There is growing interest in the emergence of virtual influencers - computer-generated personas that mimic human brand ambassadors by endorsing products and connecting with followers online. This trend holds promise for retail in Singapore, particularly as many international brands and retailers use the city-state as a test bed for new digital strategies before rolling them out elsewhere in Southeast Asia.
The rise of generative AI is reshaping how e-commerce players engage consumers, streamline operations and deliver customer service. Notably, Shopee is collaborating with OpenAI, a prominent Artificial Intelligence developer, to experiment with AI Agents in Southeast Asia and Brazil.
The leading online channels in Southeast Asia, including in Singapore, remain e-commerce marketplaces such as Shopee Marketplace and Lazada Marketplace. In earlier phases of expansion, these giants grew by subsidising buyers and sellers through large-scale promotions and shipping discounts, a strategy made possible partly by venture capital funding.
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Understand the latest market trends and future growth opportunities for the Retail E-Commerce industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retailing, are captured in Streaming Services E-Commerce. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such a service is captured in Other E-Commerce. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, while the delivery fees associated with such services are included in Other E-Commerce. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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