As the year of 2024 comes to an end, we sought insights from prominent figures across the Southeast Asian tech landscape. These leaders reflected on their triumphs throughout the year, sharing valuable perspectives on their achievements and the challenges they overcame. Furthermore, they unveiled their ambitious aspirations, meticulously outlined their strategic plans for 2025, and offered insightful predictions on the trajectory of the tech industry in the coming year.
We talked to Macy Castillo, Enstack Chief Executive Officer and Co-Founder, to learn more about the company’s achievements in 2024, its plans and priorities in 2025. She also shared her views on the outlook of the tech ecosystem in the Philippines for the new year.
Headquartered in Taguig, in the Philippines, Enstack said it is changing how businesses are built by empowering everyone to become entrepreneurs. As the country’s leading mobile app-based store builder, with just a few taps, one can start selling online or in-person and manage business entirely on mobile phone — no coding or design skills required.
The platform will help business manage orders, ship packages, accept payments, track inventory, control finances, and more. Since its launch in October 2022, the integrated platform has quickly grown its user base to over 200,000 entrepreneurs.
How was Enstack’s 2024?
2024 was a breakthrough year for Enstack, marking a new era of digital entrepreneurship. With high-impact partnerships and cutting-edge AI-driven features, we redefined how businesses launch and scale online. Over 200,000 entrepreneurs built their digital storefronts with Enstack, leveraging smart, simple tools to grow faster than ever. Their success fueled explosive growth, with annualized GMV surging to $130 million—nearly triple the previous year.
Strategic partnerships played a crucial role in this success. Collaborations with the Department of Trade and Industry (DTI) and local government units (LGUs) enabled more local business owners to adopt Enstack, streamlining operations and expanding their reach. A partnership with Canva empowered merchants to create stunning store visuals effortlessly.
At the same time, we doubled down on innovation with Enstack Magic, an AI-powered assistant that instantly generates logos, product descriptions, and marketing materials, making it even easier for businesses to start and scale.
Every milestone reaffirmed our commitment to transforming small businesses into thriving online brands. As we continue to push boundaries, Enstack remains the go-to partner for entrepreneurs navigating the world of e-commerce.
What are your expectations/aspirations for 2025? What are the plans of Enstack in 2025? What is the focus in the new year?
2025 is set to be a game-changing year for Enstack. We’re redefining how MSMEs grow—leveraging AI to optimize business operations, making financial tools more accessible, and expanding across Southeast Asia.
Democratizing AI. Unlike traditional SaaS, Enstack’s built-in AI agents proactively manage and optimize your business—seamlessly, efficiently, and affordably. We’re democratizing AI, giving MSMEs in emerging markets access to world-class tools tailored to their needs.
Fueling MSME Growth. By offering flexible payment options like Buy Now, Pay Later through GGives and BillEase, we’re helping merchants reach more customers and increase sales. And through our partnerships with the Department of Trade and Industry (DTI) and Local Government Units (LGUs), more entrepreneurs can access the digital tools they need to scale.
Investing in Southeast Asia’s Digital Future. Our expansion into Thailand marks the first step in bringing Enstack’s smart business solutions to more MSMEs across the region, empowering millions of underserved entrepreneurs. This is just the beginning—we’ll continue to invest in the digital economy and the future of MSMEs.
How is the outlook for 2025 for the tech ecosystem in the Philippines?
The Philippine tech ecosystem is set for another breakthrough year in 2025, driven by e-commerce, fintech, AI, and strong government support. As more businesses move online, the e-commerce market is expected to reach $35 billion in GMV, with online shopping becoming a daily habit for Filipinos. This shift is transforming how entrepreneurs sell and scale. Fintech is reshaping business operations by making digital transactions more seamless. With digital wallets, payment gateways, and lending solutions, MSMEs now have greater access to financial tools—bridging gaps for those previously excluded from traditional banking. At the same time, AI is driving even greater efficiency, automating processes, and helping businesses scale faster than ever.
From customer engagement to business management, these technologies are transforming how entrepreneurs operate in the digital space.
Government support remains a crucial pillar in this evolution. Initiatives like the Tatak Pinoy Act continue to strengthen local businesses by promoting Filipino-made products and fostering a more inclusive digital economy.
As the Philippine tech ecosystem scales to new heights, Enstack is growing alongside it—driving innovation, expanding partnerships, and equipping even more entrepreneurs with the tools to thrive in an increasingly digital economy.