

Tools like eBay Marketplace Insights can also be transformative. Tapping into eBay’s API, it provides detailed sales history and performance metrics for specific products. By analyzing this data, sellers can spot seasonal trends and capitalize on high-demand categories, aligning their offerings with current consumer demands to optimize their sales strategy effectively.

2. Conduct competitive analysis

In the competitive landscape of eBay, researching and understanding your market rivals is crucial. 

Dive into competitor listings to uncover gaps in the market that you can exploit. This involves analyzing pricing strategies, product diversity, and buyer feedback. 

Furthermore, by reviewing customer reviews and feedback on competitor products, you can identify opportunities to differentiate your offerings. This strategic insight allows for targeted adjustments to your inventory and marketing tactics, ensuring you meet customer expectations and fill niches that competitors may overlook.

3. Test niche product ideas

When exploring niche markets, a cautious approach can yield significant dividends. Start with a smaller inventory to gauge the market's response to your niche products. This strategy minimizes risk while allowing you to gather valuable data on customer interest and purchasing behavior. 

In addition, optimizing product descriptions for search engines can significantly enhance discoverability, making your listings more accessible to targeted audiences. By refining your approach based on real-time market feedback, you can scale your operations effectively, focusing on products that show genuine promise of success.

Shipping solutions to support your eBay business

Navigating the complexities of cross-border e-commerce requires more than just quality products — it demands a seamless and reliable shipping strategy. For Malaysian sellers expanding their reach on eBay, choosing an efficient logistics partner is key to ensuring smooth international transactions.

A strong shipping solution provides access to global markets, reliable transit times, and comprehensive tracking capabilities, helping sellers manage costs effectively while enhancing customer satisfaction. By leveraging the right logistics support, businesses can optimize their shipping processes, reduce delays, and build trust with buyers worldwide.

As e-commerce continues to grow, having a dependable shipping partner can make all the difference in streamlining operations and scaling your online business successfully.