Homegrown Eco-Friendly Cleaning Brand SimplyGood Scales Business Through Shopee
SINGAPORE - Media OutReach Newswire - 21 May 2026 - As more local businesses explore opportunities beyond Singapore, eco-friendly cleaning brand SimplyGood is leveraging Shopee’s fulfilment, livestreaming and cross-border tools to support its next phase of growth. Founded nearly four years ago, SimplyGood has grown from a solo-founder startup into a brand with a team of ten staff, focused on making sustainable living more accessible for everyday consumers.
Today, e-commerce accounts for approximately 80% of the brand’s business in Singapore, with Shopee serving as a key customer touchpoint. Bestselling products on the platform include Laundry Detergent Sheets, Eco Cleaning Cloths and Spray Cleaning Refills.
Founder Jeremy Lee shared that Shopee became part of SimplyGood’s growth journey in its second year, helping the brand strengthen its online visibility and reach more customers. Today, the brand leverages multiple parts of Shopee’s ecosystem, including Fulfilled by Shopee (FBS), Shopee Live and regional expansion pathways such as the Singapore-to-Malaysia Direct Selling Programme.
Strengthening Fulfilment Operations Through Fulfilled By Shopee
SimplyGood currently relies heavily on FBS, with close to 90% of its Shopee orders supported through Shopee’s fulfilment ecosystem. “Most of our Shopee orders are handled through FBS, which has improved our fulfilment consistency and delivery turnaround,” said Jeremy. “Replicating that same level of operational consistency independently would have been difficult for us.”
SimplyGood currently relies heavily on FBS, with close to 90% of its Shopee orders supported through Shopee’s fulfilment ecosystem. “Most of our Shopee orders are handled through FBS, which has improved our fulfilment consistency and delivery turnaround,” said Jeremy. “Replicating that same level of operational consistency independently would have been difficult for us.”
Beyond fulfilment support, SimplyGood shared that FBS products also benefit from stronger visibility on Shopee, alongside faster delivery and platform-supported vouchers that support buyer confidence. Since onboarding to FBS in 2024, the brand’s overall sales have grown close to 8X year-on-year as demand for its products continues to grow.
Using Shopee Live To Educate Customers
SimplyGood also leverages Shopee Live and other content tools to engage customers and build awareness around sustainable cleaning solutions, conducting more than 450 livestreams in the past year alone.
Jeremy shared that Shopee Live sessions have encouraged more conversations around sustainable cleaning products. During one livestream, a viewer joked that they “never thought they would be influenced by a livestream to buy cleaning products” after watching a live stain-removal demonstration using one of SimplyGood’s products. The session later prompted questions about cleaning methods, product ingredients and household habits, turning what is traditionally seen as a functional product category into a more communal and interactive experience.
“Shopee Live has made it easier for customers to discover our products while giving us direct insight into what they enjoy, the challenges they face and the questions they have around sustainable cleaning,” said Jeremy. “These real-time conversations help us build stronger and more meaningful relationships with customers.”
Exploring Regional Growth Opportunities
As part of its next phase of growth, SimplyGood is exploring regional expansion opportunities, particularly in Malaysia, through Shopee’s cross-border tools including the Singapore-to-Malaysia Direct Selling Programme.
Jeremy shared that Shopee had worked closely with the brand on regional expansion planning since onboarding, helping SimplyGood better understand how expansion beyond Singapore could work for the business. “For a growing local brand, entering a new market can feel quite overwhelming at first,” said Jeremy. “Having access to Shopee’s export programmes and close guidance made expansion feel much more approachable for a business like ours, without requiring major upfront operational complexity.”
SimplyGood is currently exploring two new regional markets and plans to launch up to five new products as part of its next growth phase. “What excites us most is seeing more consumers become curious about sustainable living and realise that small everyday habits can make a difference,” Jeremy added.
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About Shopee
Shopee is the largest e-commerce platform in Southeast Asia and Taiwan, and is a leading e-commerce platform in Brazil. Shopee promotes an inclusive and sustainable digital ecosystem by enabling businesses to digitalise and grow their online presence, helping more people access and benefit from digital services, and uplifting local communities.
Shopee offers an easy, secure, and engaging experience that is enjoyed by millions of people daily. Shopee is also a key contributor to the digital economy, with a firm commitment to helping homegrown brands and entrepreneurs succeed in e-commerce.
Shopee is part of Sea Limited (NYSE: SE), a global technology company. Sea’s mission is to better the lives of consumers and small businesses with technology through its three core businesses: Shopee, Garena, and Monee.
