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Singapore B2C E-Commerce Market 2017

Singapore B2C E-Commerce Market 2017

Singapore named most developed online retail market in Southeast Asia, but there is still room for growth, reveals yStats.com

Though Singapore has the smallest population in Southeast Asia, their online retail market in 2016 ranked third in the region because of factors like advanced infrastructure, high rates of Internet penetration, and the open customer attitude towards E-Commerce. According to the yStats.com report, over 3 in 4 people in Singapore have an Internet connection and the connection speed placed first in comparison with the five main countries in Southeast Asia. Influenced by cheaper prices in contrast with traditional retail markets and greater access to unavailable items in Singapore from cross-border shopping, a large double-digit share of adult Internet users completed online purchases in 2016.

The yStats.com report reveals that Singapore’s E-Commerce market contains a large share of cross-border imports. Over half of online consumers completed purchases through foreign retailers using platforms like Alibaba and Amazon. No matter whether the purchase came from abroad or not, the overwhelmingly demanded category is fashion items; however the categories with the fastest growth rate in 2017 are expected to be household goods and groceries.

As can be seen from the largest online share of total retail sales, Singapore maintains the most developed E-Commerce market amongst the leading five countries in Southeast Asia, but there is still room to grow, say forecasts cited in the yStats.com report. Singapore’s online retail market is still projected to see double-digit growth rates up to 2025.


1. Management Summary
2. Overview & International Comparisons
Overview of B2C E-Commerce Market and International Comparisons, March 2017
B2C E-Commerce Sales in Southeast Asia, by Country, incl. Singapore, in USD million, 2015
Total Retail Sales and Retail E-Commerce Sales, in USD billion, and E-Commerce Share of Total Retail Sales, in %, in Southeast Asia, by Country, incl. Singapore, 2016e
B2C E-Commerce Sales in Southeast Asia, by Country, incl. Singapore, in USD billion, 2015 & 2025f
B2C E-Commerce Share of Total Retail Sales in Southeast Asia, by Country, incl. Singapore, in %, 2015 & 2025f
Online Hotels and Airlines Sales in Southeast Asia, by Country, incl. Singapore, in USD billion and in % of Total Hotels and Airlines Sales, 2015 & 2025f, and CAGR, in %, 2015-2025f
Online Rides Sales in Southeast Asia, by Country, incl. Singapore, in USD billion, 2015 & 2025f, and CAGR, in %, 2015-2025f
Internet Penetration in Southeast Asia, by Country, incl. Singapore, in % of Individuals, 2015
Average Fixed Internet Connection Speed in Southeast Asia, by Country, incl. Singapore, in MBPS, Q2 2016
Internet Users in Southeast Asia, by Country, incl. Singapore, in millions, 2015 & 2020f
Number of Internet Users Who Research Products or Services Online, by Country, incl. Singapore, in millions, 2015
Breakdown of Online Shoppers in Southeast Asia by Buying From Mobile Phone and From Other Devices, by Top Cities and Other Areas, by Country, incl. Singapore, in %, November 2015
Breakdown of Online Shoppers in Selected Countries in Asia, incl. Singapore, by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %, October 2016
3. Trends
Overview of B2C E-Commerce Trends, March 2017
Breakdown of Online Shoppers, by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Only, in %, October 2016
Breakdown of Cross-Border Online Spending by Countries, in % and in SGD million, 2016e
Share of Online Shoppers Who Buy from Out-of-Country Online Retailers Due to Better Prices, in %, June 2016
Top 3 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, June 2016
Number of Mobile Phone Subscriptions by 2G, 3G and 4G, in thousands, 2011-2016
Breakdown of Devices Used for Research and Purchase Online, in % of Online Shoppers, September 2016
Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps, in %, June 2016
M-Commerce Share of B2C E-Commerce Sales, in %, 2011 – 2015
Average M-Commerce Share of Online Spending, in %, 2016
Drivers and Barriers to Mobile Purchases, in % of Mobile Shoppers, August 2016
Share of Internet Users Who Would Shop More at Online Retailers if They Provided Similar Loyalty Benefits as Traditional In-Store Retailers, in %, and 5 Most Appealing Loyalty Features, May 2016
Share of Online Shoppers Who Discover New Products through Social Media Channels, in %, August 2016
4. Sales & Shares
B2C E-Commerce Share of Total Retail Sales, in % and in SGD billion, 2016
Retail E-Commerce Sales, in SGD billion, 2016e & 2017f
Retail E-Commerce Sales, in USD billion, and Share of Total Retail Sales, in %, 2015 – 2020f
B2C E-Commerce Sales, in USD billion, and Share of Retail Sales, in %, 2015 & 2025f
5. Internet Users & Online Shoppers
Internet User Penetration, in % of Individuals, 2010 – 2015
Number of Broadband Subscriptions by Type, in thousands, 2011-2016
Online Shopper Penetration, in % of Adult Internet Users, 2016
Factors that Encourage to Buy Online, in % of Online Shoppers, 2016
Average Monthly Online Spending, in SGD, by All Online Shoppers and Online Shoppers with Monthly Income of SGD 4,000-5,000, 2016
Top Motivations to Shop Online, in % of Online Shoppers Aged 15-35, June 2015
Breakdown of Monthly Online Spending in SGD, in% of Online Shoppers Aged 15-35, June 2015
6. Products
Product Categories Purchased Online, in % of Online Shoppers Aged 15-35, by Gender, June 2015
Top 3 Product Categories by Rank Purchased by Online Shoppers, by Monthly Income, 2016
Expected Growth of Online Spending in Selected Product Categories, in %, 2017f vs. 2016
7. Payment
Breakdown of Payment Methods Preferred in Online Shopping, in % of Online Shoppers, 2016
Breakdown of Credit Cards Used in Online Shopping, by Credit Card Network and Credit Card Issuer, in % of Online Shoppers Paying with Credit Card, 2016
Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers Aged 15-35, June 2015
8. Delivery
Top 3 Delivery Options, in % of Online Shoppers, June 2016
Share of Online Shoppers Who Buy from Local E-Commerce Sites Because of Delivery Considerations, in %, September 2016
Top Loyalty Program Rewards or Benefits Valued the Most, incl. “Free Shipping”, in % of Internet Users, March 2016
9. Players
Overview of B2C E-Commerce Players, March 2017
Top 5 E-Commerce Websites, incl. Total Website Visits, in millions, and Singapore’s Share of Total Visits, in %, and Estimated Number of Website Visits from Singapore, in millions, February 2017
Top 10 Local B2C/C2C E-Commerce Websites, incl. Total Website Visits, in millions, Singapore’s Share of Website Visits, in %, and Estimated Number of Visits from Singapore, in millions, February 2017
Top 5 Retail Website Properties by Number of Unique Visitors, in thousands, December 2015
Share of Online Shoppers Who Would Buy Less from E-Commerce Sites They Currently Shop With if Amazon Launched a Singapore-Based Site, by Selected E-Commerce Sites, in %, November 2016

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