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Ask most brands in Singapore or Malaysia how their loyalty programme performs, and you will hear about redemption rates, member counts, and member sales shares. All look reassuring.
None measure loyalty. They measure how many people accepted a discount.
There is a simple test: stop offers for one quarter and see who stays. Most CMOs in the region know what would happen. That knowledge reflects your actual retention state better than any dashboard.
<h2>What Is a Customer Loyalty Programme?</h2>
A customer loyalty programme rewards repeat purchases through points, tiers, member pricing, or exclusive access to increase retention and lifetime value. A programme that only offers discounts fails here: it cuts margins on customers who would buy anyway and teaches others to wait for promotions.
<h2>Key Takeaways</h2>
<ul>
<li style="font-weight: 400;" aria-level="1">Southeast Asian consumers actively shop around. Bain and NielsenIQ found 42% seeking identical products at lower prices, with 25% switching to better-value brands.</li>
<li style="font-weight: 400;" aria-level="1">Switching intent in Singapore is high. Survey data shows 74% willing to switch supermarkets for better prices, and 70% checking for the lowest cost before buying.</li>
<li style="font-weight: 400;" aria-level="1">Malaysians frequently explore alternatives. Around 73% describe themselves as adventurous when it comes to grocery shopping, seeking better value.</li>
<li style="font-weight: 400;" aria-level="1">Discounting undermines pricing power. Every promotion teaches customers that list prices are negotiable, lowering what they will pay next time.</li>
<li style="font-weight: 400;" aria-level="1">Regional sale calendars reinforce price waiting. Between 9.9, 11.11, 12.12, Raya, and year-end sales, customers know another discount is weeks away. Pricing strategies must account for this.</li>
<li style="font-weight: 400;" aria-level="1">Redemption rates misinform. High redemption shows a discount worked, not whether the customer would have stayed without it.</li>
</ul>
<h2>Why Are Customers in This Region Switching?</h2>
<img loading="lazy" decoding="async" class="alignnone wp-image-778" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/10/loyalty-programme-img1-300x150.webp" alt="" width="684" height="342" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/10/loyalty-programme-img1-300x150.webp 300w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/10/loyalty-programme-img1-1024x512.webp 1024w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/10/loyalty-programme-img1-768x384.webp 768w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/10/loyalty-programme-img1.webp 1200w" sizes="auto, (max-width: 684px) 100vw, 684px" />
Source: <a href="https://www.pinterest.com/pin/13018286418113085/" target="_blank" rel="noopener">Pinterest</a>
Value definitions have shifted, but most loyalty schemes rely on outdated models.
<a href="https://www.bain.com/about/media-center/press-releases/sea/SEA-consumer-products-report-2025/" target="_blank" rel="noopener">Bain</a> and <a href="https://nielseniq.com/global/en/insights/analysis/2025/apac-consumer-products-report-from-nielseniq-and-bain-company/" target="_blank" rel="noopener">NielsenIQ</a> research highlights a market shaped by affordability pressures, digital shifts, and rising regional brands. Notably, 42% of consumers seek the same products at a lower price, and 25% switched to higher-value brands.
In <a href="https://www.marketing-interactive.com/report-63-of-singaporean-grocery-shoppers-welcome-new-brands-despite-unfamiliarity" target="_blank" rel="noopener">Singapore</a>, 74% would switch supermarkets for lower prices, 70% look for the lowest price in their category, and 63% try unfamiliar brands. In <a href="https://vodus.com/article/the-truth-about-how-malaysians-shop-in-2026" target="_blank" rel="noopener">Malaysia</a>, 73% explore grocery brands for better value, and 42% always compare prices.
Together, these figures show consumers who are informed, comparative, and ready to switch. Openness to new options means competitors need only a better offer and distribution to capture market share.
With <a href="https://www.bain.com/about/media-center/press-releases/sea/SEA-consumer-products-report-2025/" target="_blank" rel="noopener">52%</a> of executives expecting slower growth, deeper discounting is often chosen by mistake to defend share.
<h2>Why Discounting Weakens Retention</h2>
Discounting trains customer behaviour while subsidising existing sales.
Promotions lead to three main outcomes:
<ul>
<li style="font-weight: 400;" aria-level="1">Converting undecided buyers: This intended benefit works as expected.</li>
<li style="font-weight: 400;" aria-level="1">Subsidising existing buyers: Most discounts go to loyal customers who would pay full price, eroding profit margins.</li>
<li style="font-weight: 400;" aria-level="1">Lowering reference prices: Buying at a discount makes full price feel like an unnecessary surcharge.</li>
</ul>
Frequent regional mega-sales reinforce this habit, making purchase delay standard consumer behaviour.
Relying on marketplace vouchers alongside loyalty discounts trains price sensitivity across channels simultaneously.
<h2>What Actually Drives Retention?</h2>
<img loading="lazy" decoding="async" class="alignnone wp-image-779" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/10/loyalty-programme-img2-300x200.webp" alt="" width="682" height="454" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/10/loyalty-programme-img2-300x200.webp 300w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/10/loyalty-programme-img2-768x512.webp 768w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/10/loyalty-programme-img2.webp 855w" sizes="auto, (max-width: 682px) 100vw, 682px" />
Source: <a href="https://www.pinterest.com/pin/703756184578168/" target="_blank" rel="noopener">Pinterest </a>
Sustainable retention relies on value competitors cannot easily replicate through price cuts:
<ul>
<li style="font-weight: 400;" aria-level="1">Accumulated utility: Order history, preferences, and tailored records build real switching costs.</li>
<li style="font-weight: 400;" aria-level="1">Exclusive access: Priority bookings and early product drops reward loyalty without discounting stock.</li>
<li style="font-weight: 400;" aria-level="1">Extended utility: Integrated financial services like savings or credit deepen long-term engagement.</li>
<li style="font-weight: 400;" aria-level="1">Accurate recognition: Treating repeat buyers properly protects credibility, whereas entry-level welcome offers alienate existing customers.</li>
</ul>
Programmes built for Singapore must adapt to regional needs, such as halal compliance in Malaysia or local e-wallets in Indonesia.
<h2>How to Measure Loyalty Properly</h2>
Focus on impact metrics rather than total redemptions.
Key evaluation metrics include:
<ul>
<li style="font-weight: 400;" aria-level="1">Member repeat rates vs non-members: Comparing members against similar non-members isolates real programme lift.</li>
<li style="font-weight: 400;" aria-level="1">Full-price purchase share: Tracking non-promotional revenue reveals if loyalty or discounts drive sales.</li>
<li style="font-weight: 400;" aria-level="1">Margin per member: Measures profitability rather than top-line spend.</li>
<li style="font-weight: 400;" aria-level="1">Time to second purchase: Highlights early retention momentum.</li>
<li style="font-weight: 400;" aria-level="1">Holdout testing: Withholding offers from a control group measures true incremental revenue.</li>
</ul>
Holdout tests clarify whether programmes generate real return or absorb unnecessary margin loss.
<h2>Where Should a Brand Start?</h2>
Practical starting steps:
<ul>
<li style="font-weight: 400;" aria-level="1">Audit discount expenditure: Calculate total annual discounts split between promo-only and regular buyers.</li>
<li style="font-weight: 400;" aria-level="1">Swap discounts for access: Test early access or exclusive products against price promotions to measure margin impact.</li>
<li style="font-weight: 400;" aria-level="1">Improve customer recognition: Ensure systems distinguish new buyers from repeat customers before expanding rewards.</li>
</ul>
<h2>Frequently Asked Questions</h2>
What is a customer loyalty programme?
A structured scheme rewarding repeat purchases via points, tiers, pricing, or access. Discount-only models erode margins without building retention.
Why do loyalty programmes fail?
They encourage price sensitivity rather than commitment, lowering reference prices and relying on misleading redemption metrics.
How loyal are Southeast Asian consumers?
They actively shop around. Research shows 42% seek cheaper options for identical items and 25% switch for better value. In Singapore, 74% would change supermarkets for savings.
Does discounting damage a brand?
Yes, it reduces pricing power. Frequent sales alter perceived value, encouraging buyers to postpone purchases.
What should you measure instead of redemption rates?
Track member repeat rates against control groups, full-price purchase shares, margin per member, time to repeat purchase, and holdout performance.
What is a loyalty holdout test?
A control test withholding offers from a matched member group for one purchase cycle to measure true incremental revenue.
Do loyalty programmes work differently across Southeast Asia?
Yes. Payment infrastructure, wallet adoption, and cultural preferences vary. Halal considerations in Malaysia and local wallets in Indonesia require specific adaptation.
What is an alternative to discount-based loyalty?
Access-based rewards, such as early releases, priority bookings, or exclusive allocations, protect pricing power while delivering real value.
<h2>The Bottom Line</h2>
Regional consumers are well-informed and compare options routinely. Price cuts alone do not solve switching behaviour.
A discount secures a single sale, not lasting retention. With frequent sales events, relying on discounts progressively lowers margins.
Brands maintaining strong margins focus on genuine value and retention rather than continuous price reductions.
To evaluate whether your programme generates incremental revenue or absorbs margin, contact us at hello@themmakers.com for an audit.
Explore our articles on <a href="https://www.themmakers.com/news/trust-vs-price-modern-marketing-singapore" target="_blank" rel="noopener">Trust vs Price in Modern Marketing</a>, <a href="https://www.themmakers.com/news/whatsapp-crm-singapore-malaysia-2026" target="_blank" rel="noopener">WhatsApp CRM Strategies</a>, and <a href="https://www.themmakers.com/news/research-first-customer-journey-singapore" target="_blank" rel="noopener">The New Customer Journey</a> for further insights.
Sources:
<ul>
<li style="font-weight: 400;" aria-level="1">NielsenIQ. “Consumer Products Report: What’s Happening with Consumers and Consumer Products.” NielsenIQ, 2025. <a href="https://nielseniq.com/global/en/insights/analysis/2025/apac-consumer-products-report-from-nielseniq-and-bain-company/" target="_blank" rel="noopener">https://nielseniq.com/global/en/insights/analysis/2025/apac-consumer-products-report-from-nielseniq-and-bain-company/</a></li>
<li style="font-weight: 400;" aria-level="1">Bain &amp; Company. “Southeast Asia’s consumers are redefining value amidst headwinds, powering a $5 trillion consumption future by 2035.” Bain &amp; Company, 2025. <a href="https://www.bain.com/about/media-center/press-releases/sea/SEA-consumer-products-report-2025/" target="_blank" rel="noopener">https://www.bain.com/about/media-center/press-releases/sea/SEA-consumer-products-report-2025/</a></li>
<li style="font-weight: 400;" aria-level="1">Bain &amp; Company. “Southeast Asia: What&#8217;s Happening with Consumers and Consumer Products.” Bain &amp; Company, 2025. <a href="https://www.bain.com/insights/southeast-asia-whats-happening-with-consumer-and-consumer-products/" target="_blank" rel="noopener">https://www.bain.com/insights/southeast-asia-whats-happening-with-consumer-and-consumer-products/</a></li>
<li style="font-weight: 400;" aria-level="1">Marketing Interactive. “Report: 63% of Singaporean grocery shoppers welcome new brands despite unfamiliarity.” Marketing Interactive, 2025. <a href="https://www.marketing-interactive.com/report-63-of-singaporean-grocery-shoppers-welcome-new-brands-despite-unfamiliarity" target="_blank" rel="noopener">https://www.marketing-interactive.com/report-63-of-singaporean-grocery-shoppers-welcome-new-brands-despite-unfamiliarity</a></li>
<li style="font-weight: 400;" aria-level="1">Vodus. “The Truth About How Malaysians Shop in 2026.” Vodus, 2026. <a href="https://vodus.com/article/the-truth-about-how-malaysians-shop-in-2026" target="_blank" rel="noopener">https://vodus.com/article/the-truth-about-how-malaysians-shop-in-2026</a></li>
<li style="font-weight: 400;" aria-level="1">Loyalty &amp; Reward Co. “How Loyalty Programs Are Driving Financial Inclusion in Southeast Asia.” Loyalty &amp; Reward Co, 2026. <a href="https://loyaltyrewardco.com/loyalty-programs-financial-inclusion-southeast-asia/" target="_blank" rel="noopener">https://loyaltyrewardco.com/loyalty-programs-financial-inclusion-southeast-asia/</a></li>
</ul>

Most brands run a customer loyalty programme that only discounts. Why that worsens retention in Southeast Asia, and the five measures that show the truth.

Redemption rates. Member counts. Member sales share. None of it measures loyalty — it measures who took the discount. With 74% of Singapore shoppers ready to switch supermarkets for a lower price, here's what actually keeps customers coming back

Your "Loyalty" Programme Isn't Loyalty. It's a Discount Habit.

You Dont Have a Loyalty Programme. You Have a Discount Habit.

Customer Loyalty Programme or Discount Habit? How to Tell

https://secure.gravatar.com/avatar/0800df9d9cbbe237d7465c46391267de2eee5369eb42facd85c9e07f0e27e67f?s=96&d=mm&r=g

Ariane Goo

Your last quarter’s numbers may be wrong.
Not because the campaigns underperformed, but because some of the conversions you paid for may never have made it back into your ad account.
That sounds like a tracking problem.
It is actually a decision-making problem.
When Google Ads sees fewer conversions than your business actually generated, every optimisation downstream is learning from an incomplete picture.
Budget allocation. Audience signals. Automated bidding. CPA targets.
It all starts with the measurement layer.
And if the measurement layer leaks, the optimisation layer learns the wrong lesson.
<h2>So, What Is Google Tag Gateway?</h2>
<img loading="lazy" decoding="async" class="alignnone wp-image-767" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/google-tag-gateway-img1-300x169.png" alt="" width="701" height="395" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/google-tag-gateway-img1-300x169.png 300w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/google-tag-gateway-img1-768x432.png 768w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/google-tag-gateway-img1.png 864w" sizes="auto, (max-width: 701px) 100vw, 701px" />
Source: <a href="https://www.pinterest.com/pin/985231165430203/" target="_blank" rel="noopener">Pinterest</a>
Google Tag Gateway is a free Google feature that serves your Google tags, including GA4, Google Ads, and Google Tag Manager, through your own website domain rather than directly from googletagmanager.com.
The request is routed through infrastructure you already use, such as your CDN, load balancer, or web server.
Because the request comes through your own domain, it is less likely to be filtered as third-party tracking.
Google reports an average <a href="https://business.google.com/us/accelerate/announcements/google-tag-gateway/" target="_blank" rel="noopener">14% uplift in observed conversions and up to 7% lower cost per acquisition.</a>
The important word there is observed.
Those conversions were not magically created by Google Tag Gateway.
They were already happening. You just were not seeing all of them.
<h2>The Real Problem Is Not Missing Data. It Is Bad Feedback.</h2>
<img loading="lazy" decoding="async" class="alignnone wp-image-768" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/google-tag-gateway-img2-300x169.png" alt="" width="694" height="391" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/google-tag-gateway-img2-300x169.png 300w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/google-tag-gateway-img2-1024x576.png 1024w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/google-tag-gateway-img2-768x432.png 768w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/google-tag-gateway-img2.png 1200w" sizes="auto, (max-width: 694px) 100vw, 694px" />
Source: <a href="https://www.pinterest.com/pin/13018286423792224/" target="_blank" rel="noopener">Pinterest</a>
Think about how <a href="https://www.themmakers.com/news/malaysia-2026-ai-commerce-flow-strategy" target="_blank" rel="noopener">automated media buying</a> works.
Google sees a conversion, learns which signals were associated with it, then uses that learning to decide where the next dollar should go.
Now remove part of the conversion signal.
The business still gets the sale.
But the ad platform may never learn that the customer converted.
So the issue is bigger than a messy dashboard.
The platform can start <a href="https://www.themmakers.com/news/singapore-agentic-ai-framework" target="_blank" rel="noopener">optimising away from customers who are actually valuable</a> simply because it cannot see enough of their behaviour.
That is measurement debt.
And like most debt, it compounds quietly.
<h2>Why Are Signals Going Missing?</h2>
Your Google tag does not normally come from your own website.
It is fetched from googletagmanager.com, which the browser recognises as an external address. Safari’s Intelligent Tracking Prevention, ad blockers, and other privacy controls may throttle or block that request.
The purchase still happens.
The revenue still lands.
The signal may never reach Google Ads.
Google Tag Gateway changes the route, not the destination.
Same Google tag. Same measurement purpose. Different delivery path.
That is why this is best understood as measurement infrastructure rather than a new media tactic.
<h2>What Google Tag Gateway Does and Does Not Do</h2>
<table style="border-collapse: collapse; width: 100%; border: 1px solid #f3ea3e;" border="1" cellspacing="0" cellpadding="8">
<tbody>
<tr>
<th style="border: 1px solid #f3ea3e;"></th>
<th style="border: 1px solid #f3ea3e;">Standard Client-Side</th>
<th style="border: 1px solid #f3ea3e;">Google Tag Gateway</th>
<th style="border: 1px solid #f3ea3e;">Server-Side GTM</th>
</tr>
<tr>
<td style="border: 1px solid #f3ea3e;">Tags served from</td>
<td style="border: 1px solid #f3ea3e;">Google domain</td>
<td style="border: 1px solid #f3ea3e;">Your domain</td>
<td style="border: 1px solid #f3ea3e;">Your tagging server</td>
</tr>
<tr>
<td style="border: 1px solid #f3ea3e;">Can recover blocked signals</td>
<td style="border: 1px solid #f3ea3e;">No</td>
<td style="border: 1px solid #f3ea3e;">Yes</td>
<td style="border: 1px solid #f3ea3e;">Yes, with greater control</td>
</tr>
<tr>
<td style="border: 1px solid #f3ea3e;">Extends Safari cookie life</td>
<td style="border: 1px solid #f3ea3e;">No</td>
<td style="border: 1px solid #f3ea3e;">No on client-side setups</td>
<td style="border: 1px solid #f3ea3e;">Yes</td>
</tr>
<tr>
<td style="border: 1px solid #f3ea3e;">Supports non-Google platforms</td>
<td style="border: 1px solid #f3ea3e;">No</td>
<td style="border: 1px solid #f3ea3e;">Google only</td>
<td style="border: 1px solid #f3ea3e;">Yes</td>
</tr>
<tr>
<td style="border: 1px solid #f3ea3e;">Typical cost</td>
<td style="border: 1px solid #f3ea3e;">Free</td>
<td style="border: 1px solid #f3ea3e;">Free from Google; infrastructure costs may apply</td>
<td style="border: 1px solid #f3ea3e;">Hosting costs apply</td>
</tr>
</tbody>
</table>
Two distinctions matter.
This is not a privacy workaround. Consent requirements remain unchanged.
And it does not replace server-side tagging. Server-side GTM still offers deeper control and support for non-Google platforms.
If you already have a mature server-side setup, Google Tag Gateway may add relatively little.
<h2>So is 14% the Number You Should Expect?</h2>
No.
Google cites a 14% average uplift in observed conversions, while published Adswerve examples range from 9% to 18%.
But uplift depends on what you are starting with.
A weak client-side setup may recover significantly more visibility.
A mature server-side implementation may barely move.
Anyone guaranteeing 14% before understanding your tracking stack is guessing.
The better question is:
How much of our existing conversion behaviour can our ad platforms currently see?
That is the diagnostic that matters.
<h2>Where This Becomes a Business Decision</h2>
Technically, implementation may be simple.
Organisationally, it often is not.
Your tagging setup and website infrastructure may sit with different teams: the agency manages GTM while an IT vendor, developer or regional team controls the CDN or DNS.
So the first question is not:
“Can we implement Google Tag Gateway?”
It is:
“Who owns the infrastructure we need to change?”
A quick priority check:
<ul>
<li style="font-weight: 400;" aria-level="1">Cloudflare: investigate first; integration can be relatively low-lift.</li>
<li style="font-weight: 400;" aria-level="1">Akamai, Fastly or Google Cloud: expect infrastructure involvement.</li>
<li style="font-weight: 400;" aria-level="1">Tealium, Ensighten or similar: implementation may be more involved.</li>
<li style="font-weight: 400;" aria-level="1">Already using server-side GTM: focus first on any remaining signal loss.</li>
</ul>
Measurement cannot remain somebody else’s problem.
<h2>How Do You Know It Worked?</h2>
Not by celebrating a sudden jump in Google Ads conversions.
Confirm that tag requests are resolving through your own domain, give the implementation a clean measurement window, then compare platform-reported conversions against backend orders or <a href="https://www.themmakers.com/news/whatsapp-crm-singapore-malaysia-2026" target="_blank" rel="noopener">CRM</a> records.
And set expectations clearly:
Reported conversions may rise. Actual sales will not suddenly rise because you changed the tag route.
You are recovering visibility, not creating demand.
The real success signal is not:
“Google Ads says we grew.”
It is:
“Google Ads now sees more of the sales we were already generating.”
That distinction matters when the next performance review arrives.
<h2>Who Should Actually Care About This?</h2>
Not every brand needs to rush into implementation tomorrow.
But it should be on the radar if:
<ul>
<li style="font-weight: 400;" aria-level="1">your paid-media investment is large enough that small measurement gaps affect optimisation;</li>
<li style="font-weight: 400;" aria-level="1">platform-reported conversions regularly disagree with backend sales;</li>
<li style="font-weight: 400;" aria-level="1">your teams rely heavily on automated bidding;</li>
<li style="font-weight: 400;" aria-level="1">you are still using mostly client-side measurement;</li>
<li style="font-weight: 400;" aria-level="1">or nobody can confidently explain where your conversion signals are being lost.</li>
</ul>
At a certain level of media spend, better creative cannot compensate for broken feedback loops.
<h2>The Bottom Line</h2>
Google Tag Gateway is not a growth strategy. It is a measurement repair.
But that repair matters because every automated optimisation decision is only as intelligent as the signals feeding it.
If part of your conversion data disappears before it reaches Google Ads, your bidding algorithm won&#8217;t know the information is missing.
It simply learns from what remains.
That is the real risk.
Before asking your media to work harder, make sure your measurement is telling it the truth.
Not sure whether your conversion data is complete or leaking? <a href="https://www.themmakers.com/contacts" target="_blank" rel="noopener">Message us for a measurement audit</a>.
Then read <a href="https://www.themmakers.com/news/content-strategy-singapore-malaysia" target="_blank" rel="noopener">&#8220;2026: If Your Content Calendar Is Full but Results Feel Flat, It Is Not a Volume Problem&#8221;</a> to learn why more output rarely fixes a broken performance system.
<h2>Frequently Asked Questions</h2>
<h3>Is Google Tag Gateway free?</h3>
Google does not charge for the feature, although existing CDN, load balancer, or cloud infrastructure costs.
<h3>Does it replace server-side tagging?</h3>
No. Server-side GTM offers greater control and can support platforms beyond Google.
<h3>Does it bypass Safari’s privacy controls?</h3>
Only partly. It can help recover signals lost at the network layer, but client-side implementations remain subject to Safari’s cookie restrictions.
<h3>Does it change PDPA or GDPR requirements?</h3>
No. Your existing consent and privacy obligations still apply.

Google Tag Gateway routes your tags through your own domain to recover conversions your ad account was missing. Here's what it does, and doesn't, fix.

Some of the conversions you paid for may never have reached your ad account — and your bidding algorithm has no idea they're missing. Here's what Google Tag Gateway actually fixes (and what it doesn't).

Your Ad Account May Be Lying to You About Last Quarter

Google Tag Gateway: The Conversions Your Ad Account May Never Have Seen

Google Tag Gateway: What It Actually Fixes for Ads

Most regional brands categorise Shopee and Lazada as &#8220;sales channels,&#8221; where commercial teams own the relationship and marketing owns the brand. Consequently, marketplace budgets often sit outside the formal media plan.
This structural oversight is becoming expensive, as Sea Limited&#8217;s recent results demonstrate.
In Q2 2026, <a href="https://www.businesswire.com/news/home/20260810021050/en/Sea-Limited-Reports-Second-Quarter-2026-Results" target="_blank" rel="noopener">Shopee&#8217;s GMV grew 28% YoY to $38.3 billion</a>. Meanwhile, <a href="https://finance.yahoo.com/markets/stocks/articles/se-q2-earnings-call-keeps-140000790.html" target="_blank" rel="noopener">its advertising revenue surged over 70%</a>, with the ad take rate rising over 90 basis points. Sellers are not selling twice as much; they are paying twice as much, and twice as fast, just to maintain visibility.
Shopee is now a media company running a marketplace. It is repricing your shelf space while your media plan looks elsewhere.
<h2>What Is Retail Media, and Why Does It Matter in Southeast Asia?</h2>
<img loading="lazy" decoding="async" class="alignnone wp-image-761" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/shopee-ads-img1-300x167.jpg" alt="" width="700" height="390" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/shopee-ads-img1-300x167.jpg 300w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/shopee-ads-img1-1024x572.jpg 1024w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/shopee-ads-img1-768x429.jpg 768w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/shopee-ads-img1-1536x857.jpg 1536w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/shopee-ads-img1.jpg 2048w" sizes="auto, (max-width: 700px) 100vw, 700px" />
Source: <a href="https://www.pinterest.com/pin/933230354045688964/" target="_blank" rel="noopener">Pinterest</a>
Retail media is advertising sold by a retailer on its own platform, powered by first-party purchase data. In Southeast Asia, this primarily involves Shopee, Lazada, TikTok Shop, and Grab Ads. These platforms have shifted from providing access to charging for visibility that was previously organic.
<h2>Key Takeaways</h2>
<ul>
<li style="font-weight: 400;" aria-level="1">Shopee&#8217;s Q2 2026 ad revenue grew over 70% against 28% GMV growth. Monetisation is outstripping actual commerce growth.</li>
<li style="font-weight: 400;" aria-level="1">Organic reach is being restricted. Shopee made GMV Max the default in 2025, phasing out manual keyword campaigns.</li>
<li style="font-weight: 400;" aria-level="1">Three platforms dominate. Shopee, Lazada, and TikTok Shop held 99% of regional platform GMV in 2025.</li>
<li style="font-weight: 400;" aria-level="1">TikTok Shop is a major player. Its GMV reached 34.7 billion in H1 2026, up around 80% year-on-year.</li>
<li style="font-weight: 400;" aria-level="1">Platform costs exceed ad spend. Commission, transaction, and technical fees often bring total costs above 20% of revenue.</li>
<li style="font-weight: 400;" aria-level="1">This is a media planning issue. Strategic retail media decisions should be integrated into the broader media plan.</li>
</ul>
<h2>What Changed on Shopee in 2025 and 2026?</h2>
The most significant change was technical and largely unremarked upon.
In July 2025, Shopee made GMV Max the default bidding mode, phasing out manual keyword campaigns. Under GMV Max, sellers set a budget and target ROAS, leaving Shopee&#8217;s machine learning to control keywords, audiences, and placements across all surfaces.
This mirrors moves by Meta (Advantage+) and Google (Performance Max): removing manual levers to keep decision-making inside a &#8220;black box.&#8221;
As organic reach is squeezed, advertising becomes a &#8220;tenancy fee.&#8221; You are not buying growth; you are paying to reclaim visibility lost to changing rules.
Sea Limited&#8217;s Q2 2026 revenue rose 48% to $7.8 billion. CEO Forrest Li confirmed that higher seller fees drove growth and indicated further room to increase take rates.
Expect marketplace costs to rise again next year. This trajectory is already promised to shareholders, even if your brand team remains unaware.
<h2>How Much Does Selling on Shopee Actually Cost?</h2>
Most brands can quote their advertising cost of sale, and almost none can quote their total platform cost. Those are very different numbers.
&nbsp;
<table style="border-collapse: collapse; width: 100%; border: 1px solid #f3ea3e;" border="1" cellspacing="0" cellpadding="8">
<tbody>
<tr>
<th style="border: 1px solid #f3ea3e;">Cost line</th>
<th style="border: 1px solid #f3ea3e;">Typical level</th>
<th style="border: 1px solid #f3ea3e;">Who usually tracks it</th>
</tr>
<tr>
<td style="border: 1px solid #f3ea3e;">Commission</td>
<td style="border: 1px solid #f3ea3e;">Around 6%</td>
<td style="border: 1px solid #f3ea3e;">Commercial or finance</td>
</tr>
<tr>
<td style="border: 1px solid #f3ea3e;">Transaction fee</td>
<td style="border: 1px solid #f3ea3e;">Around 2%</td>
<td style="border: 1px solid #f3ea3e;">Finance</td>
</tr>
<tr>
<td style="border: 1px solid #f3ea3e;">Technical support fee</td>
<td style="border: 1px solid #f3ea3e;">Around 5%</td>
<td style="border: 1px solid #f3ea3e;">Rarely anyone</td>
</tr>
<tr>
<td style="border: 1px solid #f3ea3e;">Advertising</td>
<td style="border: 1px solid #f3ea3e;">Commonly 8% to 10%</td>
<td style="border: 1px solid #f3ea3e;">Whoever runs the seller centre login</td>
</tr>
<tr>
<td style="border: 1px solid #f3ea3e;">Campaign and voucher participation</td>
<td style="border: 1px solid #f3ea3e;">Variable, spikes at 9.9, 11.11 and 12.12</td>
<td style="border: 1px solid #f3ea3e;">Commercial</td>
</tr>
</tbody>
</table>
While rates vary, the core issue remains: total platform costs often exceed 20% of revenue. The fastest-growing cost line is the one least scrutinised by media owners.
<h2>Why Is Your Marketplace Budget Not in Your Media Plan?</h2>
<img loading="lazy" decoding="async" class="alignnone wp-image-762" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/shopee-ads-img2-300x168.png" alt="" width="702" height="393" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/shopee-ads-img2-300x168.png 300w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/shopee-ads-img2-768x429.png 768w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/shopee-ads-img2.png 1024w" sizes="auto, (max-width: 702px) 100vw, 702px" />
Source: <a href="https://www.pinterest.com/pin/1133922012474673622/" target="_blank" rel="noopener">Pinterest</a>
Because of how these budgets were born.
Marketplace advertising in Singapore and Malaysia almost always started as a trade spend decision. It came out of the commercial or e-commerce line; it was managed by whoever had the Seller Centre password, and it was measured on platform-reported return on ad spend. Meanwhile, the media agency planned Meta, Google, programmatic and offline, and never saw the marketplace number.
That worked when marketplace ads were a small, mechanical spend. It does not work now, for three reasons.
<ul>
<li style="font-weight: 400;" aria-level="1">It is no longer small. For many retail and FMCG brands in this region, marketplace advertising is now among the largest single lines of paid spend, and often the least scrutinised.</li>
<li style="font-weight: 400;" aria-level="1">It competes with your other channels for the same conversion. A shopper who saw your Meta ad, searched your brand on Google, and then bought via a Shopee ad has been counted by all three. Every platform reports the sale. Your finance team sees it once.</li>
<li style="font-weight: 400;" aria-level="1">The bidding is now automated, so the strategy moved upstream. When GMV Max sets the bids, the decisions that matter are assortment, pricing, content quality, review volume, and which SKUs you push. Those are commercial and creative decisions, not campaign settings.</li>
</ul>
The uncomfortable version: your marketplace ROAS looks excellent partly because it is harvesting demand your other channels created and your brand already owned. Branded search on a marketplace is the cheapest conversion in the funnel and the least incremental. If your best-performing Shopee campaign is bidding on your own brand name, you are paying rent on customers who arrived asking for you.
<h2>Where Does TikTok Shop Fit?</h2>
Differently, and that difference is the opportunity.
TikTok Shop&#8217;s regional GMV roughly<a href="https://www.techinasia.com/news/southeast-asia-drives-tiktok-shop-gmv-to-45b-report" target="_blank" rel="noopener"> doubled to 45.6 billion US dollars</a> in 2025, then reached 34.7 billion in the first half of 2026 alone, up around 80% year-on-year from 19.2 billion. On combined platform GMV, it sits at roughly 31% against Shopee&#8217;s 59% and Lazada&#8217;s 9%.
The strategic distinction is demand creation versus demand capture. Shopee is where people go having already decided to buy something. TikTok Shop is where the decision gets made. That makes TikTok Shop genuinely incremental in a way marketplace search advertising usually is not, and it makes creative the deciding input rather than bid strategy.
It also makes it harder, because it requires content volume, creator relationships and livestream operations that most brand teams in this market are not resourced for. Which is precisely why the brands that build that capability now will hold an advantage that a bigger budget cannot buy back later.
Lazada at around 9% warrants selective rather than default investment. Keep it where your category over-indexes, and stop treating a three-platform presence as automatically correct.
<h2>What Should Brands Actually Do Now?</h2>
Five moves, in order of how much money they save.
<ul>
<li style="font-weight: 400;" aria-level="1">Move marketplace advertising into the media plan. Not the budget line, the planning conversation. It should be reviewed by the same people, against the same benchmarks, in the same meeting as Meta and Google. This single change usually surfaces more waste than any optimisation.</li>
<li style="font-weight: 400;" aria-level="1">Calculate your true platform cost of sale. Commission plus transaction plus technical support plus advertising plus campaign participation, as one number, by category. Most brands discover their marketplace margin is materially thinner than their P&amp;L assumes.</li>
<li style="font-weight: 400;" aria-level="1">Separate branded from unbranded performance. Report them apart, always. If you cannot see how much of your marketplace ROAS is your own brand name, you cannot tell growth from harvesting.</li>
<li style="font-weight: 400;" aria-level="1">Fix the inputs GMV Max actually reads. With bidding automated, your leverage is listing content, imagery, review volume, price competitiveness and stock availability. A well-optimised listing lowers your effective cost per click more reliably than any bid adjustment you can still make.</li>
<li style="font-weight: 400;" aria-level="1">Run a holdout during a mega sale. Suppress marketplace advertising on a matched set of SKUs through 9.9 or 11.11 and compare total units sold, not platform-attributed sales. It is the only way to find out what you are actually buying, and the results tend to be uncomfortable in a useful way.</li>
</ul>
<h2>Frequently Asked Questions</h2>
What is retail media?
Retail media is advertising sold by a retailer or marketplace on its own platform, targeted with its first-party purchase data. In Southeast Asia, the main players are Shopee Ads, Lazada Sponsored Solutions, TikTok Shop and Grab Ads. It sits closest to the point of purchase of any channel.
How much did Shopee&#8217;s advertising revenue grow in 2026?
Shopee&#8217;s advertising revenue grew more than 70% year on year in Q2 2026, with ad take rate up more than 90 basis points. Over the same period, gross merchandise value grew 28%, to 38.3 billion US dollars.
What is Shopee GMV Max?
GMV Max is Shopee&#8217;s automated bidding mode, made the default for most sellers in July 2025. Sellers set a total budget and target return on ad spend, and Shopee&#8217;s machine learning selects keywords, audiences, bids, and placements across search, discovery, video and livestream.
How much does it cost to sell on Shopee?
Beyond advertising, sellers typically face around 6% commission, 2% transaction fee, and 5% technical support fee, with advertising commonly adding 8% to 10%. Rates vary by category, market and seller tier, so the total platform cost frequently exceeds 20% of revenue.
Is Shopee or TikTok Shop bigger in Southeast Asia?
Shopee remains larger, at roughly 59% of combined platform GMV against TikTok Shop&#8217;s 31% and Lazada&#8217;s 9%. TikTok Shop is growing far faster, with first-half 2026 GMV up around 80% year on year.
Is marketplace advertising incremental?
Often less than reported. Marketplace ads sit at the point of purchase and capture demand created elsewhere, particularly on branded search terms. The reliable test is a holdout on matched SKUs measured against total units sold rather than platform-attributed sales.
Who should own marketplace ad budgets?
They should be planned with the rest of paid media, whoever holds the budget line. Marketplace advertising now competes for the same conversions as Meta and Google, so reviewing it separately guarantees double-counting and hides genuine waste.
Should brands still invest in Lazada?
Selectively. At around 9% of combined platform GMV, it no longer justifies automatic inclusion, but it remains worthwhile where a category or market over-indexes there. Treat three-platform presence as a decision, not a default.
<h2>The Bottom Line</h2>
Shopee told its shareholders exactly what it intends to do. Grow monetisation faster than commerce, raise take rate further, and hit a billion dollars of adjusted EBITDA. None of that is hidden, and none of it is unreasonable behaviour for a listed business.
What is unreasonable is a brand treating the fastest-rising line in its cost base as an operational detail managed by whoever has the login.
Retail media is not a channel you are testing. It is a landlord you are already paying. The brands that come out of the next two years with their margin intact will be the ones who started planning it like media, measuring it like media, and negotiating it like rent.
Want to know what your marketplace spend is actually buying?
Message us at hello@themmakers.com, and we will map your true platform cost of sale and pressure-test what is genuinely incremental.
Then read <a href="https://www.themmakers.com/news/malaysia-2026-ai-commerce-flow-strategy?utm_source=website&amp;utm_medium=article&amp;utm_content=Shopee_Ad_Revenue_and_GMV" target="_blank" rel="noopener">Malaysia 2026: Stop Using AI for Speed. Start Using It for Commerce Flow</a> for the wider commerce argument, <a href="https://www.themmakers.com/news/whatsapp-crm-singapore-malaysia-2026?utm_source=website&amp;utm_medium=article&amp;utm_content=Shopee_Ad_Revenue_and_GMV" target="_blank" rel="noopener">WhatsApp is the CRM You Already Have (But Aren&#8217;t Using)</a> for owning the customer relationship the marketplace rents you, and <a href="https://www.themmakers.com/news/trust-vs-price-modern-marketing-singapore?utm_source=website&amp;utm_medium=article&amp;utm_content=Shopee_Ad_Revenue_and_GMV" target="_blank" rel="noopener">Why Trust Has Become More Valuable Than Price in Modern Marketing</a> on competing without discounting.

Shopee advertising cost is rising fast in Southeast Asia: ad revenue grew 70% while GMV grew 28%. Here's what brands are really paying to stay visible.

Retail media isn't a channel you're testing — it's rent you're already paying. Here's what Shopee's Q2 numbers reveal about where your marketplace budget is really going.

Shopee's Ad Revenue Grew 70%. Your GMV Didn't.

Shopees Ad Revenue Grew 70%. Its GMV grew 28%. You Paid the Difference.

Shopee Advertising Cost: What Brands Are Really Paying

Your customers are already asking ChatGPT which laptop to buy, which sofa fits a small HDB flat, or which gym is worth joining. As of 23 September 2026, brands in Singapore can show up in those moments.
<a href="https://openai.com/index/chatgpt-ads-expands-southeast-asia-taiwan/" target="_blank" rel="noopener">OpenAI has launched ChatGPT Ads in Singapore</a>, along with Indonesia, Malaysia, the Philippines, Thailand, Vietnam and Taiwan. It&#8217;s a new way to reach people while they&#8217;re comparing their options, not scrolling past them.
Here&#8217;s what you need to know.
<h3>How ChatGPT Ads work</h3>
A ChatGPT ad appears below ChatGPT&#8217;s answer. It&#8217;s clearly labelled as sponsored and kept separate from the answer itself. It shows your brand name, logo, a headline, short copy, an image, and a link to your site (<a href="https://help.openai.com/en/articles/20001207-ads-in-chatgpt-the-basics" target="_blank" rel="noopener">OpenAI: Ads in ChatGPT – The Basics</a>).
Ads are matched to the conversation. They aren&#8217;t matched on exact keywords. The system looks at what the user is asking, then at your landing page, your ad copy, and the &#8220;context hints&#8221; you write: short phrases describing when your product is relevant (<a href="https://help.openai.com/en/articles/20001211-create-ad-groups-for-chatgpt-ads" target="_blank" rel="noopener">OpenAI: Create Ad Groups</a>).
One thing to be clear on: advertisers can&#8217;t change what ChatGPT says. You aren&#8217;t buying a place in the answer. You&#8217;re buying a spot right after it, when the person is ready to act.
<h3>Who sees them</h3>
Ads only reach users on ChatGPT&#8217;s Free and Go plans. Plus, Pro, Business, Enterprise and Edu users don&#8217;t see ads, and neither do accounts identified as under 18 (<a href="https://help.openai.com/en/articles/20001047-ads-in-chatgpt" target="_blank" rel="noopener">OpenAI: Ads in ChatGPT</a>).
<h3>What you can buy</h3>
<img loading="lazy" decoding="async" class="alignnone wp-image-754" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/chatgpt-ads-img1-300x172.webp" alt="" width="700" height="401" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/chatgpt-ads-img1-300x172.webp 300w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/chatgpt-ads-img1-1024x588.webp 1024w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/chatgpt-ads-img1-768x441.webp 768w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/chatgpt-ads-img1.webp 1254w" sizes="auto, (max-width: 700px) 100vw, 700px" />
Source: <a href="https://www.linkedin.com/pulse/chat-gpt-artificial-intelligence-mark-tindal" target="_blank" rel="noopener">LinkedIn</a>
Brands choose one of three goals (<a href="https://help.openai.com/en/articles/20001210-create-campaigns-for-chatgpt-ads" target="_blank" rel="noopener">OpenAI: Create Campaigns</a>):
<ul>
<li style="font-weight: 400;" aria-level="1">Views: you pay per 1,000 impressions, for awareness</li>
</ul>
<ul>
<li style="font-weight: 400;" aria-level="1">Clicks: you pay per click, to drive traffic</li>
</ul>
<ul>
<li style="font-weight: 400;" aria-level="1">Conversions: the system optimises for a sign-up, purchase, or other action you track</li>
</ul>
You can target by country and, for most campaigns, down to city or postcode. You can also target by device (iOS, Android, desktop) and by custom audiences.
For retailers, OpenAI is also testing<a href="https://help.openai.com/en/articles/20001268-create-campaigns-from-product-feeds" target="_blank" rel="noopener"> product feed ads</a>. These pull from your catalogue and show images, prices and sale prices. OpenAI says they&#8217;ve been some of the best-performing ads on the platform so far.
<h3>What to watch out for</h3>
<ul>
<li style="font-weight: 400;" aria-level="1">Some categories are off-limits. Alcohol, gambling, political and adult ads aren&#8217;t allowed. Healthcare, finance and legal brands need case-by-case approval (<a href="https://openai.com/policies/ad-policies/" target="_blank" rel="noopener">OpenAI Ad Policies</a>).</li>
</ul>
<ul>
<li style="font-weight: 400;" aria-level="1">Sensitive topics are protected. Ads won&#8217;t appear next to conversations about personal health, mental health or politics (<a href="https://help.openai.com/en/articles/20001047-ads-in-chatgpt" target="_blank" rel="noopener">OpenAI: Ads in ChatGPT</a>).</li>
</ul>
<ul>
<li style="font-weight: 400;" aria-level="1">Privacy is built in. Brands get combined performance data only. They never see chats, names, emails, or exact locations.</li>
</ul>
<ul>
<li style="font-weight: 400;" aria-level="1">It&#8217;s still early. The platform is in beta, and there are no industry benchmarks yet (<a href="https://help.openai.com/en/articles/20001220-frequently-asked-questions" target="_blank" rel="noopener">OpenAI: FAQ</a>). The brands that test and learn now will have a head start.</li>
</ul>
<h3>How to run a smart first campaign</h3>
Treat your first campaign like an experiment:
<ul>
<li style="font-weight: 400;" aria-level="1">Start narrow. Pick one product or category where customers do a lot of research before buying.</li>
</ul>
<ul>
<li style="font-weight: 400;" aria-level="1">Shift with clicks. Move to conversion goals only once your tracking is set up and tested. OpenAI&#8217;s tracking tools are the OpenAI Pixel and the Conversions API (<a href="https://help.openai.com/en/articles/20001409-conversion-measurement">OpenAI: Conversion Measurement</a>).</li>
</ul>
<ul>
<li style="font-weight: 400;" aria-level="1">Write good context hints. Describe the real questions your customers ask.</li>
</ul>
<ul>
<li style="font-weight: 400;" aria-level="1">Fix your landing page. It has to answer the question the user just asked, and it must not block OpenAI&#8217;s crawlers (<a href="https://help.openai.com/en/articles/20001212-create-ads-for-chatgpt-ads">OpenAI: Create Ads</a>).</li>
</ul>
<ul>
<li style="font-weight: 400;" aria-level="1">Separate your markets. Running across Southeast Asia? Set up a separate campaign for each country.</li>
</ul>
<h3>Ready to explore this channel together</h3>
ChatGPT Ads are brand new for every brand and every agency in this region. That&#8217;s exactly why we think the best way is together.
At The M Makers, we&#8217;re ready to partner with brands on their first steps into ChatGPT Ads. We&#8217;ll bring the approach we use for every channel: clear goals, proper tracking, controlled test budgets, and decisions backed by data. You bring the questions your customers are asking. Together, we&#8217;ll find out where this channel can take your brand.
Ready to be among the first? <a href="https://www.themmakers.com/contacts" target="_blank" rel="noopener">[</a><a href="https://www.themmakers.com/contacts" target="_blank" rel="noopener">Let&#8217;s talk]</a>.
Details are from OpenAI&#8217;s announcement and Help Centre as of 24 September 2026. The platform is in beta, and features and rules may change.
<h2>Sources</h2>
OpenAI. “Ads in ChatGPT: The Basics.” OpenAI, 2026. <a href="https://help.openai.com/en/articles/20001207-ads-in-chatgpt-the-basics" target="_blank" rel="noopener">https://help.openai.com/en/articles/20001207-ads-in-chatgpt-the-basics</a>
OpenAI. “Ads in ChatGPT.” OpenAI, 2026. <a href="https://help.openai.com/en/articles/20001047-ads-in-chatgpt" target="_blank" rel="noopener">https://help.openai.com/en/articles/20001047-ads-in-chatgpt</a>
OpenAI. “Frequently asked questions.” OpenAI, 2026. <a href="http://help.openai.com/en/articles/20001220-frequently-asked-questions" target="_blank" rel="noopener">http://help.openai.com/en/articles/20001220-frequently-asked-questions</a>
OpenAI. “Create Campaigns from Product Feeds.” OpenAI, 2026. <a href="https://help.openai.com/en/articles/20001268-create-campaigns-from-product-feeds" target="_blank" rel="noopener">https://help.openai.com/en/articles/20001268-create-campaigns-from-product-feeds</a>
OpenAI. “Ad policies.” OpenAI, 2026. <a href="https://openai.com/policies/ad-policies/" target="_blank" rel="noopener">https://openai.com/policies/ad-policies/</a>
OpenAI. “Conversion Measurement.” OpenAI, 2026. <a href="https://help.openai.com/en/articles/20001409-conversion-measurement" target="_blank" rel="noopener">https://help.openai.com/en/articles/20001409-conversion-measurement</a>
OpenAI. “Create Ads for ChatGPT Ads.” OpenAI, 2026. <a href="https://help.openai.com/en/articles/20001212-create-ads-for-chatgpt-ads" target="_blank" rel="noopener">https://help.openai.com/en/articles/20001212-create-ads-for-chatgpt-ads</a>
OpenAI. “Create Ad Groups for ChatGPT Ads.” OpenAI, 2026. <a href="https://help.openai.com/en/articles/20001211-create-ad-groups-for-chatgpt-ads" target="_blank" rel="noopener">https://help.openai.com/en/articles/20001211-create-ad-groups-for-chatgpt-ads</a>
OpenAI. “ChatGPT Ads expands to Southeast Asia and Taiwan.” OpenAI, 2026. <a href="https://openai.com/index/chatgpt-ads-expands-southeast-asia-taiwan/" target="_blank" rel="noopener">https://openai.com/index/chatgpt-ads-expands-southeast-asia-taiwan/</a>

ChatGPT Ads launched in Singapore on 23 September 2026. Here's how they work, who can advertise, and how to run a smart first campaign.

OpenAI just launched ChatGPT Ads in Singapore — right as customers are asking ChatGPT what to buy. Here's what's live, who can advertise, and how to run a smart first campaign.

ChatGPT Ads Just Landed in Singapore — Is Your Brand In?

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When Meta campaigns slow down, many marketers try to improve results by narrowing audiences or adding more interests. But since February 2026, Meta has combined manual and Advantage+ campaign creation into one process, with <a href="https://www.themmakers.com/news/singapore-agentic-ai-framework" target="_blank" rel="noopener">AI-driven optimisation set as the default</a>. Now, you have to make a case for avoiding automation rather than choosing it.
The question is no longer whether to use Advantage+, but how to work with it. If the algorithm controls delivery, what should you focus on?
<h2>What Is Meta Advantage+?</h2>
Meta Advantage+ is an AI tool that automates audience targeting, placements, budgets, and creative for Facebook and Instagram. Since February 2026, all new Sales, Leads, and App campaigns must start with it.
<h2>Key Takeaways</h2>
<ul>
<li style="font-weight: 400;" aria-level="1">Advantage+ became the default in February 2026. Meta combined manual and Advantage+ campaign creation into one process, with AI optimisation automatically chosen for audience, placements, and budget.</li>
</ul>
<h2>What Actually Changed in 2026?</h2>
Advantage+ has changed a lot since 2025. Important updates include a single campaign setup, the removal of the old <a href="https://ppc.land/meta-deprecates-legacy-campaign-apis-for-advantage-structure/" target="_blank" rel="noopener">Shopping and App campaign APIs (completed in July 2026)</a>, and a new attribution rule from 3 March 2026, in which only link clicks count as click-throughs. Also, Sales campaigns now need about 25 conversions per week instead of 50.
<h2>What Do Meta&#8217;s Own Numbers Actually Say?</h2>
<a href="https://www.facebook.com/business/ads/meta-advantage-plus" target="_blank" rel="noopener">Meta’s official benchmarks</a> are more cautious than the numbers agencies often share. Meta reports a 20% better CPA for Sales, 10% lower cost per qualified lead, and a 7% improvement for App campaigns. Bigger numbers, such as a 32% drop in CPA, are often shared without clear evidence.
<h2>Why Is Your Advantage+ ROAS Probably Flattering You?</h2>
Advantage+ often targets easy wins, such as people who have already bought from you or left items in their cart. This approach, called &#8220;demand harvesting,&#8221; can make your ROAS look better than it really is without generating new growth. In Southeast Asia, this effect is even stronger during big sales like 11.11 or Raya. <a href="https://www.themmakers.com/news/research-first-customer-journey-singapore" target="_blank" rel="noopener">To check if your results are real, use geo-holdout tests.</a>
<h2>If the Algorithm Owns Delivery, What Do You Still Control?</h2>
Now that delivery is automated, you have more control over your offer, creative, and measurement. Creative assets are the main way Meta finds your audience. For example, a video that connects with a certain group will help Meta show your ad to more people like them.
A good Advantage+ strategy needs a mix of creative assets. Update your ads every three weeks, focus on vertical 9:16 formats, and use lo-fi user-generated content. <a href="https://www.themmakers.com/news/trust-vs-price-modern-marketing-singapore" target="_blank" rel="noopener">In places like Singapore and Malaysia, these simple videos often work better than highly produced ones.</a>
<h2>Which Creative Formats Work Best in Advantage+?</h2>
<img loading="lazy" decoding="async" class="alignnone wp-image-735" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/meta-advantage-img1-300x169.png" alt="" width="701" height="395" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/meta-advantage-img1-300x169.png 300w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/meta-advantage-img1-1024x576.png 1024w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/meta-advantage-img1-768x432.png 768w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/meta-advantage-img1.png 1199w" sizes="auto, (max-width: 701px) 100vw, 701px" />
Source: <a href="https://www.pinterest.com/pin/43910165111843030/" target="_blank" rel="noopener">Pinterest</a>
<table style="border-collapse: collapse; width: 100%; border: 1px solid #f3ea3e;" border="1" cellspacing="0" cellpadding="8">
<tbody>
<tr>
<th style="border: 1px solid #f3ea3e;">Format</th>
<th style="border: 1px solid #f3ea3e;">Key characteristic</th>
<th style="border: 1px solid #f3ea3e;">Why it works in Advantage+</th>
<th style="border: 1px solid #f3ea3e;">Best use case</th>
</tr>
<tr>
<td style="border: 1px solid #f3ea3e;">Lo-fi UGC video</td>
<td style="border: 1px solid #f3ea3e;">Raw, smartphone-shot, looks like a native post</td>
<td style="border: 1px solid #f3ea3e;">Bypasses ad blindness by blending into the feed and reads as more trustworthy</td>
<td style="border: 1px solid #f3ea3e;">Testimonials, how-to demos, unboxings</td>
</tr>
<tr>
<td style="border: 1px solid #f3ea3e;">Static feature graphic</td>
<td style="border: 1px solid #f3ea3e;">High contrast, one bold headline, clear product shot</td>
<td style="border: 1px solid #f3ea3e;">Gives the algorithm a fast, unambiguous read on product category</td>
<td style="border: 1px solid #f3ea3e;">A single USP or a sale price</td>
</tr>
<tr>
<td style="border: 1px solid #f3ea3e;">Split screen or mash-up</td>
<td style="border: 1px solid #f3ea3e;">9:16 video pairing two clips, such as product in use plus social proof</td>
<td style="border: 1px solid #f3ea3e;">Doubles information density and holds attention through visual variety</td>
<td style="border: 1px solid #f3ea3e;">Contrasting a problem state with the solution</td>
</tr>
<tr>
<td style="border: 1px solid #f3ea3e;">Direct response video</td>
<td style="border: 1px solid #f3ea3e;">Structured 15 to 30 seconds: hook, benefit, clear call to action</td>
<td style="border: 1px solid #f3ea3e;">The hook itself qualifies the audience, which is how creative-led targeting works</td>
<td style="border: 1px solid #f3ea3e;">Lower-funnel acquisition</td>
</tr>
<tr>
<td style="border: 1px solid #f3ea3e;">Dynamic creative</td>
<td style="border: 1px solid #f3ea3e;">Multiple headlines, images and descriptions in one ad set</td>
<td style="border: 1px solid #f3ea3e;">Lets Meta assemble the best combination per user</td>
<td style="border: 1px solid #f3ea3e;">Testing messaging angles, for example quality against price</td>
</tr>
<tr>
<td style="border: 1px solid #f3ea3e;">Catalogue-driven ads</td>
<td style="border: 1px solid #f3ea3e;">Products served automatically from your feed</td>
<td style="border: 1px solid #f3ea3e;">Predicts which SKU an individual is most likely to buy</td>
<td style="border: 1px solid #f3ea3e;">Retailers with deep catalogues</td>
</tr>
</tbody>
</table>
Catalogue ads effectively predict buyer intent but are highly prone to harvesting existing demand. Use them, but measure them separately.
<h2>How Should Creative and Media Teams Work Now?</h2>
<img loading="lazy" decoding="async" class="alignnone wp-image-736" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/meta-advantage-img2-300x167.jpg" alt="" width="706" height="393" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/meta-advantage-img2-300x167.jpg 300w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/meta-advantage-img2-1024x572.jpg 1024w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/meta-advantage-img2-768x429.jpg 768w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/meta-advantage-img2-1536x857.jpg 1536w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/09/meta-advantage-img2.jpg 2048w" sizes="auto, (max-width: 706px) 100vw, 706px" />
Source: <a href="https://www.pinterest.com/pin/4785143352113624/" target="_blank" rel="noopener">Pinterest</a>
Strategy now needs teamwork. Media and creative teams should get briefed at the same time. Plan for sufficient creative assets and regular updates from the beginning, rather than treating them as an afterthought.
<h2>How Do You Test Whether Advantage+ Is Actually Working?</h2>
Check your results by comparing them to your actual revenue every week. If conversions go up but your total revenue stays the same, you are just shifting credit rather than creating new demand. Use holdout groups and adjust your benchmarks after the 3 March 2026 attribution change.
<h2>Frequently Asked Questions</h2>
<ol>
<li style="font-weight: 400;" aria-level="1">Is it mandatory? </li>
</ol>
It is the default as of Feb 2026, though manual toggles remain available.
<ol>
<li style="font-weight: 400;" aria-level="1">Minimum volume? </li>
</ol>
Estimated 25 Sales conversions/week. 
<ol>
<li style="font-weight: 400;" aria-level="1">Refresh cycle? </li>
</ol>
Every three weeks to combat fast creative fatigue. 
<ol>
<li style="font-weight: 400;" aria-level="1">Legacy campaigns? </li>
</ol>
ASC and AAC can no longer be updated via API; migration is urgent.
<h2>The Bottom Line</h2>
Meta Advantage+ handles the technical setup, but it cannot create demand on its own. Brands that succeed now are the ones with a strong creative strategy and the willingness to measure real growth.
If you want to check whether your results show real growth or just recycled demand, get in touch with us at hello@themmakers.com.
For more insights, read <a href="https://www.themmakers.com/news/content-strategy-singapore-malaysia" target="_blank" rel="noopener">&#8216;2026: If Your Content Calendar Is Full but Results Feel Flat, It Is Not a Volume Problem&#8217;</a> to learn why more content does not always mean better results. Check out <a href="https://www.themmakers.com/news/whatsapp-crm-singapore-malaysia-2026" target="_blank" rel="noopener">&#8216;WhatsApp is the CRM You Already Have (But Aren&#8217;t Using)</a>&#8216; to see what happens after someone clicks, and &#8216;<a href="https://www.themmakers.com/news/malaysia-2026-ai-commerce-flow-strategy" target="_blank" rel="noopener">Malaysia 2026: Stop Using AI for Speed. Start Using It for Commerce Flow&#8217;</a> for a broader look at how AI can really help your business.
Sources:
<ul>
<li style="font-weight: 400;" aria-level="1"><a href="https://www.facebook.com/business/ads/meta-advantage-plus" target="_blank" rel="noopener">Meta for Business: Advantage+ suite and published performance figures</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://ppc.land/meta-deprecates-legacy-campaign-apis-for-advantage-structure/" target="_blank" rel="noopener">PPC Land: Meta deprecates legacy campaign APIs for Advantage+ structure</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://adadvisor.ai/blog/meta-ads-updates-2026" target="_blank" rel="noopener">AdAdvisor: Meta Ads updates 2026, including the 3 March attribution change</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://benly.ai/learn/meta-ads/advantage-plus-updates-2026" target="_blank" rel="noopener">Benly: Advantage+ 2026 updates and conversion thresholds</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://www.measured.com/blog/meta-advantage-why-high-roas-is-a-red-flag/" target="_blank" rel="noopener">Measured: Meta Advantage+, why high ROAS is a red flag</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://www.haus.io/blog/the-meta-report-lessons-from-640-haus-incrementality-experiments" target="_blank" rel="noopener">Haus: The Meta Report, lessons from 640 incrementality experiments</a></li>
</ul>

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<h3>You can deploy autonomous agents, but you don’t get to outsource accountability.</h3>
If your team is still using AI just to draft copy or summarise research, you are in the safe zone. The real shift in 2026 starts when AI moves from &#8220;suggesting&#8221; to &#8220;doing.&#8221;
On January 22, 2026, Singapore announced the launch of the world’s first <a href="https://www.mddi.gov.sg/newsroom/singapore-launches-new-model-ai-governance-framework-for-agentic-ai--/" target="_blank" rel="noopener">Model AI Governance Framework for Agentic AI</a>. This framework draws a hard line between Generative AI (which produces outputs) and Agentic AI (which reasons and takes actions across systems). Because these agents can update databases or trigger payments, the IMDA is clear: Humans are ultimately accountable.
For marketing leaders, the message is simple. You can use autonomous agents, but they are governed systems, not &#8220;set and forget&#8221; bots.
<h2>1. What &#8220;Agentic AI&#8221; Looks Like in Your Marketing Stack</h2>
Agentic AI isn&#8217;t a new script; it is any system that plans and executes multi-step actions across tools without you prompting every move. In 2026, this shows up in your &#8220;Growth Ops&#8221; daily:
<ul>
<li style="font-weight: 400;" aria-level="1">Campaign Agents: Tools that independently set targeting, launch ad sets, and shift budgets based on performance rules.</li>
<li style="font-weight: 400;" aria-level="1">Customer Agents: Bots that don&#8217;t just answer FAQs but trigger refunds, book appointments, or offer personalised discounts inside WhatsApp.</li>
<li style="font-weight: 400;" aria-level="1">Retention Agents: Systems that pull real-time CRM data to schedule unique messaging flows based on a specific user&#8217;s behaviour.</li>
</ul>
The Warning: If a tool can autonomously publish content or access personal data, its &#8220;blast radius&#8221; is massive. One error can scale across your entire audience in minutes.
<img loading="lazy" decoding="async" class="alignnone wp-image-726" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/sg-agentic-ai-img1-300x168.webp" alt="A hand pointing through something and a hand holding a pen writing" width="700" height="392" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/sg-agentic-ai-img1-300x168.webp 300w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/sg-agentic-ai-img1-1024x574.webp 1024w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/sg-agentic-ai-img1-768x430.webp 768w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/sg-agentic-ai-img1-1536x860.webp 1536w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/sg-agentic-ai-img1.webp 2048w" sizes="auto, (max-width: 700px) 100vw, 700px" />
<a href="https://www.edutopia.org/article/how-avoid-micromanaging-school-leader/?utm_source=Pinterest&amp;utm_medium=organic" target="_blank" rel="noopener">(Image Source)</a>
<h2>2. The Four Governance Pillars (Translated for Marketers)</h2>
<h3>Pillar 1: Risk Assessment &amp; Bounding</h3>
Decide exactly where the agent is allowed to play.
<ul>
<li style="font-weight: 400;" aria-level="1">The Play: Define the agent’s &#8220;Action Space.&#8221; For example, the agent can draft and schedule posts, but a human must click &#8216;Publish&#8217; to publish them. </li>
<li style="font-weight: 400;" aria-level="1">The Guardrail: Set &#8220;No-Go Zones.&#8221; Never let an agent change your core product pricing or make regulated medical claims without a human sign-off.</li>
</ul>
<h3>Pillar 2: Human Accountability</h3>
The IMDA is blunt: Accountability cannot be outsourced to a vendor or an algorithm.
<ul>
<li style="font-weight: 400;" aria-level="1">The Play: Assign a Business Owner for every agent. If an autonomous bidding bot spends $50k in an hour, a named person, rather than &#8220;the agency,&#8221; is responsible for the consequences.</li>
<li style="font-weight: 400;" aria-level="1">The Guardrail: Implement &#8220;Approval Gates.&#8221; Humans must approve any budget shift over a pre-set threshold (e.g., 20%).</li>
</ul>
<h3>Pillar 3: Technical Controls</h3>
This is where most marketing disasters start. &#8220;Agentic&#8221; components introduce new attack surfaces for data leaks.
<ul>
<li style="font-weight: 400;" aria-level="1">The Play: Use a Sandbox. Test your agents in a staging environment before letting them touch your live website or main ad account.</li>
<li style="font-weight: 400;" aria-level="1">The Guardrail: Enforce &#8220;Least-Privilege Access.&#8221; If an agent only needs to analyse conversion trends, it should not have the ability to export your entire CRM list.</li>
</ul>
<h3>Pillar 4: Transparency &amp; User Responsibility</h3>
Trust is your brand&#8217;s only defence against &#8220;AI scepticism.&#8221;
<ul>
<li style="font-weight: 400;" aria-level="1">The Play: Plainly disclose when customers are talking to an AI agent.</li>
<li style="font-weight: 400;" aria-level="1">The Guardrail: Always provide a &#8220;Panic Button&#8221; that routes the message to a human representative.</li>
</ul>
<h2>3. The &#8220;Hidden&#8221; Watch-Outs for 2026</h2>
<h3>The &#8220;Automation Bias&#8221; Trap</h3>
IMDA warns against over-trusting systems that have worked well in the past. In marketing, performance often looks great right up until the moment it breaks. Smart teams in 2026 log every single change an agent makes and review those logs like a financial audit.
<h3>Data Leaks in the &#8220;Tool Chain&#8221;</h3>
Agentic systems often chain together five or six tools. This means data moves invisibly across borders.
<ul>
<li style="font-weight: 400;" aria-level="1">Singapore Context: Since 2022, PDPC can impose penalties of up to S$1 million or 10% of annual Singapore turnover for large organisations, and recent cases (e.g., Marina Bay Sands, fined <a href="https://www.drewnapier.com/DrewNapier/media/DrewNapier/3Nov25_Personal-Data-Protection-Commission-Clarifies-Personal-Data-Protection-Act-Penalty-Framework-in-Marina-Bay-Sands-Decision.pdf#:~:text=reduced%20financial%20penalty%20of%20S%24315%2C000" target="_blank" rel="noopener">S$315,000</a> in 2025) show regulators are willing to use this tougher regime.</li>
<li style="font-weight: 400;" aria-level="1">Malaysia Context: The <a href="https://www.pdp.gov.my/ppdpv1/en/akta/personal-data-protection-amendment-act-2024/" target="_blank" rel="noopener">PDPA Amendment Act 2024</a>, which has come into force in phases by 2026, raises fines to up to RM1 million and provides for up to 3 years’ imprisonment. If you can&#8217;t map exactly where your data goes when an agent &#8220;calls&#8221; an external service, you are non-compliant.</li>
</ul>
<img loading="lazy" decoding="async" class="alignnone wp-image-727" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/sg-agentic-ai-img2-300x156.webp" alt="A man walking with eyes on screen looking at him" width="700" height="364" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/sg-agentic-ai-img2-300x156.webp 300w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/sg-agentic-ai-img2-1024x531.webp 1024w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/sg-agentic-ai-img2-768x399.webp 768w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/sg-agentic-ai-img2.webp 1455w" sizes="auto, (max-width: 700px) 100vw, 700px" />
<a href="https://pin.it/5vM8vNRo8" target="_blank" rel="noopener">(Image Source)</a>
<h2>Actionable Next Step: Your Marketing Ops Checklist</h2>
Don&#8217;t wait for a data breach to audit your stack. Start here:
<ol>
<li style="font-weight: 400;" aria-level="1">Inventory Your Agents: List every tool that can trigger a workflow or change a campaign without a human prompt.</li>
<li style="font-weight: 400;" aria-level="1">Assign Owners: Ensure every tool on that list has a human &#8220;accountable lead.&#8221;</li>
<li style="font-weight: 400;" aria-level="1">Define Thresholds: Set the dollar amount or audience size that triggers a &#8220;Human-in-the-loop&#8221; approval.</li>
</ol>
The brands that win in 2026 won&#8217;t be the ones with the smartest bots but the ones with the most disciplined systems.
<h2>Your 15-minute drill</h2>
If you’re responsible for marketing or growth in Singapore or Malaysia, take 15 minutes this week to map where agentic AI already lives in your stack. Any tool that can change spend, publish, trigger messages, or access customer data counts. Assign an owner to each agent, define your no go zones, then read<a href="https://www.themmakers.com/news/whatsapp-crm-singapore-malaysia-2026" target="_blank" rel="noopener"> WhatsApp is the CRM You Already Have (But Aren’t Using)</a> to see where governance becomes real fastest, inside customer conversations. Because if your agent can act, the most sensitive place it will act is in messaging.

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Written by Diya Jaiswal
When I first stepped into the office at The M Makers, I knew I was jumping straight into a fast-paced agency environment, but I didn&#8217;t realize just how dynamic the space actually is. As an integrated marketing agency, The M Makers handles everything from creative storytelling and performance media to full-on brand activations. Having all of that happen under one roof means the room is always buzzing.
Being in that kind of setup gave me a front-row seat to how an agency actually works behind the scenes. Instead of just sticking to classroom theory, I got to see how real data, instincts, and creative concepts come together for actual campaigns. I picked up how to jump between different project needs. It was honestly the best environment to learn how to roll with the punches and think on my feet.
<img loading="lazy" decoding="async" class="alignnone wp-image-720" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/diya-internship-img1-169x300.webp" alt="" width="417" height="740" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/diya-internship-img1-169x300.webp 169w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/diya-internship-img1-576x1024.webp 576w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/diya-internship-img1-768x1365.webp 768w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/diya-internship-img1-864x1536.webp 864w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/diya-internship-img1.webp 1152w" sizes="auto, (max-width: 417px) 100vw, 417px" />
What made the whole experience for me, though, was definitely the team. The team is super close-knit, making it easy to bounce ideas off someone, ask quick questions when you&#8217;re stuck, or just shadow experienced colleagues while they work. From my very first week, my voice was actually heard in brainstorms, and being given real trust built my confidence so much faster.
What also made my time here extra special was how much freedom I had to explore my own curiosity. Whenever I expressed interest in a different corner of marketing, whether it was digging deeper into social strategy, testing out new content formats, or seeing how campaign analytics actually work, the team completely backed me. They never tried to box me into just one role. Instead, they actively encouraged me to ask questions, shadow different projects, and test out creative ideas, which let me figure out what I genuinely enjoy doing most.
<img loading="lazy" decoding="async" class="alignnone wp-image-721" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/diya-internship-img2-169x300.webp" alt="" width="415" height="737" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/diya-internship-img2-169x300.webp 169w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/diya-internship-img2-576x1024.webp 576w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/diya-internship-img2-768x1365.webp 768w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/diya-internship-img2-864x1536.webp 864w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/08/diya-internship-img2.webp 1152w" sizes="auto, (max-width: 415px) 100vw, 415px" />
Looking back, my time here really showed me that the best work happens when you bring curiosity to the table and have an awesome team supporting you. To everyone at The M Makers, thank you for the mentorship, the creative freedom, and such an incredible internship chapter.

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In 2026, Singapore and Malaysia don’t have an acquisition problem. We have a leakage problem.
Most brands spend their way into<a href="https://www.themmakers.com/news/research-first-customer-journey-singapore" target="_blank" rel="noopener"> clicks and leads</a>, only to let the opportunity die in a generic email thread or a slow-loading landing page. If the follow-up is generic or happens in the wrong place, the lead doesn&#8217;t just lose interest, and they will seek other alternatives.
That presence happens in one place: WhatsApp. With over <a href="https://www.statista.com/statistics/258749/most-popular-global-mobile-messenger-apps/#:~:text=Most%20popular%20global%20mobile%20messaging%20apps%202025&amp;text=As%20of%20October%202025%2C%20three,well%20as%20stickers%20or%20emoticons." target="_blank" rel="noopener">3 billion monthly users</a> as of early 2026, WhatsApp has evolved from a chat app into a complete commercial surface. It is the most underpriced CRM channel in the region, not because it replaces your backend database, but because it sits where customers actually behave.
<h2>The 2026 Reality Check: A Commercial Pivot</h2>
If you are still treating WhatsApp as just a &#8220;support line,&#8221; you are missing the tectonic shift that occurred in late 2025:
<ul>
<li style="font-weight: 400;" aria-level="1"><a href="https://www.straitstimes.com/tech/whatsapp-to-show-ads-offer-paid-subscriptions-for-first-time" target="_blank" rel="noopener">Ads in the Updates Tab</a>: Meta has rolled out sponsored content within the Updates and Status tabs (reaching 1.5 billion people daily). This makes WhatsApp a discovery engine, not just a response tool.</li>
<li style="font-weight: 400;" aria-level="1">The January 2026 Policy Pivot: Effective <a href="https://www.business-standard.com/technology/tech-news/meta-bans-ai-chatbots-from-whatsapp-business-api-chatgpt-to-shut-down-jan-2026-125102200335_1.html" target="_blank" rel="noopener">January 15, 2026</a>, Meta has tightened the reins on the Business API. They are restricting &#8220;general-purpose&#8221; AI chatbots (open-ended bots like standalone ChatGPT assistants) to prioritise specific, <a href="https://www.themmakers.com/news/malaysia-2026-ai-commerce-flow-strategy" target="_blank" rel="noopener">business-led workflows</a>.</li>
</ul>
The signal is clear: WhatsApp is for business-to-customer outcomes, not just for chatting.
<img loading="lazy" decoding="async" class="alignnone wp-image-712" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/whatsapp-crm-img1-300x140.webp" alt="" width="701" height="327" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/whatsapp-crm-img1-300x140.webp 300w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/whatsapp-crm-img1-1536x719.webp 1536w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/whatsapp-crm-img1.webp 2048w" sizes="auto, (max-width: 701px) 100vw, 701px" />
<a href="https://pin.it/5cbMa0NAy" target="_blank" rel="noopener">(Image Source)</a>
<h2>3 Strategic Shifts to Move from &#8220;Helpdesk&#8221; to &#8220;Revenue Engine&#8221;</h2>
<h3>1. Stop Driving People to Forms (When They Want Reassurance)</h3>
HubSpot research shows that <a href="https://www.hubspot.com/apac/newsroom/whatsapp-preferred-channel-singapore#:~:text=When%20making%20these%20purchases%2C%2061,marketing%20budgets%20are%20being%20streamlined." target="_blank" rel="noopener">61% of Singaporeans</a> prefer WhatsApp for product inquiries. In Malaysia, it’s even higher, with <a href="https://themalaysianreserve.com/2024/08/27/whatsapp-connects-businesses-consumers-as-most-malaysians-prefer-messaging-meta/" target="_blank" rel="noopener">nearly 8 in 10</a> people messaging a business at least once a week.
<ul>
<li style="font-weight: 400;" aria-level="1">The Play: For high-consideration purchases (clinics, luxury retail, financial services), make your primary CTA &#8220;Message Us.&#8221;</li>
<li style="font-weight: 400;" aria-level="1">Why? A customer who asks, &#8220;Is this available at your KLCC outlet tomorrow?&#8221; is 10x more likely to convert than someone who leaves an email on a lead form.</li>
</ul>
<h3>2. Move from Reactive Support to &#8220;Guided Intent&#8221;</h3>
Most brands wait for a customer to complain. A CRM mindset uses the conversation to qualify.
<ul>
<li style="font-weight: 400;" aria-level="1">The Play: Use the WhatsApp Business API to build &#8220;Guided Paths.&#8221;</li>
<li style="font-weight: 400;" aria-level="1">The Result: Instead of &#8220;How can I help you?&#8221;, your<a href="https://www.themmakers.com/news/singapore-2026-shift-from-ai-adoption-to-orchestration" target="_blank" rel="noopener"> agentic assistant</a> asks, &#8220;Are you looking for an individual plan or a family bundle?&#8221; By the time a human agent steps in, the transaction is 80% complete.</li>
</ul>
<h3>3. Retention: The Real &#8220;Trust&#8221; Premium</h3>
Retention in Southeast Asia is no longer an email game; it’s a messaging game. <a href="https://business.whatsapp.com/blog/use-whatsapp-business-goals" target="_blank" rel="noopener">WhatsApp open rates</a> remain staggering at 98%, compared to the 21% average for email.
<ul>
<li style="font-weight: 400;" aria-level="1">The Play: Treat WhatsApp as your Post-Purchase Layer. Use the Updates Tab and Channels to set up order guides, replenishment reminders, and loyalty perks.</li>
<li style="font-weight: 400;" aria-level="1">The Guardrail: WhatsApp is intimate. With Malaysia&#8217;s <a href="https://www.pdp.gov.my/ppdpv1/en/akta/personal-data-protection-amendment-act-2024/" target="_blank" rel="noopener">PDPA Amendment Act 2024</a> now in full effect, raising penalties for data misuse to RM1 million, which means you cannot spam. Permission is your only currency.</li>
</ul>
<img loading="lazy" decoding="async" class="alignnone wp-image-713" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/whatsapp-crm-img2-300x168.webp" alt="" width="700" height="392" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/whatsapp-crm-img2-300x168.webp 300w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/whatsapp-crm-img2-1024x575.webp 1024w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/whatsapp-crm-img2-768x431.webp 768w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/whatsapp-crm-img2-1536x863.webp 1536w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/whatsapp-crm-img2.webp 2048w" sizes="auto, (max-width: 700px) 100vw, 700px" />
<a href="https://pin.it/43z1Hb7ub">(Image Source)</a>
<h2>The Bottom Line</h2>
In 2026, the brands that win will be those that realise convenience is the new loyalty. Stop asking your customers to come to you on your terms (e.g., email or forms). Meet them where they already are. If you treat WhatsApp as a learning loop, the insights you get from these conversations will make your ads sharper, your product pages clearer, and your brand far more convincing.
Ready to turn WhatsApp into a real revenue channel, not just a support line? 
📩 Message us to map out a WhatsApp CRM flow for your brand.
Then go deeper with<a href="https://www.themmakers.com/news/april-2026-trend-watch-the-rise-of-real-messy-and-shareable-content" target="_blank" rel="noopener"> 2026: If Your Content Calendar Is Full but Results Feel Flat, It Is Not a Volume Problem</a> to see why fixing your conversations beats posting more content.

WhatsApp has 3B+ users and 98% open rates. See why Singapore and Malaysia brands are turning it into a revenue engine, not just a support line.

3 billion people are on WhatsApp. 98% open rates. Meanwhile most brands still route customers to a slow landing page. Here's how SG & MY brands are turning chat into their real revenue channel.

WhatsApp Is the CRM You Already Have (But Aren't Using)

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WhatsApp is the CRM You Already Have (But Aren’t Using) - The M Makers

<h3>How Singapore and Malaysia brands are beating content inflation by building systems, not more posts</h3>
If your team is producing more than ever but performance isn’t moving, you aren&#8217;t imagining it. In 2026, we are facing a new market condition: Content Inflation.
AI has made it easy to generate endless variations. This means feeds are crowded with work that looks polished but<a href="https://www.themmakers.com/news/april-2026-trend-watch-the-rise-of-real-messy-and-shareable-content" target="_blank" rel="noopener"> feels interchangeable</a>. Customers scroll past it because they have already seen the same idea told the same way by ten other brands.
The winning question for 2026 is no longer &#8220;How do we create more content?&#8221;
The real question is: &#8220;How do we build a content system that gets smarter every week?&#8221;
<h3>Why is this hitting Singapore and Malaysia right now?</h3>
<a href="https://www.themmakers.com/news/singapore-2026-shift-from-ai-adoption-to-orchestration" target="_blank" rel="noopener">Singapore is moving into a more serious phase of AI</a>.<a href="https://www.imda.gov.sg/resources/press-releases-factsheets-and-speeches/press-releases/2025/singapore-digital-economy" target="_blank" rel="noopener"> IMDA</a> reported that in 2024, AI adoption among SMEs more than tripled to 14.5%, and 62.5% of non-SMEs adopted AI. Singapore&#8217;s digital economy grew to S$128.1 billion, 18.6% of GDP. When that many businesses have access to AI, AI itself ceases to be a differentiator. The differentiator becomes<a href="https://www.themmakers.com/news/human-taste-ai-era" target="_blank" rel="noopener"> taste, structure, and control</a>.
And in January 2026, IMDA launched the<a href="https://www.imda.gov.sg/resources/press-releases-factsheets-and-speeches/press-releases/2026/new-model-ai-governance-framework-for-agentic-ai" target="_blank" rel="noopener"> Model AI Governance Framework for Agentic AI</a>. This is a clear signal that we are moving toward AI systems that can plan and act, not just generate. For marketers, it changes the game. Content is no longer only a creative output. It becomes part of<a href="https://www.themmakers.com/news/ai-media-predictions-singapore-malaysia-2026-brands" target="_blank" rel="noopener"> an automated journey</a>, so mistakes scale faster too.
Malaysia is different. Brands can move quickly, but the ecosystems that matter most are<a href="https://www.themmakers.com/news/malaysia-2026-ai-commerce-flow-strategy" target="_blank" rel="noopener"> commerce-led, marketplace-led, and messaging-led</a>. If your content isn&#8217;t built to work within those journeys, you will feel busy without seeing lift.
<h3>The uncomfortable truth about AI content in 2026</h3>
AI did not make brands better at storytelling. It made brands<a href="https://www.themmakers.com/news/the-brief-isnt-too-tight-the-work-is-too-polite" target="_blank" rel="noopener"> produce average faster</a>.
The trap is subtle: your team posts more frequently, tests more variations, and still ends up sounding less like you. This happens because most brands treat GenAI as a production tool instead of an operating model.
If you want to win in 2026, you need a content system that does three things at once:
<ol>
<li style="font-weight: 400;" aria-level="1">Protect brand voice</li>
<li style="font-weight: 400;" aria-level="1">Reduce customer uncertainty</li>
<li style="font-weight: 400;" aria-level="1">Learn and improve weekly</li>
</ol>
<h3>The market signal most brands ignore</h3>
<a href="https://my.idc.com/getdoc.jsp?containerId=prAP53207625" target="_blank" rel="noopener">IDC</a> is basically saying this: by 2027, using GenAI to produce and refresh product content will become the norm for retailers across Asia Pacific, helping lower content costs by around 30% while improving performance. So AI will not just be used for the occasional caption or quick post. It will reshape how brands run product content day to day, like a system that continuously updates and adapts. When everyone can scale content this way, the winners will be the brands with strong structure, real proof, and trusted storytelling.
<h1>What a content system looks like in 2026</h1>
Not a long list, just a few shifts that change everything.
<h2>Shift 1: Stop briefing in posts. Brief in building blocks.</h2>
<img loading="lazy" decoding="async" class="alignnone wp-image-703" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/content-calendar-img1-16x9-1-300x169.webp" alt="" width="701" height="395" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/content-calendar-img1-16x9-1-300x169.webp 300w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/content-calendar-img1-16x9-1-1024x576.webp 1024w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/content-calendar-img1-16x9-1-768x432.webp 768w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/content-calendar-img1-16x9-1-1536x864.webp 1536w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/content-calendar-img1-16x9-1.webp 1893w" sizes="auto, (max-width: 701px) 100vw, 701px" />
(Image Source: <a href="https://pin.it/1yt5vbCNb" target="_blank" rel="noopener">Pinterest</a>)
Most campaigns still start like this. One key visual, one message, resize into formats.
That model breaks in 2026 because the journey is fragmented. People discover on short video, validate on reviews, compare on marketplaces, and ask questions in chat.
So the better starting point is building blocks:
<ul>
<li style="font-weight: 400;" aria-level="1">Hooks: what stops the scroll</li>
<li style="font-weight: 400;" aria-level="1">Proof: what removes doubt</li>
<li style="font-weight: 400;" aria-level="1">Objections: what people keep asking</li>
<li style="font-weight: 400;" aria-level="1">Format expressions: how the same idea shows up on TikTok, Reels, YouTube Shorts, and PDP video</li>
<li style="font-weight: 400;" aria-level="1">Local expressions: how the same idea lands differently in Singapore and Malaysia</li>
</ul>
This is where AI becomes useful. Not to invent your voice, but to help you scale within boundaries.
<h2>Shift 2: Build a “proof first” creative engine</h2>
In 2026, people are not short on options. They are<a href="https://www.themmakers.com/news/trust-vs-price-modern-marketing-singapore" target="_blank" rel="noopener"> short on confidence</a>.
A lot of content fails because it is all promise and no proof. Or it uses proof that feels generic.
Proof can be many things:
<ul>
<li style="font-weight: 400;" aria-level="1">customer review language</li>
<li style="font-weight: 400;" aria-level="1">FAQ patterns from service chats</li>
<li style="font-weight: 400;" aria-level="1">product testing claims that are properly verified</li>
<li style="font-weight: 400;" aria-level="1">before after demonstrations</li>
<li style="font-weight: 400;" aria-level="1">delivery and returns clarity</li>
</ul>
The winning brands do not wait for customers to dig for proof. They put the proof at the top.
<h2>Shift 3: Turn reviews, searches, and chats into creative inputs</h2>
<a href="https://www.themmakers.com/news/research-first-customer-journey-singapore" target="_blank" rel="noopener">Your strongest creative angles are already being written for you</a>.
They sit in:
<ul>
<li style="font-weight: 400;" aria-level="1">customer service questions</li>
<li style="font-weight: 400;" aria-level="1">onsite search behaviour</li>
<li style="font-weight: 400;" aria-level="1">Google reviews for local intent categories</li>
<li style="font-weight: 400;" aria-level="1">Marketplace reviews, especially where people highlight quality, packaging, authenticity, delivery, and value</li>
</ul>
The difference in 2026 is that you do not just “listen” to this feedback. You operationalise it.
Example: 
If “delivery speed” becomes a recurring question in reviews, the next creative rotation should lead with clarity and proof of delivery. 
If “sensitive skin” becomes a repeated objection, your content should surface the dermatologist-tested range earlier, and your product page should address it before checkout.
This is how content becomes a loop, not a one-way broadcast.
<h2>Shift 4: Make weekly learning a habit, not a monthly presentation</h2>
Monthly reports are too slow for 2026.
The brands that keep improving run a weekly rhythm:
<ul>
<li style="font-weight: 400;" aria-level="1">What hook patterns worked this week</li>
<li style="font-weight: 400;" aria-level="1">What proof point moved the conversion</li>
<li style="font-weight: 400;" aria-level="1">What objections spiked in reviews</li>
<li style="font-weight: 400;" aria-level="1">What questions showed up in comments and chats</li>
<li style="font-weight: 400;" aria-level="1">What formats fatigued fastest</li>
</ul>
Then they update the building blocks, not just the next post. This is the part most teams skip, which is why content feels busy but does not compound.
<h2>Shift 5: Governance is now part of content production</h2>
<img loading="lazy" decoding="async" class="alignnone wp-image-704" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/content-calendar-img2-16x9-1-300x169.webp" alt="" width="699" height="394" srcset="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/content-calendar-img2-16x9-1-300x169.webp 300w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/content-calendar-img2-16x9-1-1024x576.webp 1024w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/content-calendar-img2-16x9-1-768x432.webp 768w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/content-calendar-img2-16x9-1-1536x864.webp 1536w, https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/07/content-calendar-img2-16x9-1.webp 1582w" sizes="auto, (max-width: 699px) 100vw, 699px" />
(Image Source: <a href="https://pin.it/6OcZcEa5q" target="_blank" rel="noopener">Pinterest</a>)
This is not about fear. It is about speed without accidents.
In Singapore, <a href="https://www.pdpc.gov.sg/news-and-events/announcements/2022/09/amendments-to-enforcement-under-the-personal-data-protection-act-in-updated-advisory-guidelines-and-guide" target="_blank" rel="noopener">PDPC’s</a> enforcement regime allows financial penalties of up to 10% of an organisation&#8217;s annual local turnover for organisations with annual local turnover exceeding S$10 million. 
In the same market, IMDA’s agentic AI governance framework signals a future where accountability and controls matter more as systems become more autonomous.
In Malaysia, the <a href="https://www.pdp.gov.my/ppdpv1/wp-content/uploads/2024/11/Act-A1727.pdf" target="_blank" rel="noopener">Personal Data Protection (Amendment) Act 2024</a> has been published, and it comes into operation on a date appointed by the Minister, with different provisions able to commence at different times.
For marketers, the practical implication is simple: governance needs to be designed into the workflow.
Not a heavy process. Just clarity:
<ul>
<li style="font-weight: 400;" aria-level="1">What data goes into which tools</li>
<li style="font-weight: 400;" aria-level="1">What claims require human verification</li>
<li style="font-weight: 400;" aria-level="1">What prompts and outputs are logged</li>
<li style="font-weight: 400;" aria-level="1">What can and cannot be automated</li>
</ul>
Brands that set this early move faster later, because they do not have to stop every time risk questions surface.
<h2>Key takeaways</h2>
In 2026, content is getting cheaper to produce and harder to differentiate.
Singapore brands will win by building connected systems with clear governance, as AI maturity and accountability expectations rise. 
Malaysia brands will win by building content that supports commerce flows across marketplaces and messaging, because that is where decisions get made.
The brands that pull ahead will not post more. They will build a repeatable loop that keeps their voice consistent, turns customer signals into creative, and improves every week.
<h3>Ready to Turn Busy Content into Real Lift?</h3>
If you’re ready to move beyond “more posts” and start building a content system that learns every week, we can help. Our team works with Singapore and Malaysia brands to turn reviews, chats, and marketplace data into creative that actually moves customers. 
 
Want to see how this works in commerce-led markets? Read:<a href="https://www.themmakers.com/news/malaysia-2026-ai-commerce-flow-strategy" target="_blank" rel="noopener"> Malaysia 2026: Stop Using AI for Speed. Start Using It for Commerce Flow.</a>

Struggling with content inflation? Learn how Singapore and Malaysia brands are building smarter content systems to beat AI fatigue and drive real results.

Most brands treat GenAI as a production tool. The winners treat it as an operating model. Learn the 5 shifts that separate busy content from real results in Singapore and Malaysia. Includes insights on IMDA governance, PDPC compliance, and commerce-led strategies.

Your content calendar is full—so why are results flat? Here's what Singapore and Malaysia brands are doing differently in 2026.

2026: If Your Content Calendar Is Full but Results Feel Flat, It Is Not a Volume Problem

Content Strategy 2026: Build a Smarter System

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collaborate with us, or simply have a chat.

Feel free to reach out if you want to collaborate with us, or simply have a chat.

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