THE BROAD VIEW

The global e-commerce playbook is being rewritten in emerging markets

Singapore businesses should look towards the Global South, not West, for the future of e-commerce

    • In emerging markets, discovery, engagement, and transactions are increasingly happening within the same mobile ecosystem.
    • In emerging markets, discovery, engagement, and transactions are increasingly happening within the same mobile ecosystem. IMAGE: PIXABAY
    Published Sat, Jul 11, 2026 · 07:00 AM

    AFTER recently moving from Brazil to Singapore, one thing I still find myself reflecting on is how ordinary digital payments feel back home.

    On my way to work in Sao Paulo or Curitiba, I might pay for a coffee with Pix, Brazil’s primary instant payment system, using my phone. My Uber ride arrives, and the payment happens automatically through a digital wallet.

    When sending my car for maintenance, I have the option to pay for the service in instalments. Later in the day, my streaming subscriptions renew without a credit card, through Pix Automatico, a feature designed for recurring payments. I pay utility bills with a bank slip called “boleto”.