Meet Kirbie, the founder of DG Box which offers a full-suite e-commerce fulfilment for SMEs in Singapore. From online listing to customised warehousing and fulfilment, DG Box delivers end-to-end e-commerce support tailored for local businesses navigating a competitive online landscape. In Singapore’s rapidly evolving digital economy, many traditional retailers are still grappling with the shift to e-commerce. That is where Kirbie saw the gap in this industry.
With the rise of omnichannel strategies and increasing demand for seamless logistics, DG Box has positioned itself as a go-to partner for small businesses looking to scale online. By offering boutique-level packaging solutions and operational support, Kirbie helps clients reduce costs, improve customer satisfaction, and adapt to fast-changing trends like live streaming and overseas expansion—while staying rooted in clarity, consistency, and empowerment.
What inspired you to start DG Box, and how did you identify the need for comprehensive e-commerce solutions?
Previously, I was working at RedMart and Qoo10. After leaving the marketplace, I realised that many sellers actually needed help—this was around 2018. A lot of sellers knew they needed to go online but had no idea how to start. So, I began by helping them.
After a while, I also came to realise that many sellers needed proper fulfilment services. At that time, e-commerce was still in its early stages, and many warehouses were not equipped for it—they didn’t help with e-commerce packing, etc.
The logistics partners and platforms were also not as sophisticated as they are today. You couldn’t expect next-day delivery back then. I decided to expand and offer warehouse services as well.
How does DG Box differentiate itself from other e-commerce service providers in the market today?
Many providers focus on the front-end; they help clients get onto marketplaces like Lazada, etc. For us, we do more than that. From listing products online all the way to pick-and-pack e-commerce fulfilment, we offer end-to-end services.
Operations bring a completely different set of challenges. We chose to expand our services because not many companies are doing end-to-end—most of them outsource parts of it.
What are some of the biggest challenges you see entrepreneurs face when transitioning from traditional retail to digital storefronts?
I would say it’s really the operations side. It can be as simple as: “Oh, I have a sale online—what do I do?” How do I pack this item? Even if they figure out the packing, they then realise that the courier doesn’t come for just one item.
So, they need to find their own logistics. I’ve had many sellers say they don’t need my help—they’ll just try first. But when they finally get a sale, they come to me asking for help.
The second major challenge is navigating the different platforms. Each platform has its own set of rules, and it can be overwhelming for sellers. That’s where we provide consultancy and support.
I believe it’s about being clear and consistent with your goals and vision. If the team or clients are confused about what you want, there won’t be growth.
Can you share a success story where DG Box significantly helped a business scale its online presence or sales?
I prefer to share operational success stories because, to be honest, in Singapore it’s hard to achieve massive sales compared to overseas. One operational success was with a client who sells baby milk powder.
They had a problem with dented tins—milk tins are fragile, and customers would complain when they received dented products. We helped them find a solution. We customised protective packaging—bubble wrap, reinforced boxes—and wrapped entire cartons if needed.
This reduced complaints and led to excellent customer reviews. Because we’re a boutique e-commerce warehouse, we can offer this level of customisation.
What emerging trends in e-commerce are you most excited about, and how are you preparing to leverage them?
Many brands are still figuring out how to move towards omnichannel selling, and that’s the trend now. Customers are the ones deciding where to buy—not sellers deciding where to sell.
Sellers are exploring their own brand websites, live streaming, and more marketplace channels. We partner with marketing specialists to support sellers with these needs. Going overseas is also a growing trend, although uncertain due to geopolitical conditions.
Still, Singapore has an advantage because our government is supportive. For many, expanding overseas is still necessary as our domestic market is too small.
What do you think makes a good entrepreneur?
I believe it’s about being clear and consistent with your goals and vision. If the team or clients are confused about what you want, there won’t be growth. Consistency is also important—whether in pricing strategy, values, or communication.
For example, if one day you charge cheap and the next day you charge expensive, clients may compare and lose trust in you. Internally, I also believe building a good team is essential.
We empower our team and avoid finger-pointing. Our team has stayed with us since day one because they feel trusted—and they trust us in return.
Looking ahead, what are your plans for DG Box in the near future?
Over the past year, we’ve spoken to many partners and found that warehouse and e-commerce services remain in demand.
We’ve been getting consistent enquiries, so we definitely need to expand our warehouse and team to meet that demand. That’s our main plan moving forward—expansion.
What’s your vision for Singapore in the next five years?
Singapore is a very interesting country with a super supportive government. But many SMEs are unaware or unsure how to tap into available resources.
I hope to see more direct and practical support—perhaps an online platform or hotline where SMEs can access help easily. Right now, we only hear about initiatives in the news, but on the ground, we don’t really experience them. I’d like to see more education and accessibility for SMEs.
Connect with Kirbie: DGBox and LinkedIn.
