Tankfully Fresh is a Singapore-based seafood retail and e-commerce brand that operates as the digital arm of the family-run Sin Chwee Mini Mart. The company combines traditional wet-market seafood operations with online ordering and home delivery services. Its product range includes fresh and frozen seafood, prepared fish products, ready-to-cook items, and selected goods from other wet-market vendors. 1

The business is registered under the name Sin Chwee Mini Mart (Business Registration Number: 53164024L) in Singapore.

Sin Chwee Mini Mart

The origins of Tankfully Fresh trace back to Sin Chwee, a family seafood business established in 1990 by husband-and-wife partners Goh Thiam Chwee and Chua Bee Hong. Both founders had grown up within Singapore’s fishery trade and accumulated extensive experience in the seafood industry through their respective families’ businesses.

Initially operating as a traditional fish stall, the business evolved over time into a broader seafood trading operation involved in importing and exporting seafood. By the late 2010s, the family observed a decline in traditional wet-market patronage. Sales dropped by approximately 20% over three years as younger consumers shifted their purchasing habits toward supermarkets and online grocery services.

Creation of Tankfully Fresh

The transition to digital commerce was led by Jimmy Goh, the second generation of the family business. Goh, who studied game design at Nanyang Polytechnic, initially joined the family enterprise with the intention of assisting his father for only about two months. However, this temporary involvement eventually sparked a major transformation of the family’s seafood operations. 2

In 2019, the family launched Tankfully Fresh as an e-commerce platform, enabling customers to purchase seafood online for home delivery. The brand was designed to make traditional fish-market products more accessible to digitally oriented consumers. 3

The brand name is a deliberate wordplay combining the concept of a tank full of fresh seafood with the phrase “Thankfully, it’s fresh”. Jimmy Goh explained that the name reflects the sentiment captured by the Singaporean/Hokkien expression “heng ah”—conveying relief or gratitude when customers open their deliveries to find fresh seafood.

Tankfully Fresh was not created merely as a conventional online grocery store; its primary objective was to digitise an existing wet-market seafood business while retaining the advantages of traditional fishmongers.

During its transformation phase, the company collaborated with Enterprise Singapore (EnterpriseSG) and the SME Digital Tech Hub. This support included assistance with developing the e-commerce platform, implementing digitalisation strategies, managing omnichannel inventory, executing marketing campaigns, and creating additional revenue streams.

The shift to digital was gradual rather than an immediate replacement of the traditional model. The family trained its existing staff while simultaneously educating consumers on the benefits of buying fresh seafood online. To lower barriers for newer customers, Tankfully Fresh developed recipes, cooking guides, and social-media content.

Impact of COVID-19

While early online growth was modest, the COVID-19 pandemic in 2020 significantly altered consumer behaviour in Singapore. With restrictions limiting physical shopping and people spending more time at home, demand for online grocery deliveries surged. Tankfully Fresh reported that orders grew from just a few per day to more than 100 orders a day during peak periods of the pandemic. This rapid expansion presented operational challenges, including manpower shortages and delivery backlogs.

The pandemic served as a critical turning point, validating the viability of operating a traditional wet-market seafood business through an online channel.

Tankfully Fresh offers a diverse product range that extends beyond whole fish.

Fresh Seafood

The online store features a broad selection of fresh seafood, including:

• King fish / batang
• Salmon and salmon trout
• Red grouper
• Seabass
• Red snapper
• Pomfret
• Threadfin
• Sea bream
• Stingray
• Prawns and other seafood varieties

Many of these items are available in various cuts or preparation styles.

Frozen Seafood

The company also supplies frozen seafood, catering to customers who require longer storage options alongside its fresh offerings.

Ready-to-Cook and Prepared Products

The catalogue has expanded to include convenient food solutions such as:

• Fishballs
• Otah
• Yong tau foo
• Sauces
• Ready-to-cook seafood
• Family and meal bundles

This expansion reflects a strategic move from selling raw fish to providing comprehensive food solutions.

Marketplace Functionality

A key development in Tankfully Fresh’s strategy is its evolution into a digital marketplace for other wet-market vendors. Rather than restricting the platform to products from the family’s own stall, the company began allowing other vendors to sell items such as fishballs, yong tau foo, mutton, and other wet-market food products through its site.

This positions Tankfully Fresh as a digital bridge between traditional wet-market businesses and online consumers.

B2B Expansion

The company has also entered the business-to-business (B2B) seafood supply sector. According to Enterprise Singapore, Tankfully Fresh supplies fresh fish to hawker stalls and explores opportunities involving fish preparation and advanced freezing methods to assist other seafood suppliers in preserving freshness.

The business operates through three primary channels:

1. B2C: Direct sales of seafood to household consumers.
2. Marketplace: Sales of products from other wet-market vendors via the Tankfully Fresh platform.
3. B2B: Supply of seafood to commercial food businesses like hawker centres.

Tankfully Fresh emphasises delivery as a core competitive advantage over traditional wet markets. Key service features promoted on its website include:

• Islandwide delivery
• Next-day delivery
• Freshness-focused handling
• Online ordering convenience
• Custom seafood preparation and cutting options

The company outlines a quality assurance process where orders undergo verification, tailoring, quality checking, and packaging before dispatch. The service is specifically tailored for the Singapore market, with terms stating that the website accepts orders only from customers within Singapore.

The fundamental proposition of Tankfully Fresh can be summarised as:

Traditional fishmonger expertise + digital convenience + fresh seafood delivery.

By leveraging its heritage in the seafood trade, the company distinguishes itself from generic online grocery platforms. Key differentiators include:

• Wet-market heritage: Decades of family experience in the seafood industry.
• Digital-first purchasing: Ability to browse and order without visiting a physical market.
• Freshness positioning: Central focus on the quality and freshness of products.
• Custom preparation: Options for customers to request specific cuts or preparations.
• Education: Provision of recipes and cooking content to help customers utilise unfamiliar seafood.
• Local ecosystem: Support for other wet-market vendors transitioning to e-commerce.

The brand identity is deeply tied to its name, which communicates both the abundance of a “tank full” of fresh seafood and the reassurance of “thankfully fresh.” Early branding incorporated visual elements of a fish/tank alongside Wi-Fi signals, symbolising the connection between traditional seafood retail and the digital world.

Tankfully Fresh operates a tiered membership programme based on annual spending levels. Members receive discounts and loyalty coin benefits according to their tier:

• Bronze Starfish: 2% discount, achieved at S$1,600 annual spending.
• Silver Manta-Ray: 5% discount, achieved at S$5,000 annual spending.
• Golden Whale: 7% discount, achieved at S$8,000 annual spending.

The digital transformation is closely associated with Jimmy Goh, representing the second generation of the family business. While his parents established the traditional seafood operations, Jimmy and his wife, Madeline Choo, have driven the company’s digital and operational changes. Jimmy focuses on day-to-day operations, product development, and growth strategy, while Madeline manages order compilation and administrative functions. 4

By 2025, Enterprise Singapore reported that approximately half of the business’s revenue was generated from online sales, highlighting the successful shift from its original wet-market model. The company continues to expand its ecosystem beyond household retail, engaging in consumer e-commerce, marketplace services, B2B supply, and seafood processing innovations.

According to Jimmy Goh, the long-term ambition is to grow Tankfully Fresh beyond Singapore and potentially provide fish preparation, packaging, and preservation technologies to other seafood suppliers.

Tankfully Fresh serves as a notable case study within Singapore’s SME landscape, illustrating how a traditional wet-market business can be transformed into an omnichannel enterprise without discarding its core expertise. Its evolution follows a trajectory from a family fish stall in 1990 to a declining wet-market business in 2018, followed by the launch of its e-commerce arm in 2019, pandemic-driven growth in 2020, and subsequent expansion into B2B and marketplace services post-pandemic.

In summary, Tankfully Fresh is the digital evolution of a Singaporean family seafood business founded in 1990, combining decades of fish-trading experience with e-commerce, islandwide delivery, marketplace services, and B2B seafood supply to bring traditional wet-market freshness to modern consumers.

1. About Us | TankFully Fresh Singapore
2. Tankfully Fresh
3. From wet market to thriving e-shop: ‘We were happy selling 200kg of fish a day, but now we can do even more
4. CASE STUDY PRE APPROVED VENDOR FOR E-COMMERCE SOLU