Study: 98% of Singaporeans shop abroad, but transparency and speed key to conversions

Cross-border eCommerce has firmly moved from niche to norm in Singapore, with nearly all (98%) online shoppers expressing comfort in purchasing from overseas merchants. This is significantly higher than the global average of 89%, signalling a huge opportunity for brands and marketers to capture the attention of globally minded consumers who shop frequently and across diverse categories.

A recent study commissioned by Airwallex and conducted by Statista surveyed 1,000 Singapore-based cross-border shoppers. It found that 69% make international purchases at least once a month, predominantly across fashion (75%), skincare (60%), electronics (56%), and food and beverage (49%).

Furthermore, 87% rely on marketplaces such as Amazon, Lazada, Shopee, and Taobao for their purchases, reflecting established trust in these platforms.

Don't miss: Study: 81% of APAC shoppers want AI-powered shopping tools

The data reveals evolving payment preferences that marketers must navigate: while credit cards remain the top payment method (71%), over half (52%) prefer digital wallets such as Apple Pay, Google Pay, and GrabPay. Notably, 67% use different payment methods depending on whether they shop locally or internationally, with 'Buy Now, Pay Later' (BNPL) gaining traction for big-ticket items in electronics, fashion, and beauty.

The study also found that localised campaigns tied to sales and cultural events are key triggers for cross-border purchases, with 77% timing their buys around Black Friday, 72% around major sales days such as 11.11 and 12.12, and 58% during Lunar New Year. This highlights the critical need for marketers to tailor messaging and offers to these high-traffic moments.

Crucially, checkout experience remains a decisive factor in conversion. Shoppers overwhelmingly value transparent pricing including clear tax, shipping, and foreign exchange fees (97%), the ability to pay with preferred methods (96%), and mobile-friendly checkouts (94%).

Around half said being redirected to a third-party payment page disrupts their shopping flow and reduces their sense of security.

With 96% of shoppers aware of whether their purchase is local or cross-border, brands must ensure payment journeys reflect this distinction to build trust and minimise friction.

These findings come as AI, social commerce and sustainability continue to reshape what Singaporean shoppers expect online.

DHL’s latest “eCommerce Trends Report 2025” found that 81% of Asia Pacific shoppers now want AI-powered features such as virtual try-ons, smart shopping assistants and voice search. Almost half (47%) are already shopping by voice commands, highlighting how fast consumer habits are evolving alongside technology.

At the same time, social platforms are transforming from discovery hubs to full-fledged shopping channels. By 2030, 85% of APAC consumers expect to buy primarily through platforms such as TikTok and Instagram, with viral trends driving purchasing decisions for 87% of shoppers.

Related articles:   
Study: 73% of SEA shoppers say yes to AI but still want human support  
Study: Two in three APAC online shoppers say next-day delivery is important   
This is the top eCommerce platform in Southeast Asia this year