The Singapore Retailers Association (SRA), TikTok Shop, and Workforce Singapore (WSG) have signed a Memorandum of Understanding (MOU) to advance the digital transformation of Singapore’s retail sector. Announced at the SRA Retail Forum 2026, the partnership focuses on developing social commerce solutions and training programmes to enhance the industry’s competitiveness and digital readiness.
The MOU, signed at Raffles Hotel Singapore and witnessed by Minister of State Alvin Tan, aims to integrate artificial intelligence, omnichannel strategies, and data-driven customer engagement into the retail sector. Ernie Koh, President of SRA, highlighted the importance of bridging physical and digital retail spaces, stating that social commerce is a key pathway for retailers to maintain a competitive edge.
The collaboration will address three essential roles in social commerce: Social Commerce Host, Social Commerce Lead, and Social Commerce Engineer. These roles encompass on-camera presentation, business development, and technical expertise, respectively. The initiative aims to reskill retail professionals and build digital commerce capabilities.
Leon Koh, Fashion Cluster Lead & Head of Seller Management at TikTok Shop Singapore, emphasised the transformative potential of livestream commerce, stating, “By equipping them with the right tools, training, and data-driven insights, TikTok Shop enables businesses of all sizes to increase discoverability, drive meaningful sales growth, and scale more effectively.”
The forum also featured a live demonstration of social commerce by brands like Shiseido Singapore and OSIM International, showcasing the potential of engaging online audiences. This initiative is part of a broader effort to encourage retailers to ‘engage online, experience offline’ ahead of the Singapore Retail Festival.
