Did you know that out of all Southeast Asian countries, Singaporean consumers are the hardest to please? A study by iPrice found that Singaporean customers rate their e-commerce experiences at just 2.9 out of 5 stars on average, compared to 4 out of 5 stars by Malaysians. What’s more, Singaporeans were 25% more likely to write complaints in ALL CAPS than their Malaysian counterparts.
But here’s the good news: Singaporeans are the least price-sensitive. And while they’re demanding, they’re the most likely to share their excitement when a brand gets it right.
What does this tell us? Singaporeans may be hard to please, but when you win them over, they can become your biggest fans and profitable cross-border customers.
You already know how the Malaysian market works—this is your home turf. But tapping into the Singaporean market? That’s a whole different game. If you’re ready to learn what makes the average Singaporean shopper tick and how they compare to Malaysians, this article is for you.
1. Purchasing Power and Perception of Value
Singaporean shoppers’ purchasing power far exceeds that of Malaysians, with median incomes over five times higher (in ringgit). This difference doesn’t just mean they can spend more—it fundamentally shifts how they perceive value.
They place a stronger emphasis on quality, craftsmanship, and exclusivity compared to the average Malaysian shopper. Rather than competing on price alone, you can frame your products as high-quality, distinctive items that feel worth the investment.
Your move:
- Showcase what makes your products unique by sharing the story behind their quality.
- Shift focus from discounts to emphasising premium appeal and authenticity.
- Ask yourself: Are you highlighting the craftsmanship of your products, or are you still relying on price as your main selling point?
2. Beyond Functionality
Malaysian shoppers are more cautious, focusing on essentials and relying on discounts or promotions to justify spending on non-essentials.
In contrast, with higher disposable incomes, Singaporean shoppers prioritise products that enhance their lifestyle or reflect their personal preferences. Shopping for them isn’t just functional—it’s about finding items that feel indulgent or offer them a unique experience.
Your move:
- Tap into emotional resonance by showing how your products create special moments and meaningful experiences, making them more than just everyday items.
- Highlight upgrades by framing your products as thoughtful improvements that add value and make daily life better.
3. Expectations for Shipping and Delivery
For Singaporean shoppers, reliable and fast shipping is essential. Our survey shows that 97% of them want to know the courier before checkout — the highest among the six Southeast Asian countries — and expect real-time tracking and delivery wherever they are.
Malaysian shoppers, by comparison, focus more on advanced notifications than speed. Both groups value affordability, with 86% of Singaporeans willing to pay up to SGD9 and 70% of Malaysians up to RM14 for cross-border shipping.
Your move:
- Offer discounted or free shipping strategically (keyword: strategically) to entice them to buy more while also elevating their shopping experience.
- Partner with a trusted logistics provider that offers 100% coverage in Singapore, strong local expertise, and frequent shipments to build consumer confidence.
4. Personalised Post-Purchase Experience
We’ve established that Singaporean shoppers are the hardest to impress—and now we know why. With their high purchasing power, they have access to the best of the best, so they expect more than just good products. They want an experience that feels personal, one that shows you see them as more than just a customer.
Malaysian shoppers, by contrast, are more likely to prioritize price and practicality over personalization. While they appreciate good service, they don’t demand the same level of tailored experiences as Singaporeans.
Your move:
- Send tailored emails that reflect their purchase history, and share product recommendations or meaningful stories to show you value their preferences.
- Thank-you notes can elevate the experience by including a personal touch. Add a small perk like a discount or early access to new products to leave a lasting impression.
The Little Things Matter
The strategies we’ve outlined here may seem small, but for high-purchasing-power consumers like Singaporeans, they make all the difference. Personalised experiences, reliable delivery, and thoughtful gestures aren’t extras—they’re essentials.
At Ninja Van, we understand it’s not just about getting parcels A to B — it’s about creating experiences that exceed expectations. Born and bred in Singapore, we know the market like no one else — we’ve grown alongside it, learning what makes local shoppers tick.
And now, with our limited-time promotion on shipping rates from Malaysia to Singapore, there’s no better time to grow your cross-border business. Reach out to us — we will help you get the little things in logistics right.
