Through SIP, Candy Cottage now reaches customers in Malaysia through its existing Shopee store, without establishing overseas operations or managing cross-border logistics independently. The expansion reflects Shopee’s role in supporting local businesses as they access regional demand through its platform.
What started as a home-based business with around 30 gummy varieties has since grown into a family-run brand with a catalogue of more than 400 products, supported by growing customer demand on Shopee.
Business Growth Through Shopee
Candy Cottage was first established as a small home-based business, with founder Chelsea Tan managing orders and building the product range. Growing customer demand on Shopee soon led the business to outgrow Chelsea’s home, prompting a move into its first dedicated workspace and three subsequent relocations before settling into its largest facility to date.
The growth of the business prompted greater involvement from Chelsea’s family. Chelsea’s mother and sister left their jobs to join the business, while her retired father returned to work to support logistics and order fulfilment. Together, the family now supports daily operations, logistics, order fulfilment, and marketing.
“When I first started Candy Cottage, I couldn’t imagine it becoming a full-fledged business capable of supporting me and my family,” said Chelsea. “Shopee gave us the opportunity to grow beyond what I had originally envisioned, and one of the most rewarding parts of that journey has been building something meaningful alongside my family.”
Taking Candy Cottage Beyond Singapore
As Candy Cottage’s following grew in Singapore, interest from overseas customers also increased, with regular social media enquiries from customers in Malaysia and other markets asking if they could purchase the brand’s products. For many small businesses, reaching overseas customers independently means navigating market entry costs, international logistics, and operational complexities. Through SIP, Candy Cottage is able to reach customers in Malaysia through its existing Shopee store without establishing overseas operations or managing cross-border logistics independently.
“We regularly receive messages on social media from customers in regional markets asking if they can buy our products,” said Chelsea. “There was clearly interest beyond Singapore, but expanding overseas as a small business was very daunting, especially if I had to manage everything on my own. This is why I am thankful for SIP.”
Chelsea noted that customers who reach out through social media frequently prefer completing their purchase through Shopee, as it is a platform they are already familiar with and trust. One customer in Malaysia, for example, chose Candy Cottage’s Shopee Malaysia storefront over the brand’s website, demonstrating how SIP helps brands reach overseas customers through familiar shopping channels.
Continued Regional Growth
Encouraged by demand from overseas customers, Candy Cottage is exploring new opportunities across Southeast Asia through SIP while continuing to serve its growing customer base in Singapore.
“The journey has been incredibly rewarding, but we’ve never been the type to stand still,” said Chelsea. “There are always new products to develop, new customers to reach, and new opportunities to explore. With Shopee, we’re excited to continue growing Candy Cottage in Singapore while bringing our products to more customers across Southeast Asia.”
Candy Cottage’s expansion through SIP demonstrates how Shopee enables local businesses to reach overseas customers through their existing Shopee stores.
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About Shopee
Shopee is the largest e-commerce platform in Southeast Asia and Taiwan, and is a leading e-commerce platform in Brazil. Shopee promotes an inclusive and sustainable digital ecosystem by enabling businesses to digitalise and grow their online presence, helping more people access and benefit from digital services, and uplifting local communities.
Shopee offers an easy, secure, and engaging experience that is enjoyed by millions of people daily. Shopee is also a key contributor to the digital economy, with a firm commitment to helping homegrown brands and entrepreneurs succeed in e-commerce.
Shopee is part of Sea Limited (NYSE: SE), a global technology company. Sea’s mission is to better the lives of consumers and small businesses with technology through its three core businesses: Shopee, Garena, and Monee.
