Frasers Property Retail will now allow shoppers to browse and purchase from its tenants across all of its 14 malls through its new e-commerce marketplace, Frasers eStore.

Frasers eStore will launch with 200 merchants via the Frasers Experience (FRx) app from end October.

The e-commerce market place will be available to a potential membership base of over 800,000 shoppers following the integration of both loyalty programmes, Frasers Experience and AMperkz.

The integration will take place on September 14.

Following the launch of Frasers eStore, FRx members can expect to place a single consolidated order from multiple tenants in a mall and have their package delivered, all within the app.

Purchases made through the eStore may be used to earn Frasers Points, which can be used to offset their parking fees at the malls, digital gift cards, electronic vouchers, and exclusive deals from the app.

E-commerce transactions have been experiencing a surge in Singapore due to the Covid-19 outbreak. According to a report by GlobalData in June, the rise in consumer preference for online purchases will have a “long-lasting effect”, and the Singapore e-commerce market is expected to reach $9.5 billion in 2020.

“The launch of Frasers eStore marks the natural next step in our digital transformation journey with our tenants to further support them as they embrace digital solutions to find additional avenues to market their products, while adapting to changing consumer behaviours,” says Tan Kee Yong, Chief Operating Officer of Frasers Property Retail.

“The launch builds upon the success of the FRx platform, which was launched in 2018 to provide a truly seamless shopping experience. In addition, we hope that an omni-channel retail platform will offer greater convenience and value-added services for shoppers,” Tan adds.

Shares in Frasers Property closed 1 cent lower, or 0.9% down, at $1.16 on September 1.