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

SINGAPORE – A study recently commissioned by Airwallex in partnership with Statista polled 1,000 cross-border eCommerce shoppers in Singapore. It revealed that international purchasing is now a mainstream habit amongst Singaporeans. Shoppers make purchases across Asia-Pacific, as well as the US and Europe, looking for items in fashion (75%), skincare (60%), electronics (56%), and food and beverage (49%).

Consumers in Singapore are also discerning and well-informed. Affordable shipping (97%), transparent fees (97%), and the possibility to use their preferred payment options (96%) rank among the top factors influencing their decision to shop from international merchants.

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

• 69% of respondents make cross-border purchases at least once a month.

• 87% 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.”

Key trends from the study include:

• Singaporeans shop across borders, and often: Nearly 70% 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. 

• Purchase category and cross-border needs shape payment preferences: While credit cards remain the top choice (71%), over half (52%) prefer using digital wallets such as Apple Pay, Google Pay, or GrabPay. Notably, 67% 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.

• Localised shopping moments drive cross-border sales: 93% 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 localise offers and messaging.

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

• Checkout speed and simplicity are key: Shoppers overwhelmingly value transparent fees (97%), the ability to pay using their preferred payment methods (96%), and the mobile friendliness of the checkout process (94%). Around one in two say being redirected to a different payment page makes them feel less secure about completing their purchase.

With 96% of shoppers saying they’re aware whether a purchase is local or cross-border, it’s clear that payment experiences need to reflect that distinction. Airwallex is helping businesses meet these expectations by powering fast, localised payment experiences for global and regional eCommerce players – from card acquiring and 160+ local payment methods with multi-currency settlements, to enabling multi-currency accounts that simplify customer collections and vendor payouts within a single platform.

With more Singaporean shoppers buying across borders, Airwallex is supporting both international brands looking to reach the market and Singapore businesses looking to scale beyond it. Homegrown womenswear brand, Love, Bonito, for instance, has used Airwallex to expand across Southeast Asia – opening local currency accounts in minutes and saving 25% on cross-border fees.

Founded in Melbourne in 2015 and headquartered in Singapore, Airwallex is valued at US$6.2 billion following its recent US$300 million Series F fundraise. It supports over 150,000 businesses globally and processes over US$150 billion in annualised transaction volume.

For more information, please visit www.airwallex.com/sg. 

Notes to editor:

Airwallex partnered with Statista to survey 1,000 cross-border eCommerce shoppers in Singapore, defined as anyone who has shopped internationally in the last 12 months through any type of online shop, such as marketplaces or directly from a merchant’s website. All respondents were based in Singapore and completed ‌the survey in January 2025. Our goal was to understand Singapore eCommerce shoppers’ online purchasing behaviour when buying from another country. Our survey participants come from diverse backgrounds and age ranges, representing a typical sample of shoppers within Singapore. 

About Airwallex

Airwallex is a leading financial platform building the future of global banking for modern businesses. By combining proprietary infrastructure with software and AI, Airwallex is reimagining how businesses manage accounts, access capital, control spend, and embed financial services.

Designed to replace fragmented, legacy systems, Airwallex offers a unified platform for global financial operations – providing everything from multi-currency business accounts to payments to spend management and embedded financial products.

Founded in Melbourne and trusted by over 150,000 businesses worldwide – including TikTok, Rippling, Navan, Qantas, and SHEIN – Airwallex is powering a new era of global banking without borders.

Learn more at www.airwallex.com