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As time passes, more and more people are shopping online. You should take advantage of that opportunity and optimise your e-commerce website. Doing so will help you raise brand awareness and strengthen your online presence to attract customers and increase purchase conversions. To help you make that happen, you should be updated of the current state of online shopping in Singapore and the future of e-commerce. Here are the online shopping trends that you need to know this 2023: 1) Local Brands Are On The Rise; 2) Increase In Voice Search; 3) The Prevalence Of Video Marketing; 4) Rise Adoption Of Augmented Reality, and 5) Social Media Shopping Is Evolving.

The pandemic has changed Singapore, not only in terms of public safety but also the way businesses operate. Online shopping has risen in popularity over recent years, perhaps even more in years to come.


Let us look at the current state of online shopping in Singapore and discover how you can adopt the latest e-commerce trends for your e-commerce and improve your SEO. 



Online Shopping Summary Of 2022


Online Shopping Summary Of 2022


Many things have changed since the start of the new decade, no thanks to COVID-19. Everyone, including businesses, had to go through a few setbacks and adapt to changes brought about by the pandemic.


Less than a couple of years ago, we discussed the current trends online shopping in Singapore that surfaced during the beginning of 2021. For instance, we have discovered that brick-and-mortar stores use social media such as Facebook for marketing to attract more customers and expand their online presence. 


We also found out that middle-class consumers are leading the way for ecommerce growth in Singapore.  J&T Express has shared that around 97% of internet users in Singapore have purchased at least once. 


With artificial intelligence (AI) being a significant asset and most people considering the internet as a source of information, there is no doubt that e-commerce is dominating the marketplace in 2022.


However, looking back at these trends from the present day, can we still say that these trends have shaped the e-commerce industry in Singapore for the better? Despite the ongoing COVID-19 affecting most businesses in 2022, the pandemic has proven that online shopping should be part of the norm. You can expect that online shopping will become more prevalent in years to come.



The Current State Of Online Shopping In Singapore


The Current State Of Online Shopping In Singapore


1. Food and Groceries Are The Most Popular Category Of Products Online



Leading Purchased Items Online In Singapore


These are the leading items purchased online in Singapore as of June 2022, according to Statista.


Gone are the days when your only option was to go to a grocery store in person to buy pantry supplies. As more businesses, especially food and beverage shops, shift to e-commerce in Singapore, you can shop online for meals and groceries. 


According to Statista, the revenue for the Grocery Delivery segment is expected to reach USD845.30M in 2023. The COVID-19 pandemic has catapulted the demand for online grocery delivery. The same-day delivery and scheduled delivery were also the most sought-after service for online grocery delivery.


2. Most People Prefer Cashless Payments


Most people cannot dispute how more convenient online shopping in Singapore has become than buying in person. Even though physical stores promote cashless payment options such as digital wallets, credit cards, or debit cards, more buyers prefer to purchase online since they can receive their parcel at their desired delivery location. 


With online payments, you can purchase your products without using cash, making it more convenient to go shopping. Plus, in our current situation (pandemic), contactless payment is a lot safer and less risky for our health. 


Currently, the most preferred payment method is via a digital wallet. Straits Times has even reported that digital wallets will most likely take over credit cards in the coming years because 27% of the Singapore market is forecasted to use digital wallets by 2024.


And because of this new option for contactless payment, you expect the e-commerce industry in Singapore to grow further. 


3. Increase Of Mobile Online Shoppers 


Mobile devices are several times lighter and easy to carry around compared to laptops, so it is no surprise that the mobile internet users will climb from 5.39 million in 2022 to 5.68 million by 2025.


The growth of mobile internet users has an effect on mobile e-commerce revenue in Singapore. Based on Statista’s research, it will increase to over 6 billion USD by 2024.


ALSO READ: E-Commerce Vs M-Commerce: What Is The Difference?


For that reason, you can expect more online shoppers to purchase their goods from mobile phones and devices. The only way to accommodate them is to optimise your e-commerce website design and make it responsive. 




We have come a long way since the start of 2022. On the bright side, the future is looking more hopeful for the e-commerce industry. Statista estimated that the Singapore e-commerce market in 2022 will rise to 7.29 billion USD this year. 


Be on the lookout for these best five online shopping trends in Singapore for 2023:


10 Online Shopping Trends In Singapore For 2023


1. Local Brands Are On The Rise


If there is one thing that the pandemic has proven, it is the fact that online shopping is convenient and usually cheap. Fortunately, local brands such as in the fashion industry are rising in popularity lately, with more people shopping for high-quality goods made and distributed by Singaporean businesses. 


Local brands are not just popular with locals but also with tourists. With the easing of COVID-19 restrictions, local brands should expect some of their target audience will consider shopping in person after checking out their products or services on e-commerce websites. 


As a local brand, the only way to increase your customer base online and in person is to optimise your e-commerce website to improve local SEO in Singapore for local search results. Subscribing to local SEO services is a good move in 2023.


ALSO READ: Local SEO: Why Is It Essential For Your Business?



Whether it is Apple or Samsung, most smartphones these days have voice search features. Most people use this feature to search for things they want to buy without typing their inquiries  themselves. After all, they need to call their smartphone’s virtual assistants like Siri or Alexa to help them find what they want.  


KNOW MORE: The Ultimate Guide To Voice Search (And How it Impacts Your SEO)


Given that 77% of consumers prefer voice search over typing, there is no doubt that voice search is changing online shopping in Singapore. According to Statista, voice search will become more popular in the coming years since its market rate will reach 27.16 billion USD by 2026.


To guarantee your customers will find your products or services online, you should optimise your e-commerce website design in Singapore for mobile voice search. Ensure to include your physical address with your contact details and business hours to increase your chances of appearing more on search engine results pages (SERPs). Make sure to apply the best e-commerce SEO practices on your content to further optimise your content for voice search. SEO services in Singapore can help you tremendously in this department.


3. The Prevalence Of Video Marketing


High-quality ads and commercials have always been a staple for digital marketing. After all, 78% of people are watching online videos weekly with an average of 16 hours of screen time. Thus, it only makes sense to start an effective video marketing campaign.


ALSO READ: 5 Tips For Launching A Video Marketing Campaign


Video marketing works for e-commerce because commercials or interactive videos are the best way to showcase your products online. You should know that high-quality images alone are not enough to convince your customers that your products are worth buying. In that case, you can create interactive videos that let customers know more about your products.


4. Rise Adoptions Of Augmented Reality


If you want your customers to view your products in the best way possible, try implementing augmented reality (AR). AR is becoming popular once again, and more brands are showcasing their products.


LEARN MORE: Augmented Reality: Giving life to imagination


For example, IKEA uses AR for its app to let customers know what their favourite home furniture and furnishings will look like in their very own homes. All you have to do is open the app, point your camera in any direction, and click on a product of your choice to envision its appearance, size, and shape of what the furniture looks like in person. Perhaps you can do the same for your products by using AR for your business?




Source: Courtesy Inter IKEA Systems


Consider using AR to give your customers an unparalleled experience when demonstrating your products. It is the best way for your customers to get a closer look at your products without laying a hand at all.


Besides AR, extended reality (XR) is the next biggest trend that will take the e-commerce industry by storm. Here is how XR will change the reality for everyone. 


5. Social Media Shopping Is Evolving


Online stores such as Shopee, Lazada, and Qoo10 are still the most popular online shopping websites in Singapore, but did you know that Facebook and Instagram are becoming fan-favourites as well?


Facebook Shopping


This image is a screenshot from the introduction of a customisable online shop


Social media sites such as Facebook and Instagram have their very own online shopping platform. Many businesses are trying to use these two to attract more customers to buy from them even on social media. Thus, expect more of these social media shopping sites to improve in terms of ecommerce.


6. Supporting Sustainable Shopping And Brands With Environmental Pledges


The crusade for a cleaner and greener planet has become a commitment not only for consumers but for many brands as well. Many brands have expressed their conscious effort for sustainable production of their products and services.


Adidas End Plastic Waste Efforts


Adidas is one of the many popular brands to have launched an environmental pledge.


Millennials and Gen Z shoppers are also recognising these efforts through sustainable shopping and by patronising brands with environmental pledges. 


In a report, 54% of Gen Z shoppers are more willing to spend 10% or more on sustainable products. In a separate report, 65% of Gen Z shoppers are planning to purchase more eco-friendly products in 12 months’ time.


7. Influencer Recommendations Matter


Influencer marketing has already been in Singapore market trends for the past year, but its importance has never wavered. In fact, it has become more significant than before, especially with the continued growth of short video formats on social media platforms, like Facebook, Instagram, and TikTok.


But if in the past years, influencers with millions of followers were the best choice, 2023 is all about investing in micro and nano influencers. Micro-influencers are internet personalities with a number of followers or subscribers landing between 1,000 and 1,000,000, while nano influencers with 100 to 10,000 followers or subscribers.


According to the State of Influencer Marketing 2022 report, micro and nano influencers have steady and even better conversion rates. It is because they have a more personal-level relationship with their tight-knit community, thus the persuasion power is greater. 


8. New Payment Options


For the last five years, the world has witnessed cashless payment transactions in the e-commerce industry in Singapore. There are credit and debit cards, online banking, and e-wallet, such as PayPal.


The bigger the online marketplace is, there is a likelihood that they offer an in-house payment method like Shopee Pay.  


An Example Of Buy-Now-Pay-Later Term on Shopee


E-commerce platform Shopee’s SPayLater, an example of  Buy-Now-Pay-Later scheme.


But in 2023, new payment options will emerge. The Buy-Now-Pay-Later scheme allows people to get the items they want today and pay for them later. 


Besides the Buy-Now-Pay-Later method, there are also multiple instalments where consumers can split the purchase amount into smaller instalments for a certain period.


Cryptocurrency payments are slowly gaining traction in e-commerce globally.


9. Livestream Shopping


Video marketing was indeed a game-changer in the Singapore market trends, but 2023 will take it to the next level with livestream shopping. Livestreams are real-time video communication of brands to their viewers on social media platforms like Facebook, Instagram, and TikTok. 


Besides promoting products and answering questions from consumers, brands use livestreams to close sales. Surprisingly, livestream shopping appeals to older audiences more than the tech-savvy younger ones. According to a report from Klarna, 28% of Baby Boomers and 27% of Gen Xs may have participated in livestream shopping events. Millennials and Gen Zs are behind at 23% and 20% respectively.


10. Chatbots Are Helpful Assistants


It is not new for online shopping sites to have chatbots. In e-commerce, chatbots are automated conversational tools that offer customer-support 24/7. It performs basic and small tasks that are often considered nuances, such as customer queries.


An Example Of A Conversation With A Chatbot


Chatbots answer the most frequently asked questions of consumers with pre-set answers without human intervention. Chatbot has been proven to improve customer experience and increase conversions on the website by 90%


Therefore, besides implementing SEO services, you can ask your digital marketing and e-commerce SEO agency to help you set up an effective chatbot.



Do You Need Help With Your E-Commerce Business?


Consider applying for Productivity Solutions Grant (PSG) for e-commerce development and engage with a pre-approved PSG provider. With a PSG grant for e-commerce, you can claim up to 50% of funding support.




LEARN MORE: Productivity Solutions Grant (PSG) For E-Commerce Websites 101





These are just some of the predicted latest shopping trends that you may want to consider for your e-commerce and improve your SEO in Singapore! If you need help in creating effective e-commerce SEO strategies, get in touch with an e-commerce SEO agency soon.


For Singapore e-commerce statistics, trends, and tips, contact OOm at +65 6391 0930 or leave a message on our website if you want to learn more.

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