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Vegan sambal, eco bags, smart helmet: How these S’pore SMEs are winning over global shoppers
Meet the local entrepreneurs taking their nifty innovations overseas, bypassing the usual hurdles of international expansion, with the help of Amazon Global Selling and its seamless fulfilment network
Local small and medium-sized companies are tapping Amazon Global Selling as their launchpad to bring their innovations to a wider audience.
PHOTOS: EVERIDAY FOODS, NOOK THEORY, LUMOS and NAOKI MATCHA
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When Ms Riyana Rupani, 45, left her corporate finance job in 2016 to become a certified holistic nutritionist, she was not just switching careers, she was answering a deeply personal call.
Ms Riyana who has called Singapore home for the past 16 years, had spent years battling health challenges, including Polycystic Ovary Syndrome and autoimmune conditions. Her journey to heal herself from the inside out eventually led her into the kitchen.
Driven by a belief that food should be both nourishing and delicious, she founded Everiday Foods
But these are no ordinary health foods. Think fiery sambal chili, punchy mala chili crisp and fragrant garlic chili oil – each one inspired by Ms Riyana’s deep appreciation for Singapore’s vibrant, multicultural food scene.
In early 2024, with support from Amazon Global Selling’s Enterprise Singapore (EnterpriseSG) Cross-Border Brand Launchpad programme, she brought Everiday Foods to the US through Amazon.com, scaling her brand beyond local shores.
“Singapore is home to such a rich mix of culinary traditions, creating a truly unique food culture. I’m excited to bring some of those bold, vibrant flavours to the US and show how healthy food can be both nourishing and full of flavour,” she says.
Ms Riyana Rupani (left) created a line of wholesome pantry staples and sauces with a local twist for global customers.
PHOTO: EVERIDAY FOODS
Amazon Global Selling enables entrepreneurs in Singapore to tap into international stores by listing their products on Amazon’s global stores and selling it directly to the US market. “With support from Enterprise Singapore’s Global Launchpad, we were able to navigate cross-border expansion seamlessly, and together with Amazon.com, bring our products from Singapore to US customers with ease,” adds Ms Riyana.
Using Fulfilment by Amazon (FBA), Everiday products are shipped directly from Singapore to Amazon’s US Fulfilment Centers where Amazon stores, packs, dispatches customer orders usually within one or two days, and manages returns and customer service on behalf of Everiday Foods.
For Ms Riyana, it means less time on logistics and more time on product innovation and community building. On Instagram, where she has built a 30,000-strong following, she shares recipes and wellness tips alongside her signature sauces.
“Amazon makes it possible for small brands like mine to have a big global presence without needing to invest in my own physical infrastructure,” she adds.
Opening global doors for homegrown enterprises
According to Amazon Global Selling, more than 100 local brands have benefited from the Singapore Cross-border Brand Launchpad – a joint initiative by Enterprise Singapore (EnterpriseSG), the Singapore Business Federation and Amazon Global Selling to help small medium enterprises (SMEs) expand overseas.
“The Singapore Cross-Border Brand Launchpad programme has equipped local entrepreneurs with the digital capabilities to harness the growing potential of cross-border selling,” says Mr Simon Lim, executive director (Enterprise Capabilities), EnterpriseSG. “Local enterprises that have joined the programme have demonstrated how cross-border e-commerce is an effective channel for SMEs to establish their presence overseas and reach global customers. Their success stories encapsulate the innovative spirit of Singapore as we celebrate our 60th anniversary.”
Saving lives, one smart helmet at a time
To make cycling safer, Mr Ding Eu-wen (left) co-created the Lumos helmet with smart features like lights and turn signals.
PHOTO: LUMOS
For Mr Ding Eu-wen, 40, entrepreneurship started with an urgent need to cycle safely through Boston, US, without getting hit by a car. As a Singaporean student at Harvard University, he was frustrated by the lack of visibility and road communication tools available to cyclists. So, he set out to build the solution himself.
He dropped out of the Harvard graduate programme, assembled a team of four, and in 2015, launched Lumos
“Unlike conventional helmets that only offer passive protection, Lumos is all about accident prevention, helping cyclists stay visible and communicate clearly on the road,” says Mr Ding. The campaign raised over US$800,000 (S$1,025,968), more than six times their initial goal.
To grow into a truly global business, Lumos needed a store that could deliver scale, reach and trust. That is where Amazon Global Selling came in.
“The US was already one of our key markets from Kickstarter,” says Mr Ding. “It was clear we had to be on Amazon.com. American consumers trust the store, it is where they feel most comfortable shopping.”
Amazon’s trustworthy customer reviews and its seamless fulfilment services provided the infrastructure to help Lumos expand across the US and beyond “Trust in Amazon in the US is huge,” Mr Ding adds. “People might hesitate to buy from a standalone website, but Amazon provides that assurance and the convenience.”
Since launch, Lumos has sold over 300,000 helmets worldwide, mostly in the US, UK, Germany and Australia. When asked why being based in Singapore is great for Lumos, Mr Ding says: “Singapore is a crossroads for East and West. From Singapore, I’ve been able to merge design sensibilities, supply chain agility, and business practices from both worlds into how Lumos develops and scales our products and our brand. The start-up ecosystem here is also quite vibrant. Several of our investors are in Singapore.”
Bringing wellness worldwide
To support everyday wellness, Ms Rachel Ng (left) created a supplement brand tailored to diverse health needs.
PHOTO: LABO NUTRITION
Growing up in Singapore, Ms Rachel Ng, 57, remembers being a sickly child plagued by heart issues and frequent illness. That early experience sparked a lifelong quest to find more solutions to improve her health.
In 2003, she co-founded Lifestream Group, the parent company of LABO Nutrition
When Ms Ng decided to expand to the US, Amazon Global Selling was a natural choice. “It gave me immediate access to a high-trust, high-traffic store, without needing to build physical infrastructure overseas,” she says.
Through FBA, LABO Nutrition was able to overcome some of the most pressing challenges of international e-commerce – long shipping times, high cross-border costs, difficult returns and complex import regulations. By storing inventory in Amazon’s U.S. warehouses, the company now offers local-level delivery speed and service – critical in the competitive wellness category.
The brand also leverages Amazon’s end-to-end tools – from AI-powered product listings to advertising and performance analytics – to continuously learn and improve. That feedback loop has become a key driver of product innovation and customer engagement.
“Amazon is not just a sales channel for us, it is an engine for growth and learning,” says Ms Ng.
When asked how Singapore has influenced her entrepreneurship journey, Ms Ng adds: “Singapore’s culture of pragmatism, resilience and long-term thinking has shaped our brand strategy. We view every product launch and market expansion as part of an ongoing cycle of learning, testing and refining. This mindset allows us to innovate with clarity and purpose, while building a brand that evolves with its community.”
Adding fun to daily office and school essentials
Drawing from his experience as a tuition centre business owner, Mr Kevan Soh (left) reimagined everyday stationery to spark joy and motivate students.
PHOTO: DECORABLY
After building a successful tuition centre business, Mr Kevan Soh, 38, set his sights on his next new venture. As an educator, Mr Soh saw how nicely designed learning materials could further motivate students and get them excited about studying, sometimes for long hours.
That insight sparked Decorably
“I realised that everyday products don’t have to be boring,” says Mr Soh.
The first product he sold on Amazon.com (US): A sheet of reward stickers, the same kind he once used in his classrooms to motivate students.
Launched in 2021 as a one-man operation, Decorably, which sells a range of well-designed stationery and office supplies, quickly grew into a 29-person remote team, expanding from the US to Canada, Australia, and UK in just a few years with Amazon Global Selling.
“The US was our first market, and Amazon made it easy to start,” Mr Soh says. “You can register a Singapore company, ship to Amazon’s overseas fulfilment centres, and Amazon handles the rest – logistics, returns, and customer service.”
“To me, that is Amazon’s true value – helping remove administrative and logistical friction,” he adds.
As a seasoned business owner, Mr Soh believes Amazon is also a good launchpad for newcomers. “Amazon helps you get your feet wet and build confidence,” he adds.
When asked about what it means to be an entrepreneur in Singapore, Mr Soh says: “Singapore’s status as a hub for global trade and innovation gave me early exposure to international business norms. The ease of setting up and running a business in Singapore encourages entrepreneurship. Access to world-class infrastructure, government grants, and networking platforms like Enterprise SG and Startup SG does shape a more strategic and disciplined approach.”
Bringing mindful living to homes around the world
Best friends-turned-entrepreneurs, Ms Ann Phun (left) and Ms Christina Ng (right), started their eco-conscious home brand during the pandemic.
PHOTO: NOOK THEORY
When the pandemic hit in 2020 and the world was forced to slow down, Ms Ann Phun, 37 and Ms Christina Ng, 37 saw an opportunity to help people reconnect with their homes and routines in more meaningful ways.
The duo believed that even the smallest items – like a bamboo plate or an insulated lunch bag – could spark joy and transform the everyday into something intentional. That belief gave rise to Nook Theory, a lifestyle brand rooted in mindful, sustainable living, offering beautiful, functional essentials for all homes.
With a product range that includes their now well-known Better Days insulated bags, eco-friendly bamboo plates, and reusable multi-pocket shopping bags, the brand set out to prove that style, utility, and eco-consciousness could go hand in hand.
“We wanted to create products that feel good to use and do good for the planet,” says Ms Ng.
They chose to launch Nook Theory
As sales took off, they expanded to Canada and Mexico, growing their pandemic-born passion project into a thriving, seven-figure business in under a year.
“Amazon Global Selling gave us the reach and infrastructure we needed,” Christina shares. “And FBA removed the logistics headache so we could focus on designing and building our brand.”
As their Amazon storefront continues to grow, so does their vision. Ms Phun and Ms Ng are building a brand that reflects not only their friendship but a shared commitment to thoughtful living.
“Being Singaporean and growing up in a fast-paced, innovation-driven environment made the focus on efficiency, quality, and adaptability second nature for us. These values have guided our every move for Nook Theory – from refining designs to exploring sustainable materials. The Singaporean resourcefulness and relentless drive to excel has been a huge part of our success,” adds Ms Ng.
Brewing big dreams from a single cup of tea
What began as a side hustle for Mr Chiam Sing Chuen (front) and Mr Samuel Loo (back), has grown into a full-time venture, with Naoki Matcha earning a loyal global following.
PHOTO: NAOKI MATCHA
When Mr Samuel Loo, 34, and Mr Chiam Sing Chuen, 34, started Naoki Matcha
“Singapore is a small market, so we had to think internationally from day one,” says Mr Chiam.
Their plan was simple: Test a niche product on Amazon.com and see what happens. Their first shipment? Just 10kg of matcha, a modest bet on a rising trend.
Fast forward to today, and what began as a small online experiment has grown into a brand that moves tonnes of matcha globally each year and brings in seven-figure monthly sales according to Mr Chiam.
Naoki Matcha, which sells its matcha in small 40g batches for better quality control, has now built a loyal customer base across the US, UK and Singapore.
Their customers appreciate the brand’s premium, Japanese-sourced powders for their quality and versatility. Whether it is for a traditional tea ceremony or a modern whisked latte or smoothie, Naoki Matcha delivers a refined experience in every cup.
“Amazon made it possible for two friends with a side hustle and less than $10,000 in capital to grow a global brand,” reflects Mr Loo.
By launching on Amazon.com (US), Naoki Matcha gained instant access to a large customer base without needing to build overseas operations. From the start, the company tapped into FBA to handle cross-border logistics, fulfilment, and customer service.
With Amazon handling the operational complexities, the duo has been free to focus on what matters most: sourcing more quality matcha powder to grow their business while still honouring their brand’s commitment to taste, heritage and versatility. By developing educational content and product guides, they are also hoping to make matcha more accessible to a wider audience.
When asked how the idea to launch a business of Matcha tea – a Japanese specialty – came about, Mr Loo shares: “Being Singaporean and growing up in Singapore, we have had the privilege of being in a multicultural environment all our lives. Very few things feel truly foreign and I always felt it gives us a small edge in being adaptable and in working well with people all over the world.”
For more information on how you can launch your business on Amazon Global Selling, visit .
