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How To Start an Ecommerce Business in Singapore: 2024 Guide

  • Modified: 27 March 2024
  • 13 min read
  • Starting a Company
How To Start an Ecommerce Business in Singapore: 2024 Guide
  • Author Gabi Bellairs-Lombard

    Gabi Bellairs-Lombard

    Business Writer

    Gabi's passionate about creating content that inspires. Her work history lies in writing compelling website copy and content, and now specialises in product marketing copy. When writing content, Gabi's priority is ensuring that the words impact the readers. As the voice of Osome's products and features, Gabi makes complex business finance and accounting topics easy to understand for small business owners.

Starting an ecommerce business, or have ambitions to start one and need someone to hold your hand in the beginning? We've got you! In the bustling digital landscapes of Singapore, understanding the roadmap to success is key. From choosing your ecommerce niche to launching your brand, this guide lays out actionable steps for you to navigate the process with clarity and confidence.

Key Takeaways

  • Identifying a niche and understanding your target audience are critical first steps for setting an online business apart in the competitive digital marketplace.
  • Forming a comprehensive business model and plan is fundamental to securing investors and building a successful online venture.
  • Effective ecommerce setup includes choosing a unique business name, creating a cohesive brand identity, and leveraging established online marketplaces and your website to reach a wider audience. This is key to standing out among the other millions of ecommerce businesses.

What Is an Ecommerce Business?

An ecommerce business refers to a commercial venture that primarily operates online, facilitating the buying and selling of goods or services over the internet. These businesses leverage digital platforms and technologies to showcase products, process transactions, and manage customer interactions entirely or predominantly through online channels.

Ecommerce encompasses a broad spectrum of activities, including online retail stores, digital marketplaces, subscription services, and business-to-business (B2B) commerce, among others. With the increasing prevalence of online shopping and digital transactions, ecommerce has become a vital component of the global economy, offering convenience, accessibility, and scalability to businesses and consumers alike.

Leveraging the expertise of ecommerce accountants can further optimise financial management and ensure compliance in this dynamic and fast-paced industry.

Start an Ecommerce Business in 5 Steps

Step 1: Choose a product to sell

Primarily, an ecommerce business sells products to a researched an defined audience. Imagine turning your personal passions into profitable business ventures. Enticing, isn’t it? That’s the magic of identifying a niche that aligns with your dreams in the digital marketplace. It allows you to address common pain points, serve a specific customer base, and stand out among other ecommerce businesses.

Let’s delve into some potential business ideas for your ecommerce venture. Your offering could be anything from handcrafted items to digital products or business-to-business services that leverage your skills or personal interests. However, having a great idea is just half the battle. The other half involves understanding your desired audience and their purchasing behaviours to identify how to best compete against other businesses. You must set your business apart by customising your product to meet their needs.

Choose a product to sell
Find a niche

Find a niche

Entering the ecommerce realm without a niche is akin to navigating the ocean without a compass. You’ll be lost in the vast sea of competition. Discovering a niche makes your product shine and increases its chances of triumph in the fiercely competitive ecommerce marketplace.

But how can you define a niche for your online business? Start with a broad market, then identify a segment with fewer designers and retailers. Narrow it down further to focus on a specific aspect. For instance, if you’re passionate about pet accessories, you could specialise in floral-themed wedding bow ties for small and medium dogs. It’s all about finding that sweet spot where your passion meets market demand so that work never really feels like work.

Evaluate your business idea

Evaluate your business idea

Evaluating your business idea involves looking at factors such as market demand, competition, and profitability.

To understand market demand, you can use the following tools:

  • SEO (search engine optimisation) tools
  • Social media
  • Surveys
  • Market research methods

These tools will help you gauge the demand for your product as a newly established small business owner, choose the right business model, identify your competitors and industry leaders. A good tip is to conduct a SWOT analysis to scrutinise their strengths and weaknesses.

Research ecommerce business models

Research ecommerce business models

Having assessed your business concept, it’s time to delve into the different kinds of business models and decide on which is best to establish a successful e-commerce business. These include:

  • Business to consumer (B2C)
  • Business to business (B2B)
  • Consumer to consumer (C2C)
  • Direct to consumer (D2C)
  • Consumer to business (C2B)

Choosing the right ecommerce business model depends on the audience, product type, and value delivery method. It is crucial to understand the criteria of a business model for long-term success and growth.

Step 2: Outline a Business Plan

A robust business strategy for your ecommerce venture includes:

  • Objectives
  • Target market
  • Marketing strategies
  • Financial projections

It gives you a roadmap to your destination and helps attract investors who can fuel your personal and business finances journey.

A powerful business course of action should include:

  • Clear goals
  • A thorough outline of what is needed to run the business, including financials and your own ecommerce website
  • Strategies to reach potential customers
  • Professional and specific strategies

Aim for a concise and focused plan to ensure clarity and impact, ideally not exceeding 15 to 20 pages. Check out our business plan template to kickstart your business!

Effortlessly register an online business

Kickstart your online business the right way, whether you’re based in Singapore or not. Let’s chat. 

Effortlessly register an online business

Step 3: Source Products

With a robust plan at hand for your new business, you can now source products for your ecommerce endeavour to sell to your future customers. You can partner with manufacturers, create products, work with wholesalers, or drop shippers to source products. Each ecommerce model has its advantages and can be a game-changer for your online business.

Partnering with a manufacturer allows you to build your own brand and bring your unique vision to life. They can create prototypes tailored to your exact specifications, giving you the freedom to customise your products and maintain strict control over their quality to ensure a successful business. On the other hand, wholesaling enables you to buy goods in bulk at a discount, maximising profits. Dropshipping, the ultimate game-changer, allows you to sell products without dealing with inventory management — one of the pitfalls of online businesses.

Step 4: Define a Sales Channel

Establishing a sales channel equates to selecting the most efficient path to reach your target. It’s crucial for reaching your ideal audience, selling your products, and maximising profitability. You can opt to sell on established ecommerce platforms like Amazon or eBay, create your website, or leverage social media sites to showcase and sell your products.

Selling on ecommerce platforms

Selling on ecommerce platforms

Ecommerce platforms like Amazon or eBay, also known as online marketplaces and are 100% digital compared to a brick and mortar store, offer a ready-to-use infrastructure that reduces the hassle of setting up your own e-commerce business. They provide a larger customer base and built-in marketing tools that can help drive sales for your online store. However, these platforms may come with higher fees and increased competition.

The key to succeeding on these platforms is understanding the fee structure and finding ways to stand out amidst the competition. For instance, using Amazon Stores Builder and Brand Registry can help elevate your brand presentation and customer engagement — it can serve as something similar to a business website but with all your products available to customers.

Take a look at our detailed guide on the top ecommerce platforms available in Singapore!

Sell on your own website

Sell on your own website

On the other hand, selling on your website gives you complete control over branding, customer experience, and marketing strategies. However, it requires an initial investment in website development and promotion before you see a return on your ecommerce sales. Shipping costs also need to considered and accounted for on a regular basis.

Plenty of platforms are available to build your online store, such as Shopify, WooCommerce, and Wix. When selecting a platform, consider its features, pricing, and whether it aligns with your business needs and goals. There are also dozens of online courses available to guide you through each platform and how to use them.

Define a Sales Channel

Step 5: Set Up Your Ecommerce Business

With your sales channel in place, you can start an ecommerce business by following these steps:

  1. Defining a unique business name
  2. Creating a logo
  3. Establishing a presence online via social media marketing
  4. Building your online marketplace
  5. Registering your business with the appropriate authorities
Define a business name

Define a business name

Your brand name sets the tone for your store and communicates your brand effectively. It’s the first step to leaving a memorable impression on your customers and standing out in the market.

When choosing a business name for your ecommerce store, aim for something unique yet uncomplicated. It should clearly explain what your product is and resonate with your audience. Also, ensure it’s available as a web domain and has social media accounts to establish a consistent brand presence online.

Create a logo

Create a logo

A logo is more than just a pretty design; it’s the visual cornerstone of your brand identity. It will be prominently displayed on all packaging, website design, and marketing materials, serving as a visual cornerstone of brand identity. Many choose not to outsource this to save money, but having a well-designed and professionally presented logo is important.

When designing a logo, ensure it aligns with your target audience’s demographics and conveys a strong message that adequately represents your new online business. It should be professional and eye-catching, perfectly reflecting your brand identity.

Build your ecommerce store

Build your ecommerce store

Building your online store is like constructing a digital business in the niche market you have identified and researched. It involves creating a user-friendly and visually appealing environment for listing your products, tailored specifically for online customers.

Platforms like Wix, Shopify, and WooCommerce make it easy to build your store. They offer a wide range of features to cater to different types of businesses, helping you create a store that functions smoothly and efficiently, providing a pleasant shopping experience for users.

Register a business

Register a business

Registering your company is akin to acquiring a passport; it formalises your ecommerce platform and establishes your business name in the ecommerce market. You’ll need to apply for an Employer Identification Number (EIN) and acquire all the necessary permits and licenses to operate legally (but as your own boss!).

The permits and licenses you need will vary based on your industry, business activities, and location. It’s essential to stay compliant with all legal requirements to avoid any potential legal issues and ensure the smooth operation of your business.

Looking to partner with expert ecommerce accountants?

Get peace of mind knowing your online business’s financials are handled by our team of Singapore-based professionals. Find out more here.

Looking to partner with expert ecommerce accountants?

Step 6: Preparing To Launch

As the launch date draws near, you should focus on perfecting the finer details. Here are a few important things to prioritise:

  1. Finalise your product listings
  2. Set up payment options
  3. Provide exceptional shipping options
  4. Test your website for functionality and user experience

Creating compelling product listings is crucial to attract new customers. Here are some tips to help you create effective product listings:

  1. Include detailed product information with keywords for search engines to recognise
  2. Use unique and descriptive product names
  3. Use eye-catching visuals
  4. Create user-friendly designs
  5. Offer a variety of payment and shipping options to cater to different customer preferences

Following these tips can create product listings that attract customers to your online storefront.

Step 7: Launch and Market a Business

Congratulations on reaching the launch stage! But remember, launching your store is just the beginning. Marketing your business is equally important. Digital marketing strategies like:

  • SEO
  • Social media
  • Email marketing
  • Content marketing

can help boost brand awareness, connect with customers, generate leads, and increase the number of products sold online. Remember to set the key performance indicators(KPIs) and monitor them as your business grows.

Running targeted advertising campaigns on platforms like Amazon can help you reach the right customers. Additionally, implementing personalised ecommerce tactics can elevate customer engagement and increase conversion and lead to rapid growth.

5 Tips To Successfully Run an Ecommerce Business

Here are the 5 most important tips for successfully running an ecommerce business.

1. User-friendly website

1. User-friendly website

Your website serves as the digital gateway to your ecommerce venture, mirroring the importance of a physical storefront in the traditional retail landscape. Just as a well-designed physical store attracts and retains customers, your online platform must offer an inviting and seamless browsing experience. This entails not only an aesthetically pleasing design but also intuitive navigation that guides visitors effortlessly through product pages and categories.

Moreover, with the prevalence of mobile browsing, optimising your website for various devices is paramount. A responsive design ensures that users can access and explore your site seamlessly across smartphones, tablets, and desktops. Furthermore, streamlining the checkout process is crucial to prevent cart abandonment. By minimising steps and eliminating unnecessary distractions, you simplify the path to purchase, thereby enhancing customer satisfaction and boosting conversion rates.

Ultimately, investing in a user-friendly website lays the foundation for a positive customer experience, fostering trust, loyalty, and, ultimately, business success in the competitive ecommerce landscape.

2. Quality product descriptions and images 

2. Quality product descriptions and images 

Compelling product descriptions paired with captivating visuals play a pivotal role in captivating potential customers and encouraging them to make a purchase. To effectively showcase your products, it's imperative to offer detailed and informative descriptions that highlight key features, specifications, and benefits.

Additionally, including practical information such as sizing charts, material composition, and care instructions helps customers make well-informed decisions. Alongside comprehensive descriptions, high-quality images are indispensable for conveying the essence of your products. By providing clear and visually appealing photographs from various angles, you enable customers to scrutinise the item and gain a deeper understanding of its appearance and functionality.

Furthermore, incorporating lifestyle images or product demonstrations can further enhance the customer's perception and create an emotional connection with the product. In essence, combining detailed product descriptions with striking visuals elevates the shopping experience, instils confidence in potential buyers, and ultimately drives conversions.

3. Effective marketing strategies 

3. Effective marketing strategies 

To propel your ecommerce business forward, it's crucial to devise and execute robust marketing strategies aimed at bolstering website traffic and boosting sales. Employ a multifaceted approach by leveraging diverse digital marketing channels, including social media, email, content, and SEO, to effectively engage your target audience.

Craft compelling social media campaigns that resonate with your audience's interests and preferences, harnessing the power of platforms like Facebook, Instagram, and Twitter to foster brand awareness and drive user engagement. Simultaneously, harness the potential of email marketing to nurture customer relationships, deliver personalised content, and prompt repeat purchases.

In addition, prioritise content marketing initiatives to establish thought leadership, provide value to your audience, and enhance brand credibility. Finally, optimise your website for search engines to improve its visibility and accessibility, ensuring that your products are prominently featured in relevant search results. By investing in targeted advertising campaigns tailored to your audience's preferences and behaviours, you can expand your brand's reach and attract high-quality leads, ultimately driving sustained growth and profitability.

4. Customer service excellence 

4. Customer service excellence 

Establishing and maintaining exceptional customer service standards is paramount in fostering trust and loyalty among your clientele. Swiftly address customer inquiries, concerns, and issues, demonstrating your commitment to providing a seamless shopping journey.

Offer a range of communication channels, including live chat, email, and telephone support, to accommodate diverse customer preferences and facilitate efficient problem resolution.

Prioritise timely and effective solutions to address customer grievances promptly, thereby safeguarding their satisfaction and fostering enduring brand advocacy. By prioritising customer-centricity and consistently exceeding expectations, you can cultivate a loyal customer base and drive sustained business growth.

5. Continuous improvement

5. Continuous improvement

Consistent monitoring and analysis of vital key performance indicators (KPIs), including website traffic, conversion rates, and customer feedback, are indispensable for identifying areas ripe for enhancement within your ecommerce operations.

Stay abreast of evolving industry trends, emerging technologies, and shifting customer preferences to remain agile and responsive to market dynamics. Embrace a culture of continuous improvement by swiftly implementing necessary adjustments and innovations aimed at refining the customer experience and propelling long-term business growth.

By proactively adapting to changing landscapes and leveraging insights gleaned from performance metrics, you can fortify your competitive position and foster sustained success in the dynamic realm of ecommerce.


Starting an ecommerce company in Singapore is a thrilling journey filled with opportunities and challenges in a notoriously crowded market. From choosing a product to sell, writing a business plan, sourcing products, defining a sales channel, setting up your business, preparing for launch, and marketing your business, every step plays a crucial role in the success of your ecommerce venture. Remember, the ecommerce world is ever-evolving, and staying adaptable and resilient is key to thriving in this dynamic market.

Author Gabi Bellairs-Lombard
Gabi Bellairs-LombardBusiness Writer

Gabi's passionate about creating content that inspires. Her work history lies in writing compelling website copy and content, and now specialises in product marketing copy. When writing content, Gabi's priority is ensuring that the words impact the readers. As the voice of Osome's products and features, Gabi makes complex business finance and accounting topics easy to understand for small business owners.

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  • What is ecommerce business?

    Ecommerce, or electronic commerce, is the activity of buying and selling products or services online, either exclusively or alongside a physical store presence. It involves digital sales methods and typically requires a website, ecommerce storefront, digital payment processing, and sometimes a subscription service.

  • Is ecommerce profitable?

    Yes, ecommerce is profitable. It can result in higher profit margins due to lower overhead costs and is projected to make up a significant percentage of retail sales in the coming years.

  • What is the best ecommerce business to start?

    The best ecommerce business to start can be one that offers customisable or personalised products and uses a print-on-demand service to keep costs low. This allows you to create a unique niche and minimise inventory costs.

  • How do I start a business?

    Starting a business might seem overwhelming, but you can set yourself up for success by creating a solid business plan, securing funding, and surrounding yourself with the right support. It's important to also focus on the legal procedures, marketing strategy, and building a loyal customer base to ensure steady growth and adaptability.

  • What are some practical products to start with for an online business?

    Consider starting with products or services you're skilled in and passionate about to create a marketable offering. Find what resonates with you and your target customers.

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