Shoppers In Singapore Highly Influenced By Social Media Ads: PayPal Study

The latest PayPal Borderless Commerce Report 2022 reveals a shift in shopper values, making people increasingly comfortable shopping beyond borders. This has created opportunities for global merchants to sell in the growing world of cross-border commerce. The 2022 survey was conducted by global research agency Ipsos between December and January this year across 14 international markets, including Singapore, the United States, Britain, China and Japan.

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It polled 1,000 consumers aged 18 and older in each market and also found that in the m-Commerce market, Singapore dominates online shopping with the highest smartphone penetration in Southeast Asia. 84% shop via smartphone, while only 55% shop via laptop. If a cross-border merchant is looking to succeed with buyers, they should ensure that every aspect of the m-Commerce experience, from browsing to payment options, is optimized to be mobile-friendly.

The study further reveals that, given the high penetration of smartphones, Singaporeans are fans of social media and turn to it for m-Commerce activities. Brands looking to penetrate the market can make a big impression on consumers by maintaining a strong social media presence. Moreover, 79% of online shoppers in Singapore shop internationally, with close to four in five respondents having done so in the past three months of the study. Social media ads significantly influence online shoppers in Singapore, with two in five who shop across borders saying they discovered new products after viewing advertisements on Facebook, Instagram or WhatsApp.

Meanwhile, for China and Hong Kong, e-Commerce makes up more than half of all shopping. 77% shop cross-border for clothing, groceries and cosmetics. Social media ads also significantly influenced shoppers in China and Hong Kong, with 47% of shoppers discovering products after viewing ads on social media.