International Journal of Real Estate Studies, Volume 11 Number 52017E-COMMERCE IN THE MALAYSIAN REAL ESTATE AGENCY INDUSTRY1Nurul Najieha Syafiqa Masis, 2Nurul Hana Adi Maimun, 3Noorsidi Aizuddin Mat Noor, 4Nurul Syakima Mohd Yusoff and 5Mohd Shahril Abdul Rahman1,4,5Department of Real Estate, Faculty of Geoinformation and Real Estate,Universiti Teknologi Malaysia, 81310 Skudai, Johor, Malaysia2,3Centre for Real Estate Studies, Institute for Smart Infrastructure and Innovative Construction, UniversitiTeknologi Malaysia, 81310 Skudai, Johor, MalaysiaEmail: 2[email protected]AbstractAdvances in Information and Communications Technology have revolutionised the ways of doing business in thereal estate industry. However, scarce literature on real estate agency Internet adoption, particularly in Malaysia limitsunderstanding on the extent of applications and implications of Internet on real estate agency business activities.Thus, this study aims to investigate how real estate agencies in Malaysia adopt Internet strategy, focusing onwebsites, in their business activities. Questionnaires were distributed to 21 registered real estate agencies in JohorBahru to obtain information on the firm’s background, use and impact of websites on the firms’ business. Analysisresults showed active participation and utilisation of Internet by Malaysian real estate agency firms. Websites wereused as a platform to promote the company’s brand and property listings to the prospective buyers. There was apositive relationship between website and sale generation with number of website visitors being an important factorin sales generation. Consumers concern for information security remained a major barrier in the real estate business.The findings of this study enhances understanding on website use and impact in the real estate agencies business.Further study may explore other types of Internet strategy such as emails and social media.Keywords: Information and Communications Technology, Internet, E-Commerce, Online Presence, Website, RealEstate Agencies1.0INTRODUCTIONIn the world of globalization, the use of theInternet has spurred the creation of various mediaand advanced technologies such as smartphone,computer and tablet, along with Internet servicesupplied through the mobile network or Wi-Fiservice. In a survey conducted by Nielsen (2012),62% of citizen in Asia-Pacific countries purchaseproducts through online. In Malaysia, the numberof Internet users had grown significantly from 2.9million in 2004 to 3.5 million in 2015 and to 5million in 2016 (Internet World Stats, 2016). Thisimplies positive acceptance among Malaysians onthe use of the Internet as the main medium forshopping and socialising.The real estate business industry reliesheavily on information. Thus, in order to gaininformation of a property for buying, selling orrenting purposes, one must seek information fromreal estate professionals such as real estate agents.