Google Shopping in Singapore

Singapore is a significant and modern ecommerce market. Google Shopping offers a simple, effective and highly visible way to enter the Singaporian ecommerce market and target Singapore buyers. With a population of 5,850,342, Singapore has an average annual ecommerce spend of €1,456 while the European average spend is €2,186

Google Shopping in Singapore - International Marketing
Google Shopping in Singapore - International Marketing   Singapore at a glance
Average CPC €1.41
Average CTR 2.23%
Average spend per capita €1,456
GDP per capita €56,746
GDP €265.68 billion
GDP growth rate 4%
Population 5,850,342
Number of Internet users 4,095,239
Median age 42
Mobile ecommerce 54%
Language(s) spoken Englsh, Malay, Tamil, Mandarin
Currency Singapore Dollar (SGD)
Google Shopping in Singapore - International Marketing
How to benefit from free visibility on Google Shopping in Singapore
Top sites
1. Shopee
2. Lazada
3. Qoo10
Google Shopping in Singapore - International Marketing

Find out how to improve the
Return on Ad Spend of your campaigns

Increase your ROAS

Targeting international markets with Google Shopping Ads can often lead to an increased ROAS and reduction in CPC compared to your domestic market.

Click here to generate personalised report to show you which international markets have the highest potential for your store.

Average CPC cost in Singapore

Acquiring traffic through Google Shopping Ads in Singapore is often cheaper and will provide a better Return on Ad Spend than in your own domestic market.

Below are the average CPC rates in Singapore across the top Google Shopping Ads categories.


Average CTR in Singapore

In order to calculate the click-through rate (CTR) of a paid ad you divide the total number of clicks on the ad by the total number of impressions (i.e. the total number of people who saw the ad).


Top ecommerce categories in Singapore

Below are the top ecommerce categories in Singapore and the % of online buyers that have purchased in these categories.


What you need to know before selling in Singapore?

Today Singapore's B2C e-commerce market is worth €265.68 billion. Growth, however, is steady and is set to continue at an annual growth rate of around 4%.

Per capita the average annual online spend in Singapore is €1,456.

Singapore’s top ecommerce sites are:

  • 1. Shopee
  • 2. Lazada
  • 3. Qoo10

Cross-border spending in Singapore is growing, international e-commerce now accounts for 6% of total ecommerce spend in Singapore. When Singaporian buyers choose to buy cross-border they tend to seek products from major markets like China, the UK, the US and Germany. The main driver for buying outside of Singapore tends to be price and the availability/uniqueness of the product.

How to list for free on Google Shopping Singapore?

In 2020 Google transitioned their Google Shopping Ads platform from a mainly paid service to a global ecommerce ecosystem that enables any merchant to sell their products anywhere for free.

It’s now free to list on Google Shopping in the US, the UK, EU, Asia and Latin American markets. By selling internationally in markets such as Singapore, merchants not only open up their business to more buyers than ever before, but it also enables them to move away and ahead of their domestic competition.

We compared the Google Shopping traffic of several merchants; after the US launch of free visibility in April 2020 and then, after the international launch in October 2020:

  • In the US, merchants saw a massive influx of free clicks growing to 10%-25% of total clicks.
  • After October global launch, merchants could see their unpaid clicks quickly grow to 8-15% of total clicks in less than a month.
  • Learn more about the impact of free listings on international Google Shopping.

How do I qualify for free Google Shopping in Singapore?

Whilst it is now free to list items, there are still criteria that needs to be met in order for merchants to qualify, and just like paid ads if they do not meet 100% of the requirements then they will not be eligible to be shown in the shopping tab.

To qualify for the free Google Shopping Ads in Singapore, you need to first create a Singaporian feed and then opt into their program. To do this you need to localise your website and your listings for the Singaporian market, to ensure that you meet the criteria set by Google to sell onto the Singaporian market.

To set up your Singaporian feed, you will need to:

  • Translate and localize your landing page and product details so they meet Google’s Singaporian requirements.
  • Convert product currencies into Singapore Dollar (SGD) and make sure your checkout accepts Singapore Dollar (SGD) payments.
  • Enable international shipping through a global carrier. International shipping prices for the Singaporian market will have to be included in your Singaporian product feed. See more details.
  • If your Singaporian product pages are hosted on a separated domain, you’ll need to setup a multi-client account that will allow you to submit data feeds for multiple domains. Each client may have a distinct store name and URL. When you request a multi-client account, your current Google Merchant Center account will become a sub-account in your new multi-client account. See more details.
  • Once your website is fully localised, upload your product feed for the Singaporian market to your Merchant Center.

Why do you need to localize product ads?

Localization is extremely important for cross-border trade. Not only does it ensure your international listings get traffic but that your store can start to convert international buyers at the checkout. They expect a shopping experience similar to if they were to shop domestically, and providing them with a localized experience leads to an increased checkout conversion.

You’ll need to adapt your listings and store to the Singaporian market. This includes product descriptions in Englsh, Malay, Tamil, Mandarin, correct local sizes, prices in Singapore Dollar (SGD) and with common Singaporian methods of payment.

Adopting your feed, listings and store for the Singaporian market will not only dramatically increase your international transactions, but also increase the average transaction value. Learn more about Glopal’s free product ads localisation solution.

Don’t have a Singaporian store?

If you don’t have a Singaporian store you can still benefit from Google Shopping Ads, but you will need to address the following:

Language: Englsh, Malay, Tamil, Mandarin version. Your store must have a Singaporian version and your product feed that you submit to the merchant center for Google Shopping Ads should also point to the Singaporian version.

Currency: The prices in your product feed must be in Singapore Dollar (SGD).

Prices: Your landing pages, product pages and checkout must show the same currency that you use in the feed. For example, if you submit a feed with Singapore Dollar (SGD) then all the prices on your site must also be in Singapore Dollar (SGD).

Shipping: All shipping prices must also be in Singapore Dollar (SGD).

Taxes: Where possible include local duties and taxes to ensure smooth and quick delivery of your products to Singapore.

Legal: Ensure your site is fully compliant with Local Singaporian ecommerce Terms of Service and Returns policies.

Checkout: You’ll need to have a checkout that can process payment in Singapore Dollar (SGD).

Find out how to automate the store localization process with our translation plug & play solution.

How to localize your Google Shopping campaigns for Singapore?

As a business partner of Google, Glopal enables merchants across Shopify, Magento, and BigCommerce platforms, to scale their international sales through Google Shopping. Glopal’s simple Plug & Play solution takes care of all aspects of store localization to ensure that your international product feeds are compliant with Google Shopping Ads requirements.

Glopal’s pricing model is simple and easy-to-understand. We have a “Free forever” plan that enables full access to our Google Shopping solution as well as a “Pro” plan with custom features for advanced merchants.

Google Shopping in Singapore - International Marketing
Google Shopping in Singapore - International Marketing


Find out how to improve the
Return on Ad Spend of your campaigns