Ranked: Singapore’s top 10 e-commerce sites – and the results are unsurprising

  • Singapore’s top e-commerce site in terms of traffic is Qoo10 with an average of 8.4 million monthly visits, according to SimilarWeb.
  • Love, Bonito has the highest number of Instagram followers at 122,000.
  • Lazada has the highest number of Facebook followers at 18.1 million and is the leader of e-commerce in Southeast Asia.

When it comes to e-commerce, it seems Singapore consumers prefer to heading to local sites to fulfill their online shopping needs.

Out of the top 10 e-commerce sites in Singapore ranked according to monthly visits, seven are local players. Namely, they are Lazada; EZBuy;  Zalora; Shopee; Reebonz; Love, Bonito; and Forty Two.

No surprises there: Local e-commerce sites may offer cheaper rates and have better sensitivity of consumer trends.

The online shopping buzz sparked an overwhelming demand for Amazon’s Prime Now service which started here last month.

Then on Aug 23, local conglomerate CapitaLand announced new strategic alliances with e-commerce giants Alibaba Group and Lazada Singapore.

So it appears that e-commerce growth here is in the cards.

But as to what kind of sites consumers here go to most, a recent study has shown that online shoppers here are big on fashion sites and those which sell general-purpose items.

The Interactive E-commerce Study, a first by online shopping aggregator iPrice Group, compared 31 e-commerce websites in Singapore with data gathered from April to July this year.

It found when it comes to traffic, Qoo10 is the “king of e-commerce in Singapore” with an 8.4 million average monthly visits, according to figures from SimilarWeb.

Qoo10 is the “king of e-commerce in Singapore” in terms of average monthly visits.
iPrice Group

Qoo10 recorded nearly double the traffic of Alibaba-backed Lazada and one possibility for this, according to the study, is that it was established in Singapore earlier than Lazada.

When it comes to Instagram, home-grown online fashion retailer Love, Bonito has the highest followers at about 122,000.

iPrice explained: “This may be due to their social media strategy for acquiring customers predominantly through photos showcasing their line of clothing on the platform.”

On Facebook, Lazada has the highest number of followers when it comes to local e-commerce sites at 18.1 million.

While Qoo10 has high traffic numbers, Lazada “triumphs over them with the strongest Facebook base in Singapore”, said iPrice.

Qoo10 users are largely female (75%) and their average age is 27.

iPrice said: “This demographic drives a significant majority of the business, as Qoo10 appeals due to its large listings in health, beauty and fashion categories.

“This is largely different from Lazada’s popularity with electronic good and gadgets.”