One Customer, Many Touchpoints Winning with Omnichannel Engagement in Singapore

1. One Customer, Many Touchpoints: Winning with Omnichannel Engagement in Singapore In today’s hyper-connected world, Singaporean shoppers don’t just follow a linear path to purchase—they jump across channels. From marketplaces to short-form videos to chat apps, every interaction matters. To capture attention (and revenue), brands must be present wherever their customers are, guiding them seamlessly from discovery to checkout. This post explores the behaviors, channels, and strategies driving omnichannel success in Singapore’s digital economy. The Modern Singapore Shopper Every month, 4.5 million Singaporeans shop online—browsing a Shopee flash sale, joining a TikTok livestream, then DM-ing a brand on WhatsApp before completing their purchase. (1) Their journey is nonlinear and multi-touch—a constant hop between discovery and decision. Where They Buy Marketplaces Still Dominate Shopee leads with nearly 13 million monthly visits. Lazada follows with around 6 million. Amazon.sg rounds out the top three at 5 million. (2) Niche & Pre-Loved Platforms Rising Platforms like Carousell and vertical specialists already account for 10–12% of Singapore’s e-commerce GMV. (3) DTC Brands Find Their Edge Direct-to-consumer players—selling DIY makeup kits, eco-cleaning solutions, or boutique apparel—win through authentic storytelling, influencer reviews, and user-generated content. (4) How They Discover Video First Video is now the front door to commerce. TikTok live-shopping grew 50% year-over-year in Singapore, with video driving 20% of Southeast Asia’s GMV. (5)(6) Creator Trust Engagement with micro-influencers is up 18% in just two years. Authenticity sells. (7) Search Later Shoppers often spot products on TikTok or YouTube, then head to marketplaces for price comparisons and deals. (8)

2. Why Personalization Wins Personalization drives loyalty—56% of consumers say they are more likely to repurchase after a personalized experience. (9) Marketplaces like Shopee (10) and Lazada (11) now use AI chatbots to: Answer FAQs in real time Deliver discount vouchers Rescue abandoned carts automatically WhatsApp: The Missing Storefront Massive Reach With 75% of Singapore’s internet usersactive on WhatsApp, it’s the country’s most-used social platform. (12) Click-to-Chat Ads From Instagram or TikTok, shoppers can click an ad that opens a chatbot conversation— where the bot qualifies their needs, offers a coupon, and nurtures intent before purchase. In-Chat Checkout AI bots can pull inventory and size data from Shopify and process payments within WhatsApp or through a checkout link—creating a truly frictionless purchase journey. Higher Engagement WhatsApp messages enjoy 4× higher open rates than email, making it a must-have for engagement and reactivation campaigns. (13) Your Action Checklist ✅Be Findable Everywhere Optimize marketplace listings, strengthen SEO, and seed authentic content through trusted creators. ✅Automate High-Intent Moments Use AI chatbots to handle FAQs, trigger cart recovery, and deliver personalized incentives instantly. ✅Turn WhatsApp into a Store Integrate your catalog, payment engine, and CRM. Ensure PDPA compliance with clear opt- in/opt-out flows. Master these three moves, and you’ll turn channel-hopping browsers into loyal repeat customers. See It in Action

3. Watch a 2-minute demo of WhatsApp Commerce + Shopify integration: ? https://youtu.be/hQnNFd-njNA References [1] https://www.statista.com/forecasts/1331952/number-of-e-commerce- users-singapore [2] https://www.statista.com/statistics/869701/singapore-top-10-e- commerce-sites/ [3] https://www.airwallex.com/sg/blog/best-ecommerce-platforms [4] https://www.infidigit.com/growth-genius/mugdha-hedaoo-marketing- strategy/ [5] https://newsroom.tiktok.com/en-sg/year-on-tiktok-2024-sg [6] https://technode.global/2025/04/03/youtube-expands-youtube- shopping-in-singapore-with-shopee/ [7] https://awisee.com/blog/influencer-marketing-trends-in-singapore/ [8] https://www.meltwater.com/en/blog/social-media-statistics-singapore [9] https://www.linkedin.com/pulse/ai-trends-shaping-e-commerce-2024- ricardo-gomez-cendon-bd0re/ [10] https://sitegiant.sg/blog/tips-on-using-shopee-chat-broadcast-to- recover-your-cart-abandonment/ [11] https://technode.global/2024/11/08/lazada-launches-ai-shopping- assistant-to-boost-sales/ [12] https://campaignbriefasia.com/2024/02/21/digital-2024-report-by-we- are-social-whatsapp-is-singapores-favourite-social-media-app/ [13] https://office24by7.com/blog/shocking-whatsapp-marketing-stats- every-marketer-should-know