For Philippine micro, small, and medium enterprises (MSMEs), the promise of e-commerce is no longer a distant dream—it is a current reality in the marketplace. Valued at over USD 35 billion in 2023 and accounting for 8.4% of the country’s national GDP, the digital economy now relies heavily on e-commerce logistics. Here is what MSMEs need to know about the support e-commerce platforms offer—and why getting on board is an essential, proven step toward growth.
E-Commerce Platforms: More Than a Marketplace
Many MSMEs hesitate, thinking that platforms like Lazada, Shopee, or Zalora are just online storefronts that leave sellers to handle deliveries on their own. The truth: these platforms are extensive, tech-driven ecosystems that manage the major parts of the supply chain.
Integrated fulfillment networks. Partnering with leading logistics providers—such as J&T Express, Flash Express, and Ninja Van—e-commerce platforms offer nationwide coverage and automated services from the moment an order is placed. Lazada’s and Shopee’s automated sortation centers, powered by over 300 high-speed sorting lines, ensure error-free, rapid order fulfillment. For MSMEs, this means they can compete with large brands on shipping speed and reliability without the need to invest in costly infrastructure.
Seamless pickup and delivery. Gone are the days when a logistics company would only be interested in a minimum number of orders. With policies like Flash Express’ “no minimum parcel volume” pickups, the sale of a small business is delivered to the customer’s doorstep at the same standard. These platforms also extend reach well beyond Metro Manila, opening the doors to underserved provincial and regional markets.
Real-time tracking and transparency. Buyers—and sellers—expect instant visibility. E-commerce logistics engines now provide real-time delivery tracking, SMS/email notifications, and digital dashboards tailored for even first-time users. Ninja Van’s API-first architecture directly links to the seller’s shop’s backend, reducing lost orders and delays, and providing up-to-the-minute information from warehouse to destination.
Logistics Support Extends Beyond Delivery
Inventory and returns management. Platforms offer digital inventory management and handle returns—often at no extra cost. For apparel sellers on Zalora, for instance, reverse logistics can turn a refund hassle into a competitive advantage.
Payment and financial integration. E-commerce logistics now means flexible, tech-enabled payment options, including digital cash-on-delivery services like GCash-on-Delivery, allowing MSMEs to access a broader customer base—those wary of upfront, purely online payments.
Training, tech, and trust—not just transactions. Whether it is Shopee’s training modules, Lazada’s dedicated “Lazada University,” or the nationwide “E-Onboard na’ Yan!” program of the Department of Trade and Industry (DTI), support for MSMEs does not end at logistics. DTI’s initiative provides step-by-step guidance for entrepreneurs—from digital registration and payment setup to cybersecurity awareness—helping bridge the skills gap and build confidence in online trade.
Through the DTI MSME Tech Tools portal, entrepreneurs also gain access to curated digital starter kits, logistics and payment solutions, and expert tutorials—all designed to make e-commerce onboarding faster and simpler.
Government-backed partnerships. The Department of Science and Technology (DOST) signed an agreement with Lazada in September 2025 to onboard thousands of DOST-assisted MSMEs. DTI complements this with partnerships with Lazada, Shopee, and TikTok Shop through its “Unlad Lokal” and digital trade fair programs, where MSMEs can fast-track onboarding and receive exclusive training modules in marketing, fulfillment, and analytics.
Together, these government-led efforts—DOST’s science-backed incubation and DTI’s business enablement—create a powerful dual engine for MSME digitalization and logistics inclusion.
Concrete Steps for MSMEs Ready to Start
Register and onboard. Platforms like Lazada and Shopee have MSME-tailored onboarding processes. With DTI’s “E-Onboard na’ Yan!” events and online tools, entrepreneurs can typically complete registration using basic business documents and bank details—often within a single business day.
Tap into support systems. Participate in DTI’s live webinars, Tech Tools tutorials, and peer-support events to maximize understanding of platform features and compliance requirements.
Build consumer confidence. Once onboard, apply for the E-Commerce Philippine Trustmark for added legitimacy and trust in the eyes of digital consumers.
Start small—but start. E-commerce logistics now accommodate any volume. There is no need to wait for scale before joining; the support structures are already in place.
Utilize logistics data. Utilize built-in analytics dashboards to monitor delivery performance, pinpoint high-traffic periods or regions, and optimize business for maximum efficiency.
Final Word: The Opportunity Is Now
The Philippine logistics sector, driven by e-commerce, is steadily overcoming old barriers—distance, volume thresholds, and tech intimidation. The story is no longer about why MSMEs should join; it is about how much more competitive, resilient, and prosperous they become when they do.
With robust private-sector logistics innovations backed by DTI and DOST programs for onboarding, training, and trust-building, MSMEs today are well-equipped to transition from informal selling to credible, competitive, and fully digital commerce.
If you are an MSME owner on the brink of this change, the message is clear: take the leap. You will discover the support, technology, and opportunities waiting—not just to keep pace, but to stay ahead.
[Alfredo E. Pascual is an Independent Director at BDO Unibank and Megawide Construction, a Regent at the University of the Philippines (UP) System, and Chairman of the Philippine Council for Foreign Relations. He served as Secretary of Trade and Industry, President of UP System, Director of Private Sector Operations and Advisor for PPP at the Asian Development Bank (ADB), President of the Management Association of the Philippines (MAP), President & CEO of the Institute of Corporate Directors (ICD), and Finance Professor at the Asian Institute of Management (AIM).]
