New Study Dissects Four Types of Singaporean Online Shoppers

    Which shopper are you?

    By Robert Cameron - Jul 15, 2021
    New Study Dissects Four Types of Singaporean Online Shoppers

    Credit: Cottonbro via Pexels

    A survey conducted by e-commerce platform Shopee revealed four types of online shoppers in Singapore and their motivations for shopping online.

    The group surveyed more than 1,000 Singaporeans and found that value is the most important factor for online shoppers, with 58% of respondents stating that they are driven by the best deals and prices. Men made up almost two-thirds of the group.

    Additionally, an emerging segment of shoppers prioritizes rewards and giveaways online and more than two-thirds of them are 35 and older.


    “The mid-year shopping season is an exciting time for Shopee. As more Singaporeans go online to fulfill their shopping needs, we are also seeing more diverse preferences and shopping habits emerge,” said Zhou Junjie, Chief Commercial Officer at Shopee.

    Four Types of Singaporean Online Shoppers:

    1) The ‘Shop and Save’ – Patient and decisive shoppers who hunt for the best deals


    According to the report, three out of five respondents are ‘Shop and Save’ shoppers. They prioritize finding the best deals and prices before making an online purchase. 57% are men.

    Shopping regularly: 77% buy something online at least once a month.

    Impulsive buying: 65% do not plan before making a purchase.

    Decisive buying: 46% browse only a maximum of 5 items before making a purchase.

    2) The “Look Look, See See” – Window shoppers who can also be spontaneous buyers

    Making up 15% of respondents, the “Look Look See See” refers to window shoppers who value variety and choice of products. Compared to the “Shop and Save”, these shoppers browse more items on average, but are also more spontaneous to quickly cart out a product that catches their eye.

    Frequent browsing: 57% of window shoppers usually browse more than five items before a purchase.

    Impulsive buying: 56% will buy an item because they felt like doing so at the moment.

    3) The “Own Time, Own Target” Consumer – Shoppers who enjoy the convenience of delivery to their doorstep

    For many Singaporeans, convenience ranks high amongst the Singaporean way of life. 15% of shoppers surveyed choose to shop online and more than two-thirds of “Own Time Own Target” shoppers are over 35 years old.

    Quick decision-making: 56% browse through a maximum of five listings before they find what they’re looking for.

    Proactive shopping: Almost one in three do their own research on products by either searching online or chatting with sellers.

    Frequent shopping: 74% shop online twice a month on average, making them one of the most frequent purchasers.

    4) The “Goodie Hunters” – Shoppers looking for rewards and giveaways online

    One in ten shoppers surveyed search for rewards and giveaways to enhance their shopping experience. More than a third of shoppers in this community are under 35 years old.

    Discovering as they browse: More than half of these shoppers are likely to find new products to buy when browsing on e-commerce platforms like Shopee

    Motivated by product reviews: While being rewards-driven, more than half of “Goodie Hunters” also look out for quality. They make their purchases based on product reviews, 57% said this was a key interest factor.


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