As a Malaysian, I know more people here who use Amazon.com than those who use Lazada.com.my, even though Amazon doesn't technically serve our country.
Branding and the first-mover advantage are very important.
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Interesting, thanks for bringing this up. Does amazon.com charge extra money for the delivery to Malaysia or do they ship for free, because they doesn't serve Malaysia(yet)?
International shipping to Malaysia is almost definitely not free.