The e-commerce industry is booming—and it shows no signs of slowing down. Experts predict that by 2040, 95% of purchases will be made online. But with millions of online stores competing for attention, the challenge for Filipino entrepreneurs isn’t just about setting up shop—it’s about standing out.
According to Fitz Villafuerte, a Registered Financial Planner (RFP) and entrepreneur, digital marketing is no longer optional. In an interview with Financial Adviser PH, he explained:
“If you want customers to find you and keep coming back, you need a digital marketing strategy that builds trust. Content, social media, and email are the tools that help you create that relationship.”
Here’s how Villafuerte says business owners can win customers online.
Start With Content That Matters
Villafuerte believes content is the foundation of any digital strategy. “Great content positions your e-commerce site as the go-to resource for your target market,” he said.
But content doesn’t just mean blog posts. He suggests mixing it up with videos, photos, and newsletters to keep audiences engaged. “Variety makes people stay longer on your site and increases the chance they’ll come back,” he explained.
Most importantly, the content must be written for a specific audience—not a general one. “Write as if you’re speaking directly to your ideal customer. That’s how you make a strong impression,” Villafuerte said.
Social Media: The Relationship Builder
Social media is one of the most powerful tools for e-commerce—if used properly.
Villafuerte follows the 80:20 rule for social media content: 80% should deliver value, and only 20% should be direct promotions. “Customers don’t want to be sold to all the time. They want brands they can connect with,” he explained.
He points out that social media is also about storytelling. “Show how your products solve real problems. Highlight what makes your business different. When people see your story, they don’t just buy—they become loyal customers,” he said.
With billions of users on platforms like Facebook, even small businesses in the Philippines can compete for attention by building authentic relationships. “If customers feel connected to you, they’ll not only buy from you—they’ll advocate for you,” Villafuerte added.
Why Email Still Works
Despite the rise of social platforms, Villafuerte insists email marketing remains one of the most effective tools for e-commerce.
“The challenge is keeping people interested enough to open and read your email,” he said. His advice: personalize the message. “Generic emails are deleted right away. But if the reader feels like it was written for them, they’ll pay attention.”
He also recommends adding value with promotions, vouchers, or discounts—and always including a clear call to action. “The goal isn’t just to send an email—it’s to guide the reader to your store,” Villafuerte explained.
Building Trust Creates Repeat Sales
For Villafuerte, the real goal of digital marketing isn’t just the first purchase—it’s building long-term trust.
“These days, people want a relationship with the brands they buy from. They want to feel valued,” he said. “If you use social media to engage, content to educate, and email to connect, you’ll create loyal customers who buy again and again.”
And in an increasingly crowded online marketplace, loyalty is everything. “Repeat sales are where the profits are. Digital marketing is how you turn first-time buyers into lifelong customers,” Villafuerte told Financial Adviser PH.
E-commerce may be growing fast, but the businesses that survive aren’t just the ones with the best products—they’re the ones with the best digital strategies.
As Villafuerte put it:
“Don’t just chase clicks. Build connections. That’s how you win online.”
