Continuous learning, adapting to customer needs and embracing digital tools are critical to sustaining growth for micro, small and medium enterprises (MSMEs) in e-commerce, according to two entrepreneurs who have expanded their businesses through Shopee.

Christopher Bautista of Tech Smart Philippines and Jennalyn Indigado of Samara Baby & Kids shared how ongoing education and platform support helped their businesses grow as members of Shopee's Seller Expert Panel, a community of experienced online sellers that mentors fellow entrepreneurs.

Indigado said her family's business took a different direction after African Swine Fever disrupted their hog-raising livelihood in 2019, prompting her to venture into e-commerce by selling baby products.

"Coming from agriculture, we had very little knowledge about garments, e-commerce, or digital marketing. That was all new to us," she said.

She credited Shopee's seller education programs, account management support and business reviews for helping her navigate sales, marketing, inventory management and financial planning.

"Kinaya namin 'yung journey kasi Shopee made it possible," Indigado said. "Para siyang nag-create ng blueprint na susundan ko na lang siya step-by-step."

She added: "Nakikita namin na naaalagaan kami ng platform. You will never feel alone."

From a small online store, Samara Baby & Kids has grown to carry about 700 products, attract 1.7 million followers and employ around 400 workers.

Meanwhile, Bautista said Tech Smart Philippines expanded by closely listening to customers and making use of seller education and marketing tools offered by the platform.

"It is one of the good resources they offer," Bautista said of Shopee's seller education hub. "Good ito na (seller education) hub kasi kapag binabasa ko siya, even without (proper) training, naiintindihan ko agad."