Synagie
Synagie is a Singapore-based AI-powered digital commerce management platform that enables brands and merchants to sell across Southeast Asian marketplaces, social commerce, and D2C channels, serving 600+ brand partners and 1,000+ stores across 8 countries. It is a subsidiary of HKEX-listed Synagistics Limited (2562.HK).
- Company typePrivate
- Founded2016
- HeadquartersHougang, Singapore
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Synagie does
Synagie is a Singapore-headquartered digital commerce enablement company that provides an AI-powered Digital Commerce Management (DCM) platform unifying sales across marketplaces, social commerce, and direct-to-consumer channels for brands and merchants operating in Southeast Asia. The platform integrates directly with major regional marketplaces (Shopee, Lazada, TikTok Shop, TikTok Channel) and offers modular services including cross-border commerce (ShopHK for Hong Kong brands), on-demand warehousing and fulfillment (Griddy), live-streaming commerce (SuperStreamer), AI-driven customer services (AI Receptionist, Live Chat, Reviews Management), and regulatory compliance support (customs clearance, product registration, inventory reconciliation). The company also operates a blockchain-verified consumer brand (AGONG Durian) demonstrating its technology stack in production.
Synagie monetizes primarily through tiered SaaS subscriptions (Synagie Starter freemium, ShopHK at HKD399/month or HKD99/month for HKT-designated customers, Griddy tiered packages), combined with transaction/commission fees on marketplace sales and on-demand service modules. It serves a hybrid customer base of enterprise brands (e.g., Nike appointed as digital commerce partner in 2020, Estee Lauder Companies since 2017), mid-market merchants, Hong Kong SMEs expanding into ASEAN, and Southeast Asian SMEs seeking affordable fulfillment and commerce tools. The company operates from Singapore with a subsidiary in Hong Kong and serves 600+ brand partners and 1,000+ digital commerce stores across 8 countries (Singapore, Hong Kong, Malaysia, Indonesia, Thailand, Vietnam, Philippines, and Spain).
Synagie is a private subsidiary of Synagistics Limited, which completed a De-SPAC listing on the Hong Kong Stock Exchange (HKEX: 2562) in 2024, marking Hong Kong's first successful De-SPAC listing. The company has 350+ employees and counts Alibaba and Gobi Partners among its historical investors. Synagie is ISO/IEC 27001:2012 certified, has been recognized with multiple Lazada Partner Excellence Awards (2021-2023) and Asia eCommerce Awards (2022), and was previously listed on the Singapore Exchange (SGX) before its 2020 buyout. Notable strategic moves include the Synagie 2.0 platform launch (2024), the SuperStreamer Asia reality TV competition co-produced with FLY Entertainment (March 2026), and the launch of AGONG Durian with blockchain-verified provenance (2026).
Synagie firmographics
Firmographics- Name
- Synagie
- Legal name
- Synagie Pte. Ltd.
- Website
- https://synagie.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Synagie is a Singapore-based AI-powered digital commerce management platform that enables brands and merchants to sell across Southeast Asian marketplaces, social commerce, and D2C channels, serving 600+ brand partners and 1,000+ stores across 8 countries. It is a subsidiary of HKEX-listed Synagistics Limited (2562.HK).
- Ownership category
- akta.pro rank
Synagie industry classification
Industry- Product category
- Digital Commerce Management Platform
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), General Warehousing and Storage (493110), Wholesale Trade Agents and Brokers (4251)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- E-commerce & Direct-to-Consumer (DTC) Brands (TLAIALAG)
- akta.pro secondary industries
- Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB), Cross-border Import/Export Generalist Marketplaces (CRAFAAAE)
Keywords
Where Synagie is headquartered
LocationHeadquarters
- HQ city
- Hougang
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
Synagie business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales
Revenue model
- SaaS Subscription Fees: Subscription-based access to Synagie's Digital Commerce Management platform with tiered pricing plans. Billed monthly or annually with recurring revenue from subscription fees.
- ShopHK Subscription: Monthly subscription for Hong Kong brands to list on Synagie ShopHK Store. Standard rate HKD399/month, discounted HKD99/month for designated HKT customers. Minimum 24-month commitment.
- Transaction/Commission Fees: Commission fees on sales made through the platform, including marketplace commissions and payment gateway charges. Net proceeds credited to merchant wallet after deductions.
- Griddy Fulfillment Services: On-demand warehousing and fulfillment services with monthly recurring subscription fees. Tiered packages with varying storage, inbound processing, and outbound fulfillment entitlements.
- Commerce-as-a-Service (CaaS): Hybrid solution combining SaaS platform with managed eCommerce operations under subscription plans with additional on-demand services available separately.
- On-Demand Services: Modular on-demand features including Live Chat by Agent, AI Receptionist, Reviews Management, Customer Experience Management, and other customer service modules.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | ShopHK Standard Plan |
| Subscription | Monthly | ShopHK Designated Customer Plan |
| Subscription | Monthly | Griddy ShopHK Tiered Packages |
| Usage-based | Pay-as-you-go | Griddy VAS Add-on |
| Subscription | Monthly | On-Demand Customer Services |
| Freemium | Monthly | Synagie Starter |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Synagie product offering
Product offeringCore offering
Synagie provides an AI-powered Digital Commerce Management (DCM) Platform that enables brands and merchants to unify and manage sales across multiple marketplaces, social commerce channels, and direct-to-consumer storefronts, integrated from marketing through last-mile delivery. The platform is complemented by cross-border commerce services (ShopHK), on-demand warehousing and fulfillment (Griddy), live-streaming commerce (SuperStreamer), and a suite of modular on-demand services including customs clearance, regulatory compliance, and AI-driven customer engagement tools.
Product overview
Synagie operates as a unified Digital Commerce Management (DCM) Platform that integrates multiple products and services. The core Synagie DCM Platform serves as the central AI-powered system for multi-channel commerce, complemented by ShopHK for cross-border expansion into Southeast Asia, SuperStreamer for live-selling entertainment, and Griddy for on-demand warehousing and fulfillment. Additional modular add-on services include customer service automation (AI Receptionist, Live Chat), regulatory compliance support (product registration, customs clearance), inventory management (restock orders, reconciliation reporting), and training programs through Synagie Commerce Academy. The company also operates AGONG Durian as a blockchain-verified consumer product brand. All services are available through the unified SaaS platform with optional on-demand modules.
Differentiator
Problem solved
Functional benefit
Brands
- ShopHK: Cross-border digital commerce program enabling Hong Kong brands to expand into Southeast Asian marketplaces through integrated logistics, marketplace access, and expert support.
- SuperStreamer
- Griddy
Products and services
- Synagie Digital Commerce Management (DCM) Platform Asia's Most Connected AI-Powered Digital Commerce Platform that unifies sales across marketplaces, social commerce, and D2C channels, integrated from marketing to last-mile delivery. Enables brands to grow faster, operate smarter, and scale further on a single platform.
- ShopHK
Quantifiable outcome
- 21.4% revenue CAGR (2021-2023)
- +2 more outcomes
Companies that use Synagie
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Synagie technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability6 records
Feature5 records
Synagie partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- FLY EntertainmentcoreFLY Entertainment handles talent management and creative direction for SuperStreamer Asia, Synagie's reality TV competition for live-streamers premiering March 2026 in Singapore.
- MasversecoreMasverse provides blockchain technology used in AGONG Durian brand for tamper-resistant authentication records verifying durian origin and variety.
- Hong Kong Telecommunications (HKT) LimitedcoreStrategic partnership with HKT Limited for ShopHK program, enabling exclusive discounted subscription rates (HKD99/month) for designated HKT commercial customers and data sharing arrangements.
- ShopeecoreMajor Southeast Asian marketplace for ShopHK and AGONG Durian product distribution. Synagie operates branded stores on Shopee platform.
- TikTok ShopcoreOfficial TikTok Shop Regional Partner. AGONG Durian products sold through TikTok Shop with TikTok Channel integration.
- LazadacoreMajor Southeast Asian marketplace partner. Multiple award winner including Lazada Partner Excellence Award 2023 and Lazada Best Partner Awards 2021-2022.
- SMU AcademyminorUpskilling and reskilling programs offered through Synagie Commerce Academy (SCA) in partnership with SMU Academy.
- NTUC Learning HubminorUpskilling and reskilling programs offered through Synagie Commerce Academy (SCA) in partnership with NTUC Learning Hub.
- ESG & MDECminorDigital transformation partner appointed by ESG (Enterprise Singapore) and MDEC (Malaysia Digital Economy Corporation) for SME sector support.
- SG ESGminorPartnership with Singapore Enterprise Singapore (ESG) to support SME sector through digital transformation initiatives.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Synagie competitors and assessment
Company assessmentDirect peers
- Anchanto: Singapore-based SaaS provider for order management, warehouse management, and marketplace integrations across SEA and India. Highly comparable on technology stack (multi-marketplace OMS) and target customers (mid-market brands selling on Shopee, Lazada, etc.).
- aCommerce: SEA-headquartered e-commerce enablement platform providing marketplace management, fulfillment, and brand services. Directly comparable to Synagie's DCM + Griddy stack, with overlapping enterprise brand clients across Thailand, Indonesia, and Singapore.
- Janio: Singapore-headquartered cross-border logistics and fulfillment provider for SEA. Comparable to Synagie's Griddy on-demand warehousing and ShopHK cross-border commerce flows, particularly in last-mile and cross-border delivery for marketplaces.
- Shopmatic: Singapore-based e-commerce SaaS platform targeting SMEs and merchants across SEA with marketplace integration and storefront tools. Closely comparable to Synagie's SME-focused DCM offering and pricing-tiered subscription model.
Broad incumbents
- CommerceTools: Headless commerce platform used by global enterprises. Comparable to Synagie's DCM at the API/commerce platform layer, but a global incumbent without SEA marketplace specialism or bundled logistics.
- BigCommerce: Global enterprise and mid-market commerce SaaS platform with headless commerce and marketplace integrations. Comparable SaaS category to Synagie's DCM, though not regionally specialized for ASEAN marketplace dynamics.
- Ninja Van: Pan-SEA last-mile delivery and fulfillment network operating in Singapore, Malaysia, Indonesia, Vietnam, Thailand, and Philippines. Comparable to Synagie's Griddy fulfillment layer in regional coverage and SME-focused logistics, but broader 3PL scope.
- Shopify: Global commerce platform serving merchants of all sizes with storefront, payments, and fulfillment. A broader incumbent offering overlapping capabilities to Synagie's DCM platform; comparable in product category but not regionally specialized for SEA marketplaces.
- Salesforce Commerce Cloud: Enterprise commerce platform within Salesforce's broader CRM suite. Comparable to Synagie on enterprise-grade commerce functionality, but a broad incumbent rather than a SEA-specialized platform.
Emerging players
- iPrice Group: SEA e-commerce aggregator and comparison platform operating across Malaysia, Indonesia, Philippines, Vietnam, Thailand, and Singapore. Adjacent rather than directly competitive; useful for benchmarking SEA digital commerce ecosystem reach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Synagie social profiles
Digital presenceSynagie compliance and trust
Trust signalCompliance1 record
Synagie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Synagie leadership team
Management profileNumber of profiles
Profiles15 records
Synagie funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Synagie M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Synagie
What does Synagie do?
Synagie provides an AI-powered Digital Commerce Management (DCM) Platform that enables brands and merchants to unify and manage sales across multiple marketplaces, social commerce channels, and direct-to-consumer storefronts, integrated from marketing through last-mile delivery. The platform is complemented by cross-border commerce services (ShopHK), on-demand warehousing and fulfillment (Griddy), live-streaming commerce (SuperStreamer), and a suite of modular on-demand services including customs clearance, regulatory compliance, and AI-driven customer engagement tools.
Is Synagie a public or private company?
Synagie is a private company. It is classified as corporate owned and is currently operating.
When was Synagie founded?
Synagie was founded in 2016. It employs 51 to 100 people.
Where is Synagie based?
Synagie is headquartered in Hougang, Singapore, in the Asia region.
How does Synagie make money?
Six revenue lines are on record. SaaS Subscription Fees are the primary driver. The others are shopHK Subscription, transaction/Commission Fees, griddy Fulfillment Services, commerce-as-a-Service (CaaS) and on-Demand Services.
Who are Synagie's main competitors?
Direct peers on record are Anchanto, aCommerce, Janio and Shopmatic. Broad incumbents are CommerceTools, BigCommerce, Ninja Van, Shopify and Salesforce Commerce Cloud. iPrice Group is listed as an emerging player.
Does Synagie have an API?
No public API is recorded for Synagie.
What industry is Synagie in?
Synagie's product category is Digital Commerce Management Platform. Its primary akta.pro industry code is TLAIALAG, E-commerce & Direct-to-Consumer (DTC) Brands, with a secondary code of CRAFAIAB, Software/SaaS Subscriptions (Consumer & Prosumer). Its NAICS code is 5182 and its SIC code is 7372.