Over the past decade, we have begun developing a selection of housebrands to offer our customers quality alternatives to national brands at substantial savings. These products are developed with a key focus on safety, quality, health and nutrition, and value-for-money.

In 2014, we started our online shopping platform for groceries – “allforyou.sg”, which offers e-commerce services in almost all postal districts in Singapore. The online platform has been rebranded as “Sheng Siong Online” in 2021 to be in line with our core branding strategy. Here, we embarked on our omni- channel retail journey to become not only your preferred brick-and-mortar supermarket, but also one of the best online supermarkets in Singapore.