From a small idea to Southeast Asia’s smart retail OS
What began as a modest point-of-sale (POS) software solution in Malaysia is now a powerhouse SaaS platform serving thousands of SMEs across Southeast Asia. StoreHub, co-founded by Fong Wai Hong and Wong Kah Hing, has rapidly scaled into one of the region’s most impactful retail tech startups — with Singapore as a key market.
Today, StoreHub empowers F&B outlets and retailers with a full-stack platform covering payments, loyalty, food delivery, and real-time sales analytics. Their story is a prime example of how a StoreHub SaaS startup from Southeast Asia can thrive by solving real business pain points and staying obsessively customer-focused.
Scaling smart: From POS to platform
StoreHub succeeded by refining its product in demanding markets. Singapore, with high digital adoption and competitive standards, became the ideal testing ground.
In 2022, the company raised US$13.5 million in Series A+ funding. The round was led by 500 Global, supported by Gobi Partners and OSK Ventures. This investment helped advance their technology and grow their presence in Singapore’s F&B sector.
Their tools include:
Beep Delivery: Helps merchants manage deliveries directly.
Beep Cashback: Offers gamified loyalty rewards.
StoreHub Payments: Combines POS with digital and in-store payments.
These innovations turned StoreHub from a POS provider into an operating system for small businesses.
Supporting digitalisation for small businesses
StoreHub focuses on empowering small business owners. In Singapore, users include boutique coffee shops, bubble tea outlets, and family-run stores.
Its solutions align with Enterprise Singapore’s Go Digital programme. This initiative helps SMEs adopt affordable digital tools. StoreHub’s simple interface, local support, and multi-language features make it accessible.
The founders also give back to the ecosystem. They mentor other startups, speak at industry events, and support digital transformation programs. These efforts highlight their leadership in the region.
Conclusion
From a simple POS tool to a robust SaaS platform, StoreHub has shown that startups can scale with purpose. Their growth across Southeast Asia—especially in Singapore—shows how understanding customer needs leads to lasting success.
StoreHub’s story proves that regional startups can build meaningful tools for everyday businesses.
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