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Southeast Asian live streamers hustle to fuel booming e-commerce sales

Southeast Asian live streamers hustle to fuel booming e-commerce sales
South China Morning Post Wednesday 11 November 2026, 10:00 UTC By Kolette Lim 1 min read
Key Points

In a makeshift studio inside his public housing flat in Singapore, Shane Soh stands before his smartphone, running his fingers through a towel as he extols its softness to viewers watching his live stream. A ring light illuminates his face while more than a dozen other products sit on a shelf behind him, waiting for their moment on camera. “Don’t just buy one towel today, but get bedsheets as well.

In a makeshift studio inside his public housing flat in Singapore, Shane Soh stands before his smartphone, running his fingers through a towel as he extols its softness to viewers watching his live stream. A ring light illuminates his face while more than a dozen other products sit on a shelf behind him, waiting for their moment on camera. “Don’t just buy one towel today, but get bedsheets as well. It’s perfect for Hari Raya or Christmas, and the thread count is 1,800 … It’s the best kind of... [Image text:] COO JOIN MYT-CHAT TMU SHAMEONSHANE
Southeast Asian (ORG) Singapore (LOCATION) Shane Soh (PERSON)
Originally published by South China Morning Post Read original →

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