Singapore, 27 December 2025 — Singapore’s eCommerce market continues to expand steadily as 2026 approaches, powered by a highly connected consumer base, robust digital infrastructure and rising mobile shopping habits. Recent estimates place market size near US$10–11 billion by 2025, underlining the city-state’s position as one of Southeast Asia’s most mature and dynamic online retail environments.
Strong growth trajectory despite small population
Singapore’s eCommerce revenue has grown consistently over recent years. Industry projections suggest the market could reach about US$5.57 billion in 2025, with continued expansion expected through the mid-2020s. Some research views signal that the market is on track to surpass US$10 billion around 2025–26, reflecting broad online adoption among both residents and visitors.
Despite the country’s relatively small population, Singapore ranks highly in digital penetration and eCommerce adoption. The nation’s strong internet connectivity and consumer confidence in digital payments fuel online shopping frequency and average order values.
Digital infrastructure and mobile dominance
Mobile commerce plays a central role in the Singapore eCommerce market. A large share of online purchases are made via smartphones, with shoppers increasingly relying on mobile apps and mobile-first checkout experiences. Between mobile wallet integration, quick checkout flows, and live-commerce formats on social platforms, the mobile channel continues to outperform desktop for everyday purchases.
Singapore’s advanced payments ecosystem, featuring widely used digital wallets, credit card penetration among the highest in Southeast Asia and real-time transfers, has also helped ease friction for eCommerce checkouts. This makes the market particularly appealing for both homegrown and overseas merchants.
Consumer preferences and product categories
Singaporean consumers are known for high disposable incomes and quality-oriented spending. eCommerce platforms frequently report that electronics, fashion, beauty and personal care products remain among the most popular online categories, followed by food & beverage and lifestyle segments as consumers seek convenience and variety online.
Cross-border shopping also plays a role: many Singapore shoppers buy directly from overseas retailers, reflecting both demand for unique products and the global reach of online marketplaces.
Competitive landscape and platforms
Local and regional platforms remain fiercely competitive, with Singapore-based Shopee among the leading marketplaces in Southeast Asia. Shopee’s platform benefits from deep integration with digital payments, logistics and promotional campaigns, and serves as a key hub for both domestic and cross-border commerce.
International players and niche regional sites also participate actively, offering specialised product mix and delivery options tailored to local preferences. As competition intensifies, platforms increasingly differentiate through personalised recommendations, loyalty rewards and fast delivery services.
Market penetration and future forecasts
Singapore’s eCommerce penetration is higher than many of its regional peers, with estimates showing that more than half of the population are active online shoppers, a figure expected to rise further through the late 2020s. Some analysts project that eCommerce penetration could climb toward 80% by 2029, driven by digital literacy and younger generations’ comfort with online shopping solutions.
Longer-term forecasts from multiple research houses also suggest compounded growth through the decade, as both B2C and B2B online commerce scale with improvements in logistics, digital payments, and cross-border trade infrastructure.
Singapore’s eCommerce market has solidified its role as a key pillar of the digital economy, supported by widespread internet access, robust digital payments, and evolving consumer behaviour. As the market heads into 2026, retailers and brands operating in Singapore will need to balance innovation with experience, offering seamless mobile shopping, personalized engagement and efficient delivery, to capture sustained growth and meet rising expectations across both domestic and cross-border segments.