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Synagie and HKT launch ShopHK to help Hong Kong brands expand into Southeast Asia

Synagie and HKT launch ShopHK, helping Hong Kong SMEs tap into Southeast Asia's booming US$600 billion e-commerce market.

Synagie, the digital commerce arm of Synagistics Limited, has partnered with HKT to launch ShopHK, a platform designed to help Hong Kong businesses enter Southeast Asiaโ€™s fast-growing e-commerce market. The initiative combines Synagieโ€™s AI-powered technology and on-demand services with HKTโ€™s extensive client network to offer end-to-end support for businesses aiming to grow internationally.

ShopHK was officially launched, with a strong focus on small and medium-sized enterprises (SMEs). The platform provides over 50 digital commerce services, integrated cross-border logistics, and seamless access to Southeast Asian markets, particularly for the 200,000 SMEs in Hong Kong actively seeking overseas expansion.

Supporting growth in Southeast Asiaโ€™s e-commerce market

Southeast Asiaโ€™s e-commerce market is expected to reach US$295 billion by 2025 and is projected to double to US$600 billion by 2030. This growth is fuelled by rising incomes, smartphone penetration, and a tech-savvy population across key markets like Indonesia, Vietnam, Thailand, and the Philippines.

Synagistics Co-Founder and CEO Olive Tai said the new platform is aimed at helping Hong Kong brands tap into this growth. โ€œThe Synagie-HKT collaboration is a game-changer for Hong Kong businesses looking to expand globally,โ€ she said. โ€œAs someone originally from Hong Kong, Iโ€™m especially proud of ShopHKโ€™s mission to help businesses of all sizes reach new customers in Southeast Asia.โ€

Tai noted that ShopHK will target the most expansion-ready SMEs in Hong Kong and aims to onboard at least 500 brands by the end of 2025. To support adoption, Synagie is offering a 30-day free trial from 1 April to 15 April 2025.

Tech-driven commerce and strategic partnerships

Synagieโ€™s software-as-a-service (SaaS) and commerce-as-a-service (CaaS) platform plays a central role in ShopHK. It provides brands with digital tools and AI-driven capabilities for operations, marketing, and logistics. The platformโ€™s reach is further boosted by HKTโ€™s commercial client base and its influence in the regional telecoms and technology sectors.

The launch also aligns with Hong Kongโ€™s broader innovation agenda. Synagistics, which completed the first successful De-SPAC listing on the Hong Kong Stock Exchange in 2024, recently launched Geeneโ€”a platform integrating generative AI, blockchain, and big dataโ€”to support enterprise-level AI adoption.

ShopHK is backed by the Hong Kong Science and Technology Parks Corporation (HKSTP), which is home to more than 2,200 tech firms. โ€œThis partnership underscores our shared commitment to strengthening Hong Kongโ€™s position as a global innovation gateway,โ€ said Gladys Oon, Director of Partnerships and Account Management at HKSTP. She highlighted how the collaboration can support green-tech and health-tech startups expanding into Southeast Asia.

Rising demand for Hong Kong brands

Demand for Hong Kong-made products is growing across Southeast Asia. A recent Hong Kong Trade Development Council report found that nearly 70% of online shoppers in the region bought Hong Kong products in the past year. Among consumers aged 18 to 29, 35% cited affordability as the top reason for their interest, followed by the brandsโ€™ fusion of Chinese and Western styles (33%) and trendiness (32%).

ShopHK is among the first platforms to tap into this trend, with early adopters already coming onboard. Joseph Tsang, Founder and Managing Director of FSL Group, said, โ€œThe potential to reach millions of tech-savvy Southeast Asian consumers is incredible. Weโ€™re excited to be among the first local brands to join ShopHK.โ€

Henry Poon, Sales and Marketing Manager at On Kee Dry Seafood Co. Ltd, echoed the sentiment. โ€œAs a Hong Kong-based brand with a strong local presence, expanding into Southeast Asian markets has always been a priority for us. ShopHKโ€™s affordable, no-fuss and one-stop platform provides the tools and solutions to scale our business rapidly across Southeast Asia.โ€

The Hong Kong SAR Government is also stepping up its support through initiatives like E-Commerce Easy, which is being extended to all 10 ASEAN countries under the BUD Fund. This move is expected to further encourage SME participation in cross-border digital trade.

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