How seniors and lower-income families learn to safely navigate the online space

Straits Times

2 days ago

As part of its ShopeeGivesBack campaign, the e-commerce platform will also give out $1 million in grocery vouchers to assist these households in managing daily needs
A Shopee volunteer shares with attendees how to use the ecommerce platform at the ShopeeGivesBack event.
Buying a new pair of sneakers or that viral Korean skincare product is often just a click away for many Singaporeans.
With online shopping becoming part of everyday life for many, not all in Singapore are able to do this. Certain groups like seniors and lower-income families continue to face barriers.
A study by the Infocomm Media Development Authority highlighted that while more Singaporean residents above 60 are becoming digitally savvy – in 2022, 86 per cent of them were using the internet to search for information while 78 per cent transacted with digital payment methods – many still lack confidence in navigating the online space safely.
Mr Chua Kel Jin (first from left) with other Shopee volunteers at a ShopeeGivesBack event earlier this year. PHOTO: SHOPEE
'Digital access alone does not guarantee ease or confidence in usage,' says Mr Chua Kel Jin, director of
Shopee Singapore . 'Many seniors have the necessary devices and connectivity but still face hesitation around activities like online shopping.'
To address these gaps, Shopee launched a community initiative under its ShopeeGivesBack programme in commemoration of SG60. The initiative aims to empower two groups that are facing barriers to digital adoption – older adults and lower-income families – to benefit from the digital economy.
A ground-up initiative
ShopeeGivesBack is the company's flagship community programme, which previously organised charity donation drives and digital literacy workshops. For SG60, Shopee took a ground-up approach by working with grassroots organisations and social service partners to better understand the day-to-day needs of local households.
'For SG60, we wanted to mark this national milestone by addressing a real need in our community today, focusing on both affordability and inclusion,' explains Mr Chua.
Through ShopeeGivesBack's 2025 campaign, Shopee committed to distributing $1 million in grocery vouchers to Singaporean households, offering them direct support with their daily essentials. To date, the campaign has reached more than 8,000 families.
Volunteers helping beneficiaries navigate the online shopping experience. PHOTO: SHOPEE
The distribution was carried out through 40 grassroots-led events hosted in community centres and hubs. At these events, residents received one-on-one support from Shopee volunteers, who taught them to set up accounts, redeem vouchers, and make their first online purchase safely and confidently.
'Digital inclusion requires more than just access to technology,' says Mr Chua. 'It takes practical, human-centred support to help people shop with confidence and meet their daily needs online.'
Aside from older individuals, this year's initiative also aims to help lower-income families that are facing pressures as the cost of living increases.
'Through our partnerships with grassroots organisations, we gained deeper insight into the challenges that many larger families face, especially when it comes to managing everyday expenses,' Mr Chua explains. 'We identified areas where we could offer practical support – like providing vouchers to help ease daily costs and build greater confidence in shopping online.'
The results so far point to a meaningful impact.
Based on Shopee's post-event survey, 96 per cent of beneficiaries said the vouchers helped address immediate needs. Groceries, personal care items, and household supplies were the most commonly purchased categories.
Volunteers in action at the grassroots events. PHOTO: SHOPEE
The vouchers also provided relief for families on tight budgets, covering essential needs like baby formula, supplements for patients with health restrictions and elderly care products.
'When we partnered with grassroots organisations, we observed an adjacent need among larger families managing rising living costs, which could be eased through direct support in the form of vouchers,' shares Mr Chua. 'This year's ShopeeGivesBack initiative was therefore designed to address two key challenges observed in our communities: managing rising daily expenses and building the confidence to shop online.'
'For seniors and families less familiar with ecommerce, these two barriers are closely linked. Financial relief provides immediate help, while personalised support empowers them to take that first digital step,' he adds.
Making a real change
While distribution is still ongoing, early stories from the ground indicate a broader impact that goes beyond monetary support.
In Shopee's post-event survey, 86 per cent of respondents said the vouchers helped them better manage their monthly expenses. Additionally, 65 per cent received direct assistance from volunteers – a hands-on approach that was instrumental in building digital confidence.
Mr Eugene Tan, one of the beneficiaries of the vouchers, describes the experience as a 'warm hug' for his elderly parents.
'With the vouchers, we got nourishing food that my mum had been craving but rarely bought because she was worried about the cost. We also bought a new blood pressure monitor, so my parents could take better care of their health without stress,' he shares.
Mr Tan also notes how the programme introduced his parents to the broader possibilities of digital tools, discovering a 'new world' – something they had never thought they could be part of.
Madam Cecilia Lai, an elderly resident at East Coast who was also among the beneficiaries, shares similar sentiments.
'The volunteers were very helpful and patient with me. Being a senior and not very good with apps, I have learnt a lot and now I know how to shop on Shopee,' she says.
Ms Valencia Yoong, a senior information security engineer at Shopee, was one of the volunteers at the company's event at Our Tampines Hub in March 2025. She assisted residents with using the Shopee vouchers and guided first-time users through the process of making a purchase online.
'I met a group of seniors who initially thought Shopee had a physical store at Tampines and helped guide them through the app. One woman used the vouchers to buy festive snacks for Hari Raya, proudly completing the purchase independently,' recounts Ms Yoong. 'It wasn't just about teaching features – it was about the connection.'
For Mr Chua, these stories underscore the holistic value of the initiative.
'Beyond financial relief, what stood out was how this support enabled people to engage meaningfully with digital shopping for the first time,' he says.
Looking ahead
Shopee will continue to disburse these vouchers for the rest of 2025, and it will be participating in more grassroots-led community events. It also has various digital workshops in the pipeline to guide seniors on app setup, safe browsing, and voucher redemption.
Beyond SG60, Mr Chua says that Shopee will continue helping local communities and bridging the digital divide.
'Our goal is to help more people, regardless of age or background, participate confidently in the digital economy,' says Chua. 'We remain committed to working closely with community partners to reach those who need it most.'
Learn more about how Shopee is empowering older users and supporting communities across Singapore
here .
This article was first published in Tech in Asia.