Singapore retailers retrain workers as social commerce reshapes jobs
Demand is growing for roles such as livestream hosts and social commerce leads, while some retailers are turning to artificial intelligence to make livestream selling more efficient.
Singapore retailers are adapting to the growing trend of social commerce by training workers in new skills and roles. Live commerce, where consumers discover and buy products through live video streams, is expected to make up over a third of the market by 2030. Retailers are hiring social commerce leads, engineers, and live stream hosts to meet this demand.
The Jobs-Skills Integrator (JSIT) for Retail programme, launched by the Ministry of Manpower, has helped over 1,000 retail companies and 4,500 employees adapt to these changes through job redesign and worker training. AI is also beginning to change how livestream selling is produced, with Singapore snack brand Irvins using AI avatars for at least one livestream per week, cutting costs by up to 50% and boosting sales by over 20% monthly.
Written by urgent.news from Channel News Asia's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
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