Synagie

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).

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

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

• Digital commerce platform
• E-commerce enablement
• Marketplace integration
• Cross-border commerce
• Fulfillment services

Headquarters

HQ city

Hougang

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. Commerce-as-a-Service (CaaS): Hybrid solution combining SaaS platform with managed eCommerce operations under subscription plans with additional on-demand services available separately.
6. 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

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability6 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• FLY EntertainmentcoreStrategic or Co-development Partner · 1 March 2026FLY Entertainment handles talent management and creative direction for SuperStreamer Asia, Synagie's reality TV competition for live-streamers premiering March 2026 in Singapore.
• MasversecoreTechnology or IntegrationMasverse provides blockchain technology used in AGONG Durian brand for tamper-resistant authentication records verifying durian origin and variety.
• Hong Kong Telecommunications (HKT) LimitedcoreGTM or Marketing PartnerStrategic partnership with HKT Limited for ShopHK program, enabling exclusive discounted subscription rates (HKD99/month) for designated HKT commercial customers and data sharing arrangements.
• ShopeecoreChannel Partner/ Reseller/ DistributorMajor Southeast Asian marketplace for ShopHK and AGONG Durian product distribution. Synagie operates branded stores on Shopee platform.
• TikTok ShopcoreChannel Partner/ Reseller/ DistributorOfficial TikTok Shop Regional Partner. AGONG Durian products sold through TikTok Shop with TikTok Channel integration.
• LazadacoreChannel Partner/ Reseller/ DistributorMajor Southeast Asian marketplace partner. Multiple award winner including Lazada Partner Excellence Award 2023 and Lazada Best Partner Awards 2021-2022.
• SMU AcademyminorStrategic or Co-development PartnerUpskilling and reskilling programs offered through Synagie Commerce Academy (SCA) in partnership with SMU Academy.
• NTUC Learning HubminorStrategic or Co-development PartnerUpskilling and reskilling programs offered through Synagie Commerce Academy (SCA) in partnership with NTUC Learning Hub.
• ESG & MDECminorStrategic or Co-development PartnerDigital transformation partner appointed by ESG (Enterprise Singapore) and MDEC (Malaysia Digital Economy Corporation) for SME sector support.
• SG ESGminorStrategic or Co-development PartnerPartnership with Singapore Enterprise Singapore (ESG) to support SME sector through digital transformation initiatives.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct 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

• Instagraminstagram.com/synagie

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Synagie