Filipina mum: From 2,000 pesos to a thriving online business empire

MOMPRENEUR RUBY CARISO: In the fiercely competitive realm of e-commerce, where success can be elusive, one Lazada 'mompreneur' has shattered stereotypes by transforming a humble Php2,000 ($35) investment into a flourishing business empire worth millions of pesos. Filipina mum Ruby Cariso is a symbol of unwavering determination, resilience, and the spirit of women-owned businesses dominating e-commerce, according to one report.

UNCONVENTIONAL JOURNEY: Cariso’s path to success was far from conventional. She endured a decade of challenges, including the loss of her family's belongings in a robbery. However, her determination to turn her life around burned brightly amidst adversity, kindling a flame of hope within her.

DIGITAL COMMERCE HYPER-GROWTH: Women sellers in the Philippines comprise two-thirds of the total sellers in online shopping platform Lazada, the International Finance Corp (IFC) noted. Its report focusing on women and e-commerce in the Association of Southeast Asian Nations (Asean) states that supporting women entrepreneurs through training and financial services will allow them to inject an additional $280 billion in the e-commerce market in Southeast Asia between 2025 and 2030. This growth has been aided by a 5,000-per cent spike in digital payments, according to the Philippine central bank.

BAD START: In her journey as a mompreneur, it was never easy. In 2005, her gadget and phone accessory store in Valenzuela (Manila) was broken into and robbed. Though she tried to revive the business, Ruby and Lester fell into debt and had to close shop. Ruby then decided to try it out with Lazada. Ruby started her store, Precious Cornerstone Shoppe, in 2017. She sells beauty products such as serums, creams, beautifying oils with the help of her husband Lester and their two employees. 

PHP2,000 CAPITAL: In April 2017, armed with a mere Php 2,000 in capital, Ruby embarked on her e-commerce journey by joining Lazada as a seller. Little did she know that her life was on the cusp of a dramatic transformation. Within a day of listing her products, she was pleasantly surprised to receive eight orders. This was just the beginning of her journey. Prior to that, in 2015, Ruby decided to set up a buy-and-sell online business. She bought random items like bags at Divisoria and sold them on social media. The business brought in some money. In 2017, she received an email invitation to Lazada.

PERSISTENCE: Researching other products trending online, she homed in on beauty products. Her initial assortment contained five products. To her surprise, her first payout totalled Php54,000. Within six months, Lester had resigned to help her work on the store. By 2018, Ruby and Lester were able to buy a vehicle and move into their own home. When Ruby’s mother suffered a stroke, Ruby was able to cover her medical expenses. Today, Precious Cornerstone Shoppe has an assortment comprised of 200 products. Ruby also manages 300 resellers nationwide. 

MONEY SPINNER: As the year progressed, Ruby's sales on Lazada soared, eventually reaching an astounding Php2 million from a single product. Her story goes beyond financial success; it's about setting profound, meaningful goals. "Money is a tool, not the goal," Cariso emphasised, underscoring her dream of providing employment to 100 individuals —a vision she is steadfastly pursuing through her growing business.

INSPIRATION: Cariso’s journey from a Php 2,000 investment to millions serves as a beacon of inspiration for all those who dare to dream, proving that with determination, hard work, and the right support, anyone can turn their dreams into reality. Lazada has invited potential mompreneurs to seize the opportunity and embark on their own journey.

SELLER AMBASSADOR: Apart from her goals for the store, however, Ruby also wants to give back. In 2020, she became a Lazada Seller Ambassador after a rigorous application and screening process. Ruby aims to use her platform to inspire her co-sellers to improve their stores. “If I can do it, so can you,” she says in a video to sellers. “You might even surpass my success!”

REGIONAL FLAGSHIP OF ALIBABA: Lazada boasts the most extensive array of brands and sellers. In 2016, Lazada ascended to the role of the Alibaba Group's Asean regional flagship, fortified by Alibaba's top-tier technological framework. Lazada provides an array of programs and services, including seller training, akin to a golden ticket to e-commerce success. Lazada Mompreneurs have access to a dedicated team of seller support representatives ready to address questions and hurdles, ensuring they feel like the superheroes they truly are. Lazada envisions to cater to 300 million customers by the year 2030.

SPIKE IN DIGITAL PAYMENTS: E-commerce growth is driven in part by e-payments. BSP, the country’s central bank reported that the level of adoption of digital payments in 2022 is “extremely encouraging”. It noted that volume of digital payments has grown substantially, reaching 42.1 per cent of the total retail payments while the value of digital payments is now at 40.1 per cent. Meanwhile, Statista reported that the segment digital commerce has the largest number of users with 47.27 million users in the Philippines, out of a population of around 110 million. Statista noted that digital remittances segment has huge room to grow, with only 0.15 million users in the Asian country in 2022.

MEET UP: Lazada, the leading e-commerce platform, recently hosted a Mompreneur Meet-Up—an event dedicated to women who gracefully juggle motherhood with entrepreneurship. Among these extraordinary women, Ruby Cariso stood out, radiating the joy that comes from pursuing one's dreams with unwavering dedication.

ASIAN E-COMMERCE PLATFORM: Ruby's online store on Lazada. Established in 2012, the Lazada Group stands as the premier e-commerce platform in Southeast Asia. It currently operates across six nations, including Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. The platform unifies region through its technology, efficient logistics, and secure payment systems.

DIGITAL SELLER: Another example is Evan Marie Maderazo, a seller based in the Philippines who operates on Lazada, has been showcasing her uniquely crafted footwear since the age of 18, both at local bazaars and through her personal website. Her footwear collection is meticulously handcrafted by skilled artisans using raw materials, with 70% of these materials being locally sourced from micro-communities within the Philippines. Recognizing the potential to broaden her customer reach, Evan Marie wasted no time in registering her brand, Sundals, on Lazada in 2019. As a result of this strategic move, the sales of her footwear have skyrocketed, experiencing a remarkable 300 per cent increase in sales to date. Her journey was recently highlighted in a World Bank report.

FROM HOUSEKEEPER TO E-COMMERCE: Maylyn Bartolome, a former housekeeper, tells a similar tale. She spent years working abroad in order to send what little money she did make home. When she finally made the decision to return home, she utilized her earnings to open a modest printing shop in a mall in Quezon City. Due of excessive rent prices and insufficient customer traffic, the company failed within three months. Maylyn discovered the Lazada Mompreneurs program while searching for a way to support her expanding family. Using the printers she had been given from her previous enterprises, she posted an offer to print personalized shirts, bags, and backpacks on the Lazada platform. With assistance, her DesignPlus company has rapidly expanded to not only become the family's primary source of income but also a method to make long-term plans.