More startups choose to start on digital track

Singapore

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.