Three in five Singaporeans prefer to shop local

Gen Z consumers are the biggest fans of local sellers.

More than half of Singaporeans across generations would choose to shop local against international brands, a survey by Amazon Singapore said.

The study sought to explore online shopping behaviour across three main generational groups in the country – Gen Z (born 1997 to 2009), Millennial (born 1981 to 1996) and Gen X (born 1965 to 1980). It looked into the items purchased in the past year, the impact COVID-19 had on shopping habits, and if the behavioural change is likely to shift post-pandemic.

More than half of Singaporeans surveyed said they will choose to support local sellers over buying the same product from an international seller if there are no price differences.

The study found that 48% of Gen X  shoppers bought from local brands in the past 1 week or so, followed closely by Millennial (44%) and Gen Z (34%).

Meanwhile, 67% of Gen Z shoppers stated that for the same product, they would rather buy from a seller that gives back to the local community, versus one that does not, compared to 55% of both Millennial and Gen X shoppers.

Amazon Singapore said this trend reflected in their online store. In 2020, Amazon.sg welcomed more than 12,000 small businesses in Singapore, all of whom participated in Prime Day for the first time ever. 

This year, there are more than double the number of small businesses participating in Prime Day. Local sellers who participated in Prime Day observed stronger sales numbers during Prime Day than other months.

Prime Day returns to Singapore on 21 and 22 June.

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