Sheng Siong Group
- Company typePublic
- Founded1985
- HeadquartersSingapore, Singapore
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
Sheng Siong Group firmographics
Firmographics- 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
Sheng Siong Group industry classification
Industry- 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
Where Sheng Siong Group is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
Sheng Siong Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard delivery fee for orders below S$100 |
| Unit Pricing | Pay-as-you-go | PickNPack service fee |
| Unit Pricing | Pay-as-you-go | CHAS Cardholder Discounts |
| Unit Pricing | Pay-as-you-go | Senior Citizen Discounts |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Sheng Siong Group product offering
Product offeringCore 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
Companies that use Sheng Siong Group
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Sheng Siong Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability2 records
Feature2 records
Sheng Siong Group partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- FoodpandaminorFoodpanda partnership for delivery services, allowing Sheng Siong products to be ordered through the Foodpanda platform and delivered to customers.
- Community Chest / NCSSminorSheng 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
Sheng Siong Group competitors and assessment
Company assessmentOthers
- 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
Sheng Siong Group compliance and trust
Trust signalCompliance1 record
Sheng Siong Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sheng Siong Group leadership team
Management profileNumber of profiles
Profiles3 records
Sheng Siong Group subsidiaries and ownership
Company hierarchySubsidiaries2 records
Sheng Siong Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sheng Siong Group M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sheng Siong Group
What does Sheng Siong Group do?
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.
Is Sheng Siong Group a public or private company?
Sheng Siong Group is a public company. It is classified as public and is currently operating.
When was Sheng Siong Group founded?
Sheng Siong Group was founded in 1985. It employs 1,001 to 5,000 people.
Where is Sheng Siong Group based?
Sheng Siong Group is headquartered in Singapore, Singapore, in the Asia region.
How does Sheng Siong Group make money?
Two revenue lines are on record. Physical Retail Sales are the primary driver. The others are online Grocery Sales.
Who are Sheng Siong Group's main competitors?
Others on record are Foodpanda (Delivery Hero) and Cold Storage (Online / Dairy Farm e-commerce). RedMart (Lazada) is listed as an emerging player. Direct peers are Prime Supermarket, Cheers Convenience Stores (Dairy Farm), Giant Singapore (Dairy Farm), 99 Speed Mart, Cold Storage (Dairy Farm) and NTUC FairPrice Co-operative. Dairy Farm Group is listed as a broad incumbent.
Does Sheng Siong Group have an API?
No public API is recorded for Sheng Siong Group.
What industry is Sheng Siong Group in?
Sheng Siong Group's product category is Supermarket Retail. Its primary akta.pro industry code is CRAHAFAF, Southeast Asian Grocery Stores, with a secondary code of CRAHAFAE, East Asian (Chinese/Japanese/Korean) Grocery Stores. Its NAICS code is 44511 and its SIC code is 5411.