Chart from data.ai's It’s Not Luck, It’s Skill: Make Every Marketing Dollar Coun This Holiday Season report.

Chart of the Day: BNPL gains traction in Singapore

Buy Now, Pay Later saw a 109% YoY download growth in H1 2022.

E-commerce (Retail) shopping apps are the most downloaded applications in Singapore in the first half of 2022, increasing by 9% year-on-year (YoY) with around 1.26 million downloads, according to a chart from a report by data.ai.

However, the It’s Not Luck, It’s Skill: Make Every Marketing Dollar Coun This Holiday Season report, showed that buy now, pay later (BNPL) applications posted the highest download growth at by 109% YoY to around 423,000 from 203,000 in the same period last year.

READ MORE: BNPL code launched, outstanding payments limited to $2,000 without credit assessment

E-commerce (Consumer-to-consumer) is the second most downloaded shopping app but declined by 14% YoY to over one million. It is followed by Coupons & Rewards with 20% YoY download growth to 678,000, and E-commerce (business-to-business) which rose 26% to 625,000.

Meanwhile, Reselling-related apps saw a 3% YoY download growth to 277,000, whilst other shopping apps climbed 8% to around 97,000.

According to the report, marketers are faced with new challenges to growth this season, which include marketing budget cuts and reduced consumer income. Data.ai also said personalisation would be crucial, and mobile is considered the “battleground” where the competition is on the rise.

Follow the link for more news on

Join Singapore Business Review community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!