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“With Omise, payments become so smooth and seamless that they fade into the background, letting brands focus entirely on what matters most: their customers.”
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Starting an online business today is easy. But back in the early 2010s, the story was very different.
Large shopping websites dominated the landscape, and social media marketing was just beginning to emerge. Small and medium-sized businesses faced huge barriers: setting up an online store required technical expertise or costly third-party developers, and most consumers still didn’t trust online payments. Many merchants felt they had no choice but to rely on big platforms.
It was in this environment that two founders met at a Hong Kong startup competition in 2013. They envisioned a future where merchants could have their own platform and maintain full control over their business. That vision became SHOPLINE, a platform built to help brands own their experience, not rent someone else’s.
In less than two years after its founding, SHOPLINE evolved into a full-fledged store-building platform, officially stepping into the SaaS space. Its mission was simple: equip merchants with everything they need to grow their online businesses and push the boundaries of e-commerce.
“From the very beginning, the SHOPLINE team understood that e-commerce couldn’t stay confined to a single market and had to expand globally,” said Raymond Hsu, SHOPLINE Co-President. The company’s success lies not only in providing businesses with powerful technology but also in applying deep localization, from adapting logistics and payment systems to understanding local shopping behaviors. That’s why after setting up its headquarters in Singapore, SHOPLINE expanded into Taiwan, SEA, EU & UK, US and beyond, staying close to local markets and their unique needs.
“We also focus on innovation and a customer-centric approach. For example, last year we saw strong demand for group-buying, so we quickly launched a comprehensive group-buying solution. This year, we responded to the real needs of brands in fundraising by enhancing crowdfunding-related features on brand websites,” Raymond Hsu added.
Today, SHOPLINE is more than a store builder — it has evolved into a leading unified commerce platform, enabling merchants to sell seamlessly across online stores, social channels, marketplaces, and offline touchpoints. While many Singapore merchants focus on local markets, SHOPLINE also supports businesses in expanding to global markets through the Markets and Payment solutions.
To help merchants of all sizes succeed, SHOPLINE offers one of the industry’s most complete open ecosystems, with mature API integration capabilities that connect merchants to nearly 100 partners across diverse applications.
Among these partners is Omise, whose payment solution helps SHOPLINE merchants accept payments effortlessly through a wide range of methods, from credit and debit cards to real-time payments like PayNow.
“As a SaaS provider, our goal is to empower merchants in every way possible, and enabling trusted, widely used payment methods like PayNow is an important part of that,” said Raymond Hsu.
PayNow is one of the most popular payment methods in Singapore. It is fast, convenient, and cost-effective, making it a great cashless option for both micro businesses and larger enterprises.
“We selected Omise because their PayNow solution supports all major Singaporean banks, enabling seamless bank-app scanning for faster checkout. Omise’s system is safe and stable, allowing us to provide a smooth checkout experience to consumers, which helps merchants improve conversion rates and boost GMV — aligning perfectly with SHOPLINE’s commitment to secure transactions. In addition, Omise has consistently demonstrated the reliability we can count on,” explained Raymond Hsu.
Since partnering in May 2021, Omise’s integration with SHOPLINE has processed over USD 100 million in GMV and continues to grow rapidly, enabling seamless shopping experiences through PayNow and card payments. Customers pay easily using the banking apps they already trust, while merchants enjoy higher conversion rates, automated reconciliation, and more time to focus on growing their business instead of handling payment processes.
The word “line” in SHOPLINE represents the connection between merchants and consumers throughout the shopping journey. SHOPLINE’s mission is to ensure those lines remain smooth, effortless, and borderless, and partnering with Omise is helping make that possible.
“When the payment step is handled smoothly, brands can focus on what really matters: their customers and growth,” Raymond Hsu concluded.
As SHOPLINE pushes further into Southeast Asia with local agencies and partners, seamless payments will remain a foundation of their expansion. Omise will continue providing the payments infrastructure that lets brands scale across markets without rebuilding checkout every time.
