Singapore shoppers want cross-channel options more than new-age services

1 min readUpdated May 18, 2025Dec 14, 20166:21 AM

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When it comes to Christmas shopping, Singaporeans prefer retailers with a physical store, coupled with both e-commerce and mobile app. Singapore shoppers want cross channel options more than new age services like digital wallets and augmented reality store experiences, according to the SAP Hybris Singapore Christmas Shopper survey.

More than 1,000 consumers in Singapore were surveyed to uncover their Christmas shopping habits.

When it comes to Christmas shopping, 68 percent of respondents said they prefer retailers with a physical store coupled with both e-commerce and mobile app, enterprise application software provider SAP said in a press statement on 8 December 2016.

In addition, 54 percent prefer those who offer self-pickup services at a physical store.

According to the results, 65 percent of respondents stated that retailers can improve their Christmas shopping experience by offering free shipping.

“Singaporeans are amongst the most tech-savvy spenders in Asia, and no strangers to e-commerce,” said Nicholas Kontopoulos, Global Vice President of Fast Growth Markets for SAP Hybris in the Asia Pacific region. “Despite that and reports of Singapore’s continuously challenging retail landscape, the brick and mortar stores are definitely not dead.

“In fact, the SAP Hybris survey found that 39 percent of Singaporeans still enjoy browsing through stores. This [shows that] Singapore is a truly multi-channel market, where most consumers are using a combination of devices in their online and offline shopping. In the future, offline and online shopping are no longer two separate business models. Singaporeans are demanding a seamless omnichannel shopping experience,” Kontopoulos concluded.

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What this means

This SAP Hybris survey shows that, despite advanced digital adoption, Singaporean shoppers prioritise pragmatic cross-channel options over novel digital services like AR or digital wallets. The preference for physical stores combined with robust e-commerce and self-pickup points to a demand for integrated convenience, a blend we see with PharmaResearch's dual entry into Sephora Singapore and the US. Conversely, retailers neglecting this hybrid approach, like Oh!Some's shuttering of all stores, risk alienating a significant customer base. The key pressure point is on legacy retailers to integrate digital offerings effectively, as the market signals that pure-play models, whether online or offline, face increasing scrutiny. Watch for increased investment in unified inventory and order fulfilment systems across the market.

Maria Santos

Questions & Answers

What specific cross-channel features do Singaporean shoppers prioritise for Christmas shopping?

Shoppers prefer retailers offering a physical store combined with both e-commerce and a mobile app. Also, 54 percent favour retailers who provide self-pickup services at a physical store for convenience.

How do Singaporean shoppers believe retailers can enhance their Christmas shopping experience?

According to the survey, 65 percent of respondents believe retailers can improve their Christmas shopping experience by offering free shipping. This was identified as a key factor for enhancing satisfaction.

Does the survey suggest that physical stores are becoming irrelevant for Singaporean shoppers?

No, despite Singaporeans being tech-savvy, the survey found that 39 percent still enjoy browsing through physical stores. This indicates that brick-and-mortar locations remain important in a multi-channel market.

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