Singapore – Singapore consumers are setting the pace for the next phase of e-commerce in Asia-Pacific, with relevance, reliability and convenience overtaking novelty as the biggest drivers of online shopping decisions, according to new research from Criteo.
Findings from Criteo’s Spark of Discovery 2026 report show that while brands continue to believe their discovery strategies are working, many are struggling to translate those efforts into meaningful business growth.
Although 99% of Singapore brands said their current discovery strategies are effective, only 36% strongly agreed that these strategies contribute to brand growth.
The research, which surveyed consumers and brands across Singapore, India and Australia, found that Singapore shoppers are among the region’s most digitally confident.
Just 32% said online shopping feels more like a chore than shopping in-store, compared to the APAC average of 37% and 55% in India. However, that confidence comes with higher expectations.
Efficiency has emerged as a top priority, with 43% of respondents identifying faster and less time-consuming experiences as the improvement they most want from e-commerce platforms.
While enjoyment still plays a role in online shopping, Singapore consumers approach discovery with purpose. About 63% said joy matters when they shop online, but they are nearly as likely to stick to a shopping list (62%) as they are to explore something new (60%).
Compared to markets like Australia, where only 54% expressed openness to discovering new products, Singapore shoppers appear more receptive—provided the recommendations are relevant and useful.
The findings also point to a changing influence landscape. Only 28% of Singapore consumers said influencer content drives excitement around brands, below the APAC average of 34% and significantly behind India at 54%.
Instead, trust and credibility carry greater weight. More than half (54%) cited positive forum reviews as a key driver of excitement, while 51% pointed to easy access to customer support.
Even impulse purchases appear to be grounded in product appeal rather than social pressure, with 59% of impulse shoppers naming attractive product design as their main trigger. By comparison, only 8% cited peer pressure as a purchasing factor.
The report also suggests that Singapore consumers are becoming more comfortable with the trade-offs associated with AI-powered commerce.
Nearly six in 10 respondents (59%) recognised that sharing more data can result in more personalised recommendations, while 56% said they were comfortable with brands using their purchase history to tailor suggestions.
However, willingness declines when more sensitive data is involved, with only 43% comfortable sharing their email contacts.
Timing, meanwhile, has become increasingly important. Around 44% said seeing the right ad at the right moment contributes to excitement during the shopping journey, highlighting an opportunity for brands to use AI to improve precision rather than simply increase volume.
Brands appear ready to respond. According to the report, 92% plan to use AI to enhance user experiences, while 91% intend to leverage the technology to remove guesswork from product discovery.
“Singapore is a strong indicator of where e-commerce in Asia-Pacific is heading. Consumers here are highly digitally literate—they know exactly what a great shopping experience looks like, and they have no patience for anything less. They want discovery to find them at the right moment, not interrupt them at the wrong one,” said Sukesh Singh, Managing Director for Southeast Asia at Criteo.
“For brands, that’s both the challenge and the opportunity. Generic, broad-reach campaigns don’t cut it anymore. What wins is algorithmic precision that actually respects the shopper’s intent—and AI is what makes that possible at scale. Get it right in Singapore, and you’ve cracked a template for the rest of the region.”
With 85% of Singapore consumers saying shopping festivals influence what they discover and buy, upcoming events such as 10.10, 11.11 and 12.12 remain important opportunities for brands.
But the report suggests that success will depend less on blanket promotions and more on delivering timely, trustworthy and genuinely relevant recommendations.
