There is increasing interest among established retailers in utilising the direct-to-consumer (DTC) route as a means of owning the customer relationship and building brand engagement and loyalty. Meanwhile, small and emerging brands are leveraging DTC e-commerce as a means of removing an intermediary to offer quality goods to consumers with lower mark-ups compared to selling through conventional retailers.
As many Singaporeans have come to consider e-commerce as an integral part of their retail experience, brands and retailers are seeking to utilise digital tools and technologies to support consumers in their online purchasing decisions. The inherent challenge of retail e-commerce is that consumers are unable to test products in person prior to purchase.
Many popular e-commerce shopping events in Singapore fall towards the end of the year, such as Single’s Day (11th November), Black Friday and Cyber Monday, and Christmas/New Year sales. This is largely due to Western and Eastern influences as international online platforms such as Alibaba and Amazon expand into Singapore and popularise occasions such as major sales events.
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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.
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Retail E-Commerce
Retail e-commerce is the sale of consumer goods to the general public via the internet, wherein consumers purchase goods online through a web platform. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of retail e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all "click-and-collect" and "collect-at-store" transactions are counted as e-commerce sales. E-commerce excludes sales of (a) consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) sales of motor vehicles, motorcycles and vehicle parts; (c) tickets for events (sports, music concerts, etc.) and travel; (d) sales of travel and holiday packages; (e) revenue generated by online gambling sites; (f) returned products/unpaid invoices; and (h) internet sales from direct selling companies, as these are tracked in Direct Selling market sizes/shares. Please note that all "homeshopping" sales - i.e. sales of consumer goods to the general public via mail order catalogues, TV shopping and direct mail - are also now classified as retail e-commerce sales.
See All of Our DefinitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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