Influencer effect fades as trust takes over among SG shoppers

Singapore consumers have moved past novelty-driven eCommerce experiences, instead prioritising relevance, reliability and speed as key drivers of online discovery, according to Criteo’s "Spark of discovery 2026" report.

Drawing on consumer and brand perceptions across Singapore, India and Australia, the study finds that Singapore is increasingly setting the tone for the next phase of eCommerce in Asia Pacific, with shoppers demonstrating high digital confidence and a strong sense of what constitutes a “good” online experience.

Only 32% of Singapore shoppers now see online shopping as more of a “chore” than in-store retail, below the regional average of 37% and significantly lower than India at 55%. However, efficiency remains a key expectation, with 43% citing faster and less time-consuming shopping journeys as their top improvement area.

While more than three in five (63%) say they still value “joy” in online shopping, Singapore consumers show a more intentional approach to discovery. Around 60% say they are open to finding something new, closely aligned with the 62% who prefer sticking to a planned list. 

Don't miss: Nearly 80% of consumers willing to pay more for brands they trust

Trust replaces influence as key discovery trigger

The report also points to a clear shift in what drives purchase excitement in Singapore, with credibility outweighing creator-led influence.

Only 28% of Singapore shoppers say influencer content drives brand excitement, below the APAC average of 34% and significantly behind India at 54%. Instead, 54% cite positive forum reviews as a key trigger, while 51% point to accessible customer support as a confidence driver.

Among impulse purchases, 59% say attractive product design is the main trigger, reinforcing that product-led value outweighs social pressure. Just 8% cite peer influence, compared to 19% in India.

In addition, the report found that relevance has become the real currency in AI-driven commerce. Singapore consumers are prioritising relevance, timing and value exchange over passive exposure. While 59% understand that sharing more data leads to more personalised recommendations, comfort levels vary depending on data sensitivity. More than half (56%) are comfortable with brands using purchase history for recommendations, but that drops to 43% when it involves sharing email contacts.

Timing also plays a critical role in engagement, with 44% saying seeing the right ad at the right moment is a key driver of purchase excitement.

In response, brands are increasingly leaning into AI, with 92% planning to use it to improve user experience and 91% aiming to reduce friction in product discovery.

Pressure to close the discovery gap

Despite strong confidence, Criteo found a disconnect between perception and performance among brands in Singapore. While 99% believe their current discovery strategies are effective, only 36% strongly agree they are driving brand growth, highlighting a gap between execution and commercial impact.

With major shopping events such as 10.10, 11.11 and 12.12 approaching, the pressure to refine discovery strategies is intensifying.

Criteo said success in this environment will depend less on broad reach and more on algorithmic precision, peer validation and contextual relevance, particularly during peak retail moments when intent is highest.

More than four in five consumers (85%) said shopping festivals influence what they discover and buy, underscoring their importance as conversion windows rather than just promotional spikes.

The report suggests that brands that combine AI-driven targeting with stronger signals of trust — such as reviews, product quality cues and responsive customer support — are more likely to win attention in an increasingly selective market such as Singapore.

“Singapore is a strong indicator of where eCommerce in Asia-Pacific is heading. Consumers here are highly digitally literate. They know exactly what a great shopping experience looks like, and they have no patience for anything less,” said Sukesh Singh, managing director, SEA at Criteo. “They want discovery to find them at the right moment, not interrupt them at the wrong one.”

The findings come as trust becomes an increasingly important commercial driver for brands. A recent McCann study found that 80% of consumers globally are willing to pay more for brands they trust, while 69% have abandoned brands after losing confidence in them.

As consumers navigate a growing mix of reviews, creator content, algorithms and AI-generated recommendations, the study argues that brands are entering a "doubt economy" where credibility and transparency matter as much as visibility.

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