Almost all (98%) Singapore consumers are comfortable buying online from another country, compared to the global average of 89%, according to a study recently commissioned by Airwallex in partnership with Statista.
Singapore is one of the most digitally advanced consumer markets in the region. Shoppers here are globally minded, but they’re also extremely deliberate – they expect a fast, frictionless and secure checkout experience,” said Ershad Ahamed, head of Southeast Asia, Airwallex. “For global merchants and platforms looking to win over Singapore customers, the message is clear: trust, transparency, and simplicity matter.”
Purchasing behaviors
The survey, which polled 1,000 cross-border e-commerce shoppers in Singapore, also showed that the frequency of cross-border purchases is high, with 69% of respondents making such purchases at least once a month. Most shoppers (87%) purchase internationally from e-commerce platforms like Amazon, Lazada, Shopee, and Taobao.
Shoppers make purchases across Asia-Pacific, the US and Europe, seeking fashion (75%), skincare (60%), electronics (56%), and food and beverage (49%) items.
Most (93%) Singaporean shoppers say they plan purchases around significant seasonal or sales events – including double-digit sales days, Lunar New Year, Black Friday, and Hari Raya.
The top factors influencing their decision to shop from international merchants include affordable shipping (97%), transparent fees (97%), and the option to use their preferred payment methods (96%).
Moreover, the report found that addressing payment security concerns (96%), transparency around shipping costs (95%), and providing clear information on currency conversion or hidden fees (95%) make consumers more likely to complete an international purchase.
Shoppers also value transparent fees (97%), the ability to pay using their preferred payment methods (96%), and the mobile friendliness of the checkout process (94%). Almost half feel less secure being redirected to a different payment page when completing their purchase.
