Industry Insight: Is selling online becoming a content business?
Published on 25 Aug 2026
Shopping online is shifting from search to discovery, with short videos, livestreams, creators and AI recommendations increasingly shaping what consumers buy.
As content becomes a bigger part of how businesses attract customers and drive sales, discovery commerce is changing how brands and SMEs sell online and the capabilities they need to compete.
On Industry Insight, Lynlee Foo speaks to Leon Koh, Fashion and Seller Management Lead, TikTok Shop Singapore, about how discovery commerce is reshaping online selling, the growing role of content and creators, and where e-commerce is headed next.
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