2023 Trending Products to Sell Online in Singapore

Written by the Amazon Team
The content set out in this article is for information only and should not be construed as formal advice, including financial advice. The information in this article should not be a substitute for your own judgment about demand for your products. Many factors may influence actual demand for your products, including price fluctuations, consumer demand shifts, and changes in competing offers for those products. This article is not a guarantee of future results, and sellers remain responsible for determining their product selection, prices and inventory levels.

There are so many products you can sell on Amazon.sg — but what are some top selling items and trends we've seen so far in 2023?

Read on as we discover consumer trends so far, dissect the most popular product categories and products and answer your FAQs!
Based on customer trends and external industry data, we expect online shopping categories to trend broadly into 3 segments in the emerging post-pandemic world:

● Stable growth
Online shopping categories that have reached a new post-pandemic baseline with stable growth propelled by new enduring habits or trends.

● High growth
Online shopping categories with accelerated growth throughout the pandemic, and are expected to continue to show growth opportunities due to untapped demand.

● New norms or externally driven growth
Online shopping categories that have seen increased digitalization trends driving sales during the pandemic. However, the 2023 outlook may see fluctuations due to external factors (such as working from home, vaccinated travel lanes) or the category may have reached a new baseline.

Stable growth: Smart home, smart living, smart nation

Smart home, smart living and smart nation trends in Singapore are likely to continue in 2023 as observed in the PC/computer accessories and smart living/wireless categories.

Singapore customers are digitally savvy and love their gadgets with 89% resident households having access to desktops, tablets and laptops1. We will likely see continued demand for smartphones, smart watches and fitness devices as well as their accessories.

Work-from-home flexibility implemented by many companies2 will likely contribute to continued stable growth for USB hubs, laptop stands and accessories.

High growth: Personal hygiene and wellness

Personal hygiene and wellness at home trends in Singapore will continue in 2023 as observed in the health & personal care category.

Health vigilance will likely continue in Singapore in 2023, with personal hygiene shooting up to the second most frequently bought category during the pandemic3.

This will likely continue to drive demand for face masks, cleaning detergents, vitamins and supplements and health measurement equipment. Aroma diffusers and scented oils will likely continue to see growth in 2023 with wellness-at-home habits continuing into the new year.

New norms: Home and kitchen, electronics and beauty

As more Singapore companies encourage back-to-office flexible arrangements and less time is spent at home, home & kitchen and electronics demand may reach new norms and be dependent on whether habits endure as Singaporeans return to office.

The beauty category saw skincare trending in 2022. Depending on how often Singapore customers return to malls and offices, makeup could see a potential comeback.

Spotlight categories and most popular products

1. Smart living and wireless

The smart home category in Singapore reached 197.6 million USD by the end of 2021, expected to reach 361 million USD by 20264. Considering the current moderate user penetration, long product replacement cycles and increasing 5G device connectivity, adoption is likely to steadily grow in the next few years.

The product make-up of the digital fitness revenue sub-category is dominated by smartwatches5.

Key trends to explore

● 5G network
In 2021, the first 5G standalone network was launched in Singapore.6 High-speed internet opens up the possibility of smart devices that can improve day-to-day activities.

● Smart home
Smart homes are on the rise. With revenues expected to grow at 13.97% annually, the market is estimated to reach USD 195.20 billion with 26% of Singapore homes expected to be smart homes by 20267.

● Digital wellness
Smart watches and fitness trackers are key products observing growth in the digital fitness category in Singapore8.

2. PC and computer accessories

The PC and Computer Accessories category is a stable growth category in Singapore.9 The existing high adoption of computers, tablets and laptops is reaching saturation point, so shifts to mobile/wireless devices and online purchases are key trends to watch. Online revenue share is still increasing from 37% in 2021 to a projected 48.4% by 20259.

Key trends to explore

● Smart nation
In 2020, 99% of households with children under 15 years old in Singapore had access to either a desktop, laptop, or tablet10 making it a potential category that sellers may wish to explore.

Work from home/hybrid work
From January 2022, many office workers are enjoying office-home flexibility arrangements with 87% of Singapore employers allowing their staff to work from home, compared to the global average of 79%11 , making work-from-home equipment a potential category that sellers may wish to explore.

3. Health and personal care

Supplements are taken in Singapore evenly across all age groups. 12 In fact, a survey revealed that 53% of respondents between 25 to 34 years old and between 35 to 44 years old took dietary supplements (vitamins or herbal supplements)12 and 64% males and 67% females take supplements daily12.

Key trends to explore

If your supplier delays a delivery or sends an incorrect or damaged product, it may reflect badly on your business. And because you have no control of inventory and order fulfillment, you may not be able to solve customer issues promptly.

Personal and public hygiene
Mask mandates and vigilance towards COVID-19 new variants will likely result in continued demand for personal hygiene and health products. The start of the pandemic in 2020 saw personal hygiene shoot up to the second most frequently bought category online in Singapore3.

Fitness and health consciousness
Despite Singapore’s small size, the Singapore populace is generally health conscious, spurred on further by the pandemic. Despite the pandemic during 1H 2021, 145 new gyms popped up in Singapore with rising demand for gym memberships13. This also has spillover effects to supplements and vitamins, and demand for health scales making them potential product categories sellers may wish to explore.

4. Beauty supplies

The beauty category in Singapore is growing year-on-year despite a drop in 2020 due to the impact of the pandemic14.

While growth trends for make-up and cosmetics will depend heavily on the gradual opening up of office and social activities, online growth is still strong with online revenue share expected to reach 42.4% by 202515.

Singapore shoppers spend between SGD 50 - SGD 19916 on skincare per order with 33.5% spending in the SGD 50 – SGD 90 range, and 28% in the SGD 100 – SGD 199 range16. Additionally, 60% spend from SGD 50 - SGD 199 on makeup per order17.

Key trends to explore

Opening up of social activities
As Singapore opens up post-pandemic, more people are likely to return to the office and social activity is likely to increase, which could possibly drive demand for skincare and wellness products.

Key beauty trends19
Clean beauty
— Greater awareness of organic and natural products that are ethical and sustainable. 35.6% of Singapore customers believe that products derived from natural ingredients are more effective20.

Products with Asian ingredients/K Beauty — Korean products and other Asian skincare brands are gaining traction.

Indie Brands — Independent brands continue to thrive as customers seek ways to express their individuality, originality and authenticity.

Specific skincare needs — Since the pandemic, there has been a rise in acne and skin issues associated with wearing masks. More interest in skincare infused with probiotics and vitamins.

Men’s skincare — Men are spending more on skincare, some as high as USD 296/month on grooming19.

While these trends relate to skincare and hair products, as Singapore customers will likely return to offices, travel and social activities in 2023, makeup could see a comeback.

Implications for online sellers

The top 3 skincare and beauty drivers of purchase5 are:
1. Deals and discounts
2. Recommendations from others
3. Wanting to try a new brand

Compared to other categories, recommendations are a much stronger driver of purchase, hence having positive and helpful reviews could help sales in this category.

5. Home and household products

The Home/Household product category was seen to be driven by pandemic work-from-home trends. Overall, the home and household category is still expected to increase till 202521.

Key trends to explore

Smart lighting
Technology advancements have lowered the cost of LED lights which are more energy efficient as well. Increasing disposable income has also created demand for LED smart lights that come in various brightness levels and colors that can be controlled via smart home apps22.

6. Kitchen supplies

The Kitchen Supplies category gained popularity due to the pandemic with 57% of Singaporeans spending their lockdown experimenting in the kitchen23.

With more people returning to the office due to hybrid working arrangements, these hobbies could form a new normal purchase pattern in 2023.

Key trends to explore

Aspiring home cooks
Due to lockdown restrictions, most Singaporeans sought ways to find entertainment which included picking up new skills (33%) or cooking/baking (57%)23. As more of the Singapore workforce returns to the office (up to 50% from Jan 2022)18, these hobbies may see new norms of growth.

7. Electronics

The Electronics category was driven by work-from-home trends due to the pandemic. With more companies encouraging hybrid work arrangements, the demand for home office accessories, cable management and devices such as headphones are seeing upwards trends.

For headphones, online revenue share is expected to grow to 37% of total revenue by 202524.

As gaming is on the rise in Singapore25, headsets and headphones for gaming accessories are opportunities to capture. In fact, 41% Singapore gamers play daily with 51% reported to spend more due to COVID-19 on gaming25.

Key trends to explore

● Work from home/hybrid work
From the beginning of 2022, we’ve seen Singaporean’s steer towards work-from-home flexibility and arrangements which could have an upward trend for electronics for these working arrangements.

● Entertainment at home
While Q1 2022 saw entertainment at home trends rise, this is likely to persist with music and gaming also driving demand for headsets.

How do I sell online?

Do research on the product category and product(s) you want to sell and the next step is to set up your online store.

Step 1: Choose a brand name

Step 2: Choose a selling channel

You may choose to sell on an e-commerce website like Amazon Singapore. Refer to this registration guide to learn more about setting up a seller account. Once you are all set up, read our Beginner’s Guide to learn all about selling on Amazon.sg.

Alternatively, you can choose to create your own website.

Step 3: Attract customers via advertising

Once your online store is up, it is time to market your brand and products! Some ways include search engine optimization, social media and pay-per-click campaigns.

Amazon sellers can also tap on Amazon Advertising which provides a variety of marketing solutions.

Refer to our e-commerce article for more tips throughout your journey!

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1. IMDA, 2020: https://www.imda.gov.sg/infocomm-media-landscape/research-and-statistics/Digital-Society
2. Channel News Asia, 2022: https://www.channelnewsasia.com/singapore/crowds-office-areas-return-end-work-home-default-singapore-2412181
3. Statista, 2020: https://www.statista.com/statistics/1129612/singapore-main-products-frequently-bought-from-e-commerce-sites-covid-19/
4. Statista, 2021: https://www.statista.com/outlook/dmo/smart-home/singapore
5. Statista, 2022: https://www.statista.com/outlook/dmo/digital-health/digital-fitness-well-being/digital-fitness-well-being-devices/asia#revenue
6. Today, 2021: https://www.todayonline.com/singapore/explainer-singapores-first-5g-standalone-network-finally-here-whats-buzz-over-it-and-how
7. Statista, 2021: Smart Home https://www.statista.com/outlook/dmo/smart-home/worldwide
8. Statista, 2021: Singapore Digital Fitness and Wellbeing devices https://www.statista.com/outlook/dmo/digital-health/digital-fitness-well-being/digital-fitness-well-being-devices/singapore
9. Statista, 2021: https://www.statista.com/outlook/cmo/consumer-electronics/computing/worldwide#revenue
10. IMDA, 2020: https://www.imda.gov.sg/infocomm-media-landscape/research-and-statistics/Digital-Society
11. Channel News Asia, 2022: https://www.imda.gov.sg/infocomm-media-landscape/research-and-statistics/Digital-Society
12. Statista, 2020: https://www.statista.com/statistics/1183651/singapore-share-of-people-taking-dietary-supplements-by-age-group/
13. Channel News Asia, 2021: https://www.channelnewsasia.com/watch/145-new-gyms-opened-last-six-months-increase-membership-sign-ups-others-video-2008126
14. Statista, 2021: https://www.statista.com/forecasts/1222662/singapore-revenue-beauty-and-personal-care-market-by-segment
15. Statista, 2021: ​​https://www.statista.com/outlook/cmo/beauty-personal-care/singapore#sales-channels
16. Statista, 2021: Expenditure on skincare products per shopping trip in Singapore as of April 2020 https://www.statista.com/statistics/1219115/singapore-skincare-products-expenditure-per-purchase/
17. Statista, 2021: Expenditure on make up products per shopping trip in Singapore as of April 2020 https://www.statista.com/statistics/1219136/singapore-make-up-products-spend-per-purchase/
18. Channel News Asia, 2022:
19. International Trade Administration, 2021: https://www.trade.gov/market-intelligence/singapores-beauty-and-personal-care-market
20. Statista, 2020: https://www.statista.com/statistics/1219050/singapore-perceptions-on-effectiveness-of-natural-skincare-products/
21. Statista, 2021: https://www.statista.com/outlook/cmo/home-laundry-care/singapore#revenue
22. Yahoo, 2021: https://sg.news.yahoo.com/global-smart-lighting-market-growth-120800983.html
23. Statista, 2021: ​​Activities undertaken by Singaporeans in the previous two weeks during the COVID-19 pandemic as of May 22, 2020 https://www.statista.com/statistics/1119966/singapore-activities-conducted-during-covid-19-pandemic/
24. Statista, 2021: Headphones https://www.statista.com/outlook/cmo/consumer-electronics/tv-radio-multimedia/headphones/singapore#sales-channels
25. Statista, 2021: Impact of COVID-19 on consumer spending on gaming in the past month in Singapore as of May 22, 2020
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