Shopee, the leading e-commerce platform in Southeast Asia, Taiwan, and Brazil, has launched the 2025 Tatak Pinoy MSME Training Roadshow, a nationwide initiative designed to help more Filipino MSMEs succeed online. Launched in partnership with local government units (LGUs) and national agencies, the multi-city roadshow kicks off in Mandaluyong. The first 10 stops will be completed by December 2025, expanding Shopee’s decade-long support for local business growth through e-commerce.
Now in its fifth year, Shopee’s Tatak Pinoy initiative has grown from a campaign celebrating Filipino sellers and products into a comprehensive program focused on long-term MSME development. For example, through Tatak Pinoy International, Shopee has supported nearly 200,000 local sellers and enabled the sale of over 22 million Filipino-made products overseas.
“Since day one, we’ve been committed to helping Filipino MSMEs succeed through technology. Over the past decade, we’ve seen how digitalization can create real, lasting impact not just for businesses, but for entire communities,” said Jack Ng, Head of Commercial, Shopee Philippines. “We’re building on that momentum by working hand-in-hand with LGUs to bring training and support to more communities, so even more MSMEs can grow and thrive online.”
This year also marks Shopee’s 10th year in the Philippines—a decade that includes nearly 100,000 hours invested in training and upskilling MSMEs nationwide. As Shopee’s Tatak Pinoy enters this new phase, Shopee continues to champion local craftsmanship and open new pathways for inclusive digital growth across the country and beyond.
A National Push for MSMEs Begins at Shopee’s Home Base
The roadshow kicks off with almost 200 local MSMEs in Mandaluyong City, Shopee’s Philippine home base and a longtime champion for local entrepreneurship. Known for its business-friendly climate and robust public-private partnerships, Mandaluyong embodies the shared commitment with Shopee to empower MSMEs as key drivers of digital inclusion and local development.
“We’re proud Mandaluyong is the launch city for Shopee’s Tatak Pinoy MSME Roadshow,” said Mayor Carmelita “Menchie” Abalos. “Our goal has always been to make it easier for entrepreneurs to start and grow their businesses, especially through accessible and practical digital tools. Partnering with Shopee allows us to bring critical training right to our communities and ensure more local sellers can thrive online.”
“Our small business owners are the backbone of Mandaluyong’s economy,” added Charisse Abalos, Councilor of Mandaluyong City. “Shopee’s Tatak Pinoy brings training and support where sellers are most comfortable: in their own communities. It’s about making sure entrepreneurs have the knowledge and confidence to build resilient, digital-first businesses.”
Empowering MSMEs, One City at a Time
The roadshow will travel to cities including San Juan, Pasig, Calbayog, Catbalogan, Quezon City, Calamba, Laguna, Naga, Meycauayan, and Guiguinto, with more stops planned across Luzon, Visayas, and Mindanao.
The modular curriculum offers practical, real-world guidance for entrepreneurs at every stage: from onboarding and product listing to advanced strategies like digital marketing, data analytics, and cross-border selling.
“We believe lasting progress for Filipino MSMEs is built on consistent, strategic partnerships with LGUs and local communities,” said Ng. “Our commitment goes beyond the roadshow itself; it’s about creating long-term, institutionalized support that empowers entrepreneurs at every stage. By working closely with our partners, we aim to create an impact that’s not only sustainable but truly transformative.”
Backed by an Ecosystem With a Shared Goal
As part of the roadshow, Shopee is also working closely with its trusted network of partners, all united by a shared mission to strengthen the MSME sector as a key pillar of inclusive national development.
In Mandaluyong, Shopee invited ecosystem partners, SPX Express and Monee, to lead focused sessions on two key enablers of e-commerce success: logistics and financial management, helping them build stronger foundations for sustainable growth and grow their businesses with greater confidence.
“Strategic collaboration among government, industry, and communities is essential for meaningful, long-term progress,” said Atty. Eryl Royce R. Nagtalon, Officer-in-Charge, Department of Trade and Industry – E-Commerce Bureau. “Shopee’s Tatak Pinoy campaign exemplifies private sector leadership that complements our national efforts to promote inclusive digital development.”
Together, these partnerships reflect a shared commitment to building a digital economy that leaves no MSME behind. Through technology, training, and collaboration, Shopee’s 2025 Tatak Pinoy MSME Roadshow is helping communities unlock new opportunities by empowering local entrepreneurs, one city at a time.
