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一份2019年新加坡电商报告:晚10点是新加坡电商购物高峰点! |出海新加坡电商岛群第2期

2019-12-13 22:20:17

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市场规模

根据新加坡经济渗透率分析报告,到2025年,新加坡的电子商务市场预计将达到54亿美元(74.6亿新加坡元)。这是2016年行业价值的五倍,按照目前的增长率,这些数字似乎很容易实现。由于预计到2025年将在电子商务领域进行高达500亿美元的投资,因此这种增长预计将以每年超过11%的速度实现。

互联网在东南亚的普及率最高,为82%,新加坡将继续在东南亚占据领先地位。预计到2023年,用户数量将达到440万。该国在零售领域投资的在线初创企业数量也显着增加,尤其是在时尚,家庭需求,旅行和娱乐以及数字领域产品。

 

热门网站

在流量方面,新加坡的电子商务之王是Qoo10。

在2018年,Qoo10的平均平均访问量(台式机和移动网络)达到1020万,比Lazada高290万。在线市场在2018年开始出现爆炸式增长,因为它在1月份的访问量创下最高记录,达到1190万。根据Qoo10新加坡总经理Sam Too的说法,他认为Qoo10在市场上具有先发优势,因为他们在十年前“占领”了电子商务行业的市场中占有优势。迄今为止,新加坡是Qoo10的总商品价值(GMV)的第二大贡献国,仅次于日本。

 

             

 

排在第二位的是Lazada。 2017年8月23日,Capitaland宣布与中国阿里巴巴建立战略联盟,以管理其上海总部并在新加坡的Lazada上建设在线商城。 Lazada的平均流量为730万,从4月到10月,其流量在500万到600万之间浮动,但急剧增加,到11月达到了1,120万。 11.11的销售可能归因于流量的突然增长。

Lazada收购了东南亚许多早期的电子商务公司,但Lazada抵达Qoo10的时间比Qoo10晚了两年,这可能是Qoo10相对稳定的主要原因之一。

 

             

 

排在第三位的是Shopee,平均流量为208万。 根据该报告,流量每月都在逐步改善,这可能是由于Shopee于2018年3月启动了中国市场门户网站的努力,在该门户网站上,消费者可以直接从中国卖家购买商品而无需支付任何运费和代理商费用 。

             

 

客户属性

根据新加坡的相关调查数据,新加坡女性网购用户的比例高于男性,女性购物的频率远高于男性。 Qoo10当前对美容和时尚的关注帮助该平台吸引了更多女性消费者。

80%的新加坡购物者表示,他们购买的商品受到社交媒体的严重影响。 96%的新加坡消费者至少使用一个社交网络。 Facebook和Whatsapp的每日访问量在新加坡最高。

 

网上购物时间

新加坡是东南亚唯一一个下班后购物行为更多的国家,而其他国家(包括马来西亚)则倾向于在工作时间内购物。

在工作时间内,新加坡人的订货量在东南亚国家中最低。从4 PM开始,订单逐渐增加,并最终在6 PM达到第一点。在新加坡,人们的购物时间会持续到凌晨2点,晚上10点是高峰(泰国的晚上9点领先1%)。

一项研究显示,新加坡最大的在线购物群体年龄在25至54岁之间,这表明大多数在线购物者都在上班,因此他们通常只在下班后购物。

 

支付方式

作为世界上最大的无现金社会之一,新加坡非常重视在线购物付款的便利性。在新加坡的电子商务网站上,信用卡是最简单,最受欢迎的付款方式。这是新加坡所有商家支持的付款方式。 Visa和MasterCard是领先的信用卡提供商,美国运通(American Express),JCB和新加坡大莱(Diners Club)新加坡的市场份额均较小。第二种最流行的付款方式是银行转帐,只有38%的商家支持这种方式,远远落后于信用卡。

 

物流与基础设施

2015年,世界银行将新加坡列为世界第五大物流国家。由于战略性地位于南亚的心脏地带,因此新加坡是世界贸易的重要物流枢纽,并且拥有主要运输通道网络。

全球前25名物流企业中有20家从新加坡开展业务,在这里设有地区或全球总部。领先的制造商也因其领先的物流,世界一流的基础设施和出色的全球连通性而在这里开展业务。

 

 

Singapore’s E-commerce Status in 2019

 

Market size

Singapore’s e-commerce market is expected to reach $5.4 billion (7.46 billion SGD) by 2025, according to the Singapore economy penetration analysis report. That is five times the industry’s value in 2016, and at the current rate of growth, these numbers seem easily achievable. This growth is estimated to happen at a rate of over 11% per year as a result of investments of up to US$50 billion expected to be made in the e-commerce sector till 2025.

Singapore, which has the highest Internet penetration of south-east Asia at 82 per cent, will continue to lead the way in south-east Asia. And the number of users is expected to amount to 4.4 million by 2023. The country has also seen a significant increase in the number of online start-ups investing in the retail segment, especially in fashion, home needs, travel and entertainment, and digital products.

 

Top Websites

In terms of traffic, Singapore’s e-commerce king is Qoo10.

In 2018, Qoo10 was recorded to have a total average visit (desktop and mobile web) of 10.2 million traffic, beating Lazada by 2.9 million. The online marketplace started 2018 with a bang as it clocked the highest visits with 11.9 million visits in January. According to general manager of Qoo10 Singapore, Sam Too, he believed that Qoo10 had the upper hand as they had first-mover advantage in the market where they had “groomed” the e-commerce industry a decade ago. To date, Singapore is Qoo10’s second largest contributor to its total Gross Merchandise Value (GMV) after Japan.

 

Coming in at second place is Lazada. on August 23, 2017, capitaland announced a strategic alliance with China’s alibaba to manage its Shanghai headquarters and build an online mall on Lazada in Singapore. Lazada had an average of 7.3 million traffic and its traffic was floating between 5 million and 6 million range from April to October but had a drastic increase and reached 11.2 million within November. The 11.11 sales could have possibly attributed to this sudden growth in traffic.

 

Lazada acquired many of the early e-commerce players in southeast Asia, but in Singapore Lazada arrived two years later than Qoo10, which may be one of the main reasons why Qoo10 has been relatively stable.

Taking the third spot is Shopee with an average of 2.08 million traffic. Based on the report, there was a gradual improvement in traffic month after month.This may be due to Shopee’s efforts of launching the China Marketplace portal in March 2018, where consumers were able to purchase goods directly from Chinse sellers without any shipping and agent fees.

 

Customer attributes

According to the relevant survey data of Singapore, the proportion of female online shopping consumers in Singapore is higher than that of male, and the frequency of female shopping is much higher than that of male. Qoo10’s current focus on beauty & fashion has helped the platform gain more female consumers.

80% of Singapore shoppers said that what they buy is heavily influenced by social media. 96% of Singapore consumers use at least one social network. Facebook and Whatsapp have the highest daily reach in Singapore.

 

Time of shopping online

Singapore is the only country in southeast Asia where shopping behaviour is more after work, while other countries including Malaysia tend to shopping during working hours.

The order quantity of Singaporeans in the working time is the lowest in southeast Asian countries. since 4 PM order began to increase gradually, and ultimately achieve the first point at 6 PM. In Singapore, people’s shopping time last until 2 o ‘clock in the morning, and 10 o ‘clock at night is a peak (except for the 9 p.m. Thailand leading 1%).

According to a study, Singapore’s largest online shopping group aged between 25 and 54, indicating that most online shoppers are working class, so they are usually only shopping after working hours.

 

Payment Methods

As one of the largest cashless societies in the world, Singapore attaches great importance to the convenience of online shopping payment. Credit Cards is the easiest and most popular method of payment on e-commerce sites in Singapore. And it is the payment method supported by all merchants in Singapore. Visa and MasterCard are the leading Credit Card providers, with American Express, JCB, and Diners Club Singapore, all holding a smaller market share. The second most popular method of payment is bank transfer, which is supported by only 38 percent of merchants, far behind credit cards.

 

Logistics and Infrastructure

In 2015, the World Bank ranked Singapore as the 5th best country for logistics in the world. Being strategically located in the heart of South Asia means Singapore is an important logistics hub for world trade and is home to a network of major shipping lanes.

20 of the top 25 global logistics players conduct their operations from Singapore, housing their regional or global HQs here. Leading manufacturers also base operations here due to its leading logistics, world-class infrastructure and excellent global connectivity.


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