The opportunity to grow beyond Singapore just got a whole lot bigger.

On 26 February 2025, Ninja Van Singapore announced the expansion of its international delivery lanes to 41 new countries, in addition to its existing Singapore to Southeast Asia lanes — a major step forward in helping local brands tap into global markets with confidence.

To mark the occasion, business owners and brand leaders gathered for a focused panel discussion: Cross Border Expansion Strategies for Singapore Brands.

The evening featured insights from industry leaders — each sharing the realities, lessons, and tactics behind going global — including:

• Chang Wen Lai, CEO of Ninja Van
• Rachel Lim, Co-Founder & Executive Chairwoman at Love Bonito 
• Trixie Khong, Founder/CEO of By Invite Only Jewellery

For Singaporean SMEs looking to scale, the message was clear: cross-border success starts with data, strategy, and the right logistics partner.

Start Smart: Data-Led Growth Over Guesswork

The panel kicked off with a regional perspective. Justina Sim, Country Head of Ninja Van Singapore, shared findings from Ninja Van’s latest cross-border e-Guide.

But while the demand is there, strategy is what sets brands apart. 

And for brands like Love, Bonito, and By Invite Only Jewellery, international expansion starts with testing, not guessing.

“Fire bullets before cannonballs,” advised Rachel. “Test the waters before making big commitments.” Her team uses AI-powered inventory tools to test market response before scaling, minimising risk while maintaining responsiveness.

At By Invite Only, expansion is driven by a mix of online sales data, web traffic, and in-store insights. Rather than relying on assumptions, the team analyses customer behaviour across multiple channels to rank market potential.

The message was consistent: expansion isn’t about instinct — it’s about data.

Logistics as a Growth Lever — Not a Back-End Function

After identifying the right markets, the next challenge is execution, and for many brands, logistics plays a far more strategic role than it once did.

Trixie shared how logistics made a direct impact during By Invite Only’s expansion into Malaysia. A switch to Ninja Van Malaysia for inventory and delivery support led to a 234% increase in sales — a result of better stock flow and fulfillment speed.

At Love, Bonito, last-mile delivery is treated as part of the brand experience.

Especially in new markets, that final touchpoint shapes how customers perceive the brand. A smooth delivery can determine whether a shopper comes back — or not.

With access to regional fulfillment hubs and Ninja Van’s cross-border network, SMEs can now scale across borders without needing to build everything from scratch.

Sustainable Expansion: Playing the Long Game

Cross-border success doesn’t end with market entry. Long-term growth depends on staying adaptable.

As Love, Bonito expands online and offline, Rachel highlighted the importance of balancing local regulations with a consistent brand experience.

For By Invite Only, the team has learned that customer expectations vary across markets, from shipping speeds to payment preferences.

The ability to localise operations without losing brand identity is key to keeping momentum.

Chang Wen closed the discussion by reinforcing the strength Singaporean brands bring to the table. He emphasised that trust and reliability are powerful assets, giving SMEs the ability to grow without relying on price competition.

That reputation, he noted, doesn’t just hold in Southeast Asia. With strong logistics infrastructure in place, Singaporean brands are also well-positioned to scale into larger markets like Europe and the United States.

Your Products, Ready for the World

For SMEs eyeing international growth, the message was clear: start small, stay data-driven, and take that first step.

With Ninja Van’s expanded international lanes, Singaporean businesses now have the support they need to scale beyond borders — not just with confidence, but with momentum.

Because when ambition meets the right infrastructure, global isn’t just possible — it’s within reach. 

Contact Ninja Van today.