R. Hirschmann
Research expert covering Singapore, Indonesia and Malaysia
Social commerce in Singapore - statistics & facts
Shopping has never been easier than it is now, thanks to social commerce. Purchasing an item could be as simple as scrolling through your social media feed, watching a video of your favorite influencer raving about a product, clicking the affiliated link, and checking out your shopping cart. With an estimated 95 percent of the population in Singapore using social media in 2023, social commerce has the potential to grow rapidly in the city-state. Brands and sellers planning to capitalize on this trend, however, should be aware of the generational difference when it comes to social media usage to maximize their reach and conversion.
Social commerce in Singapore, driven mostly by tech-savvy Gen Z and Millennials, will most likely increase its share of total e-commerce in the years to come. Among the leading social commerce platforms, TikTok is forecast to expand its user base and sales, especially among Gen Z shoppers.
Singaporean shoppers are embracing social commerce
Social commerce is an expanding segment of the Singaporean e-commerce sector, growing by more than two-fold between 2021 and 2024. In 2024, revenue from social commerce is estimated at more than 560 million U.S. dollars. The projected number of social commerce users in that year amounts to around 23 percent of the population. Among the leading platforms for social media shopping, Instagram had the highest revenue, followed by TikTok.A generational divide when it comes to social media shopping
While Instagram, Facebook, and TikTok are Singaporeans’ preferred social commerce platforms, their popularity varies among the generations. Older users who have bought something on social media mostly did so on Facebook, while younger consumers preferred Instagram. TikTok is also becoming increasingly popular as a social commerce platform. In November 2022, the app launched TikTok Shop, followed by TikTok Shop Mall in 2024. ByteDance-owned TikTok is especially popular among the younger demographic, particularly Gen Zs.Influencing their way into your shopping carts
The appeal of social commerce is not just the convenience and ease of shopping while scrolling through social media. For many Singaporeans, social media has become a platform for product and brand research. Social media users have long been confronted with advertising in its various forms – from digital ads to product endorsements by celebrities and, more recently, influencers. The impact of influencers on consumer purchasing decisions can be significant, therefore an effective influencer marketing campaign should not merely be product placement. Social commerce users value authenticity and trust when it comes to recommendations from their favorite influencers. Brands would thus benefit most from partnering with influencers whose own personal brand align with theirs.Social commerce in Singapore, driven mostly by tech-savvy Gen Z and Millennials, will most likely increase its share of total e-commerce in the years to come. Among the leading social commerce platforms, TikTok is forecast to expand its user base and sales, especially among Gen Z shoppers.
