How to sell online in Singapore
Last updated: 10 March 2026
Thinking of expanding into Singapore? Explore the top marketplaces, key compliance requirements, and trusted payment partners to grow your business in Asia.
Key takeaways
- Singapore is one of Southeast Asia’s fastest-growing e-commerce hubs with high digital adoption and strong cross-border demand
- Sellers must comply with GST, customs, and product regulations to avoid penalties and streamline operations
Shopee, Lazada, Amazon, and Zalora are the leading marketplaces for international brands entering Singapore - Understanding buyer preferences, like convenience, sustainability, and personalization, can help you stand out
- With a World Account, you can collect, hold, and manage SGD payments without costly bank fees
Expanding into Singapore might sound like a big leap, but it’s one of the easiest ways for Australia and New Zealand-based businesses to start growing their foothold in Asia.
But navigating unfamiliar marketplaces, local buyer preferences, and complex payment requirements comes with its own set of challenges.
Without the right setup and payment partner, high fees and currency conversion costs can eat into your margins. This guide breaks down how to sell online in Singapore–and how to get paid securely with WorldFirst.
Table of Contents
Why should global e-commerce businesses consider selling in Singapore?
Singapore is becoming one of Southeast Asia’s most attractive e-commerce markets due to its high GDP, strategic location, strong logistics infrastructure, and an internet penetration rate of over 96%.
E-commerce sector revenue is expected to reach US$5.63 billion in 2025, with steady growth projected at a CAGR of 3.86% through 2030, ultimately crossing US$6.81 billion. By 2030, the market is expected to have around 5.5 million online shoppers, representing a significant portion of the city-state’s population.
Shoppers in Singapore are highly accustomed to digital payments, and they actively seek out a diverse mix of international and local products.
Shopee.sg, which generated US$3.45 billion in online revenue in 2024, dominates the market, followed by cross-border giants like Taobao and Tmall, clear evidence of how open Singaporean buyers are to foreign brands.
For global e-commerce businesses, Singapore represents both a gateway and a growth market. It is a digitally advanced economy with a high-spending customer base, and a launchpad into the wider Southeast Asian region.
Taxes, duties and laws to consider when selling in Singapore
While Singapore has ranked consistently high in the ease of doing business reports, there are some legalities that you need to get out of the way before you can start selling in the country as an international seller.
Here are the key areas to be mindful of:
1. Consumer protection and product standards
Singapore takes consumer rights seriously, and the Sale of Goods Act sets the baseline for online sellers. This means:
- Quality matters: Products must be of acceptable quality, safe to use, and fit for their intended purpose
- Accuracy in listings: Descriptions, images, and specifications must match the actual product delivered. Misrepresentation can lead to disputes or penalties
Legality of goods: Sellers must have the legal right to sell the products and they shouldn’t be infringing on anyone’s trademarks, copyrights, or IPs
2. Business licensing
Only some product categories require a special license to start selling in Singapore. For instance:
- Food, health supplements, and cosmetics: Some products under this category may require approval from the Health Sciences Authority (HSA) under the Health Products Act 2007
- Alcohol and tobacco: This is a very heavily regulated industry and requires permits to sell online
- Other restricted categories: Firearms, ammunition, and medical products fall under stricter licensing rules as well.
Note: Always check with the relevant regulatory authority before listing sensitive products to avoid compliance issues.
3. Taxes you’ll need to consider
When selling in Singapore, you also need to understand the overall tax landscape:
- Goods and Services Tax (GST): A 9% tax applies to most goods and services, including imports. If your business turnover crosses the mandatory registration threshold, you must register for GST and charge it on your sales. (Overseas businesses that have an annual global turnover of more than $1 million and B2C sales in Singapore exceeding SGD 100,000 annually are required to register for GST)
- Customs duty: Singapore is a free port, meaning most goods enter duty-free. However, some exceptions apply, such as certain alcoholic beverages
- Excise duty: Applied to products considered harmful to health or the environment, like tobacco, intoxicating liquors, motor vehicles, and fuel.
4. Import duties and compliance
If you’re shipping products into Singapore, you’ll need to comply with customs rules:
- Declaring imports properly to Singapore Customs is mandatory
- Calculations are based on product value (CIF–cost, insurance, freight)
Some goods may require additional permits or approvals before clearance.
5. Restricted and prohibited goods
Some categories are outright banned, while others are heavily restricted:
- Prohibited: Counterfeit goods, obscene material, prescription drugs (without approval), and military equipment.
- Restricted: Firearms, certain chemicals, and endangered species products require special licenses.
Most popular online marketplaces for sellers in Singapore
Here’s a breakdown of the key marketplaces you’ll want to consider if you’re based overseas and planning to sell in Singapore
Shopee
Shopee is Singapore’s most popular e-commerce platform. So if you are planning on opening a store in Singapore, this is where you should start
- As of September 2025, Shopee.sg was the most visited e-commerce retail site in Singapore
- It offers wide product categories, including fashion, electronics, groceries, home essentials
- The marketplace is popular for live selling, app-based games, and heavy promotions.
- It also allows cross-border sellers to list their products through the Shopee International Platform (SIP)
→ Take a look at our complete guide to selling on Shopee
Lazada
Lazada is the second most popular marketplace in Singapore. Backed by Alibaba, it offers strong logistics support and a wide customer base.
- The marketplace offers products in various categories including fashion, electronics, lifestyle products, and essentials
- International sellers can list products in local currencies and use Lazada’s fulfillment centers to streamline logistic
- There is no fixed monthly cost for setting up a seller account. You only pay commissions on each sale you make
→ Take a look at our complete guide to selling on Lazada
AliExpress
AliExpress connects Singaporean shoppers directly to overseas sellers, especially from China, with competitive pricing across categories.
- It is ranked third most visited e-commerce site in Singapore as of March 2025
- It is known for affordable fashion, gadgets, homeware, and lifestyle goods
- While it is built for cross-border trade, ANZ sellers may find it hard to compete with Chinese sellers on the marketplace in terms of pricing
- Open 15+ local currency accounts and get paid like a local
- Pay suppliers, partners and staff worldwide in 100+ currencies
- Collect payments for free from 130+ marketplaces and payment gateways, including Amazon, Etsy, PayPal and Shopify
- Take control of spending with the World Card, a business expense card that saves you more with 1% cashback. Learn more
- Save with competitive exchange rates on currency conversions and transfers
- Lock in exchange rates for up to 24 months for cash flow certainty
Qoo10
Qoo10 is a Singapore-based marketplace popular for deals, group buys, and affordable everyday goods.
- Consumers on Qoo10 mostly prefer fashion, beauty, household products, and Korean imports.
- It attracts younger shoppers looking for flash sales and discounts.
It supports international sellers and is preferable for those targeting niche and trendy categories.
Amazon Singapore
Amazon Singapore is a strong entry point for cross-border sellers thanks to its global seller ecosystem and easy onboarding.
- It is especially popular for electronics, home goods, books, and international brands, making it a good fit for overseas sellers
- If you already sell on Amazon in another region, you can quickly expand to Singapore by copying product listings, setting local pricing, and linking your SGD account for payouts
- Amazon’s Fulfilment by Amazon (FBA) warehouses in Singapore allow you to store products locally and offer same-day or next-day delivery which can directly help you compete with domestic merchants
- Keep in mind though that while there’s built-in trust and traffic, the competition can be high
Zalora
Zalora is one of Singapore’s leading online fashion marketplace.
- It is best known for clothing, footwear, and accessories
- The marketplace is more popular among young professionals and trend-focused buyers
- Sellers get support with services like warehousing, marketing, and production partnerships
eBay
eBay attracts Singaporean shoppers looking for rare, niche, or second-hand items.
- It offers auction-style and fixed-price listings.
- The marketplace is more suitable for collectibles, niche products, and international purchases.
→ Take a look at our complete guide to selling on eBay
Before you start selling in singapore
Selling in Singapore as an overseas seller can be a profitable move, but you’ll want to make sure you’ve set a strong foundation before launching.
Here are some key steps to get right at the start:
1. Open a SGD business account
When selling into Singapore, you’ll need a way to accept SGD payments without burning through your margins. Traditional bank accounts often come with high transfer fees, currency conversion costs, and long processing times.
Moreover, opening an SGD bank account could require a lot of paperwork, including a local address.
An alternative to traditional accounts is the World Account which is a multi-currency account built for global businesses expanding across multiple regions.
With a single online account, you can send, receive, and hold funds in 15+ currencies, including SGD, USD, EUR, GBP, CNH, and more.
That means you can:
- Get paid by Singapore customers in SGD
- Hold and use the collected funds to pay suppliers and partners in their local currencies
- Move money across borders at competitive foreign exchange rates
- Skip the hassle of setting up multiple local bank accounts in different countries
World Account gives you the flexibility of a multi-currency wallet, the trust of a regulated provider, and the convenience of managing everything online.
2. Do market and competitor research
Singapore is a relatively small but highly competitive market. To stand out, you’ll need to understand what products are already selling, which competitors dominate the space, and where the gaps lie.
Check platforms like Shopee, Lazada, and Qoo10 to see trending products and pricing benchmarks. Pay attention to how competitors market their products: What kind of bundles, promotions, and delivery options they offer?
This groundwork helps you identify both opportunities and pitfalls before investing in stock.
3. Understand the local Singaporean customers
Singapore’s consumer market is multicultural, digitally savvy, and shaped by both Eastern and Western influences. As a direct result, one-size-fits-all strategies rarely work.
Here are some insights to keep in mind:
- Convenience matters: Over half of Singaporean online shoppers say they’re willing to pay more if it means a smoother, faster shopping experience. This means your store design, checkout flow, and delivery speed directly impact your conversion rate.
- Sustainability is growing: Consumers increasingly prefer sustainable products and brands that are transparent about sourcing. Offering eco-friendly options or highlighting ethical supply chains can give you a competitive edge.
- Social commerce drives impulse buys: Platforms like Instagram and TikTok are becoming powerful sales channels. Influencer marketing and shoppable posts drive quick purchases, particularly among younger buyers.
- Personalization wins: Younger Singaporeans prefer personalized shopping experiences. You can consider using AI-driven recommendations, personalized email campaigns, or targeted ads that can boost engagement and repeat purchases.
- High digital adoption: With near-universal internet and smartphone penetration, Singaporeans expect mobile-first, seamless online experiences. Optimize your store for mobile and consider mobile wallets or alternative payment options.
4. Finalise your suppliers
For overseas sellers targeting Singapore, China is often the go-to sourcing hub thanks to competitive pricing and product variety. Platforms like 1688.com and Alibaba are popular for finding manufacturers and wholesalers.
When choosing suppliers:
- Ask for samples to verify quality before placing bulk orders
- Compare lead times and shipping options (faster isn’t always better if it eats into margins)
- Consider building relationships with multiple suppliers to reduce dependency on a single source
→ Take a look at how you can pay suppliers in China while protecting your margins
How to set up an online business in Singapore
Starting an online business in Singapore requires building the right foundation so your operations can scale smoothly. Here’s a step-by-step overview to get started:
Step 1: Choose your e-commerce business model
The right business model sets the tone for everything else. Whether you go B2C, B2B, C2C, or subscription-based, your model should reflect how your customers want to buy and how you want to grow revenue.
Step 2: Select and source your product
Pick a product that solves a problem or fills a real demand in the market. Ideally, it should also offer healthy profit margins so you’re not squeezed by operating costs.
Step 3: Plan logistics and fulfilment
Singapore has a strong network of fulfilment centres and logistics providers tailored for e-commerce. Compare providers, review service levels, and don’t forget to factor in shipping and warehousing costs when you run the numbers.
Step 4: Build your sales channels
Decide whether you’ll launch on popular e-commerce marketplaces or create your own online store. Marketplaces give you instant reach, while your own website gives you greater control. Many businesses use a mix of both for balance.
Expand your online business to Singapore with WorldFirst
Expanding into Singapore’s e-commerce market is a smart move for any cross-border seller. But while the opportunities are many, you’ll need a payment solution built for global growth to capture them.
The World Account gives you the flexibility to collect, hold, and manage SGD alongside other major currencies, so you can focus on scaling your business without worrying about exchange rates eating into your profit margins.
Disclaimer: The information contained is general only and largely our views. Before acting on the information you should consider whether it is appropriate for you, in light of your objectives, financial situation or needs. Although information has been obtained from and is based upon multiple sources the author believes to be reliable, we do not guarantee its accuracy and it may be incomplete or condensed. All opinions, estimates, mentioned products/services and referenced material constitute the author’s own judgement as of the date of the briefing and are subject to change without notice. WorldFirst shall not be responsible for any losses or damages arising from your reliance of such information.
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