Senheng bets on ‘super-app’ and aggressive expansion for growth

Currently, the group has over 100 physical stores across the country under two brand names, Senheng and senQ.

THE business of selling consumer electronics has surely turned more competitive in recent years, especially with more shoppers preferring to buy electrical appliances via eCommerce platforms.

Manufacturers are also selling their products directly to end-consumers virtually, bypassing brick-and-mortar retailers.