Synagie, the digital commerce arm of Synagistics Limited, has partnered with HKT to launch ShopHK, a platform designed to help Hong Kong businesses enter Southeast Asia’s fast-growing e-commerce market. The initiative combines Synagie’s AI-powered technology and on-demand services with HKT’s extensive client network to offer end-to-end support for businesses aiming to grow internationally.
ShopHK was officially launched, with a strong focus on small and medium-sized enterprises (SMEs). The platform provides over 50 digital commerce services, integrated cross-border logistics, and seamless access to Southeast Asian markets, particularly for the 200,000 SMEs in Hong Kong actively seeking overseas expansion.
Supporting growth in Southeast Asia’s e-commerce market
Southeast Asia’s e-commerce market is expected to reach US$295 billion by 2025 and is projected to double to US$600 billion by 2030. This growth is fuelled by rising incomes, smartphone penetration, and a tech-savvy population across key markets like Indonesia, Vietnam, Thailand, and the Philippines.
Synagistics Co-Founder and CEO Olive Tai said the new platform is aimed at helping Hong Kong brands tap into this growth. “The Synagie-HKT collaboration is a game-changer for Hong Kong businesses looking to expand globally,” she said. “As someone originally from Hong Kong, I’m especially proud of ShopHK’s mission to help businesses of all sizes reach new customers in Southeast Asia.”
Tai noted that ShopHK will target the most expansion-ready SMEs in Hong Kong and aims to onboard at least 500 brands by the end of 2025. To support adoption, Synagie is offering a 30-day free trial from 1 April to 15 April 2025.
Tech-driven commerce and strategic partnerships
Synagie’s software-as-a-service (SaaS) and commerce-as-a-service (CaaS) platform plays a central role in ShopHK. It provides brands with digital tools and AI-driven capabilities for operations, marketing, and logistics. The platform’s reach is further boosted by HKT’s commercial client base and its influence in the regional telecoms and technology sectors.
The launch also aligns with Hong Kong’s broader innovation agenda. Synagistics, which completed the first successful De-SPAC listing on the Hong Kong Stock Exchange in 2024, recently launched Geene—a platform integrating generative AI, blockchain, and big data—to support enterprise-level AI adoption.
ShopHK is backed by the Hong Kong Science and Technology Parks Corporation (HKSTP), which is home to more than 2,200 tech firms. “This partnership underscores our shared commitment to strengthening Hong Kong’s position as a global innovation gateway,” said Gladys Oon, Director of Partnerships and Account Management at HKSTP. She highlighted how the collaboration can support green-tech and health-tech startups expanding into Southeast Asia.
Rising demand for Hong Kong brands
Demand for Hong Kong-made products is growing across Southeast Asia. A recent Hong Kong Trade Development Council report found that nearly 70% of online shoppers in the region bought Hong Kong products in the past year. Among consumers aged 18 to 29, 35% cited affordability as the top reason for their interest, followed by the brands’ fusion of Chinese and Western styles (33%) and trendiness (32%).
ShopHK is among the first platforms to tap into this trend, with early adopters already coming onboard. Joseph Tsang, Founder and Managing Director of FSL Group, said, “The potential to reach millions of tech-savvy Southeast Asian consumers is incredible. We’re excited to be among the first local brands to join ShopHK.”
Henry Poon, Sales and Marketing Manager at On Kee Dry Seafood Co. Ltd, echoed the sentiment. “As a Hong Kong-based brand with a strong local presence, expanding into Southeast Asian markets has always been a priority for us. ShopHK’s affordable, no-fuss and one-stop platform provides the tools and solutions to scale our business rapidly across Southeast Asia.”
The Hong Kong SAR Government is also stepping up its support through initiatives like E-Commerce Easy, which is being extended to all 10 ASEAN countries under the BUD Fund. This move is expected to further encourage SME participation in cross-border digital trade.
