E-commerce Singapore

Epitex: Scaling a Bedding E-commerce Brand in Singapore from SGD 48,000 to SGD 220,800 a Month

TikTok Ads and Meta Ads for Epitex Home, a Singapore bed linen brand known for Tencel cooling sheets: TikTok GMV Max and Spark Ads, Meta Advantage+ Shopping and catalogue retargeting, the Conversions API and an in-house video studio, measured in tracked orders and revenue.

The client

Epitex Home sells premium bed linen — Tencel cooling sheets, duvet covers, pillows and bolster cases — direct to consumers in Singapore through its own online store and TikTok Shop. In Singapore's humid climate its strongest selling point is how cool the fabric sleeps, which is far easier to show in a short video than to describe.

The problem

At the start of 2025 paid media brought in about SGD 48,000 a month across TikTok and Meta, at a blended 1.4× return on ad spend, from around 320 orders a month. At that return each order cost about SGD 107 in media against an order worth about SGD 150 — growth that barely paid for itself.

What we did

  • Meta Advantage+ Shopping. Half the budget moved into Advantage+ Shopping catalogue structures aimed at Singapore homeowners and people moving into new flats, with catalogue retargeting for anyone who viewed or added to cart within 14 days, showing the exact colours and pillow types they looked at.
  • TikTok GMV Max and Spark Ads. GMV Max bidding timed to TikTok Shop payday and double-digit mega sales, and top-performing organic creator reviews boosted as Spark Ads, which cut CPMs by 38% against standard video ads.
  • Hook testing. More than ten new short-form hooks a week, built around sleeping hot in Singapore, with side-by-side heat tests of Tencel against cotton.
  • A bedding video studio. 150+ assets in-house — UGC videos, bed-making and bedroom-styling reels, fabric comparison clips and carousels.
  • Checkout and bundles. Apple Pay, Shop Pay and PayNow one-tap checkout on the mobile product pages, and full bedroom sets — fitted sheet, duvet cover, pillowcases and bolster case — promoted as one purchase.
  • The Conversions API and reviews. Server-side purchase events with hashed first-party matching and deduplication, recovering 24% more purchase signals, and automated post-delivery review requests.

What we delivered

  • 150+ ad assets produced in-house UGC videos, bed-making reels, fabric comparison clips and static carousels.
  • 15+ videos built a month Average thumbstop rate of 38.2%.
  • 10+ new short-form hooks tested every week Fatigued creative pruned quickly.
  • 1,200+ five-star reviews gathered after delivery Automated email and SMS review requests on product pages.

Deliverable counts, supplied by shakalakaa. Not performance metrics.

Results (January 2025 – August 2026)

Metric Before After
Monthly attributed revenue (TikTok and Meta) SGD 48,000 SGD 220,800 (4.6×)
Blended return on ad spend 1.4× 3.8×
Meta Advantage+ Shopping return on ad spend 1.6× 4.2×
TikTok GMV Max and Spark Ads return on ad spend 1.2× 3.4×
Orders a month from paid media 320 1,420 (4.4×)
Cost per order SGD 107.14 SGD 40.92 (−62%)
Average order value SGD 150.00 SGD 155.49
Spark Ads CPM against standard video ads — −38%
Purchase signals recovered by the Conversions API — +24%

Sources: TikTok Ads Manager and Meta Ads Manager (attributed revenue, return on ad spend, CPM), Meta Events Manager (Conversions API signal recovery) and the client's Shopify fulfilment and ERP logs (orders). Cost per order and average order value are derived from those figures: media cost is revenue divided by blended return on ad spend, cost per order is media cost divided by orders, and average order value is revenue divided by orders. Cost per order is the client's media cost, not shakalakaa's fee, which we do not publish.

What this means for your bedding brand

The plain-language version. Epitex's paid revenue grew 4.6-fold, to about SGD 220,800 a month, and orders more than quadrupled. Every SGD 1.00 of ad spend now returns SGD 3.80 instead of SGD 1.40, and the media cost of winning an order fell from about SGD 107 to about SGD 41 — while the average order stayed around SGD 150 to SGD 155. The growth came from finding many more buyers at a much lower cost, not from bigger baskets.

More detail on what this means for your bedding brand

What this says about shakalakaa: we run TikTok Ads, Meta Ads and the creative behind them as one Singapore e-commerce programme, measured in orders and revenue. The approach is set out on our Singapore performance marketing page; for home-furnishing brands, see marketing for Singapore home and interior brands.

Related pages Meta Ads marketing for Singapore home and interior brands
Related at shakalakaa Singapore performance marketing how we work with large brands in Singapore

All case studies

FAQ

Frequently asked questions

What did shakalakaa do for Epitex?
Moved half the budget into Meta Advantage+ Shopping with catalogue retargeting, ran TikTok GMV Max and Spark Ads around TikTok Shop sales, tested ten or more video hooks a week, produced 150+ assets in-house, and set up the Conversions API.

What were the results?
From January 2025 to August 2026: monthly attributed revenue from SGD 48,000 to SGD 220,800, blended return on ad spend from 1.4× to 3.8×, and orders from 320 to 1,420 a month.

How is cost per order worked out?
Media cost is attributed revenue divided by blended return on ad spend, and cost per order is that media cost divided by orders: about SGD 107.14 an order at the start, SGD 40.92 by August 2026.

Is the cost per order shakalakaa's fee?
No. It is the client's media cost divided by orders. shakalakaa does not publish its fees.
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