SimplyGood Scales Eco-Friendly Cleaning Success via Shopee
SimplyGood: Making Sustainable Living Accessible
Founded nearly four years ago, SimplyGood has transformed from a solo-founder startup into a thriving business with a team of ten staff. The homegrown eco-friendly brand is on a mission to make sustainable living more accessible for everyday consumers. Today, e-commerce drives approximately 80% of its business in Singapore, with Shopee serving as the primary customer touchpoint.
The brand has found significant success with its bestselling range, which includes Laundry Detergent Sheets, Eco Cleaning Cloths, and Spray Cleaning Refills. Since joining the platform in its second year, SimplyGood has utilised the Shopee ecosystem to strengthen its online visibility and operational reach.
Strengthening Operations with Fulfilled by Shopee
A critical component of SimplyGood’s success is its reliance on Fulfilled by Shopee (FBS). Close to 90% of the brand’s orders are managed through this fulfilment ecosystem. According to founder Jeremy Lee, FBS has improved fulfilment consistency and delivery turnaround, noting that replicating such consistency independently would be difficult for a growing business.
Beyond logistics, FBS products enjoy stronger platform visibility and faster delivery times. Supported by platform vouchers that boost buyer confidence, SimplyGood has seen its overall sales grow nearly 8X year-on-year since onboarding to FBS in 2024.
Driving Education through Shopee Live
To build awareness around sustainable cleaning, SimplyGood has conducted more than 450 livestreams in the past year. Shopee Live allows the brand to turn functional cleaning products into an interactive experience. During these sessions, live stain-removal demonstrations often spark discussions about product ingredients and household habits.
Jeremy Lee explains that these real-time conversations help build meaningful relationships with customers. By engaging directly with viewers, the brand gains insight into the challenges customers face and the questions they have regarding sustainable practices.
Exploring New Regional Horizons
SimplyGood is now entering its next phase of growth by exploring regional expansion. By leveraging Shopee’s cross-border tools, such as the Singapore-to-Malaysia Direct Selling Programme, the brand is making its first steps into the Malaysian market.
Jeremy noted that Shopee’s guidance and export programmes have made entering new markets feel approachable without requiring major upfront operational complexity. Currently, SimplyGood is exploring two new regional markets and plans to launch up to five new products. The brand remains dedicated to helping consumers realise that small everyday habits can contribute to a more sustainable future.
