Singapore, September 26, 2025 – Singapore has unveiled enhanced e-commerce guidelines designed to ensure a fairer and more competitive online marketplace, addressing potential barriers to merchants’ ability to sell their products across platforms.
The updated Technical Reference 76 (TR 76), jointly announced by Enterprise Singapore, the Competition and Consumer Commission of Singapore (CCCS), and the Ministry of Home Affairs, provides new guidance for e-marketplaces and e-retailers on promoting transparency, fair business practices, and accountability in online transactions.
With e-commerce revenue in the services sector reaching S$393.9 billion (approximately $305.3 billion) in 2023, competition among platforms has intensified. The updated guidelines seek to ensure that dominant marketplaces do not unfairly restrict merchants or tilt the playing field through preferential listings, restrictive exclusivity clauses, or onerous contract terms.
The guidelines encourage platforms to adopt fair listing conditions, allow merchants to use multiple marketplaces, and establish transparent dispute resolution channels. They also call for greater transparency in dealings with merchants and for e-marketplaces to avoid self-preferencing practices that could disadvantage independent sellers.
The framework further guides e-commerce platforms on the responsible use of AI and automated systems, emphasizing that such tools must operate fairly, transparently, and in compliance with laws governing competition, data protection, and cybersecurity.
CCCS Chief Executive Alvin Koh said the update represents a major step forward in aligning business conduct with consumer interests across every stage of the online purchasing journey. “These guidelines support a fair and open digital marketplace, benefiting both consumers and businesses,” he noted.
Developed by a multi-stakeholder working group that includes representatives from major platforms such as Shopee, Lazada, and FairPrice, the revised TR 76 reflects an industry-led effort to raise standards in Singapore’s e-commerce ecosystem.
The revised guidance also introduces stronger consumer protection measures, including clearer display of prices, discounts, and promotions, and accessible merchant terms and conditions. It provides new guidance to address fake reviews and misleading interfaces, such as “subscription traps,” that can mislead consumers.
“As Singapore’s digital economy matures, maintaining a transparent and competitive environment is crucial,” said Choy Sauw Kook, Director-General (Quality & Excellence) at Enterprise Singapore. “With the enhanced TR 76, e-commerce players can build trust, compete fairly, and navigate the responsible use of new technologies.”
The guidelines also introduce enhanced anti-scam measures, urging platforms to verify merchants, act quickly on fraudulent activity, and cooperate with regulators. The Ministry of Home Affairs reported that e-commerce scams have fallen by more than half, from 7,200 in the first half of 2024 to around 3,200 cases in the same period of 2025.
