Iloilo marks the first sustained local government partnership under Tatak Pinoy, moving beyond a single
Roadshow stop into ongoing coaching
ILOILO CITY, Philippines, July 31, 2026 — Shopee and the Iloilo City Government are deepening their partnership under the city’s Sustainable Income Generation Through Entrepreneurship (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 partnership with a local government.
The announcement was made during the culmination of the Tatak Pinoy MSME Roadshow’s first year, which provided practical digital commerce training to more than 1,200 businesses across 20 cities and municipalities.
Designed as a grassroots capability-building program, the Roadshow works with local governments to bring training directly into communities, making practical e-commerce guidance more accessible to entrepreneurs.
During its first year, several local government units requested repeat sessions to reach more constituents. Shopee also developed tailored sessions for groups, including families of Philippine National Police Eastern Police District personnel and members of MSME organizations.
Tatak Pinoy brings together practical guidance covering different aspects of operating a business online.
Instead of requiring entrepreneurs to seek support from separate providers, the Roadshow combines Shopee’s expertise in helping businesses start and scale online, SPX’s guidance on logistics and fulfillment, and Monee’s financial literacy program for small businesses, including financial and cash flow management.
FROM A SINGLE WORKSHOP TO SUSTAINED COACHING
The Roadshow’s first year highlighted a consistent insight: bringing training closer gives entrepreneurs an important starting point, but many also benefit from continued guidance as they apply what they have learned.
“Meeting entrepreneurs in different communities gave us a clearer view of what they need when starting or growing a business online. 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,” said Jack Ng, Head of Commercial at Shopee Philippines.
“That’s what’s shaping how we’re evolving the Roadshow into its second year,” he added.
In Iloilo, that approach will take shape through quarterly engagements with participants in the city’s SIGE Asenso capacity-building initiatives.
Under the partnership, Tatak Pinoy Roadshow coaches will return to Iloilo every quarter to train participants already enrolled in the city’s SIGE Asenso programs.
Participating MSMEs will receive:
• Quarterly coaching from Shopee, SPX, and Monee covering different aspects of running an online business
• A six-month onboarding support package for eligible graduates who begin selling on Shopee
• Continued coaching between sessions as participants apply what they have learned
• Access to information on business registration and related government services
“Entrepreneurs need different kinds of support as their businesses develop. 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,” said Iloilo City Mayor Raisa S. Treñas.
Aside from Tatak Pinoy training, entrepreneurs also received on-site assistance through a one-stop shop for business registration and related services.
Participating 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 government agencies and local government offices.
As the Tatak Pinoy MSME Roadshow enters its second year, Shopee will explore deeper and more sustained partnerships with other local governments.
The company said these future collaborations will be shaped by lessons from the program’s first year to ensure that its initiatives remain responsive to the needs of each community.
“We want to give entrepreneurs practical support wherever they are in their business journey. 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,” Ng said.
ABOUT SHOPEE
Shopee is a major e-commerce platform in Southeast Asia and Taiwan and a leading e-commerce platform in Brazil.
The company promotes an inclusive and sustainable digital ecosystem by helping businesses digitalize and expand their online presence, enabling more people to access digital services, and supporting local communities.
Shopee provides an easy, secure, and engaging online shopping experience used by millions of people daily.
The company is also a key contributor to the digital economy, with a commitment to helping homegrown brands and entrepreneurs succeed in e-commerce.
Shopee is part of Sea Limited, a global technology company listed on the New York Stock Exchange under the symbol SE.
Sea’s mission is to improve the lives of consumers and small businesses through technology across its three core businesses: Shopee, Garena, and Monee.
