The e-commerce business in the Philippines is rapidly evolving, with digital platforms transforming how small businesses operate in the online space. Leading this shift is Macy Castillo, co-founder and CEO of Enstack, whose AI-powered, no-code eCommerce store builder simplifies the process of setting up fully integrated online stores. With over a decade of experience in the e-commerce and tech industries, Macy’s innovative contributions are reshaping Southeast Asia’s digital economy, making online business more accessible and efficient for entrepreneurs.
Macy’s inspiration to co-found Enstack came from firsthand experience in eCommerce. “Working in eCommerce for years, I saw how hard it was for small businesses in the Philippines to grow online,” she shares with The Global Filipino Magazine. The lack of simple, affordable, and fit-for-purpose tools motivated her to create Enstack. “Our platform makes it easy for businesses to sell online with an eCommerce store that comes with built-in payments, delivery, and tools to manage orders—all in one app.”
Her vision goes beyond just technology; it’s about empowering entrepreneurs, especially women, to thrive in the digital economy. By addressing challenges that hinder small businesses, Enstack aims to offer entrepreneurs more control and opportunities for a better future.
Macy’s extensive background includes key roles at Shopee Philippines, Oriente, and Zalora. Her tenure at Shopee Philippines, where she was the first country lead, was particularly formative. “At Shopee, I saw the power of understanding the local market—things like how Filipinos shop, how they prefer to pay, and how deliveries are done,” she explains. This insight helped shape Enstack’s localized approach, including the integration of cash-on-delivery options and affordable shipping solutions.
Her time at Zalora underscored the importance of education in technology adoption. “Even if a tool is useful, it won’t help if people don’t know how to use it or see its value,” Macy reflects. These experiences influenced her leadership at Enstack, ensuring the platform is intuitive and tailored to Filipino sellers’ needs.
Standing out in a competitive market
What makes Enstack unique is its focus on empowering entrepreneurs to maintain control over their businesses. “Unlike marketplaces that have strict rules and high fees, Enstack helps you create your own online store where you make all the decisions,” Macy highlights. By adopting a direct-to-customer (D2C) model, Enstack enables merchants to own their brands, set prices, and manage logistics without middlemen.
For sellers accustomed to social media platforms like Facebook and Instagram, Enstack bridges the gap. “Our checkout feature allows customers to pay easily while helping merchants track orders—all without the hassle of juggling multiple apps,” Macy explains. Partnerships with logistics and payment providers ensure nationwide reach, with delivery options covering 99% of the Philippines.
Affordability and simplicity are also at the core of Enstack’s offerings. “It’s designed to help sellers grow their businesses while keeping more of their hard-earned money,” she adds.
Introducing a new eCommerce platform in a market accustomed to traditional methods wasn’t without hurdles. “One big challenge was convincing Filipino sellers, especially those used to Facebook or Instagram, to try something new,” Macy recalls. Demonstrating the platform’s value was key.
She shares the story of a boutique clothing seller in Cebu who transitioned from managing orders manually through chat to using Enstack’s streamlined system. “This change helped her double her sales and save time,” Macy notes. Success stories like these have built trust among sellers and encouraged wider adoption.
Advancing women in tech
As an advocate for women entrepreneurs, Macy offers sage advice for aspiring female business leaders. “Every problem has a solution—you just need to stay determined and focused,” she says. Reflecting on her journey, she acknowledges the challenges of facing doubts and criticism but emphasizes the importance of perseverance and vision.
“Build a support system of people who believe in you and create an environment where different voices and perspectives are valued,” she advises. To Filipinas eyeing a future in tech or eCommerce, she adds, “Your ideas and skills are powerful. Don’t be afraid to step up and take your place in the industry.”
Enstack is continuously evolving to better serve its users. Upcoming features include AI tools designed to optimize business operations. “Soon, we’ll roll out AI tools that help sellers write better product descriptions, turn chats into seamless checkouts, and manage their stores effortlessly,” Macy reveals. These enhancements aim to save time and increase earnings, empowering merchants to focus on growth.
Enstack’s robust logistics and payment systems remain a game-changer for businesses nationwide. With options ranging from same-day shipping to standard delivery, the platform ensures seamless service for both sellers and customers.
Looking to the future, Macy envisions expanding Enstack’s reach across Southeast Asia. “There are over 10 million small businesses in the Philippines and 70 million across Southeast Asia—all waiting for the opportunity to grow in the digital economy,” she explains. With the region’s online economy projected to hit $1 trillion by 2030, Enstack is poised to help Filipino entrepreneurs claim a significant share of this growth.
Building a brighter future
Macy’s mission is deeply personal. “With Enstack, sellers won’t just be selling—they’ll be building their future,” she emphasizes. For Filipinos abroad, she encourages supporting loved ones back home in launching eCommerce stores.
