Asia Business Channel

CapitaLand and Shopee to teach e-commerce strategies to retailers in six malls in Singapore

The two companies will work to transform outlet mall IMM to become a virtual shopping mall.


Written by Shawn Lim, The Drum

Singapore-based real estate group CapitaLand, and e-commerce platform Shopee have come together to create an omnichannel experience for consumers, starting with the upcoming 11.11 sales. This will be trialed at six of CapitaLand’s malls in Singapore where retailers like Skin Inc, Zaffron Kitchen and Linen Gallery will be taught how to diversify and build retail strategies as the retail sector recovers from the Covid-19 pandemic.

The two companies will also work to transform outlet mall IMM to become a virtual shopping mall and provide retailers there with more online marketing opportunities.

“As part of CapitaLand’s commitment to help our retailers adapt to the new normal, we are focused on creating a holistic retail ecosystem integrating offline-and-online sales channels. In addition to operating our twin digital platforms eCapitaMall and Capita3Eats, we are pleased to join forces with Shopee to offer our retailers more opportunities to engage with their customers digitally, while driving footfall to their physical stores through online marketing,” said Chris Chong, the managing director for retail at CapitaLand Singapore.

“By combining expertise and sharing resources with Shopee, we are confident of creating a mutually beneficial retail ecosystem that drives value creation for retailers and delivers differentiated customer experiences for shoppers.”

What will the CapitaLand-Shopee partnership do?

• CapitaLand shoppers who play the Slice game on the Shopee Singapore app can earn points to redeem Shopee Coins and discount vouchers from 45 participating retailers for redemption in-store at six CapitaLand malls - Bugis Junction, Bugis+, Junction 8, Plaza Singapura, Tampines Mall and Westgate.

• Players also stand to win complimentary stays and discount vouchers as well as free Ascott Star Rewards (ASR) and membership upgrades sponsored by The Ascott Limited, the lodging business unit of CapitaLand. Each day, the daily top scorer will be further rewarded with a S$50 eCapitaVoucher.

• The IMM virtual mall on Shopee will bring together the mall retailers on one landing page. Participating retailers will enjoy marketing subsidies and incentives from CapitaLand and Shopee, and those who are eligible can receive additional support from the E-commerce Booster Package provided by Enterprise Singapore.

• IMM retailers who are authorized brand distributors in Malaysia will be given support to set up their storefront on Shopee Malaysia.


About the Author:
Shawn Lim is a multimedia reporter at The Drum who writes stories, films and produces the title’s editorial video output about the industry around the Asia Pacific region, with a focus on Singapore and Southeast Asia. He has a regular column called 'Unsung Heroes', where he shines the spotlight on the underdogs in the industry.

Based in Singapore, he has worked across photography, video and online, covering a range of subjects including current affairs and sports. Prior to working with The Drum, Shawn was a Creative Producer for Ortus Media (Singapore) and an Assistant Producer (Editorial & Multimedia) for Channel News Asia. Visit The Drum on the web at:

The opinions expressed are those of the author.




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