Every week, Singapore healthcare worker Toh Lixin offers about 4,000 of her neighbors the chance to get discounts on items such as fruit tarts, bottled coffee and baby lobsters. Toh, 26, is the organiser of an informal network of consumers who use Telegram, WhatsApp and Instagram to organise group purchases.Since the start of the pandemic, Singaporeans like her have launched at least 20 group-buying communities.
Buying through bulk purchases is a permanent way of shopping in other countries. In China, such buying groups have support from e-commerce companies such as Pinduoduo Inc. But in Singapore, the business has grown from the grassroots, with tens of thousands of members in informal networks set up by members of the public.
The groups may also be a sign of a broader shift in Singaporean consumer behavior as more shoppers go around intermediaries like retailers and distributors and instead place orders directly with producers, according to Daniel He, assistant professor at the National University of Singapore Business School.
As some groups expand rapidly, they face logistical and manpower difficulties. Some hosts have started using paid platforms to facilitate their operation.
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