MSMEs embrace e-commerce

MANILA, Philippines — Micro, small and medium enterprises (MSMEs) continue to gain ground in e-commerce, including 10-year-old online shopping platform Shopee.

Since its debut, Shopee has facilitated an estimated $270 billion in sales from MSMEs. The number of sellers has doubled annually on average, proving how online marketplaces have become fertile ground for emerging businesses.

This MSME growth has been largely decentralized—80 percent of MSME sellers on Shopee operate outside capital cities, with consumers in these areas accounting for more than 140 billion items purchased.

With users spread across more than 400 cities, Shopee now ranks as the leading e-commerce platform in Southeast Asia, Taiwan and Brazil.

READ: Helping MSMEs grow: How reliable power supports Cebu’s economy

“The past decade has been a time of tremendous change as the digital economy opened new opportunities for people and businesses everywhere,” says Terence Pang, chief operating officer at Shopee.

“We are deeply grateful to our community of MSME sellers who first kickstarted their online journey 10 years ago on our platform, and continue to partner us as they grow and unlock greater success through e-commerce,” Pang adds.

Cross-border transactions

E-commerce has also fueled the cross-border transactions of MSMEs, with more than 2.1 million sellers enrolling in Shopee’s export program since its launch in 2018.

“This growth highlights how e-commerce continues to enhance everyday life by bridging geographic barriers and supporting more inclusive access to the digital economy,” Shopee says.

The surge of video commerce has further helped MSMEs expand their market. Shopee Live has been one of the fastest-growing tools on the platforms, with orders climbing 300 percent annually.

READ: 10 years of empowering Filipino entrepreneurs: Shopee celebrates a decade of digital growth

Shopee’s affiliate marketing solutions pushed order volumes up by 30 percent.

Beyond sales, Shopee’s expansion has also extended into employment. More than 97 percent of its staff are locally hired, and its community of affiliates and creators has grown to more than 23 million.

Earnings of these partners have risen by about 90 percent each year.

Owned by Sea Limited, Shopee captured 48 percent of the regional online shopping market in 2024, according to Momentum Works. INQ