Shoppers can now check out Qoo10 products personally as part of the e-commerce giant's four-day offline event.
The Qoo10 Super Sale 2018 - CNY Edition began yesterday in Suntec and will go till Sunday.
The event will see more than 100 merchants selling products - such as food and beverages, electronics and beauty essentials - which can also be found on Qoo10's online platform.
Brands include Taiwan fashion retailer tokichoi and Korean food supplier Koryo Trading.
Shoppers will also enjoy flash deals, when original prices are slashed by up to 60 per cent or $50.
This is the largest offline event that Qoo10 has ever held here.
Merchants are eager to clear out old stock before Chinese New Year, so customers can expect discounts, said Mr Hyun Wook Cho, country manager of Qoo10 Singapore.
"We want to bring three things to consumers - discount, variety and fun," he said.
Such offline events let merchants who cannot afford to open a bricks-and-mortar store take their products to a wider audience.
Ms Teo Jingyanis participating in the Qoo10 fair for the first time.
The 22-year-old, who owns online clothes and accessories store Modelle, also sets up booths in flea markets at Orchard Gateway once or twice a month.
"It is easier for customers to gauge their sizes (in physical stores). They can also look in the mirror and see if (the accessories) fit their face shape," she said.
Ms Teo gets more customers at physical stores than online.
Mr Lucas Li, 27, a salesman at home furniture store Jiji, said being at the fair promotes brand awareness among customers.
"Online, people search for items only when they need them. But here, when people walk past, they will know that we exist and can order from us the next time they need something," he said.
Jiji, which has a showroom in Sungei Kadut, can also be found on e-commerce marketplaces like Qoo10 and Lazada.
The Qoo10 event will also feature a virtual supermart, which comprises walls of product images from Qoo10's merchants.
Each product will be accompanied by a QR code which allows shoppers to buy the item, or redirects them to Qoo10's app or website on their smartphones for more information.
"With the virtual supermart, we also engage with brands which are not participating in the event but hope to get exposure," said Mr Cho.
The Qoo10 Super Sale 2018 is bigger than Qoo10 10.10 Shopping Evolution, occupying four times more space than the previous event at Plaza Singapura last October.
This is Qoo10's third time organising an offline event in Singapore, but its first two were "pilot tests" on a much smaller scale, said Mr Cho.
"Merchants who participated in our first and second rounds saw better offline than online sales. We already have high traffic capabilities online, so we want to also drive customers to an offline space," he said.
Marketing manager Fiona Ng, 31, a shopper at the Qoo10 event, said shopping in person has its advantages.
"(For in-store shopping) you can bring home necessities like tissue paper and shampoo immediately. For food, you can also sample it before buying," she said.
The event is held at Suntec Convention and Exhibition Centre, Halls 401 to 403, from 11am to 10pm.