Singapore retailers retrain workers as social commerce reshapes jobs

Social commerce, a shopping method where consumers discover and buy products through social media, is on the rise in Singapore. According to a projection by local bank DBS, the market for social commerce is expected to grow at a compound annual rate of about 16 percent through 2030, with live commerce making up more than a third of that market.

The growth in demand for roles related to social commerce, such as livestream hosts and social commerce leads, has prompted retailers in Singapore to retrain workers and redesign jobs to meet this new skill requirement.

DBS has forecast that the country's social commerce market would reach S$8.47 billion (US$6.6 billion) by 2030, with live commerce accounting for more than a third of that market. Social commerce's conversion rates for livestream selling can be up to 10 times higher than traditional e-commerce, as viewers can see products being used and reviewed live, building trust and helping shoppers make decisions faster.

Industry players attribute the demand for social commerce roles to retailers' efforts to respond to changing consumer expectations. Singapore Retailers Association director Shaan Liew noted that the industry has recognized that consumers want more engagement, leading to the creation of roles such as social commerce lead, social commerce engineer, and live stream host.

To help retailers adapt to these changes, the Jobs-Skills Integrator (JSIT) for Retail program was launched by the Ministry of Manpower, Singapore National Employers Federation, and National Trades Union Congress in 2023. Since its launch, over 1,000 retail companies and 4,500 employees have benefited from job redesigning, upskilling, and reskilling initiatives to prepare for the future retail landscape.

AI is also starting to streamline livestream selling operations, with Singapore snack brand Irvins using AI avatars for livestreams, resulting in significant cost savings and a boost in monthly sales.