When we started JC Health's online store, like many small businesses, we dreamed of reaching more customers and growing our brand. We heard all the buzz about popular platforms and their promise of "mass visibility." Eager to dive in, we explored the big players, only to find ourselves on an unexpected, and often frustrating, journey.
The Whirlwind of Shopee, Lazada & TikTok: A Costly Lesson
We jumped into platforms like Shopee and Lazada, excited by the sheer volume of users. But soon, a harsh reality set in. To even be seen, it felt like we had to pour money into advertising – a lot of it. We experienced what I can only describe as "burning money". I'd top up ad credits, see some sales coming in, but after carefully counting everything, there was "no money left". It was disheartening. We were constantly ordering, constantly advertising, and while it looked like a "good business," we ended up with nothing in the bank.
These platforms felt chaotic, a "messy and very profit driven" environment. Every product, including ours, was pushed into a dizzying race to the bottom on price, often from highly inflated "original" tags. We saw incredible low prices from competitors, some almost unbelievable. It made me hesitate to even list certain products, because our focus at JC Health is on quality health and fitness benefits, not just being the cheapest.
Then there was TikTok Shop. Everyone said it was the "trend" for "mass visibility," but for us, it felt like a drain. It demanded so much "energy" for videos and live streams, often targeting a customer profile that seemed more interested in entertainment than genuine product value. "Why spend livestream talk on TikTok," I thought, "when it's not a business sense to waste time on that, just work free for the platform for nothing?" I was tired.
A Quiet Breakthrough: Our Amazon.sg Discovery
Amidst this exhaustion, a different picture began to emerge on Amazon.sg. Our initial experience with their automatic advertising was a genuine relief. The spend was "very accurate," not burning through our budget wildly like on other platforms. It felt controlled, almost precise.
While we're just starting to build our sales volume on Amazon.sg, the early signs are promising. Amazon.sg is known for being "really detail" and "strict" with its listings. And that's exactly why I felt "the value of product which J C Health carry, is alight with Amazon". Amazon's customers seem to value quality, detailed information, and transparent descriptions. They're often coming to buy, not just to browse for deals.
Even though Amazon.sg's market share might "not yet be big" in Singapore, it offers a crucial advantage for us. Our products are niche, focused on lasting health and fitness benefits. Once we "test and identify" a good product, we can "sell for long time." This means we can invest our effort into creating one excellent listing, and it can generate consistent, profitable sales without demanding constant, frantic ad spending or daily live streams. We're dedicated to optimizing our presence and learning more about how to best leverage Amazon.sg's unique ecosystem.
The Proof: Our Loyal Customers & New Horizons
The most powerful validation came just yesterday. A customer from last year came back to our shop specifically to buy more cushions. She told me she "couldn't find same good product like mine even she has shopped around," and that "if my product no good, she won't come back again after a few month."
This was incredibly affirming. It proved that our focus on quality and genuine value resonates. Customers will seek you out and return if your product truly stands out, far more powerfully than any discount or viral video ever could.
And our journey isn't just local. Just last week, we received our very first international order on our Shopify store – a kettlebell shipped all the way to Sweden! It was a big learning curve; we quickly realized international shipping fees are complex, and we actually lost money on that first delivery because the customer only paid S,whileitcostusS35.10. The parcel is still on its way, but it was an invaluable experience for our first global step. It showed us the vast potential of our own direct channel and our ability to reach customers worldwide, even with a few bumps along the learning road.
Our Path Forward: Focusing on What Truly Matters
This journey has been a powerful lesson in discernment. We are now making a conscious choice to step back from the ad treadmill on platforms like Shopee and Lazada. We are even preparing to withdraw our FBL/FBS stock because there's simply "no point" in constantly topping up ad credit just to sell, only to find "nothing left" after all the costs.
Instead, JC Health will be focusing our energy where it yields real results and aligns with our values:
- Building our presence on Amazon.sg: Where our product's value is appreciated and our ad spend is more efficient. This is just the beginning; our vision includes venturing into overseas Amazon markets and leveraging the FBA (Fulfillment by Amazon) option, but we're focused on mastering the local landscape first and learning the ropes step-by-step.
- Nurturing our own JC Health online store: Expanding our direct relationship with customers, both locally and internationally, and controlling our brand experience and margins.
- Exploring New Growth Avenues: By freeing up significant time and energy from the demanding and less profitable online marketplaces, we now have the capacity to explore exciting new channels like corporate sales and wholesaling our products directly to related businesses in the health and wellness industry, such as rehab centers and hospitals.
This isn't just a business decision; it's an awakening. It's about respecting our products, our time, and our hard work. For any other small businesses out there feeling drained by the digital noise, perhaps it's time to ask: Where are your true customers, and where does your effort truly pay off?