A Complete Guide to 2023 E-Commerce SEO strategies in Singapore


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Despite the challenges that COVID-19 brought everyone over the past few years, Singapore is still one of the fastest countries to adopt online shopping. Statista even ran a forecast that Singapore’s e-commerce industry will reach US$6.59 billion this year and chances to increase to US$10.45 billion million by 2027.


With these figures, it is safe to say that the country will stay as one of the most attractive e-commerce markets in Asia and achieve its aim to become one of the leading e-commerce hubs.  Businesses that transitioned to e-commerce and applied search engine optimisation (SEO) strategies in Singapore will get the most out of the e-commerce growth.


Part I: What is E-Commerce SEO?


E-commerce SEO refers to the process of optimising an online store’s website to increase its visibility and search engine ranking, resulting in higher traffic, more leads, and increased revenue. It involves various strategies, such as keyword research, on-page optimisation, link building, content creation, and technical SEO.


It also enables businesses to compete with other e-commerce websites in the same niche and reach a larger audience. To succeed in e-commerce SEO, stay updated with the latest trends and algorithm updates, conduct regular site audits, monitor analytics, and track the performance of various SEO strategies. It requires a continuous effort to maintain and improve the website’s search engine ranking and visibility.


E-Commerce Statistics In Singapore For 2023


Whether buying in person or online, shopping, in particular—is a favourite pastime among Singaporeans. A 2014 study by Visa indicated that 26% of Singaporeans shop online at least once a week, making Singapore one of the top online shoppers in Southeast Asia. There is no gender bias among online shoppers: men and women engage in e-commerce equally, except for those aged 45-54, where there are 55% more female buyers than males. 


Below are some other e-commerce statistics in Singapore for 2023. 



E-Commerce Statistics In Singapore For 2023

  • check-mark7.33 billion people will use smartphones in 2023
  • check-mark VISA expects 1 in 5 Singaporeans to shop at big e-commerce sites
  • check-mark Credit cards are the top payment method for retailers in Singapore
  • check-mark Bank transfers lag behind at 38% in Singapore


• The number of mobile users continues to rise in Singapore


Mobile shopping has significantly increased due to COVID-19 for the past few years, with 7.33 billion people using smartphones in 2023. This trend is set to continue, with 7.49 billion users expected by 2025. Businesses should anticipate most website traffic from mobile users and ensure their websites are optimised for mobile devices.


• Singaporeans will continue shopping more online even after the pandemic


During the peak of the pandemic in Singapore, many consumers realised the convenience of online shopping. This post-pandemic, VISA expects 1 out of 5 Singaporean consumers will shop online at large online marketplaces and e-commerce websites.  


• Credit card is the most offered payment in Singapore


Credit cards are the top payment method for retailers in Singapore, while bank transfers are at 38%. This highlights the opportunity for e-commerce in Singapore to reach a wide customer base. Small businesses can overcome online challenges by partnering with SEO vendors and digital marketing agencies in Singapore for success.


If you are setting up an e-commerce shop in Singapore, this in-depth guide can help you get started.



Importance of SEO for Ecommerce Website


E-commerce SEO is essential to your digital marketing plan to increase traffic and sales to your e-commerce website.


By definition, e-commerce SEO is the process of optimising your e-commerce website for search engines like Google, Yahoo!, or Bing to boost your opportunities to rise in organic rankings and drive more traffic to your e-commerce website. When people search for products or services related to your brand online, you want to rank as high as possible in the search engine results pages (SERPs), so they will find your e-commerce website much faster. 


There are plenty of ways to attract customers to your e-commerce website other than e-commerce SEO: pay-per-click (PPC) advertising, email marketing, word-of-mouth, and social media platforms, to name a few. In terms of long-term results, however, nothing beats e-commerce SEO.

A study carried out by Nielsen and GroupM UK found that organic results account for 94% of total search engine clicks, while paid search advertisements only have 6% of total clicks. It is supported by another research that shows 70-80% of all searchers ignore paid ads and instead click on organic results. 



4 Reasons Your E-Commerce Website Needs SEO

1. SEO will help your customers find you

Consumers turn to the Internet to search for products and services. They are also there to look for options, reviews, and other information to help them make informed decisions. Optimising your e-commerce website for search can help you reach your target audience and thus increase your chances of driving them to your e-commerce website.


2. SEO builds trust and credibility

When your e-commerce website appears on top of the SERPS, it sends a signal to users that search engines find your e-commerce website credible and trustworthy. It translates to users trusting your e-commerce website and having more confidence in engaging with your brand.

3. SEO is a cost-effective way to gain traffic

While PPC ads are a great place to start to attract traffic and leads, they can be costly and competitive to maintain in the long run. Therefore, you will want to optimise your website for search engines regardless.

4. The SEO benefits are sustainable

4. The SEO benefits are sustainable and long-lasting

Unlike paid advertising, where the traffic stops every minute as soon as you stop paying, local SEO delivers results that are targeted, cost-effective, measurable, and long-lasting. Your SEO efforts will build upon themselves over time.


With the growing competition in the e-commerce industry, one way to get ahead of the game is to work your way up through SEO. While it will take time to reach the top spot, a robust e-commerce SEO strategy in Singapore can eventually build your search engine rankings until you are the first option that users see in their searches. 


Part II: E-Commerce SEO Strategies To Implement On Your site


E-commerce SEO involves a range of practices whose objective is to boost your rankings in the search results. But, as a start, you should optimise your headlines, product descriptions, metadata, links, and navigational structures to guarantee quality searches and a good user experience. 


Each product you have should have a dedicated page designed to drive traffic from search engines. Additionally, there should be static, non-product-oriented pages on your e-commerce website, including the following:


Web Pages An E-commerce Website Should Have


What is excellent about e-commerce SEO is that you can keep track of your audience’s behaviour and use these insights to customise your offers to accommodate their needs. In return, it can help you build long-lasting relationships with them and improve customer retention. 


There are several aspects involved in e-commerce SEO—and the easiest route is to rely on an e-commerce SEO agency in Singapore that will oversee your e-commerce website from the beginning. Below are some SEO best practices that can help you boost your organic rankings.


How To Optimise Your E-Commerce Website


When it comes to SEO, the two most important goals are to build an online presence and increase your search engine rankings. The higher the traffic coming to your e-commerce website, the higher your chances of getting more sales.


The SEO for e-commerce websites is a little different than SEO for regular websites. When optimising your e-commerce website, there are a few crucial areas to consider, which you will learn as you keep reading.



6 Factors to Consider When Optimising Your E-Commerce Website


The coding of your web page and the factors involved in your e-commerce website can affect the search engine ranking of your e-commerce website.

2. Page Design

The way an e-commerce website looks has the potential to improve your search engine ranking and increase sales.

3. On-Page Content

It not only provides relevant information to your consumers but also helps web pages rank higher in SERPs.


4. Product Descriptions

It provides your potential customers with details about the product, from the material used, size, and how beneficial it is.

5. Blog Posts

Give visitors a new perspective on how an item or service can add value to their lives and how it can solve their problems.

6. Links

Redirect visitors to a different web page related to the things they are looking for and learn more about them.




The coding of your web page and the factors involved in your e-commerce website can affect your search engine rankings. For instance, inserting relevant keywords into your product descriptions, URLs, titles, and image alt tags can optimise your page for searches, which increases the chances of search bots finding your page and showing them in the search results.


2. Page Design


Google values the proper arrangement and order of content on your web pages, including titles, headers, content, footers, and so on.  The faster and easier it is for Google’s bot to crawl, the higher the possibilities are to boost your position and sales. Make sure to place valuable and relevant keywords in these places to make it easier for search engines to identify your page.


3. On-Page Content


E-commerce websites, like any other type of website, require high-quality content. It can set your e-commerce website apart from the competition by providing relevant information to your consumers. Your standard in-page content should have product photos, product descriptions, blogs, and newsletters, to name a few.

Below are some essential factors of on-page SEO:


  • Title Tags
  • Headlines
  • Keyword Optimisation
  • Image Optimisation


READ MORE: On-Page SEO: Essential Factors To Consider


4. Product Descriptions


A compelling product description that seamlessly integrates keywords offers benefits beyond just SEO. It provides customers with information about the product’s features, problems it solves, and other benefits, which can help you generate a sale. Be sure to optimise everything on the product, from the titles to the descriptions, making it brief and concise.


5. Blog Posts


Traditional blog posts can also attract more visitors to your e-commerce website. They can discuss topics related to your products, giving a new perspective on how they can add value to their lives and solve their problems. Just make sure that these articles will direct them to your specific products or services by linking the URL where you are offering them.


ALSO READ: 6 Blog Content Ideas That Generate Traffic To Your Website


6. Links


Links are also a great addition to your e-commerce website. Internal links, for instance, add relevance between web pages, giving more context to your consumers and directing them to the proper pages they are searching for.  Likewise, getting external backlinks from other websites can further establish your authority.


Tech-savvy consumers do not just shop for products in exchange for cash. They look for brands that can provide them with seamless and personalised experiences. It does not matter if you are a bootstrapped startup or an international firm—you need SEO to maximise your e-commerce website’s profitability.


What happens when users visit your e-commerce website? Will they easily find the information they are looking for? Does the e-commerce website load quickly? Is it accessible from any device? Your e-commerce website can be many things, but the most crucial things are that it should be easy to navigate and have user-friendly features to ensure visitors stay longer and, hopefully, purchase your products and services.


ALSO READ: E-Commerce SEO 2022: Best Practices & Checklist [FREE CHECKLIST]



5 Mistakes to Avoid in E-Commerce SEO 


Is e-commerce SEO difficult? Not necessarily. However, it can be easy to make costly mistakes that can negatively affect your search engine rankings if you have no idea what to do. They often happen when you do not work with an e-commerce SEO agency in Singapore that can help identify and rectify these errors, if not avoid them.


Below are some common e-commerce SEO mistakes: 



5 Mistakes to Avoid in E-Commerce SEO

1. Slow Pages

Your e-commerce website takes longer than 3 seconds to load to see the web design and text.

2. Low Quality Content

Your visitors can barely understand and are often confused about what they are reading.

3. Duplicate Content

They are reading the exact same article with the same title, content, and conclusion.

4. Poor Mobile-Friendliness

Visitors can view your e-commerce website on their smartphones but if the content is not optimised for mobile devices.

5. No Product Reviews

There is no description of what the product is apart from its price tag.

5-Mistakes_IMG01 5-Mistakes_IMG01


Slow Pages


How fast does it take for your web pages to load?  If it takes longer than 3 seconds, visitors are most likely to abandon your e-commerce website. A Google study shows that the bounce rate increases by 32% if a web page loads within 1 to 3 seconds. 


By now, you should start making adjustments to meet these demands. The first thing to do is identify what is slowing your e-commerce website. Below are the possible culprits: 


Large-Sized Images


While images make your e-commerce website look visually appealing, using photos with huge bytes can hurt your website speed. Resize your images to between 600 and 800 pixels.


Redirect Chains


Multiple redirects can not only result in slow-loading pages but can also annoy your visitors. Enhance your user experience by reducing the use of redirects.


E-Commerce Platform


Many e-commerce platforms are available, with Shopify and WordPress arguably being the most popular. But when choosing one for your business, make sure it supports fast site loading so your visitors will not have to wait long. 


READ MORE: Which E-Commerce Platforms to Choose? 


Low-Quality Content


Many factors are categorised as low-quality content: 

  • Product descriptions are copied from other e-commerce websites. 
  • Category pages without meta descriptions.
  • Meta descriptions that are not optimised.
  • Readers can barely understand the content of the article.


Your content matters not only for SEO but to your potential customers as well. If you have poorly written content on your e-commerce website, they may not be as keen to interact with your e-commerce website, which can increase your traffic but plummet your possible conversions. Therefore, creating original, fully optimised, and relevant content should be your top priority.


Duplicate Content


Duplicate content happens when you have different URLs with the same content on your e-commerce website. It can happen when you have plenty of product variations, and search engines can flag these as duplicate content. 


While it may not affect your overall e-commerce website, Google will most likely accept only one of these links and de-index the rest. To rectify this, your e-commerce SEO agency will select a single web page you want the search engine to rank and make it your canonical URL.  


ALSO READ: The Dangers Of Duplicate Content For SEO


Poor Mobile-Friendliness


Mobile traffic increases every year. During the first quarter of 2022, mobile devices accounted for 77.49% of global website traffic. Since Google favours mobile-friendly sites in organic search rankings, it is wise to optimise your e-commerce website for mobile searches.


One characteristic of a mobile-friendly site includes responsiveness. It is about your page having the ability to be visible regardless of the screen the users are using to display your products and services. In that case, use the Google mobile-friendly test to measure the mobile-friendliness of your site. 


Types Of Web Pages


This GIF shows the different types of web pages that a responsive web design possesses so viewers can view the platform regardless of the screen size of the devices they are using. 


ALSO READ: Mobile SEO: A Guide To Optimising Your Website For Mobile Phones


No Product Reviews


About 93% of consumers tend to read product reviews before making a purchase, but what is a good number of reviews? According to Reevoo, having at least 50 reviews per product can increase conversion rates by 4.6%, and search engines love them too. In addition, 91% of customers between 18 to 24 years old trust online reviews rather than word of mouth. 


E-commerce websites with more reviews can rank better because consumers determine these as more trustworthy.  A search on Google will reveal product pages with star ratings and reviews—when you have these, outranking your competitors selling the same items will not be a problem.


Many other factors can affect your search engine rankings, and your chosen e-commerce SEO agency can help you avoid these mistakes to make your online store a success.



Part III: In-House vs Outsourcing E-Commerce SEO Agency

In House vs E-Commerce SEO Agency


Several SEO agencies in Singapore have earned a reputation for providing quality service and delivering long-term results.But why exactly should you hire an e-commerce SEO agency for your e-commerce website?


While you may know the basics of SEO or have been self-learning the topic for quite some time, you may not have enough experience and skills to put the theories into practice. That practical part is where it makes a difference. 


Remember, the success of your business should not be based on trial and error, and hiring an e-commerce SEO agency is often the most advantageous idea to maximise your investment.


What an E-Commerce SEO Agency Can Do For You 

At OOm, we help our clients boost their search engine rankings, increase traffic, and improve conversions while lowering their SEO and digital marketing expenses. 


Here are the e-commerce benefits that an e-commerce SEO agency can do for you:



What an E-Commerce SEO Agency Can Do For You

Benefits In-House SEO E-Commerce SEO Agency
Expertise Takes time to build expertise and knowledge A team of experts with diverse skills and experience
Cost More expensive in terms of upfront costs and ongoing fees More cost-effective in the long run
Scalability Limited scalability Can handle larger and more complex projects
Resources Limited resources Access to a wide range of tools and resources
Communication Easy and direct communication with the team Less control over communication
Results Results may vary based on the team's expertise More consistent results due to experience and expertise


Ultimately, the choice between in-house SEO and an ecommerce SEO agency depends on a variety of factors, such as the size of the business, the complexity of the project, and the available resources. 


Remember that Implementing effective e-commerce SEO takes time and resources, and this is when an e-commerce SEO agency in Singapore takes over. The e-commerce SEO agency of your choice will help you, from setting up your online store to marketing and management so you can focus on your core business. 


Working with an e-commerce SEO agency is a smart decision as you not only let someone with the right expertise handle your rankings, but you also have more time to focus on your core activities.


Even during this post-pandemic, many people are still turning to online shopping as a convenient way rather than going to malls and grocery stores. Maintaining an online presence can get you in front of these consumers.


Take Your Digitalisation To The Next Level With E-Commerce PSG

One way to accelerate the digitalisation and optimisation of your e-commerce website is by providing sufficient support to implement all e-commerce SEO strategies mentioned—that is where the Productivity Solutions Grant (PSG) for e-commerce solutions comes in.


The PSG grant for e-commerce solutions is funding support established and provided by the government to encourage businesses to transition to e-commerce and embrace digitalisation. 


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



In today’s digital age, e-commerce SEO is essential for any online business to succeed. With millions of websites online, having a website that ranks higher in SERPs can make a difference in driving traffic and revenue. Implementing e-commerce SEO strategies can help businesses optimise their website, enhance user experience, drive relevant traffic, and ultimately increase sales and revenue.


Are you ready to get started with your e-commerce SEO? Get in touch with one of our SEO specialists today.  Contact OOm at +6391-0930 or leave us a message on our website to let us know how we can help you with your e-commerce website.