Halal online marketplace launches in Singapore

SINGAPORE — An e-commerce site claiming to be the first in the world to focus on halal-certified products to serve the Muslim market was launched in Singapore on Friday (Oct 21).

The platform called AladdinStreet Singapore has close to 60 merchants, almost half of which are halal-certified.

Products on sale range from halal-certified food, beverage and cosmetics, as well as products that do not require halal certification, such as fashion and furniture.

The launch of the website comes three months after the company opened its Singapore office. It is part of the Aladdin Group that is helmed by Malaysia’s first astronaut Dr Sheikh Muszaphar Shukor Al Masrie.

Dr Sheikh Muszaphar said he set up this platform because there is currently “a lack of reliable marketing platforms”, with manufacturers and producers of the halal industry meeting only 20 per cent of the demand for halal products.

He added that there has also been “growing acceptance” of the health benefits of halal products, even in non-Muslim countries.

One merchant that has joined the Singapore platform is Spa Jelita, a ladies-only halal spa. It caters mainly to the Muslim market, so it has a prayer room and uses halal product

Director Fadilah Majid told TODAY: “The business landscape is changing rapidly and with online sales growing we have to be fast to ride this wave before it’s too late.”

Executive director of halal meat supplier Zacmeat Rashid Hassan said: “We believe AladdinStreet Singapore is the first e-commerce platform in Singapore to consolidate and cater to the needs of the Malay and Muslim consumers.

“The variety of products offered, we hope, will see this platform as an aggregator, saving consumers the time and trouble of having to search multiple platforms for the products and brands they want.”

Commenting on the platform’s potential, AladdinStreet Singapore co-founder and president Dr Grace Kong said that it is “not just for Muslims because halal is about making healthier choices for everyone including non-Muslims.

“(Consumers) want to know what they eat, wear, what they apply on their face, where it comes from and how the animals were treated. It’s about cruelty-free, ethical, and sustainable consumption too.”

The site is also looking to launch a halal educational programme targeting merchants to help them better understand halal compliance requirements.

Meanwhile, the Aladdin Group is also looking to expand its footprint in the region, with the launch of its China partner in the pipeline.