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Shopee becomes Singapore’s top e-commerce platform as online shopping surges

The company’s performance has been driven by marketing initiatives during the circuit-breaker period.

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According to data compiled by iPrice Group and Similar Web, Shopee beats Lazada to become the most visited e-commerce platform in Singapore in the second quarter of 2020. The platform saw a 82% traffic increase from the first quarter and garnered nearly an additional 5 million average visitors in the second quarter.

The result comes as the e-commerce industry surges amid the coronavirus pandemic. Shoppers spent an average of SGD 113 (USD 83) online from January to June 2020 in Singapore, and the average purchase amount increased by 51% compared to the same period last year, according to iPrice’s recent report. Moreover, total web visits to e-commerce platforms in the country increased by 23% throughout the first half of 2020.

Shopee’s performance has been driven in part by marketing initiatives during the circuit-breaker period, such as a shop-from-home campaign to push brands to sell more online, the 4.4 Flash Sale, and the Super Mart Month sale where the platform gave out discounts and promotions in April.

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Lazada came second in the second quarter of 2020 with an average of 8.5 million visitors,  a 10% increase compared to the previous quarter. Although no longer in first place, the company still has 23% of the market share in Singapore, the report says. Lazada’s online grocery sales also saw a four-fold increase since Singapore implemented movement restrictions in early April.

Meanwhile, Singapore’s homegrown e-commerce platform Qoo10 landed in the third place with 7.4 million average monthly visits this quarter, up 12% from the previous quarter. Amazon.sg stayed in fourth place while its traffic surged to an average of 3.6 million from 2.8 million. Following Amazon is EZBuy, which specializes in imported goods, and recorded 1.68 million average visitors in Q2.