Sheng Siong Group

Name

Sheng Siong Group

Legal name

Sheng Siong Group Ltd

Website

https://shengsiong.com.sg

Company type

Public

Founded year

1985

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Supermarket Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Southeast Asian Grocery Stores (CRAHAFAF)

akta.pro secondary industry

East Asian (Chinese/Japanese/Korean) Grocery Stores (CRAHAFAE)

Keywords

• Grocery retail
• Supermarket chain
• Fresh produce
• Online grocery delivery
• Household essentials

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Physical Retail Sales: Revenue generated from brick-and-mortar supermarket sales across 88 outlets in Singapore, offering fresh produce, groceries, household items, and consumer goods.
2. Online Grocery Sales: Revenue from Sheng Siong Online platform offering home delivery services with free delivery for orders S$100+ and S$6 delivery fee for orders below S$100.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Sheng Siong Group operates a network of 87-88 supermarket outlets across Singapore, selling fresh produce, meats, seafood, dairy, frozen foods, pantry staples, beverages, alcohol, and household essentials. The company supplements its brick-and-mortar stores with the Sheng Siong Online e-commerce platform offering home delivery, and markets its own private-label housebrand products.

Product overview

Sheng Siong Group operates a dual-channel retail business consisting of physical supermarket stores (87-88 outlets across Singapore) and Sheng Siong Online, an e-commerce grocery platform launched in 2013 under the allforyou.sg branding. The core offering centers on fresh produce, meats, seafood, dairy, frozen goods, and pantry staples, supplemented by private-label housebrand products. The company provides delivery services with free delivery for orders above S$100 and offers specialized discount programs for CHAS cardholders and senior citizens. The portfolio also includes the SS Connect mobile app for enhanced customer engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• Sheng Siong Online (SSOnline) Online grocery shopping platform operated by Sheng Siong Supermarket Pte Ltd, offering delivery services for fresh produce, frozen goods, pantry staples, household essentials, baby care, personal care, beverages, and alcohol. Free delivery for orders S$100 and above, S$6 delivery for orders below S$100.
• Sheng Siong Physical Supermarket Stores Brick-and-mortar supermarket retail outlets across Singapore offering fresh produce, meats, seafood, dairy, frozen foods, pantry staples, household necessities, and groceries. The chain operates 87-88 stores island-wide.
• Housebrand Products Private-label products curated for high quality at value-for-money prices, available exclusively through Sheng Siong stores and online platform.
• SS Connect Mobile App Mobile application referenced for customer engagement and shopping convenience, used as a channel for Sheng Siong services.
• Facial Recognition Security System In-store facial recognition security system that processes video/images from security cameras to match faces against previous footage, supporting loss prevention and identification of repeat offenders.

Quantifiable outcome

• Net profit growth of 12.6% year-on-year to S$43.4 million in Q1 2026
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature2 records

Partnerships

Two partnerships are on record, tiered minor.

• FoodpandaminorChannel Partner/ Reseller/ DistributorFoodpanda partnership for delivery services, allowing Sheng Siong products to be ordered through the Foodpanda platform and delivered to customers.
• Community Chest / NCSSminorStrategic or Co-development PartnerSheng Siong is listed as a corporate supporter of Community Chest, NCSS's philanthropic arm that funds over 300 social service programmes annually, positively impacting more than 94,000 people and their families.

Scale indicators12 records

Recent moves7 records

Expansion highlights5 records

Others

• Foodpanda (Delivery Hero): Foodpanda is a Singapore quick-commerce and food-delivery platform that Sheng Siong has partnered with. It is an adjacent channel partner and competitor through its own dark-store grocery offerings, relevant to Sheng Siong's omnichannel strategy.
• Cold Storage (Online / Dairy Farm e-commerce): HappyFresh and other online grocery aggregators operating in Singapore that compete for online grocery share. Adjacent ecosystem participants to Sheng Siong's Sheng Siong Online offering but not direct same-format competitors.

Emerging players

• RedMart (Lazada): RedMart is the grocery-focused vertical within Lazada Singapore focused on online grocery fulfilment. It overlaps with Sheng Siong's Sheng Siong Online offering and competes for the same online grocery basket, though without a physical-store base.

Direct peers

• Prime Supermarket: Prime Supermarket is an established Singapore neighbourhood supermarket chain with comparable store footprint, fresh-produce assortment, and value-led positioning. Closely comparable to Sheng Siong in mid-tier heartland retail.
• Cheers Convenience Stores (Dairy Farm): Cheers is a Singapore convenience store chain operating 7-Eleven and Cheers-branded outlets, selling grocery-adjacent and grab-and-go items. Overlaps with Sheng Siong's neighbourhood food, beverage, and essentials range, especially at small basket sizes.
• Giant Singapore (Dairy Farm): Giant operates hypermarket and supermarket formats across Singapore under Dairy Farm. It overlaps significantly with Sheng Siong on fresh, packaged, and household essentials and competes on similar value positioning in suburban estates.
• 99 Speed Mart: 99 Speed Mart is a large Malaysian-Singaporean convenience-supermarket chain combining small-format grocery and convenience assortment. Comparable to Sheng Siong on value-led pricing, fresh produce basics, and high store density in heartland areas.
• Cold Storage (Dairy Farm): Cold Storage is an established Singapore supermarket chain known for premium and imported goods, operated by Dairy Farm Group. It competes head-to-head with Sheng Siong in similar HDB heartland locations and offers comparable fresh-produce and grocery assortments.
• NTUC FairPrice Co-operative: NTUC FairPrice is Singapore's largest supermarket cooperative with the dominant market share, operating supermarkets and hypermarkets across the island. Directly comparable to Sheng Siong as a full-service grocer serving Singapore households with similar product categories, CHAS-style pricing, and online channels.

Broad incumbents

• Dairy Farm Group: Dairy Farm is a Hong Kong-listed pan-Asian grocery and convenience operator that owns Cold Storage, Giant, 7-Eleven, and others in Singapore. It is a relevant broader incumbent comparable to Sheng Siong at portfolio level, even though it is not Singapore-store-focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sheng Siong Group