拼多多以“一件包邮”加码新加坡市场，当地电商竞争再升温
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<div class="ce-paragraph cdx-block ce-paragraph--left">继进入马来西亚市场引发关注后，拼多多近期进一步加大在新加坡市场的布局，通过大幅降低免运费门槛来推动当地电商竞争升温。平台将跨境购物的免运费标准从此前的“满99元人民币包邮”调整为“一件商品即可包邮”，消费者购买剪刀、纸巾、电动牙刷或人体工学椅等各类商品时，无需凑单即可享受跨境配送服务。目前，新加坡消费者可通过PayNow、信用卡和借记卡完成支付，平台自动安排物流，商品从中国发货后约两周送达。随着这一策略的推进，拼多多和Temu已成为新加坡消费者关注度较高的购物应用，近期在苹果应用商店购物类下载排名中均位居前列。</div>
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<div class="ce-paragraph cdx-block ce-paragraph--left">新加坡南洋理工大学经济学助理教授蔡耀辉分析认为，在通胀压力增加的背景下，消费者更加关注商品价值和价格差异，当家庭预算收紧时，人们会主动比较不同平台价格，并愿意接受更长配送时间以换取更低价格。“一件包邮”政策降低了消费者尝试跨境购物的门槛，尤其对于低价值小件商品而言，不再需要为了达到免邮标准而凑单购买，这将有助于进一步推动线上消费习惯的形成。不过，业内人士认为拼多多短期内未必会改变新加坡电商市场格局。根据Momentum Works的数据，2025年新加坡电商市场GMV达到59亿美元，同比增长21%，其中Shopee占据52%的市场份额，Lazada占36%，亚马逊和TikTok Shop各占6%。该机构认为拼多多的进入将进一步加剧市场竞争，但影响主要集中在价格敏感型消费者群体，未来新加坡消费者可能根据不同需求选择不同平台，例如低价商品选择跨境平台，品牌商品关注平台信誉，而高频消费则更看重配送速度和购物体验。</div>
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