Singaporean consumers are increasingly expecting more from their online shopping experiences, favoring personalised and relevant product discovery over novelty. This finding is according to a recent report called the Spark of Discovery 2026.
The study shared that Singaporeans are progressively seeking out efficient, customised experiences. Nearly half of the respondents (43%) stated that a swifter, more streamlined shopping process would be the most valuable improvement that retailers could offer them.
In addition, the survey indicated that 63% of surveyed participants still find enjoyment crucial in online shopping, 62% prefer to stick with planned purchases, and 60% remain open to discovering new items. These data points signify a more purposeful approach to online browsing and purchasing.
Trust is more important than influence when it comes to online shopping. Only 28% of Singaporean consumers admitted that content from influencers generates excitement about brands, which falls below the Asia-Pacific average of 34%. Meanwhile, positive reviews and readily accessible customer support emerged as the strongest factors driving engagement.
Singapore is seen as a key indicator of the direction in which e-commerce in the Asia-Pacific region is moving, according to Sukesh Singh, MD, SEA at Criteo. Singh goes on to explain: “Consumers here are highly digitally literate; they know exactly what a great shopping experience looks like, and they have no patience for anything less. They want discovery to find them at the right moment, not interrupt them at the wrong one.”
These findings have emerged as retailers are boosting investments in artificial intelligence to enhance personalisation. Over half of the respondents declared that they are comfortable with brands leveraging their purchase history to provide customised recommendations, while 44% noted that timely and relevant advertisements enhance the shopping experience.
On the retailer side, the report found that a vast majority (92%) plan on utilising AI to improve customer experiences, while 91% intend to employ it to make product discovery more efficient. These figures suggest that retailers are increasingly shifting their focus towards data-driven targeting as opposed to broad-reaching campaigns.
The report also underscored the significant influence of shopping festivals on Singapore consumers, with 85% stating that they are swayed by such events. This reinforces the importance of providing pertinent recommendations during peak spending periods.
What value do Singaporean consumers see in online shopping experiences?
Efficiency and personalisation are highly valued by Singaporean consumers in their online shopping experiences. A streamlined, less time-consuming shopping process is seen as the most valuable improvement that retailers could offer.
How important is trust for Singaporean consumers when shopping online?
Trust is crucial for Singaporean consumers when shopping online. Positive reviews and accessible customer support are among the strongest factors driving engagement.
How are retailers responding to the demand for personalised experiences?
Retailers are increasingly investing in artificial intelligence to enhance personalisation. They plan to utilise AI to improve customer experiences and make product discovery more efficient.
