SINGAPORE - Media OutReach Newswire - 22 July 2026 - As more established Singapore businesses adapt to changing consumer shopping habits, Shopee is helping manufacturers strengthen direct relationships with consumers through e-commerce, enabling traditionally B2B businesses to build recognised consumer brands and drive long-term growth. 

One such example is Freshening Industries, the Singapore manufacturer behind Zappy. Established more than three decades ago, Freshening has been growing its consumer business on Shopee since 2017. Through direct engagement with consumers on Shopee, Freshening strengthened brand awareness, built a loyal customer base with nearly 80% repeat buyers, and gained valuable consumer insights that continue to shape product innovation. Today, Freshening fulfills more than 50,000 Shopee orders annually and recorded close to 20% year-on-year growth on the platform.

Connecting with Consumers

For a business that had traditionally served companies, e-commerce created a new way for Freshening to build closer relationships with consumers. Without its own retail stores, Shopee became an important extension of the brand, helping consumers discover and recognise the brand behind Zappy, while enabling Freshening to build authentic relationships through digital platforms. Customer reviews, ratings and questions also provided valuable shopping insights that continue to shape the business.

Shopee also continues to create new opportunities for consumers to discover Zappy through content. Today, Freshening leverages Shopee Live, Shopee Video and Affiliate Marketing Solutions (AMS) to engage new audiences through authentic product demonstrations and creator recommendations.

"Consumer behaviour has shifted significantly over the years. More consumers are discovering, comparing and purchasing products online, so we knew we had to evolve alongside these changing habits," said Moh Yan Ting, Managing Director of Freshening Industries. "Beyond sales, the platform has helped us reach a much wider audience while providing valuable insights into shopping behaviour and customer preferences, allowing us to refine our products, optimise our offerings and respond much more quickly to market trends."

Supporting Business Growth

As Freshening's consumer business grew, Shopee helped the company scale more efficiently through strategic guidance and operational support. Working closely with a dedicated Shopee account manager, the brand identified strategic campaign opportunities, optimised promotions and resolved operational issues more efficiently. Participation in Shopee Super Brand Day further strengthened Zappy's visibility through prominent in-app placements and platform-supported promotional campaigns.

As order volumes continued to grow, Fulfilled by Shopee (FBS) also helped Freshening manage increased demand during peak shopping periods. Today, close to 40% of their Shopee orders are fulfilled through FBS, with the company working towards increasing this to 50% by the end of the year. The company also plans to expand its product assortment on the service in preparation for the Q4 shopping season.

With operational demands better supported through Shopee, Freshening is now able to pursue its long-term growth priorities. "Internally, we are then able to focus on diversifying our product portfolio and growing our consumer business, which would have been impossible without Shopee's support over the years," said Moh.

Turning Consumer Insights into Innovation

Beyond supporting business growth, Shopee has provided Freshening with valuable consumer insights that continue to shape product innovation. Feedback and shopping behaviour on the platform have helped the company refine products, improve packaging and identify new opportunities.

Today, Freshening offers an assortment of more than 100 products on Shopee and continues to expand its product portfolio, with every new product incorporating more sustainable materials or reduced plastic packaging.

Looking ahead, the company plans to continue leveraging Shopee to reach more consumers, strengthen creator-led discovery and bring more locally developed hygiene innovations to Singapore households.