SINGAPORE – Singaporean consumers are emerging as leaders in the global eCommerce landscape, embracing international shopping with sophistication and high expectations for transparency, according to a new study commissioned by global fintech platform Airwallex in partnership with Statista.
The report, based on a survey of 1,000 cross-border eCommerce shoppers in Singapore, confirms that international online shopping has become an established norm for Singaporeans. Shoppers in the city-state are purchasing frequently across regions from Asia-Pacific to Europe and North America – primarily in fashion (75%), skincare (60%), electronics (56%), and food and beverage (49%).
Singapore consumers are not only globally minded but also deeply discerning. According to the study, 98% of Singaporeans are comfortable shopping online from international merchants – significantly higher than the global average of 89%. Nearly 70% make cross-border purchases at least once a month, largely via platforms like Amazon, Lazada, Shopee and Taobao.
More than just frequent shoppers, Singaporeans demonstrate a strong demand for clarity and convenience at checkout. Affordable shipping (97%), transparent fees (97%), and the ability to use preferred payment methods (96%) rank among the top considerations when making international purchases.
“Singapore is one of the most digitally advanced consumer markets in the region. Shoppers here are globally minded, but they’re also extremely deliberate – they expect a fast, frictionless and secure checkout experience,” said Ershad Ahamed, Head of Southeast Asia, Airwallex. “For global merchants and platforms looking to win over Singapore customers, the message is clear: trust, transparency, and simplicity matter.”
The study reveals several key behavioural and transactional trends:
- Marketplace Dominance & Monthly Cross-Border Activity: 69% of respondents shop internationally at least once a month, with 87% using eCommerce marketplaces to do so.
- Shifting Payment Preferences: While credit cards remain dominant (71%), over half (52%) now prefer digital wallets like Apple Pay, Google Pay, or GrabPay. Notably, 67% of consumers vary their payment method depending on whether a purchase is domestic or international. Buy Now, Pay Later (BNPL) services continue to gain traction, especially for high-value purchases in electronics, fashion, and beauty.
- The Power of Localised Shopping Events: 93% of shoppers plan purchases around significant shopping moments such as double-digit sales days (11.11, 12.12), Lunar New Year, Black Friday, and Hari Raya highlighting the need for global merchants to localise promotions and messaging.
- Checkout Experience Drives Conversion: Payment security (96%), clarity on shipping costs (95%), and visibility on currency conversion or hidden fees (95%) are crucial for purchase completion. Mobile-friendly checkouts and minimal redirects also play an essential role in building consumer trust.
With the majority of Singaporean shoppers keenly aware of whether a transaction is local or cross-border, eCommerce businesses must tailor their payment experiences accordingly. Airwallex, whose platform supports 160+ local payment methods and multi-currency settlements, is well-positioned to meet this demand.
Homegrown fashion label Love, Bonito, for example, leveraged Airwallex’s capabilities to expand across Southeast Asia opening local currency accounts in minutes and saving 25% on cross-border fees.
Founded in Melbourne in 2015 and now headquartered in Singapore, Airwallex has grown into a global financial technology powerhouse, valued at US$6.2 billion following its US$300 million Series F fundraising. The platform supports over 150,000 businesses worldwide, facilitating more than US$150 billion in annualised transaction volume.
