Singaporean consumers are embracing cross-border e-commerce like never before – and they’re demanding more from merchants at every step of the journey.

According to a recent study commissioned by Airwallex in partnership with Statista, 98% of consumers in Singapore are comfortable buying online from another country – significantly higher than the global average of 89%.

Nearly 70% of Singaporean respondents make international purchases at least once a month, driven by strong demand for fashion (75%), skincare (60%), electronics (56%), and food and beverage (49%) products.

And they’re not just buying anywhere – 87% typically shop on major platforms like Amazon, Lazada, Shopee, and Taobao.

The findings also reveal what matters most at checkout: transparent fees (97%), and access to preferred payment options (96%) and the mobile-friendliness of the checkout experience (94%).

Localised experiences drive international sales

With 96% of Singapore shoppers planning purchases around local sales moments like 11.11, 12.12, Black Friday, Lunar New Year, and Hari Raya, the research underscores the importance of localisation.

Merchants looking to win over Singapore customers must deliver not just international access, but experiences that feel native.

Shoppers are also increasingly savvy about how they pay. While 71% prefer credit cards, over half (52%) opt for digital wallets such as Apple Pay, Google Pay, or GrabPay.

Two-thirds (67%) say they change their payment method depending on whether they’re buying locally or internationally. Buy Now, Pay Later (BNPL) is also growing in popularity, especially for high-value purchases in categories like fashion, electronics, and beauty.

“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.

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

said Ershad Ahamed, Head of Southeast Asia, Airwallex.

The takeaway is clear: Singaporean consumers are globally minded and digitally sophisticated.

They know when a transaction is cross-border – and they expect a seamless, trustworthy experience when shopping internationally.

Airwallex helps brands go borderless

To meet these rising expectations, global and regional merchants are turning to platforms like Airwallex to simplify their cross-border payment operations.

With card acquiring, 160+ local payment methods, multi-currency accounts, and real-time FX capabilities, Airwallex helps businesses manage customer collections and vendor payouts – all in one place.

That’s exactly what Singapore-based womenswear brand Love, Bonito needed as it expanded across Southeast Asia.

“When we set our sights beyond Singapore, we knew expansion wouldn’t be easy. Navigating new markets and managing finances across different countries was overwhelming.

But I quickly realised that growth is about having the right people and the right tools to support you at every step – and that’s how Airwallex came to the rescue,”

said Rachel Lim, Co-founder, Love, Bonito.

Airwallex’s global financial infrastructure also enabled Love, Bonito to streamline its financial management and avoid unnecessary conversions, helping the brand better manage its cash flow and reduce transaction costs.

Paying overseas suppliers used to be costly. With Airwallex, Love, Bonito now saves around 25% on cross-border transfer fees by tapping into their local payment network in over 120 countries.

Previously, international payments were slow and unpredictable. Now, 95% of transfers arrive on the same day – accelerating cash flow and improving supplier relationships.

With less time spent managing payments, Love, Bonito can focus more on expanding its brand and empowering women entrepreneurs across the region.

“For us, technology isn’t just about efficiency – it’s about breaking barriers.

With Airwallex’s financial technology, we’re streamlining our financial operations, freeing up time to focus on what really matters: growing our brand and empowering women,”

Lim added.

Serving shoppers and sellers on both sides of the border

As cross-border e-commerce becomes an everyday habit for Singapore consumers, platforms like Airwallex are supporting both sides of the equation – helping global merchants reach new customers in the region, and empowering local brands like Love, Bonito to grow beyond their home base.

The key lies in removing friction – not just at checkout, but across the entire financial stack.

With Singaporean consumers acutely aware of payment security, hidden fees, and local nuances, delivering a trusted, transparent, and mobile-friendly experience is no longer optional – it’s essential.

As global e-commerce continues to evolve, Singapore is setting the pace.

And with the right infrastructure in place, merchants have an opportunity to not only keep up, but get ahead.

Featured image: Edited by Fintech News Singapore, based on image by komodo via Freepik