A new study commissioned by Airwallex and conducted by Statista has found that cross-border online shopping is now firmly embedded in the habits of Singaporean consumers, who also demand clear, secure, and efficient checkout experiences. The study surveyed 1,000 online shoppers in Singapore and revealed that almost all are comfortable making international purchases, with many shopping across Asia-Pacific, the US, and Europe for products in categories such as fashion, skincare, electronics, and food and beverage.
A growing appetite for international shopping
According to the research, 98% of Singapore consumers are comfortable buying from overseas online retailers, significantly higher than the global average of 89%. Nearly 70% of them make cross-border purchases at least once a month, with 87% using platforms such as Amazon, Lazada, Shopee, and Taobao. The most common purchases include fashion (75%), skincare (60%), electronics (56%), and food and beverages (49%).
The findings reflect Singapore’s status as one of the most digitally advanced markets in the region. “Singapore is one of the most digitally advanced consumer markets in the region. Shoppers here are globally minded, but they’re also extremely deliberate – they expect a fast, frictionless and secure checkout experience,” said Ershad Ahamed, Head of Southeast Asia at Airwallex. “For global merchants and platforms looking to win over Singapore customers, the message is clear: trust, transparency, and simplicity matter.”
Checkout preferences shaped by convenience and confidence
Singaporean shoppers ranked affordable shipping and transparent fees as top considerations, with both cited by 97% of respondents. An equally high proportion said the ability to use preferred payment methods was essential, and 94% valued mobile-friendly checkout experiences.
The study also found that the method of payment often varies depending on whether the purchase is local or cross-border. While credit cards remain the most used payment method (71%), digital wallets like Apple Pay, Google Pay, and GrabPay are preferred by 52%. In addition, 67% said they switch payment methods depending on the purchase origin. Buy Now, Pay Later options are also gaining popularity, particularly for more expensive items in categories like fashion, electronics, and skincare.
Nearly half of shoppers said being redirected to a separate payment page made them feel less secure, highlighting the importance of seamless integration at checkout. Trust and transparency were especially important to conversion, with 96% saying payment security concerns must be addressed, and 95% needing clear information on shipping fees and currency conversion.
Seasonal campaigns and local relevance drive success
Local shopping moments also strongly influence cross-border activity. A total of 93% of respondents said they plan international purchases around sales events such as double-digit sale days (e.g., 11.11, 12.12), Lunar New Year, Black Friday, and Hari Raya. This offers global merchants an opportunity to localise marketing and promotional efforts to align with Singaporean consumer behaviour.
With 96% of shoppers aware of whether a transaction is local or international, checkout experiences must reflect that understanding. Airwallex supports this need by providing fast, localised payment services for regional and global eCommerce businesses. Its solutions include card acquiring, access to over 160 local payment methods, multi-currency settlement, and multi-currency accounts to streamline collections and vendor payouts.
Airwallex is already helping brands like Love, Bonito scale across the region. The Singapore-based womenswear label has used the platform to open local currency accounts in minutes and reduce cross-border fees by 25%.
Founded in Melbourne in 2015 and headquartered in Singapore, Airwallex is valued at US$6.2 billion following a US$300 million Series F funding round. The company supports over 150,000 businesses worldwide and processes more than US$150 billion in annualised transaction volume.
