E-COMMERCE  /  SME

By FedEx | January 23, 2026

Rocket Eyewear began with two siblings noticing how often their mother lost her sunglasses on trips abroad. Now, their eyewear brand is turning heads around the world. Here’s how this SME’s e-commerce strategies are driving growth across borders.

When no two faces are shaped the same, finding glasses that fit just right can be tricky. For example, many Asians have a lower nose bridge that doesn't suit standard frames, causing glasses to slide down constantly. Even a few millimeters in frame size can make the difference between ‘too big’ and ‘stylishly oversized’.

One Singaporean eyewear company has gained a global following by crafting frames for diverse faces (and noses). Launched in 2017 by siblings Ong En Ming and Ong Ker-Shing, Rocket Eyewear was inspired by their mother’s love of sunglasses – as well as her habit of losing them while traveling. The brand initially specialized in their mother’s favorite P3-style sunglasses, but has expanded into eyeglasses and other classic frame shapes over the years.

In a highly saturated market, Rocket Eyewear stands out for its meticulous attention to fit. It offers international eyewear in two distinct fits: the Raised ‘Asian’ Fit, featuring larger nose pads to prevent frames from sliding down, and the Standard ‘European’ Fit, designed for higher nose bridges. Customers can further customize their eyewear by choosing from three frame sizes and a wide range of over 40 colors.

It’s no wonder that this Singapore SME has attracted fans across the world, tripling its international revenue in 2025 alone. Today, Rocket Eyewear has shipped over 30,000 pairs of glasses worldwide, including to Europe, where customers with Asian features often struggle to find suitable frames. We spoke with co-founder En Ming to learn more about his global e-commerce strategies and how he connects with customers across borders.

How much has Rocket Eyewear grown since its inception?

Ong En Ming: In 2025, our international revenue (outside Singapore) grew by more than 300%.

Was there a specific point where your growth really accelerated? What changed?

Yes – in 2025. We invested heavily in video-based social media ads that clearly articulated a problem many Asian customers face with traditional eyewear, and then presented a simple solution. That clarity resonated and drove strong growth in both awareness and sales.

As an SME, what strategies have proven most effective for reaching and converting e-commerce shoppers?

Trust. We’re very transparent on our website about who we are and where we’re from – a small Singaporean brand focused on fit. We offer free express shipping worldwide and 30-day returns, made possible by FedEx’s support for smaller e-commerce businesses like ours. That combination of honesty, clarity, and convenience goes a long way.

Currently, which markets do you ship to?

We ship to over 30 countries each week. Specifically, over the past 12 months, we’ve shipped to customers in the US, Australia, UK, Hong Kong, Malaysia, Canada, Switzerland, New Zealand, Japan, Germany, Netherlands, France, Sweden, Taiwan, South Korea, Spain, Norway, Denmark, Thailand, Belgium, Philippines, Ireland, Italy, Austria, United Arab Emirates, Luxembourg and Finland.

Focusing on Europe, what strategies are you using to appeal to European shoppers?

We currently ship all over Europe and focus on countries with large Asian populations. One of our biggest learnings is that many Asians living in Europe feel underserved by local eyewear, which is typically designed for European facial features. By clearly explaining the differences between European and Asian fits – and offering both – we’ve been able to connect with customers who have struggled to find frames that truly fit them.

How has working with FedEx for international shipping enhanced your business operations?

Working with FedEx has been a game-changer for us. FedEx’s fast, reliable, and affordable shipping services have made it possible for us to build a global business from Singapore. When customers in Australia receive a package from us in 36 hours, for example, they’re blown away. In many cases, we’re faster than local Australian companies shipping domestically.

What is one belief you hold that other business leaders might disagree with?

I believe perfectionism can be a handicap. I obsess over getting the product itself perfect, but for almost everything else, I take a very experimental approach. I try, test, learn, and adjust quickly. A big part of trying is being willing to fail – and I’m comfortable with that.

Describe the greatest business failure that you treasure most.

The COVID-19 crisis had a huge impact on our business because people stopped buying sunglasses. We had to pivot quickly into eyeglasses just to survive. International orders kept us afloat – and a big reason they did was because FedEx continued operating when many other shipping channels slowed down or shut altogether. That period taught us resilience, adaptability, and the value of strong partners like FedEx.

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FedEx aims to help small businesses like Rocket Eyewear succeed in global markets with fast international shipping at cost-effective rates. Learn more about our shipping services here.