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Singaporean fashion shoppers move online

More than two in five Singaporean shoppers have purchased shoes and clothing online in the last three months.

And according to a new study by GfK, fashion and shoes are the most frequently purchased items over the Internet, with the average Singaporean shopper spending over $250 and $180 on these two categories respectively.

Bags, toys, babycare and sports equipment are also attracting shoppers to spend a significant amount over the Internet.

“While online retailers enjoy high sales volume for the lower value items, it is the more expensive products, and items that are pegged to quality authenticity which consumers prefer to purchase at a physical store,” said Lawrence Yeow, APAC retail director at GfK.

It says there’s a low incidence of Internet purchase for watches, optical products, consumer electronics and sports equipment, although the total value spend may still be significantly more than the other more commonly purchased items. Average online spend on watches and consumer electronics reached over $1000 and $700 respectively.

In spite of the convenience offered by online shopping, physical stores still appeal to those who enjoy the actual experience of browsing and touching physical products. Findings indicate that shoppers especially like going to department stores that have well-displayed and wide product ranges and offer trendy and sophisticated items.

The study also revealed that while slightly over half of all shopping trips to department stores in Singapore are planned (55 per cent), almost as many occasions are impromptu – highlighting the need for department stores to focus on how to attract customers to plan their shopping trips there.

“Considering the inroads that online stores are already making in Singapore, it is imperative for physical stores to put in extra emphasis on strengthening the in-store experience they provide their customers,” said Yeow.

“Not only is this vital to stay in the competition against the e-tailers, it is just as relevant to keep them in the race with other stores in the brick and mortar space,” he concluded.

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