Singapore is the most mature e-commerce market in Southeast Asia. Singapore’s online consumer group is generally between 25 and 34 years old. These “millennials” pay attention to discounts and promotions. Online coupons and promotional codes will attract consumers to use online services. Therefore, price is the main driving force that affects Singaporean consumers to shop online. When the price of online goods is lower than that of physical stores, Singaporean shoppers will choose to shop online because of discounts or promotions offered online. In addition, the proportion of female online shoppers in Singapore is higher than that of males, and the purchase frequency of females is much higher than that of males. Therefore, beauty and personal care, clothing and shoes, etc., which are preferred by women, are popular categories in Singapore’s e-commerce market. According to research data from eMarketer Chart, the top three products preferred by consumers for online purchases of Singaporean e-commerce are: travel products (64%), clothing and shoes (57%), and entertainment products (48%), followed by beauty and personal care products (38%), electronic devices (32%), and books (31%).
In general, sellers who intend to use Singapore as their main e-commerce market can focus on these categories for in-depth exploration when selecting products.