Filipino micro, small, and medium enterprises (MSMEs) were among the major contributors to Shopee’s growth as the platform reported over $270 billion in cumulative sales generated by sellers across its markets since 2015.
Data from Shopee’s first impact report show that MSMEs across Southeast Asia — including the Philippines — have doubled annually on average on the platform, as more local entrepreneurs shift online to widen their customer reach.
The e-commerce company noted that about 80% of MSMEs onboarded operate outside capital cities, a trend reflective of the Philippine market, where many provincial sellers depend on digital platforms to access nationwide buyers.
In the Philippines, livestream e-commerce has become a core growth engine for smaller brands. Shopee reported that MSME sellers across the region have seen an average yearly increase of over 300% in orders from Shopee Live, mirroring the local surge in livestream selling as Filipino consumers increasingly shop through real-time demos and “budol” sessions.
The company also highlighted the rise of the Philippine creator economy in boosting MSME visibility. Shopee’s Affiliate Marketing Solutions (AMS) — widely used by Filipino influencers — now contributes to around 30% of order increases for participating sellers, enabling provincial and home-based businesses to tap creator-led campaigns without major marketing budgets.
More Filipino sellers are also entering regional markets through the Shopee Export Program, which has onboarded 2.1 million MSME sellers across Southeast Asia since 2018.
The program allows Philippine merchants to list products in multiple countries with simplified logistics and fulfilment steps, helping local brands test overseas demand for categories like fashion, beauty, and handicrafts.
Shopee’s data reinforces a long-running trend in the Philippines: strong online spending outside Metro Manila. The platform said users from over 400 cities shop regularly, with more than 140 billion items purchased outside capital regions — a pattern reflected locally in growing orders from Visayas and Mindanao.
This nationwide demand has helped Filipino MSMEs grow despite traditional retail barriers such as limited foot traffic, high rental costs, and geographic isolation.
Shopee noted that its wider ecosystem — including creators, affiliate partners, and logistics and customer support teams — continues to support job generation.
Across the region, 23 million creators and affiliates now earn income through Shopee’s programs, a significant portion of which comes from the Philippines, one of the platform’s most active influencer markets.
As part of its 10th anniversary, Shopee will release a regional docuseries, “Keeping Cultures Alive,” which will include Filipino sellers showcasing how local craftsmanship — from traditional textiles to regional delicacies — is finding new audiences online.
