HAPPI

What HAPPI does

HAPPI SG (Singapore UEN 53493053X) is a private Singapore-based wholesale distributor of disposable consumables, operating a direct-to-business e-commerce storefront at happi.sg alongside a dual Shopee marketplace presence (a legacy storefront at shopee.sg/happisg and a newer storefront at shopee.sg/happi_sg launched in 2024). The company sells more than 1,000 SKUs of disposable products targeting schools, offices, clinics, gyms, F&B outlets, and home-based businesses across Singapore, with no disclosed international operations. Its service model is built around next-day delivery within Singapore — Monday-Friday 3pm cut-off and Saturday 11am cut-off — with free delivery on orders above SGD 80 and a SGD 10 fee below that threshold, and the catalog is still being uploaded to the website.

HAPPI SG accepts COD, PayNow, and bank transfer, and extends up to 30-day credit terms to established buyers, lowering procurement friction for SMB and institutional customers. The company is closely affiliated with AB HOMEMART, described on its own site as the 'Big Brother Company,' which has sold consumer goods on Shopee, Lazada, and Carousell since 2021 and provides cross-marketplace distribution reach and brand awareness. Marketing channels include the company's own e-commerce site, Shopee marketplace storefronts, a WhatsApp direct-ordering line (+65 9868 5322), and an email newsletter signup for promotions and product updates.

The business operates without disclosed revenue, headcount, external funding, patents, certifications, named management, or proprietary technology; the storefront runs on a standard hosted e-commerce platform, and there is no mobile app or public API. As of 2024 HAPPI SG shows no evidence of institutional investors, public listing, awards, regulatory actions, mergers, acquisitions, or leadership changes, and the company has not disclosed any geographic expansion beyond Singapore.

Name

HAPPI

Legal name

HAPPI SG

Website

https://happi.sg

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

HAPPI SG is a Singapore-based B2B wholesale distributor of disposable consumables (1,000+ SKUs) serving schools, offices, clinics, gyms, F&B outlets, and home businesses via its e-commerce site, Shopee storefronts, and WhatsApp, with next-day delivery and 30-day credit terms.

Ownership category

akta.pro rank

Product category

Wholesale Disposable Supplies

NAICS

Office Equipment Merchant Wholesalers (42342), Service Establishment Equipment and Supplies Merchant Wholesalers (42385)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Office Supplies, IT & Workplace Procurement Marketplaces (CRAFAHAF)

akta.pro secondary industry

Paper, Tissue, Wipers & Dispensers Distribution (CRAOAGAC)

Keywords

• Wholesale disposable supplies
• B2B wholesale distribution
• Institutional supply procurement
• Ecommerce wholesale Singapore
• Food service disposables

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale Disposable Supplies: HAPPI SG generates revenue through the sale of wholesale disposable supplies (1000+ SKUs) to businesses including schools, offices, clinics, gyms, and F&B outlets. Revenue is transactional, driven by order volume with free delivery threshold at $80 and flexible payment terms including COD, PayNow, bank transfer, and up to 30-day credit terms for established customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

HAPPI SG is a Singapore-based wholesale distributor of disposable supplies, offering over 1,000 SKUs across categories serving schools, offices, clinics, gyms, F&B outlets, and home businesses. The company fulfills orders through its direct e-commerce platform (happi.sg) and Shopee Singapore storefronts, with next-day delivery for orders placed before the 3pm Monday–Friday cutoff (11am Saturday cutoff for Monday delivery). It supports COD, PayNow, bank transfer, and up to 30-day credit terms, with free delivery on orders above SGD 80.

Product overview

HAPPI SG operates as a disposable wholesale supplier serving diverse customer segments including schools, offices, home businesses, clinics, gyms, and food & beverage outlets across Singapore. The company offers over 1000 SKUs of disposable products. Distribution is handled through two primary Shopee Singapore online stores (a newer store and a legacy store transitioning out), plus direct wholesale ordering through their main website with a minimum order of $80 for free delivery.

Differentiator

Problem solved

Functional benefit

Brands

• Happi SG (New): Latest Shopee page for small quantity orders.
• Happi SG (Old)

Products and services

• Wholesale Disposable Supplies A wholesale range of disposable supplies covering school, office, home business, clinic, gym, and food & beverage use cases, with over 1,000 SKUs. Orders are accepted via the HAPPI SG e-commerce site and Shopee Singapore storefronts, with next-day delivery for orders placed before the 3pm Monday–Friday cutoff (11am Saturday for Monday delivery), free delivery above SGD 80, and payment options including COD, PayNow, bank transfer, and up to 30-day credit terms.

Quantifiable outcome

• Next-day delivery for orders placed before 3pm Monday-Friday, before 11am on Saturday

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• AB HOMEMARTcoreChannel Partner/ Reseller/ DistributorAB HOMEMART is described as the 'Big Brother Company' of HAPPI SG, serving buyers from online platforms. AB HOMEMART operates on Shopee, Lazada, and Carousell since 2021. HAPPI SG's Shopee presence (shopee.sg/happi_sg and shopee.sg/happisg) appears to be related to or coordinated with AB HOMEMART operations.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Others

• Shopee (Sea Limited): Singapore-headquartered marketplace on which HAPPI SG runs two storefronts. Not a competitor but a key channel partner whose algorithms, fees, and policy shape HAPPI SG's customer acquisition economics.
• Carousell: Singapore-based consumer-to-consumer and SMB marketplace where parent AB HOMEMART distributes. Functions as an adjacent channel rather than a direct competitor to HAPPI SG's B2B ordering flow.
• Lazada (Alibaba Group): Regional marketplace used by parent AB HOMEMART for distribution. Not a direct competitor but a parallel sales channel and indirect benchmark for disposable-supply pricing dynamics in Singapore.

Regional players

• Nisbah Paper Products: Singapore-based regional wholesaler of tissue, hygiene, and disposable paper products serving institutional buyers. Comparable product category (disposables/jan-san) and Singapore B2B customer base.

Broad incumbents

• Staples: Global office-supplies retailer with Singapore presence offering business accounts, next-day delivery, and credit terms — directly comparable business model to HAPPI SG but at much larger scale and broader catalog.
• Sysco: Largest global foodservice distributor supplying F&B operators with disposables, packaging, and supplies. Comparable to HAPPI SG's F&B vertical customer base and the consumables procurement motion it serves.
• Lyreco: European-headquartered B2B distributor of office, hygiene, and janitorial consumables with APAC operations. Comparable as a multi-category workplace-supply wholesaler serving SMB and enterprise buyers with delivery and account terms.
• Diversey: Global hygiene, cleaning, and infection-prevention supplies provider serving hospitality, healthcare, and foodservice. Comparable to HAPPI SG's clinic, gym, and F&B verticals and overlapping disposable/janitorial product categories.
• Bunzl: Global broadline distributor of disposable supplies, cleaning/janitorial products, and workplace essentials. Comparable in product category (disposables, jan-san) and B2B distribution model, though at vastly larger scale and across multiple geographies.

Direct peers

• AB HOMEMART: HAPPI SG's parent/'big brother' company operating on Shopee, Lazada, and Carousell since 2021 with overlapping disposable and household supplies. Most directly comparable in product mix, channel strategy, and Singapore customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights4 records

Customer concentration

• LinkedInlinkedin.com/company/happi-pte-ltd

Revenue estimate

Valuation estimate

Number of profiles

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 HAPPI