Sheng Siong braces itself for retail battle with Amazon Prime Now

Its competitive edge lies on its fresh offerings.

Nothing about Amazon's entry into Singapore through Prime Now scares supermarket giant Sheng Siong, as it believes it still has the edge over the e-commerce player. 

But instead of getting aggressive, RHB analyst Juliana Cai said Sheng Siong is employing a "wait-and-see" attitude towards the online grocery trend.

According to RHB analyst Juliana Cai, Sheng Siong is confident that its fresh offerings will still give it an advantage in the game.

Quoting Sheng Siong's management, the analyst said the percentage of sales from fresh produce increased to 44%, from around 40-41% in the past.

"It is to continue to improve its fresh offerings to retain customers," the analyst said.