ASEAN Market Series: How to Enter the Singaporean E-Commerce Market 🇸🇬

ASEAN Market Series: How to Enter the Singaporean E-Commerce Market 🇸🇬

By Nick Bartlett on May 27, 2024
Welcome to the latest installment of our series on entering the ASEAN market as an e-commerce retailer.

Singapore has been a high-tech hub for e-commerce in Southeast Asia for some years now. Competition is high, as are shopper expectations. 

Plenty of foreign e-commerce brands have added Singapore as a market to focus on, but you have to be savvy and take the time to get to know the local preferences.

E-commerce retailers looking to establish your brand in Singapore — whether you are planning on setting up local fulfillment operations or just creating a tailored marketing plan for the nation, read on to discover the important traits of Singapore's e-commerce market, such as:

  • Marketing strategy
  • Logistics environment
  • Challenges and opportunities

Read About CBIP's Full-Service Adaptable Logistics Solutions

Marketing strategy  

Put mobile first

With one of the world’s highest smartphone penetration rates, it's a wise move to prioritize mobile platforms when designing a marketing strategy.

When creating a mobile strategy, of course, you’ll want to focus on marketing your product on whichever platform Singaporeans visit on their phones.

Social media has become an important avenue for e-commerce shopping. For the older generation, many still use Facebook. For younger shoppers, TikTok and Instagram are the big draws.

Besides marketing, you should make sure that your e-commerce site is optimized for mobile devices — that means fast speeds and easy mobile payment integrations.

Young consumers lead the way

Gen z buying power continues to rise as the generation ages and accumulates wealth. This rising generation should be taken into account for e-commerce development in the country, as they are the ones pushing e-commerce popularity forward. 

Social media marketing

As in most of Asia, if you are going to sell e-commerce, your marketing strategy AND sales platform should include a lot of social media.

Facebook remains popular among the older generation, but for younger Singaporeans, Instagram and TikTok are where they discover new trends and make purchasing decisions. 

45% of young people use social media to discover and purchase products, so you are going to want to get active on socials to market to Singaporeans. You can do this through live selling over video streams, and partnering up with local influencers to market your products.

Get to know Singaporean e-marketplaces

Apart from selling through social media, purchasing through one of the huge e-marketplaces is also incredibly popular in Singapore. 

Like anywhere else, Amazon is a popular choice for online marketplace shopping. Then, there are the options more local to Singapore and Southeast Asia, such as Lazada, Shopee, and Carousell.

Related: How to Enter the Thai E-Commerce Market

The state of logistics

Singapore has excellent infrastructure, so you can trust that logistics will be efficient and tech-enabled more often than not.

Many international carriers and shippers have hubs in Singapore, so you may wind up shipping goods through the country if you do business with other parts of Asia. The nation is also rated first in customs clearance efficiency.

Whether you are shipping parcels or containers to Singapore, you’ll be in very good hands.

Challenges and opportunities

As e-commerce grows, local consumers are looking to purchase a more diverse range of products online. This creates a huge opportunity for foreign brands. As a foreign brand, if you can create a niche that brings a unique product to the Singaporean consumer, you may be able to carve out a place in the market for yourself. 

Competition may be fierce in the country, but so is the opportunity to create a niche with the right omnichannel marketing strategy. 

A 2023 study showed that 4 out of 5 Singaporeans choose to browse new products online before purchasing in brick-and-mortar stores. This tells us that Singaporeans like to do ample research before making a purchase, but ultimately want to see items in person and get the instant gratification of buying in-store. 

Of course, you could always combat this by establishing a brick-and-mortar location, but that may require significantly more investment than most retailers are willing to make. Instead, win them over with a great online shopping experience.

The way to win customers in this market is to give them tailored buying experiences that help them understand what the product looks like before buying, like virtual try-ons and live-selling. These methods give shoppers the confidence to purchase without visiting a store.

Expand your business in Southeast Asia with CBIP's help

Entering a market like Singapore can be intimidating. While it's easy to find good 3PLs and plenty of carriers to choose from, the amount of logistics options can be intimidating.

That’s where you can use us: We’re CBIP Logistics, your partner for end-to-end, 4PL logistics, located conveniently out of Hong Kong (plus all over the world). We have over ten years of experience working in Southeast Asia, and we can help you get the best logistics in the region.

How does our model work? As a 4PL, we don’t own our warehouses, trucks, or other logistics assets. Instead, we work with a wide network of globally located providers. 

We have those providers integrated with our in-house technology platform. Then, when you choose to work with CBIP, we connect you to them through our platform. We set up your logistics, manage it, and consult you on how to make better decisions to grow and improve your business.

Want to find out more? Give us a call for a free consultation today. 

About Author

Nick Bartlett

Nick Bartlett is CBIP’s director of sales and marketing. His expertise lies in marketing, supply chain management, and corporate retail experience. He honed his skills over 10+ years working across the Asia Pacific region and beyond.

Nick keeps a close eye on new markets and believes successful business operations come through value-based relationships.


Powered by the latest in logistics technology

Asia’s first carbon-neutral 4PL firm

We are an extension to your in-house logistics team

Our Service

E-Commerce Logistics

Full-Service Logistics


Subscribe Now

Get the latest insights from the CBIP team on global logistics & supply chain.

Grow your business with a partner that puts your needs first. Schedule a Call Today

Please enter a valid business email.


Every e-commerce brand or seller is a little different. So, the best way for us to provide you with a detailed quote is to fill out our online questionnaire here and from here we can walk you through the various options available to you with CBIP Logistics.

No, we do not charge the higher fee associated with long-term storage. No matter how long the goods remain in our warehouse. They are charged the same rate for inventory storage.

Yes! We can store your inventory and replenish Amazon as necessary, helping you adhere to Amazon’s strict rules and regulations for packaging, labeling and shipping.

We charge for storage by either cubic meter, sqft or per pallet / racking space per week. It depends on the request from the customer as one-size doesn’t fit all. It would be better if you schedule a call with us

We provide a variety of services in the logistics landscape which includes Ocean Freight, Airfreight, Domestic Delivery, Warehouse & Distribution and Customs Clearance & Brokerage.

We offer several types of warehouses that are tailored to your requirements and vary among countries, e.g. Bonded Warehouse, General Warehouse, Consolidated Warehouse and Distribution Center.

Yes, you can track it from our platform by using the “Log In” function and access to “B2B” which is dedicated to track any shipment you have with us. This is a real-time platform which integrates with some major carriers so from here you can get the visibility of vessels on the globe map.

  • Origin Management: digital PO management and connected suppliers supported by agnostic 3PL vendor management capabilities.

  • Shipment Tracker: real time tracking also vessel tracking to let you know where the goods are.

  • Destination Management: platform manage the delivery to Distribution Centre and update frequently on platform.

  • Paperless Handling: we centralize the document hub on the platform for shipment-by-shipment. From here you can get the full documentation of a particular shipment within a click.

We offer the consulting services to enterprises who looking for either:

  • Optimizing their existing operations for cost, operation & performance effectiveness.

  • Scale their B2C or B2B business

Yes, our consulting services range from completing assessments on existing business, strategy & planning, tendering & RFP development, vendor selection and transitions & special projects.

Every business, we have a dedicated Account Manager who is the focal contact point that you can get in touch for daily operation.

Greenhouse gases (GHGs) are any gases that contribute to climate change through the effect of global warming (carbon dioxide, methane, nitrous oxide, and more). As more of these gases are released, the atmosphere traps more heat from the sun every year. This is causing the climate to change. GHGs and carbon dioxide (CO2) emissions are often used interchangeably with carbon emissions when talking about the climate.

Like most websites CBIP uses cookies in order to optimize your experience and deliver a more responsive user experience. These cookies are safe and secure, and we only use this data within the CBIP Organization. Privacy Policy