The 11.11 arms race: How eCommerce platforms are vying for SG shoppers

For some, 11.11 is just another date on the calendar. For others, it is the perfect excuse to fill up their shopping carts, chase a voucher or two and convince themselves that spending money is actually saving money.

And Singaporeans seem more than happy to shop from their screens. The "IAS 2026 Holiday Shopping Singapore" report found that seven in 10 consumers plan to do most or all of their holiday shopping online, while 71% identify mobile as their primary shopping device.

But with so much shopping happening online, getting consumers to open an app is only the first hurdle. Platforms are increasingly looking beyond discounts to give shoppers a reason to stay, whether through familiar local personalities, celebrity partnerships, creator-led livestreams or experiences that bring online shopping into the physical world.

With 11.11 upon us, the question is no longer just who has the biggest sale, but who can make the biggest impression. Here's how Shopee, Taobao and TikTok Shop are vying for Singapore's shopping carts this year.

Don't miss: Beyond discounts, what’s driving Southeast Asia’s Singles’ Day surge? 

Shopee: Phua Chu Kang leads a star-studded 11.11 comeback

Shopee is bringing back one of Singapore's most recognisable characters for its 11.11 campaign, tapping Gurmit Singh's Phua Chu Kang to front its latest commercial. Emerging from a year frozen inside a high-security vault, the iconic contractor returns with his trademark humour and a new 11.11 jingle to promote what Shopee calls its lowest prices of the year.

The move is part of Shopee's effort to use familiar local personalities to build connections with shoppers across generations. Phua Chu Kang, who marks his 30th year this year, was also Shopee's first brand ambassador in Singapore in 2020.

Weiyi Tay, head of marketing at Shopee Singapore said: 

We hope the combination of the iconic character and the catchy tune brings generations together in a distinctly Singaporean moment that makes Shopee feel more familiar and, over time, builds greater affinity and trust in the brand.

The platform also worked with a local audio production company to create an original jingle featuring Phua Chu Kang's catchphrases. Beyond the 11.11 campaign, Shopee has continued to bring local personalities into its marketing throughout the year, including Germaine Tan and Avery Aloysius Yeo for 3.3, the Fandi family for 6.6, and Tasha Low and Yung Raja for 9.9.

Beyond the celebrity appearances, Shopee is also banking on creator-led commerce. Its "Biggest livestream party of the year" brings together personalities including Ben Yeo, Lee Teng, Kim Chia, Bonnie Loo and Vivian Lai, alongside creators such as Naomi Neo and Mongabong.

Tay said this year's campaign also runs for a longer period than last year's, giving shoppers more time to curate their wishlists and discover products through extended livestreams. The platform is also highlighting convenience and loyalty perks, including its 'Buy today, get today' same-day delivery service for eligible orders and an extra 3% cashback for ShopeeVIP members.

Taobao: Zhang Linghe takes over MRTs as OOH spend doubles

Taobao is putting more than 100 million yuan (US$14.9 million) behind its Singapore 11.11 campaign, with its physical advertising spend doubling year on year as it looks to build visibility beyond the shopping app. The investment covers consumer subsidies, shipping incentives and advertising.

At the centre of its OOH push is Chinese actor Zhang Linghe, whose image features across themed MRT train cabins on Singapore's North-South and East-West lines, as well as large-format advertisements at locations islandwide. The campaign also uses QR codes and Zhang-themed content to connect the offline placements with the Taobao app, where shoppers can take part in a daily treasure hunt for rewards.

As Cora Cai, Singapore country head at Taobao told MARKETING-INTERACTIVE: 

Through OOH, we want to communicate to more Singapore consumers that Taobao is a platform that helps you discover products for every kind of lifestyle.

The campaign is also built around six shopping experiences spanning quality, taste, lifestyle, smart, trend and surprise, reflecting Taobao's attempt to position itself as more than a platform for bargain hunting during major sale periods.

Beyond the campaign, Taobao has been working to make cross-border shopping more accessible to Singapore consumers. Its service improvements include PayNow payments, free shipping without a minimum spend requirement, local returns and air express delivery from SG$1. Together, these initiatives support its push to become a destination for everyday shopping and product discovery, rather than one consumers visit only when a major sale rolls around.

TikTok Shop: Creators take the livestream battle offline

TikTok Shop is taking its 11.11 campaign beyond the screen this year, bringing creators, sellers and shoppers together through a series of offline retail events alongside its livestream push.

Running from 30 October to 15 November, the platform's 17-day "11.11 Mega LIVE Fest" sees TikTok Shop partner Joe's Outlets Mega Beauty Festival, which it describes as Singapore's first offline-to-online beauty event. Held across two weekends at Singapore EXPO, the festival brought together more than 500 K-beauty, C-beauty and international prestige brands across categories including makeup, skincare, fragrance and haircare.

The festival also played host to TikTok Shop's first "Mega LIVE Beauty Showdown", where more than 100 local creators and celebrities competed to become Singapore's top beauty livestreamer. The showdown collectively achieved 1.8 times its target GMV, according to TikTok Shop.

The move marks a shift from previous 11.11 campaigns, which were primarily held online. This year, TikTok Shop is using physical retail events, including the beauty festival and The Tech Show 2026, to reach shoppers across different touchpoints. Consumers can explore products in person before continuing their shopping journey on the platform, where they can access campaign-specific vouchers and exclusive bundles.

The push also reflects the growing role of content-led discovery in shopping. According to TikTok Shop, LIVE viewership in Singapore grew 150% year on year, while LIVE GMV increased by more than 1.7 times year on year. The platform shared these figures at its Singapore Summit 2026.

"One notable shift is the growing role of discovery in the shopping journey," said a TikTok spokesperson. They added:

Alongside searching for products they’re already intending to buy, consumers are discovering products through short videos, creators, and LIVE sessions, where content can spark interest and inform purchase decisions.

To support this shift, TikTok Shop is also investing in the people behind livestream commerce. Its LIVE Host Academy, launched in 2025, trains hosts in Singapore to develop their livestreaming skills, giving sellers access to a pool of trained talent while opening up opportunities for participants to pursue hosting as a source of supplementary income or a full-time career.Beyond 11.11, TikTok Shop is also gearing up for its Black Friday Cyber Monday and 12.12 Christmas Sale campaigns.

From Phua Chu Kang's comeback to Zhang Linghe's MRT takeover and TikTok Shop's livestream showdown, this year's 11.11 campaigns show just how much platforms are doing to make their shopping festivals stand out. But getting shoppers to stop scrolling is one thing; getting them to buy something they hadn't planned on is another.

Criteo's "Spark of discovery 2026" report found that 60% of Singapore shoppers are open to discovering something new when shopping online. Yet, 62% still prefer sticking to a planned shopping list.

That leaves plenty of room for a little temptation. Whether it's a familiar face, a celebrity endorsement or a creator demonstrating the next must-have product, platforms are hoping that shoppers might just find a few extras to add to their carts along the way.

Related articles:     
Taobao doubles OOH spend in SG as it looks beyond 11.11 sales 
How can brands win hearts when AI does the shopping? 
Santa’s little helper? Singapore shoppers turn to AI this holiday season