E-Commerce Statistics Singapore: Market Size and Trends for 2026

Ecommerce Statistics Singapore: Market Size and Trends for 2026

Market Size and Growth

These ecommerce statistics Singapore businesses need for 2026 planning reveal a market that continues its robust expansion. Singapore’s ecommerce market has reached S$13.8 billion in 2026, growing at 11.5 per cent year-on-year. With 5.04 million online shoppers representing 85.3 per cent of the population, Singapore has one of the highest ecommerce penetration rates in the Asia-Pacific region.

The average online shopper spends S$2,740 annually across approximately 38 transactions, yielding an average order value of S$72. These figures reflect the high purchasing power of Singapore consumers and their comfort with regular online shopping. The four-year compound annual growth rate of 13.2 per cent from 2022 to 2026 demonstrates sustained momentum.

Ecommerce now represents 16.2 per cent of total retail sales, with the remaining 83.8 per cent in physical stores. While the online share continues growing, this highlights the importance of omnichannel strategies integrating both online and offline experiences. The market is projected to reach S$17.5 billion by 2028, driven by mobile commerce growth, social commerce expansion, and improving logistics infrastructure.

Top Ecommerce Categories

Spending across Singapore’s ecommerce market is distributed across diverse product categories with distinct growth dynamics. Electronics and media lead at 28.5 per cent market share with S$3.93 billion in revenue. Fashion and apparel follow at 20.1 per cent with S$2.77 billion. Food and personal care holds 15.3 per cent at S$2.11 billion. Furniture and home represents 11.8 per cent at S$1.63 billion.

The fastest-growing categories tell a compelling story. Groceries lead growth at 18.1 per cent year-on-year, reflecting lasting behavioural shifts from the pandemic era. Online grocery shopping has become mainstream in Singapore with FairPrice Online, RedMart, and Amazon Fresh competing for market share. Food and personal care grows at 16.5 per cent. Beauty and health at 14.2 per cent is fuelled by direct-to-consumer brands and social media influence.

For businesses in these high-growth categories, investing in ecommerce marketing including SEO and paid advertising is essential for capturing demand. The ecommerce statistics Singapore data shows clearly that competition is intensifying across all categories.

Marketplace Share: Shopee, Lazada, Amazon

Online marketplaces dominate Singapore’s ecommerce landscape as both discovery platforms and primary purchasing destinations. Shopee leads with 35 per cent of gross merchandise value and 3.80 million monthly active users, driven by aggressive promotional campaigns and gamification. However, its average order value of S$38 is notably lower than competitors.

Lazada maintains a strong second position with 22 per cent GMV share and 2.40 million monthly active users. With a higher average order value of S$52, Lazada positions itself as a more premium marketplace through its LazMall branded goods channel. Amazon Singapore has grown to 14 per cent market share with the highest marketplace AOV of S$85, attracting consumers seeking premium and international products.

Notably, direct-to-consumer brand websites collectively hold 18 per cent of total ecommerce GMV with the highest average order value of S$95. This segment is growing as brands seek to own the customer relationship and avoid marketplace commissions. Building a strong DTC presence requires professional web design and ongoing SEO investment.

A significant 43 per cent of consumers start product searches directly on marketplaces rather than Google, highlighting the importance of marketplace SEO alongside traditional search engine optimisation. However, 74 per cent compare prices across platforms, meaning competitive pricing and value-added services are critical differentiators.

Mobile Commerce Statistics

Mobile commerce represents 68 per cent of all ecommerce transactions in Singapore, generating S$9.38 billion in revenue and growing at 14.8 per cent year-on-year, outpacing overall ecommerce growth. In-app purchases account for 62 per cent of mobile commerce, with mobile web at 38 per cent.

A notable gap persists between mobile and desktop conversion rates: 2.1 per cent on mobile versus 3.7 per cent on desktop. Singapore consumers browse extensively on mobile but remain more likely to complete purchases on desktop, particularly for higher-value items. This conversion gap represents a massive opportunity for businesses that optimise mobile checkout, reduce friction, and offer mobile-native payment methods.

The leading shopping apps by downloads are Shopee, Lazada, Amazon, and Shein. Approximately 72 per cent of Singapore consumers use shopping apps weekly. The preference for apps over mobile web reflects the superior experience native apps offer including faster loading, saved payment information, and push notification engagement.

Payment Methods and Preferences

Singapore’s payment landscape is among the most advanced globally. Credit and debit cards lead at 38 per cent of online transactions but digital wallets have surged to 24 per cent driven by GrabPay and DBS PayLah. PayNow has reached 4.8 million registered users and is increasingly used for ecommerce. Buy Now Pay Later services capture 12 per cent of transactions with 2.5 million users and an average transaction value of S$180, significantly higher than the overall AOV of S$72.

Payment diversity matters: 11 per cent of cart abandonment is attributed to limited payment options, and 81 per cent of consumers prefer stores offering multiple payment methods. Ecommerce businesses offering comprehensive options including cards, digital wallets, PayNow, and BNPL maximise their conversion potential in Singapore.

Social Commerce Growth

Social commerce has grown to S$1.85 billion representing 13.4 per cent of total ecommerce and growing at a remarkable 24.5 per cent year-on-year, the fastest-growing segment of the market. Over 52 per cent of Singapore consumers have purchased through a social platform.

TikTok Shop dominates with S$680 million in GMV, driven by in-feed product links, live shopping events, and influencer partnerships. Live shopping attracts 1.8 million monthly viewers with an impressive 5.2 per cent conversion rate, far exceeding typical ecommerce benchmarks. Instagram Shopping has 1.4 million users while Facebook Marketplace sees 2.8 million monthly transactions.

For businesses, social commerce offers a lower-friction path to purchase by meeting consumers where they spend time. A comprehensive social media marketing strategy that includes commerce objectives is essential for capturing this rapidly growing revenue stream in Singapore.

Cart Abandonment and Recovery

Singapore’s average cart abandonment rate of 73 per cent means nearly three out of four potential purchases are never completed. Mobile abandonment is higher at 78 per cent while desktop sits at 65 per cent. The primary reason is unexpected extra costs at 47 per cent, followed by required account creation at 26 per cent, slow delivery at 24 per cent, and lack of trust with payment information at 19 per cent.

Transparent pricing, guest checkout, multiple payment options, and fast delivery promises address the top abandonment causes. Cart recovery strategies including abandoned cart emails averaging 4.9 per cent conversion rates and exit-intent offers can recapture significant lost revenue. For Singapore businesses seeking to maximise conversions, combining a strong digital marketing approach with conversion optimisation addresses both traffic acquisition and purchase completion.

Logistics expectations are also high: 58 per cent of Singapore consumers expect same-day or next-day delivery, and 83 per cent check delivery options before purchasing. Free shipping boosts conversion rates by 28 per cent, making strategic free shipping thresholds one of the most effective conversion levers available.

Frequently Asked Questions

How big is Singapore’s ecommerce market?

Singapore’s ecommerce market is projected at S$13.8 billion in 2026, growing at 11.5 per cent year-on-year. It represents 16.2 per cent of total retail sales with 5.04 million active online shoppers. The market is projected to reach S$17.5 billion by 2028.

What is the most popular ecommerce platform in Singapore?

Shopee leads with 35 per cent market share and 3.80 million monthly active users. Lazada follows at 22 per cent and Amazon Singapore at 14 per cent. Direct-to-consumer brand websites collectively hold 18 per cent with the highest average order value of S$95.

What percentage of ecommerce is mobile in Singapore?

Mobile commerce accounts for 68 per cent of total ecommerce transactions generating S$9.38 billion in revenue. In-app purchases represent 62 per cent of mobile commerce. Mobile commerce grows at 14.8 per cent year-on-year, faster than overall ecommerce growth.

What are the most popular online payment methods in Singapore?

Credit and debit cards lead at 38 per cent, followed by digital wallets at 24 per cent, bank transfers and PayNow at 15 per cent, and Buy Now Pay Later at 12 per cent. Singapore consumers strongly prefer stores with multiple payment options and limited choices cause 11 per cent of cart abandonment.

What is the average cart abandonment rate in Singapore?

The average cart abandonment rate is 73 per cent, rising to 78 per cent on mobile and 65 per cent on desktop. Unexpected extra costs drive 47 per cent of abandonment. Abandoned cart emails recover approximately 4.9 per cent of abandoned carts on average.

How fast is social commerce growing in Singapore?

Social commerce is growing at 24.5 per cent year-on-year, reaching S$1.85 billion and representing 13.4 per cent of total ecommerce. TikTok Shop leads with S$680 million in GMV. Live shopping achieves a 5.2 per cent conversion rate, significantly above typical ecommerce benchmarks.

What delivery speed do Singapore consumers expect?

A total of 58 per cent of consumers expect same-day or next-day delivery. The average acceptable delivery time is 2.3 days. An impressive 83 per cent check delivery options before purchasing. Free shipping boosts conversion rates by 28 per cent, making it a powerful sales driver.

How much does the average Singapore shopper spend online?

The average online shopper spends S$2,740 annually across 38 transactions with an average order value of S$72. This is one of the highest per-capita online spending figures in Southeast Asia, reflecting Singapore’s high purchasing power and comfort with digital commerce.

What are the fastest-growing ecommerce categories in Singapore?

Groceries lead growth at 18.1 per cent year-on-year, followed by food and personal care at 16.5 per cent and beauty and health at 14.2 per cent. These growth rates reflect lasting behavioural shifts and the increasing mainstreaming of online purchasing across everyday product categories.

What percentage of product searches start on marketplaces versus Google?

Approximately 43 per cent of Singapore consumers start product searches directly on marketplaces rather than Google. This highlights the importance of marketplace SEO and advertising alongside traditional search engine optimisation. However, 74 per cent compare prices across platforms before purchasing.