TCM Room grows from neighborhood store to global e-commerce company


SINGAPORE – Heng Foh Tong Traditional Chinese Medicine (TCM) Family Room saw business improve after going digital, with revenue up 20% and footfall up 10% at its physical store compared to to before the Covid-19 pandemic.

He has taken steps including setting up an online store and operating e-commerce platforms such as Shopee and Fave. The store, located in Bukit Batok, is also on the Waze navigation app and Google My Business business listing app.

Mr. Lee Chin Siong, 53, vice president of Heng Foh Tong, said he was skeptical at first about the effectiveness of having an online store because people usually buy MTC products in person.

“We just wanted to create a simple website to publicize Heng Foh Tong, but one of the criteria for obtaining government grants for the website was to develop an e-commerce website,” Lee said.

During the breaker in 2020, he saw an increase in revenue from the online store and realized that there was a demand for e-commerce.

The digital presence has transformed the Bukit Batok store into an international business as people from different countries can now purchase its products online.

“Some customers travel across the island from places like Pasir Ris and Seng Kang to see our products. They wouldn’t have known about Heng Foh Tong if not for our website,” he added.

After introducing new products such as herbal teas and containment wraps, Heng Foh Tong’s customer base now also includes new mothers.

The business also participated in the visual merchandising program in 2021 and had its storefront refreshed with new flooring, a new display fridge, shelving and ample lighting. It will also install a new sign.

The ongoing program helps business owners learn new skills in product placement and digital content creation and redesign their storefront to attract more customers.


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