Singapore is small but crowded with makers: hawker stalls, craft stalls at weekend markets, micro-brands started in HDB flats and kitchen tables. I started HDBK Official because I kept seeing the same problem in different corners of this small island: talented local creators and curated micro-brands struggle to get discovered, they face opaque marketplace fees, and they deserve a platform that treats them like partners rather than inventory lines. HDBK Official exists to fill that gap, connecting Singaporeans to thoughtfully curated local products while keeping more value in the hands of makers.
The gap: discovery, fairness, and heartland access
Big marketplaces make it easy to list, but discovery on those platforms is competitive, costly, and often stacked towards big advertisers. Commission and “take-rate” structures vary and can quickly eat into margins, especially for small runs and handcrafted goods. Sellers in Singapore can face platform take-rates and transaction fees that substantially reduce their revenue.
At the same time, many Singapore consumers still prefer discovering new brands through human channels such as word of mouth, physical markets, and heartland shops rather than purely algorithmic feeds. Building a brand in Singapore therefore means bridging online convenience with local trust and personal discovery.
HDBK Official is designed around those realities: curated product discovery, transparent fees, and community features that let shoppers find makers via stories, neighbourhood events, and recommendations, not only paid search placements.
Why the timing makes sense (data-backed)
Singapore’s digital economy has grown quickly and government programmes actively support SME digitalisation. The national focus on helping small businesses go digital means more makers are ready to sell online if the platform suits their needs. IMDA and other government initiatives show a clear push to grow the digital economy and help SMEs adopt e-commerce tools.
Enterprise Singapore and heartland programmes have also highlighted ongoing efforts to revitalise neighbourhood businesses and help them reach modern consumers. That public support shows there’s both community appetite and institutional backing for platforms that amplify local sellers.
Basically consumers are online, SMEs are digitising, and policymakers are encouraging local revitalisation which is a perfect window to launch a community-led marketplace.
What HDBK Official does differently
- Curated, not commoditised.
- Handpicked makers and limited runs. We highlight stories, craftsmanship, and provenance so shoppers can emotionally connect with purchases.
- Transparent economics.
- Clear fee structures so small sellers can price sustainably and keep more of each sale. (No surprise take-rates, no opaque ad auctions.)
- Community discovery.
- Features that allow neighbourhood surfacing, social proof from nearby buyers, and collaborations with heartland events and markets. This blends the “human touch” consumers value with the convenience of e-commerce.
- Support for digital transition.
- Practical onboarding, content help, and partnerships with programmes that help SMEs go digital. We don’t expect creators to be growth-hackers overnight.
Who benefits
- Neighbourhood shoppers get easier access to unique, local gifts and sustainable choices without wading through mass listings.
- Micro-brands and makers keep healthier margins, gain real discovery channels, and receive help translating craft into commerce.
- The community regains a little of the heartland economy: when local makers earn more, local culture and jobs are preserved.
Built by the community
“Built by the community” isn’t just a tagline. It’s a design principle. HDBK Official will co-create features with sellers and shoppers. The platform will evolve from feedback loops, pop-up testbeds, and partnerships so it truly reflects local needs.
why this matters to Singapore
We live in a nation where small, everyday interactions matter. From kopitiam chats to wet market bargaining, our retail culture is social. As the country digitises, it’s important that technology preserves not replaces those social ties. HDBK Official aims to be the digital partner that helps micro-brands and small makers thrive. The timing is right, digital adoption is high, policy support exists, and consumers still value human discovery. That’s the business case behind HDBK Official.
