Exporters encouraged to embrace eCommerce

CEBU, Philippines — Philexport-Cebu aims to encourage more exporters to maximize the online commercial landscape by providing member exporters the know-how and the capacity to penetrate the eCommerce space.

Philexport-Cebu executive director Fred Escalona said, “we will do a lot of market research and invite IT players to Cebu to help our members know how to get into this eCommerce space.”

While the national Philexport organization in Manila has been doing this kind of initiative, Cebuano exporters will expect intensive programs starting next year geared towards coaching exporters on the most effective ways in expanding market reach through the eCommerce platform.

Although most (if not all) exporters now have presence online, Escalona said there are varied and right strategies that exporters may employ in terms of online presence, including hitting the right market, experts-backed market intelligence, among others.

He said the shifting of the market should be immediately embraced by exporters, specifically traditional companies that are yet to adapt updated marketing tools, and strategies, such as investing more on technology.

Undoubtedly, he added that the rise of the middle class, high spending power of the thick young consumers who are glued on technology, are living proof why exporters should also shift or overhaul their marketing approaches.

Philexport has been urging local exporters to prepare for the online trading platform to help their businesses grow, as they work together to achieve the export target of $122 billion to $131 billion by 2022.

In an earlier interview with IBM Philippines president and country manager Luis Pineda, he said that although Filipino business owners, including exporters are well aware of the need for their businesses to fully embrace the digital transformation, most have yet to put their money into it.

Pineda said while Filipino businesses are adapting fast enough compared to their ASEAN counterparts, Pinoy businesses should immediately put technology investments as their top priority.

With too many opportunities in the market, most often technology investments are the least of priorities, because there are a lot of "broken pieces" to be fixed.

While some have already started to spend for digital transition, most have not yet scratched the surface of the ideal "digital underpinning."

Escalona added that getting the company a stronger online presence also complements efforts of exporters to boost the domestic sales, which is a growth driver especially among the furniture sector. (FREEMAN)