Shopee and the Iloilo City Government are deepening their partnership under the city’s Sustainable Income Generation Through Entrepreneurship, or SIGE Asenso, program by introducing sustained quarterly digital commerce coaching.
The initiative marks the first time a Tatak Pinoy MSME Roadshow engagement has evolved from a single workshop into an ongoing local government partnership. It builds on the program’s first year, during which more than 1,200 businesses across 20 cities and municipalities received practical digital commerce training.
From a one-time workshop to sustained support
The Tatak Pinoy MSME Roadshow works with local governments to bring e-commerce training directly into communities. During its first year, several LGUs requested repeat sessions to reach more entrepreneurs, while Shopee also developed tailored activities for groups such as families of Philippine National Police Eastern Police District personnel and members of MSME organizations.
The program combines Shopee’s guidance on starting and scaling an online business, SPX’s expertise in logistics and fulfillment, and Monee’s financial literacy training for small businesses. Topics include managing finances, cash flow, online operations, and the practical requirements of selling through digital platforms.
“Meeting entrepreneurs in different communities gave us a clearer view of what they need when starting or growing a business online,” said Jack Ng, head of commercial at Shopee Philippines. “Bringing practical training closer makes it easier for them to access support, but we also learned that continued guidance matters as they begin applying what they learn.”
“That’s what’s shaping how we’re evolving the Roadshow into its second year,” he added.
Quarterly coaching under SIGE Asenso
Under the partnership, Tatak Pinoy Roadshow coaches will return to Iloilo every quarter to train participants enrolled in the city’s SIGE Asenso capability-building initiatives. Participating MSMEs will receive quarterly coaching from Shopee, SPX, and Monee on different aspects of operating an online business. Eligible graduates who begin selling on Shopee will also receive a six-month onboarding support package, continued coaching between sessions, and access to information on business registration and related government services.
“Entrepreneurs need different kinds of support as their businesses develop,” said Iloilo City Mayor Raisa S. Treñas. “This partnership complements what the city is already building through SIGE Asenso, giving participants regular access to practical guidance that can help them start selling online or improve how they currently operate.”
One-stop support for business registration
In addition to the Tatak Pinoy training, entrepreneurs received on-site guidance through a one-stop shop for business registration and related services. Participating government agencies included the Department of Trade and Industry, Bureau of Internal Revenue, Food and Drug Administration, Department of Information and Communications Technology, Department of Agriculture, and Bureau of Fisheries and Aquatic Resources, along with other national agencies and local government offices.
Expanding the model to other communities
As the Tatak Pinoy MSME Roadshow enters its second year, Shopee said it will explore deeper and more sustained partnerships with other local governments. The next phase will be shaped by lessons from the program’s first year and by the needs of individual communities. “We want to give entrepreneurs practical support wherever they are in their business journey,” Ng said. “What we learned from our partnerships in Year 1 and now with Iloilo City will help shape how we build similarly meaningful collaborations with other local governments going forward.”
In Summary
Shopee and the Iloilo City Government are turning the Tatak Pinoy MSME Roadshow into a sustained quarterly coaching program under SIGE Asenso. The partnership combines e-commerce training, logistics guidance, financial literacy, onboarding support, and access to government business services.