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.”
Admitting that she entered e-commerce with little knowledge of online selling, digital marketing, or even the garment industry, Jennalyn committed herself to learning every aspect of running an online business.
That mindset pushed her to take advantage of every learning opportunity available through Shopee’s seller programs. From webinars and mentorship sessions to guidance from dedicated account managers, Jennalyn immersed herself in learning how to build and grow her business.
Shopee’s tools helped her navigate the ins and outs of the e-commerce industry, from understanding customer behavior and improving product visibility to planning inventory, participating in campaigns, and making better business decisions using platform insights.
“I made the most out of it. I really grabbed all the offers from Shopee, be it webinars, be it mentorship, or any assistance from my managers,” she said.
Jennalyn also credited her Shopee account managers for supporting the business as it grew. Over the years, that working relationship became more personal. Most of them, in fact, were such reliable business partners that they eventually became like family to the Samara Team.
“Whenever we visit Shopee’s headquarters, it feels like visiting family or friends,” she added. “Even when they come here [in Samara], they know my kids as well.”
As her understanding of e-commerce grew, so did the business. Shopee’s campaigns, vouchers, free shipping initiatives, and marketing tools helped Samara Baby & Kids reach customers beyond its immediate market and expand its presence nationwide.
“Shopee has given me the opportunity to reach all corners of the Philippines. Without me going to Mindanao, without me going to Visayas, they gave me the opportunity to sell at scale,” Jennalyn said.
Today, Samara Baby & Kids offers hundreds of products for babies and has built a following of more than 1.7 million on Shopee. More importantly, the business has grown to employ around 400 people. For Jennalyn, however, the bigger measure of success is whether the business can continue creating opportunities for the people who helped build it.
“In the past, my goal was to provide for my family. That’s my first goal. But, when you see the people around you that makes it all possible, your goal changes. The goal is not just for yourself anymore, but for the people that you are with in search of better livelihood opportunities,” she added.
She shared that many of the employees who stayed with the company through the difficult years have since been able to improve their own lives.
“During the pandemic, one of our workers was just riding a bike or just walking… But now, they were able to acquire their own house and lot. Someone has a tricycle, and another even saved up for their first car.”
Lessons for aspiring MSMEs
After years of building Samara Baby & Kids, Jennalyn believes continuous learning, adaptability, and listening to customers are key to helping MSMEs grow over the long term.
“First, never stop learning. As long as there’s an opportunity to learn, grab it. Second, don’t be afraid to pivot or don’t be afraid of change. And third, have a good relationship with the people around you,” she encouraged.
Her own journey reflects those lessons. From starting with little experience in e-commerce, Jennalyn learned how to navigate online selling with the help of Shopee’s seller education, platform tools, and account managers, while continuing to adapt as the business grew.
What began as a small online venture has since become a business that reaches customers nationwide and provides livelihoods for hundreds of Filipinos.
“Shopee created a platform not just to buy and sell products, but also to create opportunities to learn, grow, and build a business. And those opportunities extend beyond us sellers to the people behind the scenes who help make all of this possible,” Jennalyn concluded.
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