With decades of experience in the logistics industry, spanning supply chain and delivery, Rohit Laila is a seasoned expert who has witnessed the evolution of e-commerce and cross-border trade firsthand. His passion for technology and innovation has positioned him as a thought leader in empowering small and medium-sized enterprises (SMEs) through digital platforms. In this interview, we dive into the transformative potential of discovery platforms for SMEs in Europe, exploring how they enhance visibility, enable cross-border commerce, and address logistical challenges while meeting the growing consumer demand for authentic and sustainable products.
How did the idea for a platform like Singular come about, and what specific needs in the market did it aim to address?
The concept for Singular emerged from a clear gap in the market—many SMEs in Europe struggled to gain visibility and access broader consumer bases, especially beyond their local regions. While large e-commerce giants dominate the space, smaller businesses often lack the resources to compete or even get noticed. Singular was launched in 2024 to bridge that gap, offering a dedicated space where SMEs could showcase their unique products, rooted in authenticity and local heritage, to millions of potential customers across Europe. It’s about leveling the playing field and giving these businesses a fighting chance to grow.
What makes Singular different from other e-commerce or discovery platforms out there?
What sets Singular apart is its focus on being a showcase platform rather than a transactional one. We don’t handle purchases directly; instead, we redirect shoppers to the merchants’ own websites. This approach strengthens the SMEs’ independence and builds their brand identity, rather than tying them to a third-party marketplace. Plus, with our deep roots in logistics, we provide end-to-end support that many platforms can’t match. It’s not just about discovery—it’s about creating trust and ensuring a seamless experience for both merchants and consumers.
Can you elaborate on the primary mission of Singular for SMEs in the European market?
Our core mission with Singular is to empower SMEs by giving them a platform to shine in a crowded digital space. We want to help these businesses, often the backbone of local economies, reach millions of European consumers who are hungry for authentic, creative products. Through our extensive network—including social media, websites, and local delivery apps—we amplify their visibility. It’s about connecting the right products with the right people, fostering growth for SMEs while enriching the shopping experience for consumers.
How does the redirection model of Singular benefit SMEs compared to direct transaction platforms?
Redirecting shoppers to the merchants’ own websites is a game-changer for SMEs. It allows them to maintain control over their brand, customer relationships, and data, which is often lost on larger marketplaces where they’re just another seller. This model builds direct engagement with their audience, fostering loyalty and repeat business. It also means they’re not tied to platform-specific fees or policies for every sale, giving them more freedom to operate on their terms while still benefiting from the exposure Singular provides.
In what ways does Singular ensure a smooth and trustworthy shopping experience for consumers?
Trust and ease are at the heart of what we do. We carefully curate the merchants on Singular to ensure they represent quality and authenticity, so consumers know they’re discovering genuine local brands. We also focus on a user-friendly interface that makes browsing and finding products intuitive. Even though transactions happen on the merchants’ sites, we provide guidance and support to ensure the process feels seamless. Our logistics expertise further reassures consumers that their purchases will be delivered reliably, which is a huge factor in building confidence.
How does Singular facilitate cross-border opportunities for local merchants looking to expand their reach?
Singular’s cross-border functionality is a cornerstone of our platform. It allows SMEs to showcase their products not just in their home country, but across multiple European markets. We’ve integrated systems that make it easy for merchants to list their products internationally and for consumers to discover them, breaking down traditional barriers like language or shipping complexities. This opens up a world of new customers for SMEs, helping a small artisan in Croatia, for example, sell to someone in the Netherlands without needing to navigate international trade on their own.
What challenges did you encounter while implementing cross-border features across different European markets?
Rolling out cross-border functionality wasn’t without hurdles. Each market in Europe has its own regulations, tax structures, and consumer preferences, which can be a logistical puzzle to solve. Language barriers and cultural nuances also play a role in how products are presented and perceived. On top of that, ensuring consistent delivery standards across borders required fine-tuning our network. But through collaboration with local partners and leveraging our logistics expertise, we’ve managed to create a framework that simplifies these complexities for SMEs and makes the experience seamless for consumers.
How has your background in logistics contributed to shaping Singular’s offerings for SMEs?
Logistics is in our DNA, and it’s a huge part of what makes Singular effective. We understand the pain points of shipping—especially across borders—and we’ve built solutions directly into the platform to address them. From outreach to final delivery, we provide SMEs with a complete logistics backbone, whether it’s optimizing shipping routes or offering reliable delivery options like Chronofresh for fresh products in France. This support lets merchants focus on crafting great products and growing their business, rather than getting bogged down by the intricacies of shipping.
With over 675,000 unique visitors since launch, what does this strong consumer interest tell you about the market?
The numbers are incredibly telling—they show a real hunger for authentic, local, and sustainable products. Consumers are increasingly looking to move away from mass-produced goods and instead support smaller businesses with unique stories and values. I think it reflects a broader shift toward conscious shopping, where people want to know where their products come from and who they’re supporting. Singular taps into that desire by curating a space where these kinds of products and stories are front and center, and the response has been overwhelmingly positive.
What is your forecast for the future of cross-border e-commerce for SMEs in Europe?
I’m very optimistic about the future of cross-border e-commerce for SMEs in Europe. As digital platforms like Singular continue to grow and refine their offerings, I believe we’ll see even more barriers to international trade fall away. Consumers are becoming more comfortable shopping across borders, and with advancements in technology and logistics, SMEs will have unprecedented opportunities to scale globally while staying rooted in their local identity. My forecast is that within the next few years, cross-border commerce will become the norm rather than the exception for SMEs, driving significant economic growth and cultural exchange across the continent.
