Singapore’s Indie Booksellers Unite to Challenge Amazon with Bookshop SG

In a bold move to counter the dominance of global e-commerce giant Amazon, eight independent booksellers in Singapore have joined forces to launch Bookshop SG, a new online platform aimed at supporting local literary culture. Announced in early 2025, the initiative seeks to provide a community-driven alternative for book lovers, emphasizing personalized service and the preservation of Singapore’s unique bookstore heritage, at a time when small businesses face mounting pressures from multinational corporations.

A Collaborative Effort to Preserve Local Culture

The creation of Bookshop SG represents a rare collaborative effort among Singapore’s indie booksellers, who have historically operated in a competitive, niche market. The eight founding stores, which include well-known names like BooksActually and Littered with Books, have pooled their resources to build a platform that not only sells books but also fosters a sense of community. The website offers curated reading lists, author events, and virtual book clubs, aiming to replicate the intimate experience of browsing a physical bookstore.

According to a spokesperson for the initiative quoted by AsiaNews Network, “We wanted to create a space where readers can connect with stories that matter to Singaporeans, while supporting the shops that have shaped our literary landscape.” This sentiment reflects a broader concern among local retailers about the erosion of cultural spaces due to the convenience and pricing power of giants like Amazon, which has expanded aggressively in Southeast Asia over the past decade.

Economic Stakes for Small Businesses

The launch of Bookshop SG comes amid growing challenges for small and medium enterprises (SMEs) in Singapore, a city-state known for its business-friendly environment but also for its high operating costs. Independent bookstores, in particular, have struggled with rising rents and the shift toward online shopping, trends exacerbated by the COVID-19 pandemic. Industry data suggests that foot traffic in physical bookstores dropped by nearly 40% between 2019 and 2023, pushing many to pivot to digital sales or risk closure.

By creating a unified online platform, the booksellers hope to capture a slice of the growing e-commerce market, which in Singapore is projected to reach US$10 billion by 2026. Bookshop SG’s model allocates a significant portion of each sale directly to the participating stores, unlike Amazon, where local sellers often face high fees and stiff competition from international vendors. This structure aims to ensure that revenue stays within the community, supporting not just the bookstores but also local authors and publishers.

Economists, however, caution that challenging a behemoth like Amazon is no small feat. Dr. Linda Tan, a retail analyst at the National University of Singapore, noted, “While the initiative is commendable, indie booksellers must contend with Amazon’s vast logistics network and pricing strategies. Bookshop SG will need to differentiate itself through unique offerings and customer loyalty.” One potential advantage lies in its focus on Singaporean and Southeast Asian literature, a niche that global platforms often overlook.

Community Response and Digital Innovation

Early reactions to Bookshop SG have been largely positive, with book enthusiasts and local advocacy groups praising the initiative on social media platforms like X. Many users expressed excitement about supporting homegrown businesses, with one post stating, “Finally, a place to buy books that feels like it understands our stories.” Others, however, raised concerns about whether the platform can match the speed and convenience of Amazon’s delivery services, a critical factor for online shoppers in Singapore’s fast-paced environment.

To address these challenges, Bookshop SG has partnered with local delivery services to ensure same-day shipping within the city-state, a move that mirrors Amazon’s efficiency while keeping operations localized. The platform also integrates features like personalized recommendations based on past purchases and reading preferences, leveraging technology to enhance user experience without sacrificing the personal touch of indie bookstores.

Broader Implications for Singapore’s Retail Sector

The launch of Bookshop SG is emblematic of a wider trend in Singapore, where SMEs are increasingly turning to digital solutions to survive in a hyper-competitive market. The government has supported such transitions through grants and initiatives like the Digital Economy Blueprint, which aims to help traditional businesses adapt to e-commerce. In 2024 alone, over 5,000 local firms received funding to develop online platforms, reflecting a national push toward digital resilience.

Yet, the success of Bookshop SG could have implications beyond the retail sector. It signals a growing resistance to the homogenization of consumer culture, as communities seek to preserve their unique identities in the face of globalization. For Singapore, a nation often seen as a hub of modernity, initiatives like this highlight the tension between economic progress and cultural preservation—a balance that policymakers and businesses alike must navigate.

Comparatively, similar efforts have emerged in other parts of the world, such as Bookshop.org in the United States and the United Kingdom, which also supports independent bookstores by sharing profits. While these platforms have gained traction, their impact on Amazon’s market share remains limited. Bookshop SG, however, benefits from Singapore’s compact geography and tech-savvy population, factors that could amplify its reach if executed effectively.

Challenges Ahead and the Road to Sustainability

Despite the optimism surrounding Bookshop SG, several hurdles loom on the horizon. Marketing the platform to a broader audience, particularly younger readers accustomed to Amazon’s seamless interface, will require significant investment. Additionally, sustaining collaboration among the eight booksellers—each with distinct identities and customer bases—may prove challenging over time. Disagreements over revenue sharing or strategic direction could undermine the initiative if not managed carefully.

Moreover, the platform must contend with the broader economic climate in Singapore, where inflation and rising costs continue to squeeze consumer spending. A recent survey by the Singapore Retailers Association found that discretionary purchases, including books, have declined by 15% since 2022. For Bookshop SG to thrive, it may need to expand beyond books, potentially offering related products like stationery or hosting paid literary events to diversify income streams.

A Cultural Stand in a Digital Age

As Bookshop SG begins its journey, it stands as a testament to the resilience of Singapore’s independent booksellers and their determination to carve out a space in an increasingly digital world. While the road ahead is fraught with challenges, the initiative offers a glimmer of hope for small businesses seeking to reclaim their relevance. Whether it can truly rival Amazon remains an open question, but for now, it serves as a rallying point for those who believe that local stories—and the shops that tell them—still matter.

As the platform gains traction, its impact on Singapore’s literary and retail landscapes will be closely watched, potentially inspiring similar efforts across Southeast Asia. For readers, the choice between convenience and community has never been more poignant.