The archive · Commerce & Marketplaces · Product decision · 2021–2025
Enstack bets AI store-builder wins Philippines' MSMEs; $130M GMV, Forbes 100 to Watch
Philippines' mobile store-builder for micro and small merchants: 200,000+ entrepreneurs, $130M annualized GMV in 2024, AI assistant baked in.
Enstack
What the business is
Mobile app that lets micro and small merchants build an online store in a few taps — orders, shipping, payments, inventory and finances in one phone — with an AI assistant that generates logos, product descriptions and marketing materials.
How it started
Founded in 2021, Enstack launched its mobile store-builder app in October 2022, targeting the millions of Filipino micro-entrepreneurs who sell through chat and social feeds without a real storefront.
What happened
Grew to more than 200,000 entrepreneurs, with 2024 annualized GMV reaching US$130M, nearly triple the prior year; shipped Enstack Magic, an AI assistant that generates logos, product descriptions and marketing materials; added Buy Now, Pay Later options through GGives and BillEase; partnered with Canva, the Department of Trade and Industry and local government units; and began expanding into Thailand as the first step across Southeast Asia.
How it ended up
Still scaling: Forbes Asia named Enstack to its 100 to Watch 2025 list (August 2025), noting 100,000+ Google Play downloads, US$3M raised from BlackPine, Mangrove Capital Partners, Unifer Ventures and Xendit, and the expansion into Thailand.
Background
Enstack is a Philippines-based mobile store-builder for micro and small merchants. With a few taps a merchant can create an online store and manage orders, shipping, payments, inventory and finances entirely from a phone — no coding or design skills required.
Founded in 2021 and launched in October 2022, Enstack grew to more than 200,000 entrepreneurs, and its 2024 annualized GMV reached US$130 million, nearly triple the prior year. Its Enstack Magic AI assistant generates logos, product descriptions and marketing materials for merchants.
The company added Buy Now, Pay Later options through GGives and BillEase, partnered with Canva and with Philippine government bodies, and began expanding into Thailand in 2025. In August 2025 Forbes Asia named Enstack to its 100 to Watch list, citing 100,000+ Google Play downloads and US$3M raised from BlackPine, Mangrove Capital Partners, Unifer Ventures and Xendit.
What has to be true
- Filipino MSMEs were already selling through chat and social feeds; Enstack gave them a real storefront without asking them to learn design or code.
- Running everything from a phone matched how micro-entrepreneurs actually work — no desktop software, no setup cost.
- The AI assistant removed the last friction: logo, product copy and marketing materials generated instantly instead of outsourced or skipped.
- Canva, government and BNPL partnerships gave merchants distribution and payments without Enstack having to build them.
What can be applied
Small-business e-commerce fails on design and confidence, not logistics; an app whose AI produces the store, copy and marketing turned that barrier into Enstack's growth engine.
Aftermath
As of August 2025 Enstack was scaling across Southeast Asia: over 200,000 entrepreneurs on the platform, US$130M annualized GMV, expansion into Thailand underway, and a spot on Forbes Asia's 100 to Watch 2025 list.
Sources
- Enstack: Philippine tech ecosystem is set for another breakthrough year in 2025 [Q&A]
- Three PH firms included in Forbes Asia's '100 to Watch' list 2025
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