Some Singapore retailers turn to China for ideas on live commerce and AI as c...

Singapore retailers are looking 3,700 kilometres north for inspiration on how to blend physical stores with digital commerce. A group of about 30 local retailers travelled to Hangzhou in March 2026 on a study trip organised by the Singapore Retailers Association (SRA), visiting China's live-commerce powerhouse to study how AI personalisation and real-time video selling are reshaping retail — and some have already begun rolling out changes back home.

The trip comes at a moment when Singapore's retail sector is under pressure from both rising costs and shifting consumer habits. Metro's recent announcement that it will close its Paragon and Causeway Point stores has underscored the urgency of transformation. Hangzhou, home to Alibaba's headquarters and a mature live-commerce ecosystem, offered a working blueprint: brands there routinely use AI-driven personalisation to recommend products during livestreams, while predictive analytics tools help retailers optimise inventory based on real-time demand signals.

Several participating retailers have since restructured teams, invested in new technology stacks, and redesigned physical store layouts to incorporate elements of the China model. The trip signals a growing willingness among Singapore's brick-and-mortar operators to adopt tools — from AI-powered customer analytics to live-streaming commerce platforms — that were once considered the domain of purely digital-native brands.

The shift mirrors a broader regional trend. Southeast Asia's live-commerce market is projected to grow substantially as platforms like TikTok Shop and Shopee Live gain traction. Singapore, with its high smartphone penetration and sophisticated consumer base, is well-positioned to leapfrog traditional e-commerce models and adopt the integrated online-offline approach that has proven successful in China.

Why it matters for Singapore: For a retail sector that has historically been cautious about technology adoption, the Hangzhou study trip marks a tangible step toward digital transformation. If the early adopters demonstrate measurable returns from AI-driven personalisation and live commerce, it could accelerate adoption across the broader retail ecosystem — from Orchard Road mainstays to heartland malls. The question is whether Singapore retailers can adapt China's playbook to local consumer preferences without losing the personalised service that defines the city-state's shopping experience.