Amazon's Singapore retreat: Why its US playbook failed in Southeast Asia
Amazon has decided to end its local fulfillment operations in Singapore due to challenges in competing with regional e-commerce platforms. Analysts suggest that Amazon's traditional strengths do not align with the competitive landscape in Southeast Asia, where price and volume dominate. The company will focus on international offerings instead, resulting in layoffs of less than 10% of its local workforce.
- ▪Amazon will phase out local fulfillment in Singapore, including grocery delivery services.
- ▪The decision is attributed to the inability to compete effectively against regional platforms like Shopee and TikTok Shop.
- ▪Amazon's market share in Singapore stands at 6% of the city's gross merchandise value.
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