Wholesale trade is evolving rapidly, and digital commerce is reshaping how B2B buyers and sellers interact. From short-form video to live streaming and social commerce, businesses are rethinking how they engage buyers, build trust, and accelerate sales in a digital-first landscape.
On 7 May 2026, SIM Academy joined Singtel and Singapore Business Federation for a focused session on how shoppertainment and TikTok Shop are reshaping wholesale and B2B sales channels. The session brought together business leaders and industry practitioners to explore practical strategies for leveraging short-form content and live commerce to drive visibility, engagement, and measurable business outcomes.
A highlight of the session was hearing from Arsalan Amjad, Executive Director & CEO of Unicell Paper, who shared their inspiring digitalisation journey. They provided a firsthand look at how a traditional B2B trading model can evolve into a regional powerhouse by leveraging a digital ecosystem. Their practical tips on navigating this transition offered invaluable insights for fellow wholesalers looking to scale.
With the digital foundation established, the focus shifted to the main theme of the day: shoppertainment. Today's consumers look for entertainment, education, and connection before making a purchase decision.
Fern Deng, Trainer of Singtel x SIMA TikTok Masterclass, took the stage to demystify how businesses can turn audience engagement into tangible sales volume. Fern broke down the specific mechanics of short-video content creation, sharing practical strategies on how business owners can leverage TikTok to build brand trust and drive conversion.
The energy in the room demonstrated a strong, shared commitment among local business owners to embrace modern strategies for future growth. By connecting digital readiness with the power of shoppertainment, attendees left equipped with new perspectives on how to elevate their business in a competitive market.
Interested in learning how to create more engaging and effective TikTok content for business growth? With up to 90% SkillsFuture funding* available for SMEs, it is the perfect time to upskill. Find out more about the Singtel x SIM Academy TikTok Masterclass here: Singtel x SIM Academy TikTok Masterclass Programme Details
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