Singapore consumers lead the way in cross-border eCommerce adoption, expect transparency and trust at checkout, new Airwallex study revealed Wednesday.

The study which is recently commissioned by Airwallex in partnership with Statista polled 1,000 cross-border eCommerce shoppers in Singapore, revealed that international purchasing is now a mainstream habit amongst Singaporeans.

Shoppers make purchases across Asia-Pacific, as well as the United States and Europe, looking for items in fashion (75 percent), skincare (60 percent), electronics (56 percent), and food and beverage (49 percent).

According to the survey, consumers in Singapore are also discerning and well-informed.

Affordable shipping (97 percent), transparent fees (97 percent), and the possibility to use their preferred payment options (96 percent) rank among the top factors influencing their decision to shop from international merchants.

Meanwhile, 98 percent of Singapore consumers are comfortable buying online from another country, compared to the global average of 89 percent.

It is noted that 69 percent of respondents make cross-border purchases at least once a month.

87 percent of shoppers typically purchase internationally from eCommerce platforms like Amazon, Lazada, Shopee, and Taobao.

“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, Airwallex.

“For global merchants and platforms looking to win over Singapore customers, the message is clear: trust, transparency, and simplicity matter,” he added.

The study also showed Singaporeans shop across borders, and often. Nearly 70 percent of online shoppers make international purchases at least once a month.

They’re most likely to buy through marketplaces and are comfortable navigating international transactions across a wide range of categories.

It also showed purchase category and cross-border needs shape payment preferences.

While credit cards remain the top choice (71 percent), over half (52 percent) prefer using digital wallets such as Apple Pay, Google Pay, or GrabPay.

Notably, 67 percent say they use different payment methods depending on whether they’re shopping locally or internationally.

Buy Now, Pay Later (BNPL) continues to grow in popularity – particularly for high-ticket purchases, and in categories like electronics, fashion, and skincare and beauty.

Localized shopping moments also drive cross-border sales, according to the study.

93 percent of Singaporean shoppers say they plan purchases around major seasonal or sales events – including double-digit sales days (e.g., 11.11 and 12.12), Lunar New Year, Black Friday, and Hari Raya – presenting a major opportunity for global merchants to localize offers and messaging.

The study also highlighted that trust and transparency drive conversion.

Consumers are more likely to complete an international purchase when their payment security concerns are addressed (96 percent), there is transparency around shipping costs (95 percent), and clear information is provided on currency conversion or hidden fees (95 percent).

It also showed that checkout speed and simplicity are key. Shoppers overwhelmingly value transparent fees (97 percent), the ability to pay using their preferred payment methods (96 percent), and the mobile friendliness of the checkout process (94 percent).

Meanwhile, around one in two say being redirected to a different payment page makes them feel less secure about completing their purchase.

Founded in Melbourne in 2015 and headquartered in Singapore, Airwallex is a payment firm valued at $6.2 billion following its recent $300 million Series F fundraise.

The firm supports over 150,000 businesses globally and processes over $150 billion in annualized transaction volume.


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