A lot of S’pore livestreams struggle to sell, but these bizs have cracked the code

Singapore’s livestream market may appear to be growing, with TikTok Shop Singapore’s live stream gross merchandise value (GMV) increasing by 85% in April 2025 compared to a year earlier. However, the reality often differs from these figures. Many sellers struggle to attract large audiences, with viewer numbers typically in the dozens rather than thousands.

This gap is significant as live commerce has experienced explosive growth in other parts of Asia, from China’s billion-dollar livestream stars to Malaysian creators earning their living from daily broadcasts.

In 2023, nearly half of Southeast Asian consumers watched livestream sales at least once a week, and 63% of viewers made a purchase. Despite these impressive numbers elsewhere, only 40% of Singapore consumers engaged in livestream shopping. Nevertheless, a few local brands have managed to turn livestreaming into a successful business model. Vulcan Post spoke to three such brands—Tasty Toastys, Tap Space, and Emporal Co.—which operate in distinct categories but have all found success through livestreaming.

Tasty Toastys specializes in bread-themed merchandise, including plushies, tote bags, and insulated bottles. Their approach to livestreaming differs from the norm: instead of focusing solely on product pitches, they create entertaining content. Founder Chanel Lee discovered that the inherent fun of unboxing and showcasing new designs generated "watchable" moments, fostering a sense of community among viewers.

This emphasis on entertainment helped the brand expand from local consignment shops to 12 Toys "R" Us outlets and a dedicated US TikTok Shop.

Tap Space, an MRT-inspired collectibles brand, faced an uphill battle when it launched with zero followers and a marketing budget of just S$50. Founder Danial Sim turned to consistency as his solution. Each night after dinner, he livestreamed the creation of his MRT station keychains, gradually amassing a few hundred followers. Over time, this consistent presence attracted sales of 1,500 products in a single day at a Takashimaya pop-up before the inventory sold out within three days. Consistency proved to be the key to growth, even when the brand started with a small audience.