More startups choose to start on digital track

But having a physical outlet remains an option to showcase unique strengths


A BIGGER and more diverse crop of Singapore startups have been taking the digital track to sell their wares instead of setting up brick-and-mortar outlets - even though it is not necessarily a more cost-effective way, say observers.

Startups used to have to knock on doors, connect with retailers, distributors or influencers, and make pitches to get their product on store shelves; these days, it seems they just need to be "cool" in the digital space to pull in followers and customers.

Take for instance, Zimplistic, the homegrown startup behind the popular roti-making machine, Rotimatic. It recently sold out its first pre-order batch in Singapore and the US within a mere week of raising...

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