Looking ahead, generative artificial intelligence (Gen AI) is expected to further boost the adoption of live commerce. For example, real-time translation tools can help sellers overcome language barriers and reach audiences in a wider range of markets, while Gen AI hosts could run round-the-clock livestreams. Such applications are already being piloted in markets like China.Helping local businesses build live selling capabilities to better competeTo help local businesses, especially heartland merchants, capitalise on this growing trend and connect with a wider online customer base, DBS has embarked on efforts to help companies build their live selling capabilities.In April, DBS introduced live selling workshops for its small and medium-sized (SME) clients, in conjunction with the bank’s Heartland Merchant Banking Package[4]. DBS also worked with TikTok and Boom Media to run two social commerce workshops and three live selling sessions. Over 70 participants received hands-on training in content creation, live presentation and driving viewer engagement.Several of these companies recently put their new skills into practice at the “SG60: Transforming Businesses for the Future” event, a 60-hour live-selling initiative in celebration of Singapore’s 60th birthday. In partnership with TikTok and Samsung Electronics Singapore, the session ran for 60 consecutive hours from 1 to 3 August and featured 60 local businesses – becoming the longest live-selling stream in Southeast Asia.Some 87% of participating merchants were first-time live sellers, five of whom were DBS Foundation grantees. The live-selling marathon generated significant reach, capturing nearly 15 million impressions on TikTok.Chen Ze Ling, Group Head of Corporate and SME Banking, DBS, said: “This is part of our broader effort to help SMEs transform and stay competitive. Live commerce offers a simple, low-cost way to reach not just local customers, but regional ones too – without needing to set up a physical presence overseas. By helping more SMEs tap into this evolving space, we are positioning local companies to seize new growth opportunities, build digital capabilities and connect with tomorrow’s customers in new and impactful ways.”Sachin Mittal, Head of Technology Research, DBS, said: “Live commerce is no longer experimental. It is becoming part of the everyday online shopping experience, especially for mobile-first consumers. While still at an early stage in Singapore, the potential is significant. What makes live selling so powerful is its ability to close the gap between discovery and purchase almost instantly.”Heng Juit Wen, Co-Founder, Selenight Co said: “With the support we received from DBS during the SG60: Transforming Businesses for the Future livestream, it gave us the confidence to finally try live selling. As first-timers, we were surprised by how fun and interactive it was. We saw a definite spike in conversions, especially for the SG60 pieces we featured, and new customers discovered us through the livestream. Beyond the sales, the real win was the genuine connection built. Many reached out to us with product enquiries after the livestream. We are already excited to do it again, and we hope to include styling tips and deeper conversations with our audience next time.”This live commerce initiative builds on DBS’ ongoing efforts to help businesses transform and scale. As customers behaviours shift and digital platforms evolve, the bank is focused on enabling SMEs find new ways to reach and engage their audience.
[1]All exchange rates as of 7 August 2025. [2]According to research by McKinsey, live commerce has up to 10 times higher conversion rates than conventional e-commerce. Link here.[3]According to research by Boston Consulting Group,71% of consumers said video content influenced their purchases. Notably, seven out of 10 consumers trust content they see on live commerce platforms. Link here.[4]To support heartland merchants, DBS launched a special SG60 enhanced Heartland Merchant Banking Package in April, marking the third wave of the bank’s SG60 benefits. More details here.
