Singapore’s retail sector is undergoing a quiet revolution, one driven not by new storefronts but by smartphones and live streams. The traditional skills of salesmanship are no longer enough; workers now need to be comfortable presenting products to a virtual audience, gauging real-time reactions, and converting viewers into customers. To prepare for this shift, a growing number of initiatives are underway to reskill the workforce, spearheaded by a collaboration between government agencies, industry associations, and the social media giant TikTok.
In January, 36 retail professionals participated in a pilot social commerce course run by TikTok Shop Singapore, a program designed to equip them with the tools and techniques needed to succeed in this evolving landscape. The course, supported by Workforce Singapore (WSG), focused on the intricacies of live-streaming sales, from content creation and audience engagement to sales conversion and post-stream analysis. A follow-up course is scheduled for April, signaling a broader commitment to preparing Singapore’s retail workforce for the future of commerce. This isn’t simply about adding a new skill; it’s about adapting to a fundamental change in how consumers discover and purchase goods.
A Tripartite Approach to Reskilling
The training programs are the result of a memorandum of understanding (MOU) signed on March 30 between the Singapore Retailers Association (SRA), TikTok Shop Singapore, and WSG. WSG’s press release details the collaboration, which aims to develop social commerce solutions, training programs, and supporting infrastructure to enhance the sector’s competitiveness and digital readiness. The MOU was formalized at the SRA Retail Forum 2026, held at Raffles Hotel Singapore.
Minister of State for Trade and Industry and National Development Alvin Tan emphasized the importance of embracing digital transformation. “As social commerce has been ‘supercharged’, retailers… must embrace digital transformation to keep up,” he said at the forum, highlighting the urgency of adapting to the changing market dynamics. The initiative isn’t limited to TikTok; it’s about building a broader skillset applicable across various social commerce platforms.
Complementing this effort, the Singapore Furniture Industries Council and the SRA likewise signed an MOU on March 30, focusing on strengthening workforce capabilities in both the furniture and retail sectors. This broader initiative will address skills in live streaming, artificial intelligence, and understanding evolving consumer behavior, recognizing that the digital shift impacts various retail segments.
Beyond the Host: New Roles Emerge in Social Commerce
The WSG, SRA, and TikTok Shop initiative isn’t just about training retail workers to become live-stream hosts. It recognizes the emergence of three distinct roles within the social commerce ecosystem: hosts who present products on camera, leads who develop and manage sales strategies, and engineers who handle the technical aspects of live streams. This tiered approach acknowledges that success in social commerce requires a diverse skillset.
Ernie Koh, president of the SRA, noted that live streaming isn’t limited by age. “During Covid-19, many (from) older generations went online and moved into a more online lifestyle,” he said, suggesting that mature employees can contribute significantly to social commerce in roles beyond being on-camera talent. He envisions experienced staff taking on leadership or technical roles, leveraging their existing retail knowledge in a new digital context. This is a key point, as successful implementation of social commerce requires buy-in and participation from all levels of the retail workforce.
TikTok’s Role and Accessibility for Little Businesses
TikTok Shop, the e-commerce feature within the popular TikTok app, is playing a central role in this transformation. Leon Koh, TikTok Shop Singapore’s fashion cluster lead and head of seller management, explained that the platform offers retailers access to a vast and engaged audience. TikTok Shop Singapore provides resources and tools for businesses to set up and manage their online stores within the app.
Importantly, TikTok Shop doesn’t require significant investment to get started. “One person is enough to live-stream,” Koh stated, emphasizing the accessibility of the platform for smaller businesses. “All they would need is a tripod, a phone and a presenter with some of the products.” This low barrier to entry is crucial for enabling small and medium-sized enterprises (SMEs) to participate in the growing social commerce market.
Early Adopters See Positive Results
Several brands are already experiencing the benefits of integrating live streaming into their sales strategies. Shiseido Singapore, which began live streaming in 2025, has seen positive results, particularly during peak sales periods like Black Friday. Christine Goh, Senior General Manager at Shiseido Singapore, explained that the company recognized the need to diversify its sales channels beyond traditional e-commerce platforms like Lazada and Shopee. “Live streaming on TikTok Shop gave the brand good sales spikes during big retail moments such as Black Friday sales. The social ecosystem has changed,” she said, highlighting the platform’s ability to drive immediate sales and engagement.
Home-grown lifestyle brand Osim has also embraced live streaming, with its sales staff leading the efforts. Lynn Tan, Osim’s second deputy chief executive, noted that live streams provide a valuable opportunity for staff to explain products in detail and encourage customers to visit physical stores to try them out. This blended approach – combining the convenience of online shopping with the tactile experience of in-store visits – is proving effective.
(From left) WSG’s acting director of trade and lifestyle Terence Ong, Minister of State for Trade and Industry and National Development Alvin Tan, SRA president Ernie Koh and Mr Matt Xu, country head of TikTok Shop Singapore, at the signing of a memorandum of understanding on March 30.
PHOTO: SINGAPORE RETAILERS ASSOCIATION
The success of these early adopters demonstrates the potential of social commerce in Singapore. However, it also highlights the importance of preparation and a well-defined strategy. As Christine Goh of Shiseido Singapore pointed out, live streaming requires significant planning and execution, often taking hours to set up and deliver a compelling presentation.
The ongoing reskilling initiatives, coupled with the support from government agencies and platforms like TikTok, are crucial for ensuring that Singapore’s retail sector remains competitive in the face of this rapidly evolving landscape. The next key milestone will be the evaluation of the April training course and the subsequent refinement of the program based on participant feedback. The long-term success of this initiative will depend on continued collaboration and a willingness to adapt to the ever-changing demands of the digital marketplace.
What are your thoughts on the future of retail in Singapore? Share your comments below and let us know how you think social commerce will impact the shopping experience.
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