This book tells how top technopreneurs thrive during a crisis

The E-Hustle Book

I know that you will agree with me if I say that the ongoing pandemic accelerated the growth of eCommerce in the Philippines. Based on data from NielsenIQ, online shopping transactions have grown over 325% since the onset of the global crisis, and there’s no end in sight. More and more Filipinos are turning to the digital economy to build a business.

In general, while there are many resources about eCommerce, the Philippines is a unique place to thrive in this space. Starting an e-commerce business in the United States or other western markets is, of course, different from doing so in the Philippine context. There are nuances to every aspect of doing business here, and e-commerce is no exception.

It is this gap that inspired the editorial team of Bookshelf PH to write The E-Hustle: What the Country’s Best Digital Leaders Can Teach You About Launching and Growing Your Online Business. The book features insights from the leaders who built the e-commerce infrastructure in the Philippines, including logistics, payments, and distribution channels; top online brands; and subject matter experts in relevant skills.

Featured leaders include:

  1. Steve Sy – Founder and CEO of Great Deals E-Commerce Corporation
  2. Charles Ryan Sy – President and CEO of Dropify
  3. Dannah Majarocon – Managing Director of Lalamove PH
  4. Martha Sazon – President and CEO of GCash
  5. Dino Araneta – Founder of QuadX
  6. Martin Yu – Director of Shopee Philippines
  7. Nina Ellaine Dizon-Cabrera – CEO of Colourette Cosmetics
  8. Kim Lato – CEO of Kimstore
  9. Ben Wintle – Founder and CEO of Booky
  10. Ace Gapuz – CEO of Blogapalooza
  11. Hiyasmin Neri-Soyao – Co-Founder and CEO of Shoppertainment LIVE Inc.
  12. Francis Plaza – Co-Founder and CEO of PayMongo
  13. Mario Domingo – Founder of Neural Mechanics Inc. and DARC Labs
  14. Agnes Gervacio – CEO of MDI Novare
  15. Zen Han – Vice President for National Sales of OPPO Philippines
  16. Stefano Fazzini – Co-Founder and CEO of MetroMart
  17. Michael McCullough – Founder of KMC Solutions

Rather than tap each business leader on a general discussion of eCommerce, each interviewee was asked to focus on their particular expertise. Ace Gapuz, the CEO of Blogapalooza, for example, shared her expertise on how brands can leverage influencer marketing to enhance their eCommerce capabilities. She gave a high-level overview of how to choose the right influencers, set goals, and execute campaigns — all again within the specific context of the Philippines, the social media capital of the world.

“There is no map to e-commerce, no guide that says ‘you are here’ and tells you how to go the distance. But there are principles, strategies, and tactics that cut across different contexts, and the leaders here share exactly those: You can apply what they learned often through trial-and-error to your own circumstances, fast-tracking your personal growth, and in extension, that of your business,” according to Kyle Nate, Production Editor of The E-Hustle, as she shares how proud she was to gather this caliber of experts for the book.

Joining Nate are co-authors Mio Borromeo, Pancho Dizon, and Monica Padillo; managing editor Ada Ortega; and layout artist Josephine Daluz and cover artist Katrina Dela Cruz. Globe CEO Ernest Cu contributed the foreword discussing the rise of e-commerce in the Philippines, while Senator Risa Hontiveros contributed the afterword focusing on the need for more entrepreneur-friendly legislation in the space.

While the book abounds with actionable insights and information, the confidence it inspires may be its biggest selling point.

“Many Filipinos will be embarking into e-commerce for the first time, starting their business during the pandemic. This prospect can of course be intimidating. By learning about the success stories in The E-Hustle, I think they’ll be more inclined toward optimistic thinking when the going gets tough: If they can do it, I can, too,” said Ortega.

The E-Hustle is available in both physical and eBook copies via

Bookshelf PH aims to promote great Filipino books, eBooks, and audiobooks in fiction and non-fiction. The goal is to produce a rich Filipino literature that will contribute to individual empowerment, and in the aggregate, nation-building. At the core of these aspirations is the belief that the surest and simplest path to personal and professional growth is through reading.