IPI Singapore’s Innovation Advisor Wong Hong Wai shares how SMEs in Singapore can leverage international standards and accreditation to build trust, ensure compliance, and unlock sustainable growth in new markets.

  • Standards build trust. Use international benchmarks as signals of credibility to win over global customers, partners, and regulators.
  • Go beyond compliance. Voluntary and industry-led standards help SMEs stand out and demonstrate deeper commitment to quality and performance.
  • Don’t do it alone. Tap into IPI Singapore’s ecosystem and partners network to navigate certifications, close gaps and accelerate market readiness.

For Singapore SMEs, expanding into new verticals or overseas markets is a significant milestone, but securing customers is just the beginning. Sustaining growth internationally means meeting the expectations of global customers, regulators and partners. Often, these expectations are shaped by international standards, which can be the deciding factor in being shortlisted, selected, or awarded major contracts.

Through IPI Singapore’s network, SMEs gain guidance in navigating standards adoption, from identifying relevant certifications to selecting the right technology and accessing advisory support that ensures readiness for global markets. In partnership with Enterprise Singapore and industry bodies, IPI Singapore connects SMEs to resources that turn global requirements into business enablers.

“Standards capture the collective knowledge and best practices of industries,” said Wong Hong Wai, IPI Singapore’s Innovation Advisor and a global executive with over 35 years’ experience across six countries. “When SMEs meet these benchmarks, they signal to customers and partners worldwide that they can deliver to an accepted level of quality and performance standards.”

Go Beyond Compliance: Build Credibility with Standards

In developed markets, compliance with specific standards is often a requirement for entry. Certification can accelerate regulatory approvals and give potential buyers confidence in a company they have not previously worked with. To gain a competitive edge, Hong Wai noted that SMEs should not stop at mandatory requirements: “Voluntary, industry-led standards can demonstrate a deeper commitment to quality, which helps differentiate your brand.”

Jimmy Soon, Director of Lloyd McGill consultancy, shares the same perspective and sees standards as an enabler rather than a constraint. “SMEs in Singapore are well-informed of the benefits of standardisation but many struggle to embed compliance into innovation, often seeing the two as conflicting forces,” he said.

To reframe this mindset, Jimmy and his team posed a guiding question: “Can standards be a relevant technology transfer channel for innovations?” This led them to position compliance as a strategic tool; one that builds trust, enables access to global markets, and complements innovation. “This leaves space for businesses to innovate efficiently while maintaining compatibility, recognition and trust across borders,” he added.

He advised SMEs to start with stakeholders’ needs: “Let internal and external stakeholders guide your focus. This helps define the standards and certifications that align with your innovation goals and business priorities.”

Partnerships and ecosystems: Pathways to readiness

To prepare for certification, SMEs need a clear understanding of both the technical and non-technical requirements of their target markets. This includes market-specific rules on labelling, sustainability reporting or data privacy. With that clarity, companies can align manufacturing and quality control processes, train staff and prepare the necessary documentation.

Hong Wai recommended partnering Enterprise Singapore, which oversees the Singapore Standards Council, and its various standards development organisations (SDO) and partner agencies such as the Institution of Engineers Singapore, Singapore Chemical Industry Council and Infocomm Media Development Authority (IMDA). International organisations such as International Organization for Standardization (ISO), American Society of Mechanical Engineers (ASME) or Institute of Electrical and Electronics Engineers (IEEE) can also be valuable references.

Such organisations can be instrumental in helping SMEs build a solid foundation for international growth.

“Our goal is to empower SMEs to scale confidently by facilitating the adoption of standards early in their internationalisation journey,” said Khor Aik Lam, Director of Standards (Manufacturing) at Enterprise Singapore. “By participating actively in standards development and collaborating with other industry experts, Singapore businesses may also leverage standards to create growth opportunities and establish themselves as trusted players and first-movers in the global digital ecosystem.”

Apart from these, SMEs must equip themselves with the right partnerships and tools to navigate market-specific challenges. Even with a strong domestic footing, overseas requirements may differ. Collaborations with MNCs can ease this transition by providing exposure to global practices, technology transfer opportunities and credibility through association. Industry associations and chambers of commerce also offer introductions to partners and market intelligence. Government schemes such as the Market Readiness Assistance Grant and Enterprise Development Grant, as well as IPI Singapore’s Technology Scouting and Innovation Advisory Services, can help offset costs.

Hong Wai’s advice for SMEs considering overseas expansion is straightforward:

  • Strengthen your foundation by meeting the right standards and obtaining certifications.
  • Prioritise specific target markets and learn their dynamics.
  • Form partnerships strategically with MNCs and be selective in finding the right local business partners.
  • Keep watch on global regulatory and economic shifts.
  • Draw on available networks and tap into government support schemes.

With the right groundwork, SMEs can approach international expansion with confidence and clarity, building a foundation for long-term global competitiveness.

Make Standards a Strategic Growth Lever

At its core, adopting standards is about building trust, which opens doors to new markets, partnerships and sustainable growth. For SMEs, the trust from standards adoption can be the differentiating factor in closing a deal. Jimmy explains that compatibility creates a shared foundation for operations and partnerships, efficiency enables innovation within compliance, and recognition assures customers of consistent quality.

While standards are a helpful tool to improve internal operations, Hong Wai advises that SMEs looking abroad should recognise that adopting international standards is not merely about ticking boxes. It is a way of speaking the same language as global partners, reducing barriers to entry and creating a platform for sustainable growth. “Standards create common ground,” said Hong Wai. “Once that is in place, the path to market becomes much smoother.”

If your business is exploring overseas expansion or looking to strengthen its foundation through standards and certification, IPI Singapore can help. Through its network of Innovation Advisors and tailored business advisory services, IPI Singapore supports SMEs in navigating compliance, aligning with global expectations, identifying market opportunities, and scaling with confidence.

For SMEs keen to deepen their understanding of how standards can drive growth, TechInnovation 2025 offers a valuable opportunity. Join us for the keynote “Standards as Growth Enablers – Building Bridges and Pushing Boundaries” by Choy Sauw Kook, Director-General of Quality & Excellence at EnterpriseSG, followed by a panel discussion “Unlocking Growth – How Standards Foster Trust and Success” featuring industry leaders sharing practical strategies and insights.

Connect with IPI Singapore and register for TechInnovation to explore how standards, innovation, and strategic partnerships can power your next stage of growth.