Competitive Landscape
Shopee Leverages a Mobile-First Strategy to Capture Habitual Shoppers
Retail e-commerce in Singapore in 2025 was characterised by increasing consolidation, with the landscape shifting from a more fragmented to a more concentrated environment over the review period. Shopee marketplace was the leading retailer, accounting for the highest company share at 27% in 2025, up from 15% in 2020, demonstrating significant and consistent gains over the period.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Retail E-Commerce industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail E-Commerce industry in Singapore, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail E-Commerce in Singapore report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail E-Commerce in Singapore?
- Which are the leading retailers in Retail E-Commerce in Singapore?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Retail E-Commerce in Singapore - Category analysis
Key Data Insights
Retail E-Commerce Summary
Shopee and Tiktok Shop Fuel Online Competition with Social Commerce and Affiliate Partnerships
Shopee and Lazada Strengthen Loyalty with New Membership and Affiliate Programmes
Tiktok Shop and Shopee Redefine Engagement with Closed-Loop Social Commerce
Shopee and Zalora Leverage Ai to Drive Merchant and Customer Gains
Tiktok Shop and Shopee Expand Livestreaming to Capture Impulse Sales
Marketplace E-Commerce to Sustain Lead as Grocery E-Commerce Accelerates
Shopee Leverages a Mobile-First Strategy to Capture Habitual Shoppers
Retail in Singapore - Industry Overview
2025 Developments
Key Data Insights
Shell and Shopee Are Creating New Experiences and Enabling Seamless Commerce
Shopee Leverages O2o Integration to Drive E-Commerce Acceleration
Fairprice and Watsons Strengthen Private Label to Retain Shopper Loyalty
Shopee and Fairprice Sustain Lead as E-Commerce Consolidates
Informal Retail
Opening Hours for Physical Retail
Seasonality
Lunar New Year
Hari Raya Aidilfitri (or Hari Raya Puasa)
Christmas and New Year
Country Reports Disclaimer
The following categories and subcategories are included:
Retail E-Commerce
-
-
- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
-
- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
-
- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
-
- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
-
-
-
- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
-
Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retail. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such services are excluded. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, whereas the delivery fees are excluded. Retail E-Commerce includes cross-border retail e-commerce sales. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail E-Commerce research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!