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 continuous learning, along with Shopee's seller education, platform tools, campaign opportunities and account management, helped their businesses grow.

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.

Initially searching for tie-side clothing for her daughter Samara, she realized she could provide the products to other parents.

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

She credited Shopee's seller education programs for introducing her to the fundamentals of running an e-commerce business, from sales and marketing to inventory management, customer insights and financial management.

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

Indigado also credited Shopee's account managers for guiding the business as it expanded, from encouraging participation in campaigns and new opportunities to conducting regular business reviews.

"Nakikita namin na naaalagaan kami ng platform. You will never feel alone," she added.

Today, Samara Baby & Kids has grown to offer around 700 products, with 1.7 million followers on Shopee and around 400 employees.

Meanwhile, Bautista said Tech Smart Philippines grew by continuously listening to customers and adapting as e-commerce evolved.

He said Shopee University helped him better understand pricing and new platform features, while initiatives such as Free Shipping, Mega Vouchers and Shopee Ads enabled the business to reach more customers.

"It is one of the good resources they offer. Good ito na (seller education) hub kasi kapag binabasa ko siya, even without (proper) training, naiintindihan ko agad. For example, they provide computation for pricing, that's what I refer to in terms of aligning our products to be fair with our customers," Bautista said.

He emphasized that earning customer trust should be a priority for aspiring MSMEs.

"Focus on building your brand while delivering excellent customer service. Because when you have a good reputation, customers will come back to you even if you're priced slightly higher than others," he added.

Today, Tech Smart Philippines maintains a 4.9 customer rating and a 100-percent chat response rate on Shopee.

Although they serve different markets, Bautista and Indigado said long-term growth in e-commerce comes from continuous learning, responding to customers' needs and adapting as markets evolve.