Online sales of computer and telecommunications equipment have become mainstream, accounting for over half of sales for 13 consecutive months | Lianhe Zaobao

Online sales of computers and telecommunications equipment have become mainstream. According to data from the Singapore Statistics Department, as of November 2025, the online retail sales of these goods have exceeded half for 13 consecutive months, an unprecedented occurrence. Computers and telecommunications equipment are also the first category of goods to achieve "online dominance," with the online retail sales proportion reaching 60.6% in November 2025, the highest since June 2020. June 2020 was the third month of the implementation of COVID-19 pandemic control measures in our country. Analysts believe that the impact of the pandemic, changes in consumer behavior, characteristics of supply and demand for goods, and rising rental costs are the main factors driving the accelerated shift of goods to online sales. Overall, the online retail sales proportion of various goods is expected to continue to rise; however, some consumers still prefer physical stores. While physical retail needs to adjust its positioning, it still plays an important role. Matt Williams, President of Consumer Business at StarHub, said, "The growth of online sales of computers and telecommunications equipment reflects a significant shift in how consumers discover, compare, and purchase technology products. Consumers have become more informed, are more inclined to buy directly, and increasingly value speed, transparency, and convenience, especially when they are already familiar with the products and packages." He believes that the telecommunications industry is a typical example, where SIM-only and device-agnostic pricing plans are more suitable for online sales channels. However, he emphasized that physical stores remain important. "StarHub continues to invest in and optimize its store network across the island because many customers still value face-to-face consultations and services, especially when the needs are more complex. The future is not a conflict between online and offline, but rather a seamless integration of both." Pan Zhechuan, a research analyst at FSMOne Singapore's research and portfolio management department, believes that e-commerce platforms like Shopee and Lazada allow consumers to easily compare prices from multiple sellers. Coupled with the introduction of coupons and promotional events like 9.9, 10.10, and 11.11, online shopping often offers more price advantages. Major brands like Apple and Samsung also have official flagship stores on these platforms, attracting consumers who are originally concerned about purchasing counterfeit products. Zhang Tingshuo, an analyst at KGI Securities Singapore, pointed out that the wave of personal computer upgrades and the global memory shortage have also prompted merchants and buyers to adopt online channels more frequently. For merchants, online platforms make it easier to manage purchase limits, queues, and bundled sales. For consumers, a rich product catalog helps in making choices among different brands, specifications, and prices. Looking ahead, independent economist Song Shengwen believes that since the Statistics Department began publishing related data in 2018, the online retail ratio has shown an overall upward trend and will continue to rise in the future, as over time, the number of people accustomed to online shopping will only increase However, Zhang Tingshuo stated that a considerable number of consumers still prefer physical stores for immediate purchases, problem-solving, warranty protection, and physical evaluation. Pan Zhechuan believes that if the online sales proportion is to further break through 70%, a deeper change in consumer behavior may be required, such as the more widespread use of immersive product displays like virtual reality (VR). Today's Funan is no longer a traditional IT Mall, but rather a fusion of dining, clothing, sports, and experiential formats, with a noticeable decrease in the number of computer stores. (File photo) Commercial Rental Prices Continue to Rise Meanwhile, commercial rental prices continue to rise, becoming an important cost pressure that retailers must face. Song Shengwen uses Funan as an example; this mall is no longer a traditional IT Mall, but rather integrates dining, clothing, sports, and experiential formats, with a significant reduction in the number of computer stores. Zhang Tingshuo believes that rising rents increase the opportunity cost of large stores as transaction sales points, leading retailers to reduce store sizes and focus instead on product experience and service. Nevertheless, physical stores remain indispensable, especially for high-priced electronic products, as consumers still wish to experience them firsthand to enhance their confidence. He stated that a more feasible model is to use physical stores as a starting point for experience and trust-building, and then complete the entire purchasing process through online channels, including product comparison, checkout, delivery arrangements, warranty registration, repair appointments, and repeat purchases. This aligns with the overall trend of Singapore's retail industry towards omnichannel transformation. Overall, retailers need to streamline their physical networks and increase investment in technology and logistics to adapt to a digital-first retail future