E-commerce has opened new opportunities for Filipino micro, small, and medium enterprises (MSMEs) to reach customers beyond their immediate communities. For entrepreneurs starting with little experience in online selling, however, learning how to run and grow a digital business can be just as important as finding the right product.
For Jennalyn “Jenna” Indigado, founder of Samara Baby & Kids, that learning journey began in 2018 when she started selling baby essentials on Shopee while caring for her three children at home.
What began as a side hustle eventually became the family’s main livelihood. For decades, her husband’s family had relied on hog raising as its primary source of income. However, the outbreak of African Swine Fever (ASF) devastated the business, forcing the family to rethink its future.
“I can still remember the time when we did full-time with Shopee. That’s the time we got hit by ASF,” she shared. “My husband and I decided to let go of the agriculture business and take the risk and put our spare savings and go full-time with Shopee.”
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