As Singapore gears up for one of its biggest shopping seasons, YouGov research commissioned by Amazon Singapore offers a closer look at what’s driving local shoppers this year. The study found that among younger shoppers (aged 18–24), more than half (57%) identify as Deal Optimisers when shopping for themselves – comparing, curating, and waiting for attractive promotions.
But when it comes to buying for others, that number drops sharply to 28%. It’s a clear reminder that even the most bargain-savvy shoppers are happy to spend a little more when it’s for someone they care about.
The study also revealed that when it comes to what builds trust when shopping online, authenticity matters most. The study found that honest ratings and verified reviews are key to purchase decisions, helping shoppers cut through the noise and buy with confidence.
Half of Singaporeans (50%) aged 25 to 34 say trusted reviews directly influence what they add to cart. Across all ages, transparency in pricing (38%) and authenticity through verified sellers (31%) remain top priorities.
“Our study shows that Singaporeans are shopping smarter as they’re thoughtful about value, but even more focused on authenticity,” said Peter Li, Director, China & Singapore, International Store, Amazon.
