Majority of SG consumers want to shop more online

They are giving premium to loyalty programmes and convenience as reasons to shop online.

A GWI report found that around 63% of Singaporean consumers would prefer to shop online, higher than the 37% who still prefer making their purchases in-store.

Millennials and Gen Z are the most likely to shop online at 63%, whilst baby boomers are the only generation that would choose to shop in-store at 57%.

Free delivery is the top driver of online purchases amongst Singaporeans at 48%, followed by loyalty points at 40%, coupon discounts at 38%, customer reviews at 31%, and next-day delivery at 30%.

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“Singaporean consumers are becoming more responsive to loyalty programmes, with consumers who say that loyalty points increase their likelihood of purchasing a product increasing 31% YoY (year-on-year),” it said.

GWI also noted that convenience is also influencing Singaporean consumers to make online purchases, noting that customers cite the importance of next-day delivery rose by 29% YoY, the option to use the “buy” button on social networks by 28%, click & collect delivery by 21%, and “guest” checkout by 13%.