Micro, small, and medium enterprises (MSMEs) in the Visayas and Mindanao regions are rapidly expanding their online presence, with sellers experiencing an average 51% jump in orders from 2023 to 2025, a new Shopee report reveals.
The study, titled The State of Digital MSMEs in VisMin: Growing Stronger in the Digital Economy, underscores a pivotal transition as regional entrepreneurs successfully overcome geographic barriers to capture a nationwide market.
By last year, leading VisMin merchants had already expanded their market reach to 81 out of 82 provinces in the Philippines, with over a third of their total shipments bound for Luzon.
This expanded consumer base catalyzed a 24% boost in overall sales revenue for VisMin online merchants, driven heavily by Visayan sellers who logged a 35% average increase in platform orders during the two-year timeframe.
”Recognizing the opportunities created by digital commerce, more and more MSMEs are finding that entrepreneurial ambitions once constrained by geography are now within reach. As businesses strengthen their capabilities and pursue opportunities across the country, Visayas and Mindanao are playing an increasingly important role in the country’s entrepreneurship and growth story,” said Vincent Lee, Head of Shopee Philippines.
This digital momentum was heavily propelled by an increased reliance on interactive e-commerce tools. Revenue generated through Shopee’s short-form video features soared by 209% between 2024 and 2025, while affiliate marketing collaborations linking regional sellers with online content creators multiplied 29-fold.
Looking forward, the e-commerce giant aims to help local merchants test international waters.
”The progress we are seeing across Visayas and Mindanao reflects how far MSMEs have come in embracing digital commerce, but there remains a significant opportunity for growth,” Lee added.