One notable consumer trend shaping Singapore’s e-commerce growth is the widespread adoption of digital payments. As of 2023, nearly two million people in Singapore were using mobile wallets4. This is a number that continues to rise as consumers prioritize speed, security, and convenience at checkout.
Contactless payment options like PayNow and GrabPay have become everyday essentials, offering seamless integration with mobile apps, rewards systems, and even ride-hailing or food delivery platforms. The introduction of Singapore Quick Response Code (SGQR) has also played a key role in standardizing QR code payments, further streamlining the process for consumers and businesses alike.
Challenges and opportunities for Singaporean e-commerce businesses
Singapore’s digital economy is growing rapidly, but with growth comes increasing competition and rising customer expectations. For local e-commerce businesses, staying ahead means navigating a dynamic landscape shaped by both global and local influences.
Competition from international players
With Singapore’s open economy and digitally connected population, international e-commerce giants are never more than a click away. Platforms like Amazon, Shopee, and Shein have strong brand recognition and aggressive pricing strategies, making it challenging for smaller or local businesses to compete purely on cost.
To stand out, Singaporean brands need to lean into their unique value propositions — whether it’s offering curated local products, personalized service, or faster delivery. Differentiation can also come from showcasing authenticity and aligning with local values, such as sustainability or community support. Delivering a high-touch customer experience can go a long way in fostering loyalty in an increasingly crowded marketplace.
Maintaining a seamless omnichannel experience
Singaporean consumers don’t shop in silos. A typical buying journey might begin with a TikTok product recommendation, move to a marketplace for reviews, and end with an in-store pickup — all in the same day. Businesses must ensure consistency across every channel, from mobile apps and websites to pop-up shops and retail counters.
The challenge lies in integrating these touchpoints into a unified experience. Inventory visibility, consistent pricing, synchronized promotions, and centralized customer data are all crucial to making omnichannel retail work. For businesses that get it right, the reward is stronger engagement and a more loyal customer base.
Heightened demand for fast and flexible delivery
Singaporean consumers expect speed; not just from checkout to delivery, but at every stage of the e-commerce journey. Same-day or next-day shipping is no longer a luxury. It’s a baseline expectation, especially for high-demand categories like fashion, electronics, and health products.
To meet these expectations, businesses must invest in logistics that are not only fast but also flexible. This means offering delivery options that fit into customers’ busy schedules — whether that’s express international shipping for overseas buyers or time-definite delivery for urgent local orders.
That’s where a partner like DHL Express comes in. With a global network spanning over 220 countries and territories and robust last-mile capabilities in Singapore, DHL Express empowers businesses to deliver reliably and on time. Features like real-time tracking and customizable delivery options help enhance transparency and customer satisfaction — two things Singaporean shoppers increasingly value.
Lead Singapore’s e-commerce evolution
The pandemic may have been the initial catalyst, but it’s consumer expectations, digital innovation, and seamless logistics that continue to drive momentum today. As online shopping becomes more ingrained in daily life, businesses must remain agile — adapting to new trends, offering more personalized experiences, and delivering on the promise of speed and reliability.
