Private Branding and Shopee: How Small Singapore Brands Can Sell Internationally Across ASEAN
Many small business owners believe international expansion is only possible after building a large company. They assume they need overseas offices, local distributors, warehouses, and significant marketing budgets before entering another country. As a result, many promising brands remain limited to their domestic market despite growing regional demand.
The reality is changing rapidly. In 2025, Shopee officially launched the Shopee International Platform (SIP) in Singapore with support from Enterprise Singapore (EnterpriseSG). The platform enables local sellers to expand into markets such as Malaysia and Thailand without additional expansion costs. During the pilot phase, more than 8,000 Singapore sellers joined the programme, resulting in an eightfold increase in orders and gross merchandise value within just three months.
However, market access alone does not guarantee success. As more brands enter regional marketplaces, the businesses that stand out are often those that invest in private branding, product presentation, and customer experience. Several ASEAN brands have already demonstrated how a strong marketplace strategy can transform a local business into an international brand.
Shopee Success Stories: How Small Brands Expanded Across ASEAN
One example is Erosska, a Vietnamese footwear brand that used Shopee’s international programmes to reach customers in Singapore, Malaysia, Thailand, and the Philippines. Instead of creating separate operational teams in every market, Erosska leveraged Shopee’s cross-border infrastructure and focused its resources on product development and strengthening its brand identity across different markets. The company invested in creating a consistent brand image, attractive product presentation, and a shopping experience that resonated with regional consumers. The company also studied customer behaviour in each country and adjusted its communication and promotional strategies accordingly.
Another success story is Joey & Mom, a Malaysian baby essentials brand founded by Purani Selvaratnam, a mother of two. This founder story became one of the brand’s greatest strengths because it created authenticity and trust among parents looking for reliable products for their children. By building a brand around real parenting experiences and understanding the everyday needs of families, Joey & Mom established a strong identity that resonated with customers beyond Malaysia. Through Shopee’s fulfilment and marketing tools, the company expanded successfully into Singapore while continuing to operate entirely from Malaysia. This allowed the business to focus on product quality and customer experience without the burden of managing overseas operations. Their journey shows how a strong brand story, combined with a focused niche and digital commerce, can attract international customers and support cross-border growth.
A similar opportunity exists for Singapore businesses such as PAMA Shop. As a brand known for affordable household and lifestyle products, PAMA Shop recognised growing demand from neighbouring ASEAN countries. Through marketplace optimization, improved product presentation, and stronger regional visibility, the brand was able to attract customers beyond Singapore and steadily increase sales. The experience demonstrates that international growth is increasingly driven by branding, customer trust, and marketplace presence rather than physical expansion alone.
How Laxla Can Help
The success stories above reveal a common challenge faced by many SMEs. Entering a new market is becoming easier, but standing out among hundreds of competing products remains difficult. Customers in Malaysia, Indonesia, Thailand, and Singapore are exposed to countless alternatives every day. Product quality remains important, but branding often becomes the deciding factor.
This is where private branding plays a critical role. At Laxla, we help businesses improve the way their products are perceived across different markets. Our services include repackaging, packaging redesign, product positioning, and optimization of Shopee and Lazada listings. These improvements help create stronger first impressions, improve customer confidence, and increase the perceived value of products.
Beyond branding, Laxla supports cross-border expansion through marketplace management, regional promotion, fulfillment coordination, and multi-channel growth strategies. Instead of spending time navigating different systems and vendors, businesses can focus on product innovation and customer relationships while expanding across ASEAN markets more efficiently.
Closing
Cross-border e-commerce has changed the way small brands grow. Today, a business operating from Singapore can reach customers in Malaysia, Thailand, Indonesia, and other ASEAN markets without investing in physical stores or overseas offices. Platforms such as Shopee have significantly lowered the barriers to international expansion.
The experiences of Erosska, Joey & Mom, and PAMA Shop demonstrate that growth depends on more than simply making products available in another country. Success comes from understanding customer expectations, building trust, and creating a brand that resonates across different markets.
For SMEs looking to expand regionally, private branding has become one of the most valuable investments they can make. With the right marketplace strategy, product presentation, and cross-border support, businesses can transform from local sellers into recognised ASEAN brands. Laxla is committed to helping SMEs take that next step and unlock new growth opportunities across the region.