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03 March 2022
Singapore's shifting shopping habits
Shopper research & insightPurchase behaviourSingapore
Singaporean shoppers are increasingly attuned to the quality of their online experiences, according to new data from online ad firm Criteo.
Why it matters
A survey of 1,000 Singporean consumers highlights the points of friction that buyers like, remember, or dislike.
What you need to know
Online and offline shopping are closer than ever. In 2021, 86% of respondents made a purchase through an app while 85% browsed online before buying in store.
Most shoppers click on ads while online, and buy products recommended to them in ads, especially for Gen Z (77%) and Millennial (79%) shoppers.
More shoppers will leave a positive review about a good customer experience (77%). The converse has also been reported, with 52% leaving a negative review after a negative customer experience
What draws shoppers
Bargains are still the main draw for most (96%) respondents, but increasingly free shipping (95%), a good range of products available on the platform (94%), high-quality product images (93%) and a quick and easy check out process (93%), are growing in importance.
Sixty-three percent of shoppers in Singapore say they would search directly on a retailer or brand’s website if they know the item they are looking to purchase, and 57% said that this would be their first place to search if they know the type of item they want to purchase.