The Rise of E-Commerce in Malta: Trends and Opportunities for 2025

E-commerce in Malta is no longer just an option—it’s a necessity. The global shift toward digital platforms, accelerated by changing consumer habits and technological advancements, is transforming the local economy. As Malta steps into 2025, e-commerce is poised for further growth, creating exciting opportunities for businesses of all sizes.

In this blog, we’ll explore the key trends shaping Malta’s e-commerce landscape and the opportunities that businesses can leverage to thrive in the digital age.

1. Continued Growth of E-Commerce in Malta

E-commerce has been steadily growing in Malta. According to Eurostat, 40.9% of SMEs in Malta engaged in online sales in 2023, reflecting a steady adoption of digital commerce. With increasing consumer reliance on online platforms, this figure is expected to rise in 2025.

Moreover, the National Statistics Office (NSO) reported that Malta’s e-commerce turnover grew by 9.5% in 2023, reaching €2.4 billion. This upward trajectory highlights the growing appetite for online shopping among Maltese consumers.

What This Means for Businesses:
Businesses that embrace e-commerce will have the advantage of reaching a wider audience while reducing the limitations of physical retail spaces.

2. Rise of Mobile Commerce (M-Commerce)

As smartphones become the primary tool for accessing the internet, mobile commerce (m-commerce) is expected to dominate e-commerce in 2025. According to a recent Statista report, more than 65% of online purchases globally are made through mobile devices, and Malta is no exception.

What This Means for Businesses:

• Businesses must optimize their websites and online stores for mobile devices to enhance the user experience.
• Offering secure and seamless mobile payment options will be key to converting mobile users into loyal customers.

3. Growth of Local E-Commerce Platforms

Consumers in Malta increasingly prefer platforms that feature local sellers, offering products and services tailored to their needs. Surf Malta is bridging the gap between local businesses and customers by providing easy access to unique Maltese products and services.

What This Means for Businesses:
Local sellers can benefit from joining Surf to gain visibility, expand their reach, and tap into the growing demand for locally sourced goods.

4. Sustainability as a Driving Force

Sustainability is no longer a buzzword—it’s a key consideration for Maltese consumers. Shoppers are actively seeking products that are environmentally friendly and ethically produced. Businesses that adopt sustainable practices, such as using eco-friendly packaging and sourcing locally, are gaining a competitive edge.

What This Means for Businesses:

• Highlight your sustainability efforts in marketing campaigns to attract eco-conscious consumers.
• Explore partnerships with local suppliers to reduce your environmental footprint and appeal to a growing base of mindful shoppers.

5. The Shift Toward Community-Driven Commerce

Malta’s consumers are seeking more than just products—they want meaningful connections with the businesses they support. Local commerce thrives when businesses build trust and relationships with their customers, fostering loyalty and community spirit.

What This Means for Businesses:

• Personalize your customer interactions, whether online or offline.
• Share your story and values to create an emotional connection with your audience.

Example: Artisans who highlight the cultural heritage behind their products—such as Maltese lace or filigree—often attract customers who value tradition and authenticity.

Opportunities for Businesses in Malta

1. Embrace Digital Transformation: Transitioning to e-commerce allows businesses to future-proof their operations. Whether it’s selling physical goods or offering digital services, the online space provides endless opportunities for growth.

2. Collaborate with Local Platforms: At Surf, we offer businesses the tools to reach a wider audience and establish an online presence quickly.

3. Invest in Marketing: Digital marketing, including SEO, email campaigns, and social media, is essential to attracting and retaining customers in the competitive e-commerce space.

4. Focus on Customer Experience: A user-friendly website, fast shipping, and excellent customer support are key to standing out in the online marketplace.

5. Adopt Green Practices: Businesses that prioritize sustainability will resonate with environmentally conscious consumers, boosting brand loyalty.

As Malta steps into 2025, the e-commerce sector is filled with opportunities for businesses ready to embrace digital transformation. From local platforms to sustainability and cross-border trade, the trends shaping Malta’s online marketplace are exciting and transformative.

Whether you’re a small artisan or a growing SME, now is the time to leverage these trends and position your business for success in the digital age.

Sources

1. NSO Malta: Business Demography 2023
2. Eurostat: E-Commerce Statistics for Small and Medium Enterprises
3. Statista: Global Mobile Commerce Trends 2025
4. Ecommerce Europe: Cross-Border E-Commerce in Europe