Tiny Country, Big Appetite: Singapore No. 1 in Online Shopping in Southeast Asia | Market Insights
The time of tides the spirit teems, unseen that which is ripe is verminous.
In the year 2025, cross-border e — commerce is still one of the most exciting components of the business system and its development. From the alta planes of South America to the heart of the Middle East, the megacities of Japan and Korea to the hinterlands of Africa, the narratives of growth markets remain constructed and some in denial – riding the waves, dabbling a toe in the waters, or in search of some certainty amidst so much uncertainty.
And in the continuing wave of going global, “the destination market” is now a keyword sellers cannot escape. Platform regulations, logistical pathways, consumer architectures, cultural tastes… no market is quick to copy, and no market is easy to penetrate.
Here at the new juncture, AMZ123 initiated the "Global Outlook -- Growth Market E-commerce Market Insight" column, and selected the growth markets for the representative sampling to make comprehensive reports. Using official data, industry data and media reports as well as considering platform dynamics and policy trends, it tries to offer sellers a more real and referential picture of the overseas market.
Jingdong supported cross-border e-commerce was formed Singapore, as an important node in Southeast Asia, is located in a superior geographical locati0n and market environment, with a highly digitalized social base, is the first choice for cross-border e-commerce companies to enter the Southeast Asian market.
Singapore’s e-commerce market size was worth USD 18.08 billion in 2024, serving 3.51 million users and an average of more than USD 1200 annually as of CNA.
This paper will carry out a detailed analysis of the Chinese and foreign e-commerce companies that have entered the Singapore market, analyze the development of e-commerce in Singapore from the past to the present, and understand the types and development prospects of the Singapore market.
Part 1 E-Commerce Market Overview
Last several years witnessed rapid development of e-commerce in Singapore. According to our Statista data, by the time 2025 rolls around, Singapore’s e-commerce sales are set to hit 5.8 billion US dollars, 8.3 billion US dollar by 2029, with a compound annual growth rate of approximately 43%.
This expansion is primarily supported by three fundamental contributions:
- A Digitally advanced city: Digital penetration is very high in Singapore With the internet penetration rate at 82% and mobile traffic share at 66.8%, Singapore leads among six countries in Southeast Asia.
- High spending power: The average revenue per user (ARPU) of Singapore’s e-commerce users is as high as USD 1,405, miles ahead of other Southeast Asian markets.
- Government support: The “Smart Nation” programme is pouring investment into 5G networks and digital payment infrastructure, paving the way for great policy environment for e-commerce.
Even compared to other Southeast Asian countries, Singapore’s user base is small(asian times). According to Statista, in 2024, there were 3.48 million e-commerce users in Singapore and the number was projected to grow to 4.9 million in 2029.
But the foundation is solid. In 2024, 71% of Singapore residents shopped online, near the pandemic-era high. The average e-commerce order was USD137.4, and close to 60 percent of Internet users shopped at least once a week, CNA reported. Singapore’s e-commerce gross merchandise value (GMV) reached USD 9 billion in 2024 and is projected to grow to USD 17 billion by 2030.
Meanwhile the e-commerce shopper population in Singapore are growing. According to Statista, the number of e-commerce users in Singapore is set to grow by 29 per cent from 2025 to 2029 at 4.9 million.
Part 2 Opportunities and Challenges
01 Opportunities
High-value user base
Singapore has one of the highest ARPU in the region - Southeast Asia, making it a candidate for great customer spending. It is appropriate for premium brands and higher margin items. And Singaporeans are already more comfortable with global sellers and have very high brand trust. Cross-border shopping made up 55% of ecommerce in 2024, representing strong demand for foreign goods.
Policy advantages
Safe and Secure business environment The country offers and safe and secure business environment, with the sound legal framework and strong protection for intellectual property. Besides, Singapore has concluded more than 50 Double Taxation Avoidance Agreements, including one with China, which are to help eliminate the incidence of double taxation aspects from cross-border economic activity.
02 Challenges
Environmental and ethical concerns
The environmental footprint of product manufacturing is a growing consideration for Singaporean consumers. That narrative still remains, especially among China's older consumers, some of whom continue to worry about the quality and reliability of Chinese brands, according to CNA 2025.
Strict industry regulations
Singapore imposes tight restrictions on consumer protection, data security and environmental norms. With the increasing popularity of green e-commerce and sustainable consumption, many platforms are calling for environmentally-friendly packaging and low-carbon deliveries, which present new challenges to business operation.
Part 3 Major E-Commerce Platforms
Shopee
Shopee dominates the Singapore market. As of March 2025, it attracted 12.23 million monthly visits and held 56% GMV share in 2024. PopShop’s social commerce tools and creative marketing (including, for instance, live shopping and in-app games) drew a whopping number of users.
Lazada
Selling a diverse range of products including electronics, fashion, and home goods, Lazada has built a strong logistics and delivery support to maintain its position. It had 7.28m monthly visits as at March 2025, and 28% of GMV share in 2024.
AliExpress
AliExpress, which is focused on cheap products and cross-border shipping, got 5.7 million monthly visits in March 2025. By using China’s supply chain, it appeals to price-sensitive consumers.
Amazon
Amazon is still around in Singapore for international brand reputation and quick deliveries. It counted 4.55 million monthly visits as of March 2025, and it stocked unique products based on local demand.
TikTok Shop
TikTok Shop was a relative newcomer to the space, with 8% GMV share in 2024. Thanks to short-video traffic, it had promptly expanded within FMCG categories. In 2024, TikTok rolled out TikTok Shop Mall in Singapore, a flagship hub for invited brands, to further enhance brand commerce.
Part 4 Consumer Traits and Store Preferences
- Purchase influencers: Shipping is free (51.1%), there are coupons (40.1%), and loyalty points (36.8%) (DataReportal 2024).
- Payment options: Credit cards led the way at 42% of all orders while only 1% was by Cash-on-delivery (Statista).
- Cultural factors: A 74.2% of Chinese population, and cultural similarities in terms of habits and lifestyle with China, such as language spoken, type of food consumed, and this can influence the behaviour of the consumers to buy a device.
- Cross-border shopping: Nearly 70% shop cross-border on a monthly basis, and 98% are used to ordering from foreign sites (Airwallex & Statista 2024).
- Product preferences: Fashion, electronics, beauty and personal care, baby products, pet supplies and home are top-selling categories.
Part 5 Major Festivals
Singapore is a very multicultural society and has lots of festivals, such as:
- Thaipusam (Jan 25)
- Hari Raya Aidilfitri (Mar–Apr)
- Good Friday (Apr 18)
- Hari Raya Haji (May–Jun)
- Vesak Day (May 18)
- National Day (Aug 9)
- Deepavali (Oct 20)
- Mid-Autumn Festival (lunar Aug 15)
- Christmas (Dec 25)
Part 6 Logistics Situation
01 Taxes & Customs
- Low tariffs: Les droits de douane sont faibles : la plupart des importations sont libres de droits sauf pour le tabac, l’alcool, etc.
- Goods & Services Tax (GST): From 2024, there has been a 9% increase in GST across all imports.
- Fast clearance: Normal declaration as 1 - 3 days Customs clearance with the help of TradeNet e-declaration system.
02 Logistics Infrastructure
- Distribution network: Singapore also has the most extensive distribution network in South East Asia. Local delivery is typically 1-2 days, with third-party logistics providers such as Ninja Van and LWE serving the island.
- Port hub: Singapore has one of the world’s busiest ports with access to 600+ ports in 120+ countries, facilitating smooth and efficient trade at sea.
- Air freight: One of Asia’s largest cargo airports, Changi Airport delivers for high-value categories, including electronics and beauty, with speed.
In summary, the e-commerce market in Singapore is growing, driven by established online shopping behaviour and healthy consumer spend. Sectors like fashion, electronics and beauty have high demand. Coupled with the most extensive logistics network and speedy customs clearance in Southeast Asia, it is no wonder that Singapore is emerging as the central hub for cross-border sellers expanding into the region.
Where Windingflow Can Help
For cross-border sellers who are looking to make the most of the opportunities in Singapore’s premier, high-value market, it is more than just finding the demand — it is to build an optimal operational efficiency that scales.
That’s where Windingflow comes in:
- Take your Business to the next level with Automated Order Processing: Process orders faster, fewer errors, happier customers.
- One Stop Store Management: Seller Central, Vendor Central, Shopee, Lazada and more at your Unified Store.
- Cost & Risk Reduction: Save time money -- built-in EDI compliance eliminates chargebacks & costly fees.
- Scalable Growth: Whether you sell $100K or $100M, Windingflow scales with your business.
✨ In a rapidly evolving market like Singapore, combining Windingflow’s local demand and on-demand automation and scale, means your brand isn’t just getting into Southeast Asia’s e-commerce hub.
