A traditional furniture brand with no online presence. Five months later, Singapore's top wardrobe seller on Shopee.
Kingswood is a Singapore furniture brand — established, well-regarded, with strong repeat customers from their physical retail presence. But their online presence was close to zero. No Shopee store. No digital marketing. And a growing awareness that younger buyers weren't walking into showrooms the way they used to.
The category — home furniture, specifically wardrobes and storage — is highly competitive on Shopee. Low-cost alternatives dominate search results, and buyers often make decisions on price alone unless a brand can clearly differentiate on quality, presentation, and trust signals.
Kingswood came to Atsell with a clear brief: build an online sales channel that generates real revenue, not just presence. They wanted a partner who would own the results — not an agency that reports metrics and moves on.
Built the Shopee store from scratch — store design, banner graphics, category configuration. Positioned Kingswood as a quality Singapore brand (not a price competitor), with clear differentiation messaging on craftsmanship and local customer service.
Every product listing was built around how buyers actually search for furniture on Shopee — keyword-driven titles, detailed specifications, and high-quality image sequences that answered buyer questions before they needed to ask. Wardrobe listings were structured to win on both search rank and conversion rate.
Launched Search Ads and Discovery Ads simultaneously with store opening — no waiting period. Budget was concentrated on top-performing SKUs first, with expansion driven by ROAS data week by week. Campaign structure was built to scale, not to test.
Kingswood participated in Shopee mega-campaigns (9.9, 10.10, 11.11) from the second month. Voucher strategy was designed to drive volume without eroding the brand's quality positioning — bundle deals and threshold discounts over blanket percentage-off.
All Shopee buyer enquiries handled by Atsell's trained agents — response time under 10 seconds, shop rating maintained above 4.9. Positive reviews were encouraged through follow-up messaging post-delivery. Returns and disputes managed end-to-end.
Monthly performance reviews with Kingswood — revenue, ad ROAS, keyword rankings, competitor analysis, and next-month plan. Strategy adapted in real time as data came in, not on a quarterly review schedule.
Ecommerce talent is scarce. A solid team would cost at least USD 10,000 per month. Atsell are true professionals and have supported me tremendously in scaling up my online business.
Book a free consultation. We'll review your store, walk through what Atsell would do differently, and give you a realistic picture of what's achievable in months 1–6.
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