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Singapore B2C E-Commerce Market 2019


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Countries Covered: Singapore

Pages: 52

Publication Date: 07/08/2019

Questions Covered in the report:
What were the estimated B2C E-Commerce sales in Singapore in 2018 and what is their projection through 2025?
How much does E-Commerce contribute to the overall sales of retail companies in Singapore?
How many consumers in Singapore, by age group and gender, make purchases online?
What are the most popular product categories in Singapore bought via digital shopping channels?
Who are the leading E-Commerce merchants in Singapore?

Key findings:

Singapore’s B2C E-Commerce market is projected to experience continued strong growth

Singaporeans eagerly engage in online shopping activities

In 2018, Singapore was ranked as Southeast Asia’s fifth largest B2C E-Commerce market. Multiple sources predict B2C E-Commerce sales in Singapore to experience annual double-digit growth through 2025. Even though Singapore has a smaller population size than its neighbors, the country boasts an advanced infrastructure and wealthy consumers who easily adopt online shopping activities. Over 8 in 10 adult Internet users in Singapore made purchases online, according to a 2018 survey referenced in the yStats.com report. In addition, other surveys reveal that they engage in these activities frequently.

M-Commerce and cross-border shopping shape Singaporean E-Commerce

Among the top E-Commerce trends of Singaporean online retail market are the high penetration rates of M-Commerce and cross-border online shopping. Driven by a high mobile Internet penetration, close to three-quarters of the Internet traffic in 2018 was streamed from mobile devices. However, computer still dominated the online shopping experience in the country in 2018. In-app purchases and social media shopping are also gaining traction in Singapore. Consumers not only browse products and trends on social media, they also buy certain product categories via this channel. As for cross-border shopping, Singapore had one of the highest cross-border online shopper penetration rates in all of Asia in 2018.

The E-Commerce market in Singapore is mainly controlled by local platforms

The E-Commerce market in Singapore is served by many merchants, making it difficult for new players to enter the market. Local platform Qoo10, owned by Giosis Pte. Ltd., was the leading and the most visited online shopping platform in the country in 2018. By launching a new marketplace QuuBe, the market leader reduced barriers for smaller outlets to enter the E-Commerce market. The platform is built on blockchain technology, with revenues generated solely from advertising, which enables merchants to list products for free. Another regional leader, Singaporean-based Lazada was the second most visited E-Commerce platform and celebrated the leading position as a mobile shopping app. Other popular online shopping websites in Q1 2019 were Singaporean-based Shopee, StrawberryNet, EZBuy, Zalora and eBay. International giant Amazon held a low double-digit market share of online sales in the country.

1. Management Summary

2. Overview & International Comparisons

  • B2C E-Commerce Market Overview and International Comparisons, June 2019
  • B2C E-Commerce Sales, in USD billion, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, 2018e & 2023f, and CAGR, in %, 2018e – 2023f
  • B2C E-Commerce Sales by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, in USD billion, 2015, 2018e & 2025f, and CAGR, in %, 2018e – 2025f
  • Digital Payment Service Penetration in Southeast Asia, in % of Respondents, by Country, Q2 2018
  • Top 10 Most Visited E-Commerce Platforms by Country, Q1 2019
  • Top 10 Shopping Apps by Most Active Monthly Users, by Country, Q1 2019

3. Trends

  • Breakdown of Internet Traffic by Device, in %, 2018
  • Breakdown of Devices Used for Online Shopping, in % of Online Purchases, 2018
  • Shopping-Related Activities Carried Out Online, in % of Internet Users, 2018
  • Breakdown of Shopping Channels by Product Category, incl. Online, In-App and Social Media, in % of Consumers, Q2 2018
  • Cross-Border Online Shopper Penetration, in % of Adult Online Shoppers, May 2018
  • Share of M-Commerce Spending, in % of Adult Cross-Border E-Commerce Spending, May 2018
  • Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, 2018
  • Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, May 2018
  • Top Drivers to Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, May 2018

4. Sales & Shares

  • Internet Economy Market Size, in USD billion, by Sector, 2015, 2018e & 2025f
  • Retail E-Commerce Sales, in USD billion, 2018e & 2023f
  • B2C E-Commerce Share of Total Retail Sales, in %, April 2019

5. Internet Users & Online Shoppers

  • Internet User Penetration, in % of Individuals, 2010 – 2018e
  • Online Shopper Penetration, in % of Internet Users, May 2018
  • Online Shoppers Who Made Purchases in the Last Month, in % of Respondents,  January 2018
  • Breakdown of Online Shoppers, by Age Group and Gender, in %, 2018

6. Products

  • Top 5 Product Categories Purchased Online, in % of Online Shoppers, 2018
  • E-Commerce FMCG Penetration, in % of Total FMCG Sales, 2018

7. Payment

  • Top 3 Payment Methods For Online Purchase, in % of Online Shoppers, January 2018
  • Important Payment-Relates Factors When Shopping Online, in % of Online Shoppers, January 2018
  • Mobile Payment Transaction Value, in USD billion, 2016 & 2021f

8. Delivery

  • Delivery-Related Options Encouraging Online Shopping, in % of Online Shoppers, 2018e
  • Top 3 Barriers to Cross-Border Online Shopping, incl. Delivery-Related, in % of Non Cross-Border Online Shoppers, May 2018

9. Players

  • Overview of B2C E-Commerce Players, June 2019
  • Top 10 E-Commerce Websites, by Average Monthly Visits, in thousands, Q1 2019
  • Top B2C E-Commerce Players by Market Share, in %, 2017
  • Amazon.com Inc
  • Lazada Group S.A.
  • Shopee
  • Zalora
  • ezbuy Holdings Limited
  • Giosis Pte. Ltd.
  • Qoo10 Pvt. Ltd
  • StrawberryNet
  • eBay Inc

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