With Singapore’s e-commerce market already including a number of options such as Shoptify, Lazada/Redmart and Alibaba, Amazon is now taking on the competition with its official launching of Amazon.sg in Singapore.

The news follows from recent customer feedback on the online e-commerce giant and two years since launching Amazon Prime into South East Asia.

According to Henry Low, country manager for Singapore at Amazon, customers in the region were seeking the ability to shop on desktop and mobile in addition to having more local and international selection from Amazon and trusted sellers and faster/more reliable delivery.

The launch of Amazon.sg will allow brands to sell their products in Amazon’s store dedicated to customers in Singapore.

“Today marks the next step for us in Singapore. We will continue to work hard to earn the trust of Singapore customers by growing our product range, ensuring low prices, and providing a convenient and trusted shopping experience,” Low reported to The Drum.

In addition to the article, Low added that Amazon will also offer its selling partners access to easy listing tools, payment processing and credit card fraud protection. This also includes promotional features to help them get discovered by customers, and reports and analytics to improve selling.

Although Alibaba is currently the largest cross-border e-commerce platform in South East Asia, following its acquisition of NetEase Kaola last month, Amazon is being optimistic in its move with Low concluding that the platform will bring its learnings and best practices of running online retail globally, to offer the best in class customer experiences, as well as local and global selection.

“Our customers in Singapore tell us that they value the vast selection at great prices, as well as our convenient delivery options and we will continue to build on those with the launch of Amazon.sg. Singapore still has huge online potential, so our goal is to further develop our offering to customers, by building an even bigger selection at great prices,” said Low.