The Power of Social Commerce in Singapore: Trends, Predictions & What Brands Must Do in 2026

Written By Eugene Tham

Introduction: Social Commerce Is Redefining How Singaporeans Buy

Social commerce is no longer a buzzword in Singapore — it’s the new normal.

In 2026, consumers don’t separate social media from shopping. They discover products on TikTok, ask questions on Instagram, watch live demos on Shopee Live, and complete purchases without ever leaving the app.

For brands, this shift is massive:

  • shorter purchase journeys

  • higher impulse buying

  • creator-led trust replacing traditional ads

This article explores how social commerce is evolving in Singapore, the key trends shaping 2026, and what brands must do now to stay competitive.

What Is Social Commerce? (Singapore Context)

Definition

Social commerce refers to buying and selling directly within social platforms, without redirecting users to external websites.

In Singapore, this includes:

  • TikTok Shop

  • Shopee Live & LazLive

  • Instagram Checkout (limited adoption)

  • Facebook Live selling

  • Influencer-driven affiliate links

Social commerce blends content, community, and checkout into one experience.

Why Social Commerce Is Booming in Singapore

1. Mobile-First Consumer Behaviour

Singapore has one of the highest smartphone penetration rates globally.
Consumers are:

  • always online

  • comfortable with digital payments

  • used to in-app purchases

Social commerce fits naturally into this behaviour.

2. Trust in Creators Over Brands

Local consumers trust:

  • influencers

  • creators

  • livestream hosts

more than polished brand ads.

Creators act as:

  • product curators

  • educators

  • entertainers

This human layer drives conversion.

3. Platform Investment in Commerce

Major platforms are heavily pushing commerce features:

  • TikTok’s in-app checkout

  • Shopee’s live vouchers

  • Lazada’s brand-led livestream studios

Algorithms now reward content that converts, not just content that entertains.

Key Social Commerce Trends in Singapore (2026)

1️⃣ TikTok Shop Dominates Discovery + Conversion

TikTok Shop has emerged as the fastest-growing social commerce channel in Singapore.

Why It Works

  • Algorithm-driven discovery

  • Native checkout

  • Creator affiliate ecosystem

  • Seamless Spark Ads integration

Products don’t need brand awareness — the algorithm finds buyers.

2️⃣ Livestream Selling Becomes Always-On

Livestream selling is shifting from:

“Campaign-based” → “Always-on sales channel”

High-performing brands run:

  • daily or weekly livestreams

  • rotating hosts

  • recurring formats

This creates predictable revenue streams.

3️⃣ Micro & Nano Creators Outperform Celebrities

Singapore brands are moving away from celebrity endorsements.

Why Smaller Creators Win

  • higher engagement rates

  • stronger trust

  • lower costs

  • better conversion

Brands scale by working with many small creators, not a few big ones.

4️⃣ Affiliate-Driven Commerce Scales Fast

Affiliate programs on TikTok Shop and Shopee allow creators to:

  • choose products freely

  • earn commission per sale

  • create authentic content

Brands benefit from:

  • performance-based payouts

  • rapid creator adoption

  • massive content volume

5️⃣ Content Repurposing Extends ROI

Winning brands repurpose:

  • livestream clips

  • influencer reviews

  • UGC videos

into:

  • paid ads

  • website creatives

  • email marketing

  • retargeting campaigns

One piece of content fuels multiple channels.

Industries Winning with Social Commerce in Singapore

Beauty & Skincare

  • tutorials

  • before-after demos

  • live consultations

Fashion & Accessories

  • try-ons

  • styling livestreams

  • bundle deals

F&B

  • cooking demos

  • limited-time offers

  • live tastings

Home & Living

  • product walkthroughs

  • problem-solution demos

Common Social Commerce Mistakes Brands Make

❌ Treating It Like Traditional Ads

Social commerce requires entertainment + interaction.

❌ One-Off Campaign Mentality

Consistency beats big launches.

❌ Ignoring Creator Relationships

Creators are long-term partners, not ad slots.

❌ Not Tracking ROI Properly

Performance must be measured, not guessed.

What Brands Must Do to Win in 2025

1️⃣ Build a Creator-Led Content Engine

Your content should come from:

  • creators

  • hosts

  • customers

Not just brand shoots.

2️⃣ Make Livestreams a Core Channel

Livestream selling should be:

  • scheduled

  • consistent

  • scripted for conversion

Not improvised.

3️⃣ Combine Organic + Paid Amplification

Organic content finds winners. Paid ads scale them.

4️⃣ Treat Social Commerce as Performance Marketing

Set:

  • ROAS targets

  • CPA benchmarks

  • testing budgets

Then optimise weekly.

5️⃣ Work With Specialists, Not Generalists

Social commerce spans:

  • creators

  • livestreams

  • ads

  • licensing

  • analytics

Few teams can handle all of this in-house.

How Confetti Helps Brands Win in Social Commerce

Confetti is a Singapore-based agency specialising in influencer-led social commerce.

Our Capabilities

  • Creator sourcing & management

  • UGC content production

  • Livestream hosting & production

  • TikTok Shop & Shopee Live strategy

  • Affiliate program setup

  • ROI tracking & optimisation

We don’t run campaigns — we build systems.

What Social Commerce Will Look Like Beyond 2025

Expect:

  • AI-powered livestream personalisation

  • deeper platform-commerce integration

  • creator-led storefronts

  • real-time performance optimisation

Brands that build now will dominate later.

Conclusion: Social Commerce Is Not Optional

Social commerce is redefining how Singapore brands grow.

Those who adapt will:

  • acquire customers cheaper

  • build trust faster

  • convert more consistently

Those who don’t will fall behind.

Confetti helps brands design, execute, and scale social commerce strategies that actually drive revenue.

Eugene Tham
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