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

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.

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.

• 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.