From Provinces to the Nation: How Shopee Helps Rural Businesses Go Digital and Thrive

From the quiet coastal towns of Marinduque to the lush cacao farms of Sarangani, two rural entrepreneurs are proving that tradition and innovation can grow hand in hand.

Meet Rey’s Bakeshop and Don Ricardo Chocolate Shop, two local businesses with unique stories, rooted in community and heritage. What they share is a dream: to bring the rich flavors of their provinces to homes across the Philippines. With the help of Shopee and digital tools, these small-town brands are now reaching customers nationwide, showing how rural micro, small, and medium enterprises (MSMEs) can thrive in the digital economy.

A Legacy of Local Flavor

In the heart of Marinduque, Rey’s Bakeshop began in 1987 in the humble kitchen of retired home economics teacher Josefa Rodil. Her uraro, or arrowroot cookies, quickly became a local favorite. The recipe and the passion was passed down through generations. Now led by granddaughter Eunice Rey-Montesa, the business is proudly keeping the family legacy alive while evolving to meet modern tastes and tools.

Thousands of kilometers away in Sarangani, Ricardo B. Magnayon Jr. turned a failed rubber farming plan into a sweet success story. During the pandemic, he launched Don Ricardo Chocolate Shop to support fellow cacao farmers and create premium local chocolate products. The shop opened in 2020 and quickly became a beacon of resilience and ingenuity in the region.

Breaking Barriers, Building Online

For both businesses, the path to growth hasn’t been easy. Logistics costs, limited market access, and a lack of digital know-how made it hard to scale. The pandemic made things worse.

“We really struggled,” shared Eunice. “Sales stopped. It was tough not just for our family, but for our resellers and staff. We had to find another way.”

In Sarangani, Don Ricardo Chocolate faced similar roadblocks. “Because of lockdowns, we could only sell in General Santos. Our only channel was Facebook,” said Princess, a company representative. “We knew we needed to go digital, but we didn’t know where to start.”

That turning point came through Shopee. With the help of the Department of Trade and Industry’s (DTI) E-Commerce Program, Rey’s Bakeshop began selling online. “DTI introduced us to Shopee and taught us how to list products,” said Eunice. “We were surprised. Orders started coming in from Cavite, Laguna, even Metro Manila!”

Shopee also opened new doors for Don Ricardo Chocolate. “We wanted to be visible to more customers and give them a smooth way to buy our products,” said Princess. “Shopee made that possible.”

Digital Tools with a Human Touch

Today, Don Ricardo Chocolate is enjoyed in over 30 provinces, while Rey’s Bakeshop ships throughout Luzon and beyond. But behind the growth is more than just online listings. It’s an ecosystem of support.

DTI provided mentorship, training, and capacity-building. Shopee offered tailored tools for MSMEs: user-friendly seller centers, built-in logistics, and nationwide reach. This combination empowered both brands to scale confidently and sustainably.

Rey’s Bakeshop is now working towards FDA-LTO certification to boost product safety and trust. Don Ricardo, meanwhile, recently opened its flagship café in General Santos and is preparing to launch its first Metro Manila location in Quezon City.

Growth That Gives Back

For these entrepreneurs, success isn’t just about selling more. It’s about giving back. Rey’s Bakeshop supports local uraro growers in Marinduque. Don Ricardo Chocolate uplifts cacao farmers, giving them a more stable market and higher value for their crops.

Their stories are proof that digital transformation doesn’t erase roots, it strengthens them. With the right platforms, rural businesses can stay true to their identity while expanding their reach.

More Than Products: Purpose-Driven Growth

The journeys of Rey’s Bakeshop and Don Ricardo Chocolate Shop show us that rural MSMEs don’t have to leave home to grow. With perseverance, community support, and the right digital tools, even small-town businesses can make a national impact.

Their success isn’t just in the orders they ship, it’s in the lives they touch, the traditions they preserve, and the future they build for their communities.