More Singaporean retailers are expanding into Thailand and Malaysia by leveraging e-commerce platforms like Shopee and Lazada, which offer cost-effective access to large customer bases, integrated logistics, and marketing tools.
Instead of investing in physical stores, brands are using these platforms to test demand and reach younger, tech-savvy consumers, with Shopee and Lazada dominating the online shopping space in both countries.
Shopee’s International Platform and Lazada’s fulfillment services make cross-border selling easier for Singapore businesses, while fashion brands like Love, Bonito and tech companies like Secretlab have shown how successful this strategy can be.
However, challenges remain such as regional tech adoption gaps, fierce competition, and price sensitivity—requiring retailers to adopt tailored, omnichannel strategies that balance affordability, product quality, and cultural relevance.
