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Singapore Online Shopping Trends 2022

Singapore Online Shopping Trends

The Growth of Online Shopping in Singapore


Expenditure (in million US$)



Electronics and media

Toys, Hobby and DIY

Furniture & Appliances

Food & Personal Care

























Online business revenue

The revenue in online business industry of Singapore is continuously increasing from 2017 to 2020.

  • In 2017, total revenue was 859.4, 951.1, 543.4, 618.2 and 520 million US dollars in the sector of fashion, electronics and media, toys, hobby and DIY, furniture & appliances and food & Personal Care respectively.
  • In 2018, the revenue has increased and reached 994.6, 1054.9, 652.7, 720.4 and 645.9 in the fashion, electronics and media, toys, hobby and DIY, furniture & appliances and food & Personal Care sector respectively.
  • Total revenue in the eCommerce market amounts to US$4,906m in 2019. Among them 9 in the fashion, electronics and media, toys, hobby and DIY, furniture & appliances and food & Personal Care sector are1188.8, 1216, 805.9, 866.6 and 828.3 respectively.
  • The forecasted revenue of 2020 in the sector of fashion, electronics and media, toys, hobby and DIY, furniture & appliances and food & Personal Care is 1445.6, 1441.8, 1005.4, 1059.7 and 1071.1 million US $ respectively.

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Revenue growth trends in Singapore (in percentage from 2018 to 2020)



Electronics and media

Toys, Hobby and DIY

Furniture & Appliances

Food & Personal Care



















revenue growth trend

The rate of revenue growth is continuously increasing in each year from 2018 to 2020.

  • In 2018, the revenue growth in the segment of fashion, electronics and media, toys, hobby and DIY, furniture & appliances and food & Personal Care was 16%, 11%, 20%, 17%and 24% respectively.
  • In 2019, the revenue growth in the segment of fashion, electronics and media, toys, hobby and DIY, furniture & appliances and food & Personal Care is 20%, 15%, 23%, 20%, and 28% respectively.
  • It is forecasted that in 2020, the revenue growth the fashion, electronics and media, toys, hobby and DIY, furniture & appliances and food & Personal Care will be 22%, 19%, 25%, 22%, and 29% respectively.

Current market trends and forecasted revenue in online shopping



Electronics and media

Toys, Hobby and DIY

Furniture & Appliances

Food & Personal Care
































Singapore current market trend forecast

Revenue is expected to show an annual growth rate (CAGR 2019-2023) of 14.9%, resulting in a market volume of US$8,549m by 2023. The market’s largest segment is Electronics & Media with a market volume of US$1,216m in 2019.

  • User penetration is 69.3% in 2019 and is expected to hit 73.2% by 2023.
  • The average revenue per user (ARPU) currently amounts to US$1,219.34.
  • It is forecasted that in 2021, the volume of revenue in the segment of fashion, electronics and media, toys, hobby and DIY, furniture & appliances and food & Personal Care will increase to 1713.6, 1652.5, 1216.2, 1258.4 and 1323.2 million US dollar.
  • In 2022, it will be 1912.5, 1808.9, 1376, 1400.5 and 1502.7 million respectively. And in 2023, the expected volume of revenue will be 2038.2, 1933.4, 1476.6, 1490.2 and 1610.3 in the segment of fashion, electronics and media, toys, hobby and DIY, furniture & appliances and food & Personal Care.

E-commerce activities in Singapore

Percentage of internet users who report performing each activity in the past month [survey based]

e-commerce activities in Singapore

  • Seared online for product or service to buy: 89%
  • Visited an online retail store on the web (any device): 87%
  • Purchased product or service online (any device): 73%
  • Make an online purchase via a laptop or desktop computer: 47%
  • Make an online purchase via a mobile device: 54% (The Global State of Digital in 2019 Report).

So, the majority of respondents in a survey searched online for a product or service to buy (89%) according to We Are Social, visited an online retail store (87%), and purchased a product or service online (73%). Mobile is a slightly more popular platform for online purchases in Singapore (54%) compared with desktop and laptops (47%).

Top Google Shopping Queries in 2022(based on searches)

top Google shopping queries

  1. Adidas: 100 index
  2. Lazada: 80 index
  3. Amazon: 60 index
  4. Ikea: 48 index
  5. Qoo10: 45 index
  6. Google: 31 index
  7. YouTube: 26 index

The above rank shows that top Google shopping queries by the people of Singapore in 2019 on the basis of their searches.

  • It is observed that most of the people of Singapore search Adidas and its index is 100 among 100 indexes.
  • Lazada remains in the second position and its index is 80 from 100.
  • The position of Amazon is third and its index is 60 index
  • Ikea is in the fourth position and according to the result, its index is 48 indexes.
  • Qoo10 is in the fifth position and its index is 45.
  • According to the same survey result, the position of Google in Singapore is sixth and its index is 31 index.
  • Finally, the position of YouTube is sixth and its index is 26.

Domestic e-Commerce (B2C) in Singapore

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A favorite pastime of Singaporeans is shopping.  Online shopping is especially popular with young adults and higher-income households. A study by Visa showed that 26% of Singaporeans shop online at least once a week – the highest percentage per capita in Southeast Asia. Those in the 25 to 44 age group most frequently shop online in Singapore. 51% are male online shoppers in Singapore in 2019 and remaining 49% are female online shoppers in Singapore in 2019.

Cross-Border e-Commerce

According to Forrester Research, 60% of Singapore’s e-commerce sales come from cross-border orders, a significant percentage compared to countries such as Malaysia (40%), Japan (18%) and South Korea (25%). The Financial Study Association of Amsterdam also highlighted Singapore’s suitability as an e-Commerce test-bed, given the fact that a high share of cross-border trade offers businesses unique insights into Asia Pacific’s online shopping behavior.

The number of users in the e-Commerce market (from 2017 to 2023)

e-commerce market users in Singapore

In the above figure, it is shown the number of users in the E-commerce market from 2017 to 2023.

  • The total number of users in 2017, 2018, and 2019 is 3.9, 3.9 and 4 million.
  • It is expected that the number of users will be 4.1, 4.2, and 4.3 in 2020, 2021, and 2022.
  • In the E-commerce market, the number of users is expected to amount to 4.4m by 2023.

So, in terms of the number of users, it is shown an upward trending bar diagram. That means, from 2017 to 2023 the number of e-commerce customer will continuously increase, which is good news for the business who run in the e-commerce industry.

The penetration rate in percentage

ecommerce penetration rate percentage in Singapore

  • The penetration rate in 2017, 2018, and 2019 are 67.7, 68.4 and 69.3 percent.
  • It is expected that this rate will be 70.4, 71.6, 72.5 and 73.2 in 2020, 2021, 2022 and 2023 respectively.

So, the penetration rate is continuously increased from 2017 to 2019 and it is also expected that the rate will further increase in the near future.

Users of online shopping

In this section, it is shown the age of online shoppers/users, their gender and their income level.

Age of online shoppers


Users in percentage











age of online shopping users in Singapore

This indicates that the age of the most online shoppers in Singapore is between 25 to 34 years. That means young adults are mainly purchased their desired goods and services online.

And it is seen that the least customer of online shopping is the people whose age is between 55-64 years. This segment of people only buys 4.4% of total online purchases in Singapore 2019.

So, online businesses should target the age group of 25-34 to increase their volume of sales.

Users by gender







ecommerce users by gender in Singapore

In 2019, the percentage of male online shoppers in Singapore is 51%

And in 2019, the percentage of female online shoppers in Singapore is 49%

This indicates that in Singapore both males and females are equally habituated with online shopping.

Users by income



Low income


Medium income


High income


ecommerce users by income in Singapore

  • Most of the e-commerce users are from high-income group which is accounted for 36.4%
  • Medium income group is 31.4%
  • Low-income group customer of e-commerce is 32.2%

Although it seems that a higher income group of people is mostly habituated with online shopping in Singapore, the above fact shows that higher-income people, medium-income people, and even low-income people all equally prefer online shopping.


Payment methods and types

Payment methods

Payment methods in percentage

Bank transfer




Cash on delivery






ecommece payment methods in Singapore

Most e-commerce users prefer to use Cards in transaction which is 65.2% of total transactions.

  • After that 20.4% prefer to use E-wallet
  • 9.2% prefer bank transfer
  • 3.5% prefer Cash on delivery
  • 65.2% prefer paying with cards
  • And remaining 1.6% use other methods

From the above statistics, it is found some important insights:

  • Firstly, most of the people of Singapore are adopted themselves with using various types of debit and credit card.
  • Secondly, only very few people from Singapore prefer cash on delivery.

Payment types

ecommerce payment types in Singapore

  • Use money banking: 64%
  • Make mobile payments: 36%
  • Purchase Items online using a mobile phone: 54%
  • Own some Form of Crypto currency: 6.4%

From the above figure, it is observed as an important point which is that a good percentage of people (6.4%) are starting to use Crypto currency. And the interesting fact is that several well-reputed online business companies in Singapore have started to accept Crypto currency.

Main reasons of rising online trend in Singapore

reasons for ecommerce online trend in Singapore

It is identified as the two most important reasons for the rising e-commerce trend in Singapore.

  • Among them, the first one is the increased internet access via mobile.
  • And the second one is that e-commerce businesses basically charge low prices and even customers get access to greater selection.

The browser Singaporeans mostly use to Shop Online


Percentage of users use to shop online





Samsung Internet








Singapore online shopping trendsE-commerce shopping spend by category

The total annual amount spends on consumer e-commerce categories, in US. Dollar

total consumer spending online

  • Fashion and beauty: $999.0 million
  • Electronics and physical media: $1. 080 billion
  • Food and Personal care: $647.0 million
  • Furniture and appliances: $726.0million
  • Toy, Diy & Hobbies: $658.0 million
  • Travel (Including accommodation): $3.641 billion
  • Digital music: 26.0 million
  • Video games: $85 million

73% of online shoppers here bought items from overseas in the past year, with 14% shopping exclusively on foreign websites.

E-commerce shopping growth by category

Annual change in the total amount spends on consumer e-commerce categories.  Traditional retailers have the advantages of well-established brands and product inventories. Contributing 1.4% to Singapore’s GDP with S$33 billion (US$24 billion) in operating receipts, Singapore’s retail sector can also benefit from the government’s initiatives such as the 2020 vision of the Retail Industry Transformation Map (ITM). Another government initiative is the PSG digital marketing grant offered to help companies improve their online presence, read more about it here.

Singapore Ecommerce growth

  • Fashion & beauty: +30%
  • Electronics and physical media: +31%
  • Food and Personal care: +47%
  • Furniture and appliances: +35%
  • Toy, Diy & Hobbies: +40%
  • Travel (Including accommodation): +7.9%
  • Digital music: +11%
  • Video games: +16%

Based on the forecasted value of We Are Social-2019, it is predicted that in 2020, the growth of fashion, electronics and media, toys, hobby and DIY, furniture & appliances, and food & Personal Care will be 22%, 19%, 25%, 22%, and 29% respectively. Total Singaporean E-commerce revenue across all product categories is 3.3 billion USD and is expected to grow to 5 billion USD by 2021. Electronics and Media is currently the leading product category in Singapore, accounting for 918.1 million USD market share, followed by Toys, Hobby & DIY, which generates 843.7 million USD in sales.

Ecommerce detail: Consumer goods

Singapore Ecommerce consumer goods

  • Total number of people purchasing consumer goods via E-commerce: 4 million within +5.3% year on year change
  • Penetration of consumer goods E-commerce (total population): 69%
  • Value of the consumer goods e-commerce market (total annual sales revenue): $4.110 billion with +35% year on year change.
  • Average annual revenue per user of consumer goods E-commerce (Arpu): $1,037 with +31% year on year change. (The Global State of Digital in 2019 Report).

The annual sales value of Singapore’s consumer e-commerce market totals $4.11 billion with a growth rate of 35% YoY. The average annual e-commerce revenue per person is $1,037, up 31%. E-wallet only accounts for 10% of total e-commerce spend in Singapore.

Online shopping spending

Comparing e-commerce spend to point of sale spends, with e-wallet detail

Singapore online shopping spending

  • E-commerce spend per capital: $889 US dollar
  • Point of sale spend per capita in US dollars: $21,481
  • E-commerce spend as a share of retail spend: 4%
  • E-wallets’ share of e-commerce spend: 10%
  • E-wallets’ share of point of sale spend: 4%

According to We Are Social-2019, the people of Singapore spend $889 US dollar in the year 2019 to purchase goods and services online. And the point of sale spend per capital $21,481US dollar. The percentage of e-commerce sales share is about only 4% of total domestic sales.

The places where Singaporeans find the information to buy

sources of online shopping information

  • Google: 69% of online shoppers in Singapore have said about the use of Google
  • Websites: Almost a third of shoppers mostly depend on brand websites for information
  • YouTube: Another 14 percent prefer using video platforms such as YouTube and Vimeo to search for more information concerning a brand, product, or service.
  • Social media: 12% of the Singaporeans visit social media for information
  • Market price: 12% who’s decision to buy will, for the most part, be skewed towards who has the best price on the market

The best online fashion shopping sites in singapore

best online fashion shopping sites in Singapore

The best online fashion shopping sites in Singapore are

  • Qoo10

Qoo10 is a favorite with Singaporean shoppers for great bargains at incredibly low prices. As many merchants export directly from Warehouses on Qoo10, electronics and food, health supplies or furniture and fashion are priced very competitively. Fashion sourced from Korea, China, Taiwan, Malaysia sell briskly. Food supplies from Malaysia, Indonesia, Korea are priced low and sell briskly.

  • Lazada

Lazada is an ecommerce pioneer in South East Asia and its incorporation of the Redmart label has made it a necessity for Singaporean households. It also sells electronics, software from Sim Lim and Funan at great prices, making it an alternative to travelling to these IT hotspots. Clothes, toys, sports gear, fashion, accessories, games, food are also highly sought-after shopping items, priced reasonably.

  • Shopee

Shopee is expanding meteorically as a South East Asian ecommerce platform. Through interactive shopping features like Shopee live chat and coins redemption as well as Shopee guarantee for reimbursement for faulty/undelivered goods, its popularity rises exponentially. All products from electronics, food, clothing, toys, fashion, gaming, sports, are available on Shopee at warehouse prices.

  • Zalora

Zalora is esteemed widely for fashion retail in the ecommerce arena locally. It is Asia’s top fashion ecommerce retailer with its expansive array of fashion stocks from many destinations, and stocking a dazzling array of brands, covering high fashion and more modest, down to earth apparel. 

  • Carousell

Carousell’s growth arose from its informal, impromptu, improvisational nature which makes bargaining and negotiation as well as arranging meetups a breeze for buyers. It is an Asian, more informal version of the eBay online selling model.

  • Redmart

Redmart is the biggest online grocer after NTUC in Singapore. The dizzying array of food supplies from Europe, China, India, Thailand, Malaysia, Indonesia, Taiwan, Korea, and highly competitive prices as well as convenient delivery slots and consistent logistics execution make it highly sought after.

Top companies searched by Singaporean

  • Qoo10 Singapore
  • Lazada Singapore
  • StrawberryNet
  • EzBuy
  • Zalora
  • Reebonz
  • Forty Two
  • HipVan
  • SgShop
  • Singsle

The statistic shows the most popular B2C e-commerce sites in Singapore as of first quarter 2019. During the period examined, The Qoo10 Singapore was the most visited B2C e-commerce website approximately eight million monthly web visits.

Global comparison with Singapore in terms of online shopping revenue





United States


United Kingdom








With a market volume of US$723,131m in 2019, most revenue is generated in China. The position of Singapore is 5 with the market volume of US$4,906m.

Get in touch with us for more tips about Singapore online shopping landscape and how you can capitalise on it through robust digital marketing strategies

Everything You Ever Wanted to Know About eCommerce Digital Marketing Trends

The truth is, the Covid-19 pandemic wreaked havoc in our lives and forced thousands of businesses to close shop. But amid struggles brought about by the pandemic, the eCommerce businesses thrived as most people preferred shopping online. The lockdown in most of the countries also fuelled the eCommerce industry significantly.

Nine out of ten eCommerce recorded double-digit revenue growth during that apocalyptic period. New trends emerged to galvanise the important role online shopping plays in our lives.

Here are the top 10 digital marketing trends in the eCommerce space you should know.

  1. Mobile-Friendly Shopping

Most online shoppers perceive mobile shopping as more convenient and simpler than browsing and placing orders via desktop. As a result, eCommerce businesses have no option but to improve the mobile shopping experience for customers continuously. 

eCommerce businesses invest thousands of dollars in making their websites as responsive and mobile-friendly as possible to profit from this trend. Other factors that influence user experience, such as load time, have significantly improved over the last twelve months. If a page takes too long to load or has an unclear navigation menu, the shoppers won’t hesitate to leave.

As you create your digital marketing budget, make sure to factor in your website mobile experience. You may have to redesign some pages to profit from this trend.

  1. Artificial Intelligence is Becoming Mainstream

Artificial Intelligence (AI) is an emerging technology that has great potential to revamp online shopping. eCommerce websites such as Amazon rely on this technology to offer the best shopping experiences to their customers.

AI makes online shopping more custom or personal to the customers by using browsing history, unique interests, and previous purchases to provide personalised recommendations. That is, the technology can select and display products and ads based on the information available about the customer’s past purchases, interests, and browsing history.

Don’t be left behind; invest in AI to compete effectively with other eCommerce businesses. Remember, savvy customers, gravitate towards stores that have embraced new technologies and offer futurist shopping experiences.

  1. Use of Voice Assistants

Voice assistants are an integral part of the online shopping experience, and experts predict their importance and relevance to eCommerce will continue to increase in the coming months. 

In 2020, the voice assistants were instrumental in helping customers make decisions and navigate the eCommerce websites. For example, they helped customers who were not conversant with the sites to add products to the cart and complete purchases. 

Moving forward, it’s prudent to consider enhancing your eCommerce marketing strategy by adding voice assistance to your website. The addition will enable customers to navigate your website more conveniently. They will also find products in seconds, thereby saving time and increasing your online store conversion rate exponentially.

  1. Rise of Multichannel Selling

Last year, most eCommerce customers relied on multiple channels to purchase products as opposed to one website. The channels include social media platforms such as Facebook and Instagram, allowing customers to purchase products as they scroll through their feed. 

The two social media platforms are alive to this trend, as evident from the new feature that allows businesses to create custom shops (Facebook Shops and Instagram Shops). The features enable businesses to establish multichannel selling strategies and generate sales from many active users on social media platforms.

Like anything else new in the digital marketing industry, implementing multichannel selling has its fair share of challenges but has a huge potential of spurring business growth if well executed. Displaying products on multiple channels enables customers to shop with ease and increases your clientele base. 

In addition, more people will get to learn about your business and its offers, thereby enhancing your brand awareness efforts. Ensure that you monitor the results you achieve from each platform to better understand your audience and leverage their potential.

  1. Increased Use of Digital Wallets

As customers continue to gravitate towards eCommerce platforms that offer excellent mobile shopping experiences, the use of digital wallets is expected to increase steadily. eCommerce websites now allow customers to pay for products via digital wallets such as PayPal and Skrill.

The beauty of digital wallets is that the funds are transferred in real-time through a series of secure and encrypted servers. Consider adding this kind of payment option on your eCommerce website to take advantage of this low-hanging fruit. 

Note that most businesses only allow customers to pay using credit cards, so offering PayPal or any other digital wallet payment option will endear your brand to more customers. 

  1. Personalisation of Content

Gone are the days when you would generate sales by posting generic content. You need to anticipate the next steps that customers will take or the kind of information they are looking for when they visit your website.

In the context of eCommerce, you need to personalise content based on the customer’s needs and preferences. Embark on creating content that resonates with their buying patterns and habits. 

The only way to achieve this goal is by carrying out extensive market research. For example, if you rely heavily on social commerce, use the best social media monitoring tools to observe the target customers‘ activity on the various social media platforms. Learn which content they interact with the most and create more of it to engage with them. 

Alternatively, you could request them to fill out a survey to help you understand which products they prefer and improvements they would want to be done on the products. 

All this information will help you connect with the customers deeper and evoke positive emotions right from the minute they land on your website. It will also help you create laser-focused advertising campaigns using Google Ads, Bing Ads, and Social Media Ads. 

  1. SMS Marketing is Back with a Bang

Five years ago, SMS marketing was very popular, but its usage took a dip with the rise in social media, email marketing, and search engine marketing. However, brands have started using it to market their products more directly.

Ideally, it entails sending marketing messages to potential customers through a text message. Compared to email marketing, SMS marketing achieves a higher open rate. The average open rate for email marketing is estimated to be 20%, while some successful SMS marketing campaigns record up to 98% open rate. 

Based on this data, it’s clear that marketers have a high chance of converting interested customers into buying customers if they reach out to them via text instead of relying on email alone. 

However, the messaging must be right to inspire the customer to take the desired action. The content should match the customer’s needs, goals, and wants when they receive the text message. Sending out generic messages will ruin your credibility and hinder you from getting new customers. 

  1. Environmental Wellness Conscious Shopping

Climate change and global warming are topics that everyone is concerned about today. Even though you sell products online, it’s still important to show that your brand is conscious of the environment.

Trust me; the online customers take notice of eCommerce brands that are keen on promoting environmental wellness by providing green or sustainable products. 

Show them your pro-environment stance by researching green consumerism and environmental sustainability. The research will provide ideas on what you can do to fit your eCommerce business in the growing environmental conservation and wellness movement. 

For example, you can change the materials you use to make the products. Make sure that you indicate that the product is eco-friendly in the product review, ad copy, and label to win their trust and confidence.

  1. Impact of Social Media on Online Shopping

Social media usage skyrocketed during the Covid-19 pandemic as most people relied on the platforms for communication with loved ones due to lockdowns and other restrictions. 

The increased usage also impacted online shopping positively. More eCommerce businesses incorporated social media marketing strategies into their campaigns to win more customers. Unlike before, social media is a major marketing tool that you cannot afford to ignore.

As mentioned earlier, the platforms have developed new features meant to help businesses communicate with customers better and sell their products seamlessly. You can promote the products on virtually any platform with your current budget.

More importantly, every platform generates analytics reports to help marketers benchmark their campaigns. Use them to create robust ways of increasing your product’s visibility and conversion rate. 

  1. Increase in Subscription-Based Services

Today, Amazon Prime and Netflix are considered the two major video streaming service providers. They accrued massive revenue during the pandemic due to the influx of new subscribers from across the globe. 

You, too, can restructure your business for this trend by offering subscription services. Each package should have different features and prices. Give the customers the freedom and ability to select a package that best suits their lifestyle and needs. 

For this strategy to work, you should do competitor analysis to learn how other businesses are doing it. Then, create better plans based on the report to show the target customers that your services are better than the competitors. 

Go the extra mile and add a feature that allows customers to customise the service packages to suit their specific needs, expectations, and budget. That way, you won’t limit them to only the service plans you create in-house but rather offer them exactly what they want.

Concisely, subscription-based services have the potential to increase revenue and enhance customer retention. Be sure to offer discounts to loyal customers and new customers to encourage them to continue subscribing to the services. 

We previously mentioned that Facebook and Instagram allow businesses to create custom shops. Here are tips on customizing and running a shop on the said social media platforms and generate profits.


How to Customise and Run Shop on Facebook and Instagram

Facebook and Instagram are undoubtedly the most prominent social media platforms today. If you are considering leveraging their new shop feature, here are a few tips to help you get maximum ROI from it.

  • Post High-Quality Images of Products

Customers often decide to buy a particular product based on the text review and the images provided. Impress and encourage them to purchase the products listed on your shop by posting high-quality images. The images should depict the product’s unique selling points to convince the customers that they are the best options in the market.

  • Create Compelling Titles and Content

We have repeatedly discussed the importance of customising content to match the user’s search intent. In the context of Facebook and Instagram shop, strive to create content that is compelling and customised to suit the target customers. 

Produce more video content, as most people prefer it to blocks of text, and monitor the results to know which strategies work best for your brand and customers. Remember to include the target keywords in the copy and titles. 

  • Use UGC (User Generated Content)

Online reviews help customers get a clearer perspective of a product before purchasing. Encourage your customers to write a review after buying and trying the product to give your shop the muscle it requires to get ahead of the competition. 

In addition, encourage user-generated content such as videos of a customer using the product to spur even higher engagement with customers on the fence and not sure whether they should buy. 

  • Respond to Comments Promptly

You will get comments from existing customers and those interested in the products but have a few concerns or questions. Be proactive in responding to the comments to show them that you try to care and are determined to help them out. 

Please don’t ignore the negative comments or feedback, professionally respond to them. Your focus when responding should be to understand the root cause of the problem and provide an amicable solution. For instance, you may decide to ship a new product for free to the customer if the first one shipped was broken or faulty.

Finally, make sure that you adhere to the rules set by Facebook and Instagram to ensure that your shop is always live on the platforms and fully functional. 


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