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Singapore B2C E-Commerce Market 2018

Singapore B2C E-Commerce Market 2018

Singapore leads Southeast Asia in online shopper spending, says yStats.com report

A recently released publication from Germany-based research firm yStats.com, “Singapore B2C E-Commerce Market 2018,” projects further growth of online retail sales in the nation, already the leader in Internet and online shopper penetration in Southeast Asia.

The comparatively high Internet connectivity rate and willingness of the population of Singapore to shop online make it rank third in B2C E-Commerce among its six Southeast Asian neighbors, even though it has the smallest population. Data from original sources cited in the yStats.com report reflect that Singapore has the highest online spending per capita in the region, and indicate that Singapore will have a slower growth rate than its neighbors going forward, but still show double-digit yearly growth through 2021.

Omnichannel and mobile shopping contribute to the continued expansion of online retail sales. Around 90% of Internet users went online through their smartphone last year, and about three-quarters of hits on retail websites were through mobile connections, according to the yStats.com report. Smartphones also enable omnichannel shopping, as customers research online while in a store, or order items from anywhere for pick-up at a retailer’s physical location.

Global giants Alibaba and Amazon as well as regional players are involved in competition for the Singapore shopper’s dollar. Alibaba acquired Singapore-based regional leader Lazada. The yStats.com publication reports that Amazon activated Amazon Prime in Singapore in 2017.


1. Management Summary
2. Overview & International Comparisons
B2C E-Commerce Market Overview and International Comparisons, April 2018
Retail E-Commerce Sales, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, in USD billion, 2016 & 2021f, and CAGR, in %, 2016-2021f
Ranking of Selected Countries in Southeast Asia by Estimated B2C E-Commerce Sales, incl. Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017e & 2021f
Selected Socio-Economic Characteristics, incl. Population, in thousands, GDP, in USD million, Y-o-Y Change in GDP, in %, GDP per Capita, in USD, and GDP per Capita PPP, in International Dollars, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2016
Internet Penetration, in % of Individuals, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2015 & 2016
Internet Penetration, in % of Individuals, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017 & 2022f
Breakdown of Digital Consumers in Six Southeast Asian Markets by Country, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017
Year-on-Year Growth Rate in Number of Digital Consumers, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017
Annual Online Spending per Online Shopper, in USD, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017 & 2022f
Online Activities Performed via Computer at Least Weekly, in % of Internet Users, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, 2017
Online Activities Performed via Smartphone at Least Weekly, in % of Internet Users, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, 2017
Share of Internet Users Accessing the Internet via Smartphone, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, 2017
Mobile Share of Traffic to E-Commerce Sites, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, June 2017
Average E-Commerce Order Value, in USD, by Mobile, Desktop and Total, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, June 2017
Breakdown of the Number of E-Commerce Orders by Payment Methods, in %, by Indonesia, Philippines, Singapore, Thailand, March 2017
Payment Methods Offered by E-Commerce Merchants, in % of E-Commerce Merchants, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, June 2017
3. Trends
Breakdown of Internet Traffic by Device, in %, February 2018
Breakdown of Online Shoppers by Device Used, in %, 12 Months to July 2017
Breakdown of Most Recent E-Commerce Purchases via Mobile and Other Devices, in % of Online Shoppers, August 2017
Average E-Commerce Order Value, in USD, by Mobile, Desktop and Total, June 2017
Share of Internet users Who Discover New Products and Services Through Online Research, in %, and Who Conduct Digital Research While In-Store, in %, 2016
4. Sales & Shares
B2C E-Commerce Sales, in USD billion, 2016 & 2020f
Retail E-Commerce Sales, in USD billion, 2016 & 2021f
B2C E-Commerce Share of Total Retail Sales, in %, 2016
Share of Retail E-Commerce Sales in Total Retail Sales, in % and in USD billion, 2017e
B2C E-Commerce Share of Total Retail Sales, in %, January 2018
5. Internet Users & Online Shoppers
Internet User Penetration, in % of Individuals, 2010 – 2016
Internet Penetration, in % of Individuals, 2017 & 2022f
Online Shoppers Penetration, in % of Internet Users, 2017 & 2022f
Annual Online Spending per Online Shopper, in USD, 2017 & 2022f
Online Shopper Penetration, in % of Consumers, August 2017
Breakdown of Online Shoppers by Age Group, in %, 12 Months to July 2017
6. Products
Breakdown of B2C E-Commerce Sales by Product Category, in %, 2016
B2C E-Commerce Share of Retail Sales of “Apparel and Footwear”, Compared to B2C E-Commerce Share of Total Retail Sales, in %, 2016
7. Payment
Share of Cards and Digital Wallets in E-Commerce Sales, in %, 2013 & 2017e
Share of Credit Card Holders Who Used Mobile Wallets to Make Payments from Credit Card, 2016 & 2017
Card Payment Transactions Number, in millions, Value, in SGD million, and Average Value, in SGD, by Transaction Type, incl. Card Not Present Payment, 2015 - H1 2017
Most Important Factors When Shopping Online, in % of Online Shoppers, November 2016
8. Delivery
Delivery Methods and Costs of 3 Major Players by the Number of Unique Visitors, March 2018
9. Players
Overview of B2C E-Commerce Players, April 2018
Market Shares of the Top 7 B2C E-Commerce Players, in %, 2016
Top 10 Local E-Commerce Websites, by Average Monthly Visits, in thousands, Q4 2017
Top 5 E-Commerce Websites, by Unique Visitors via Desktop, in thousands, August 2017

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