You’ve probably clicked “add to cart,” but have you ever wondered how the product got there? That entire process is handled by a company working behind the scenes. They manage everything from inventory and shipping to customer support on a brand’s behalf.

These businesses partner with brands to help them get online and grow. This B2B (business-to-business) model has now created a huge, multi-billion-peso industry, even though most customers don’t know it exists. These are called e-commerce enablers.

E-commerce enablers are a major reason for the rapid growth of online retail, especially in the Philippines. They’re specialized partners that help a brand manage its flagship store on a major online marketplace.

These e-commerce enablers handle the entire online operation for the brand, from setting up the store and managing products to running marketing campaigns and handling customer service. They allow brands to have a professional presence on online marketplaces without needing a dedicated team for each platform.

A report by Google, Temasek, and Bain & Company estimated that the local e-commerce market will be worth about $60 billion (₱3.4 trillion) by 2030. This is a massive jump for a market that currently makes up only about four percent of all retail sales in the country.

The biggest player in this space is Great Deals E-Commerce Corp., founded by entrepreneur Steve Sy. The company has become a key partner in the Philippines’ booming digital economy, growing its revenue from ₱1.1 billion in 2019 to ₱12.78 billion in just five years.

“We still have a lot of room to grow,” Sy shares, citing improving internet speeds and logistics infrastructure in the country.

Great Deals’ journey began with Sy’s own struggle with online selling. He realized that while selling products was challenging, the real nightmare was the complex process of fulfillment—managing inventory, warehousing, and shipping. That realization prompted his pivot from being a seller to becoming an enabler, providing end-to-end solutions that allowed other businesses to thrive.

Since its establishment in 2012 as a wholesaler, the company has evolved into a full-fledged e-commerce enabler for brands in 2018.

Now, Great Deals is a major partner in the Philippines’ digital economy, offering not just logistics but also serving as an all-in-one growth partner for brands.

“When we handle your brands, we make it our own,” Sy says.

The company's rapid expansion is undeniable. In June, Great Deals achieved a record-high monthly revenue of ₱1.365 billion, surpassing its previous peak of ₱1.2 billion, which was set during the typically high-volume Christmas months of November and December.

At the heart of Great Deals’ success is its logistical prowess. The company can now fulfill millions of orders in a single month—a volume that used to take an entire year. The key is a massive network of warehouses and fulfillment centers across the country.

Currently, the company operates three key warehouses: a 40,000-square-meter hub in Bulacan for Luzon, a 5,000-square-meter facility in Cebu for Visayas, and a 3,000-square-meter warehouse in Davao for Mindanao. A new 7,200-square-meter warehouse in Cabuyao, Laguna, has also been established to meet growing operations.

By strategically positioning its hubs, Great Deals can dispatch orders within 24 hours, not just in major urban centers but also in previously underserved regions like Visayas and Mindanao.

Great Deals has also mastered the art of brand growth. The company’s in-house e-commerce marketing agency, .madAGENCY by Great Deals, helps its partners connect with their target audience in dynamic and engaging ways.

Sy calls this “hyper-localization,” which enhances the customer experience, such as using regional languages like Bisaya for live selling on platforms like TikTok for customers in the Visayas. Similar initiatives target the Mindanao market, featuring live sellers who cater to local cultural nuances.

But this isn’t a one-size-fits-all approach by the company. Great Deals’ strategies are backed by intensive data and analytics, allowing it to develop and deploy the most effective promotions and campaigns across various channels. This data-driven approach has enabled them to help brands achieve massive growth, with some seeing their sales increase tenfold.

The results speak for themselves. Great Deals has elevated over 500 brands, including industry leaders like Unilever, L’Oreal, Procter & Gamble, Pedigree, Nestle, and NutriAsia, solidifying its reputation as a trusted partner.

In 2022, the Financial Times named Great Deals Asia Pacific's number one fastest-growing company.

Great Deals’ rapid growth is fueled by a core philosophy: when they handle a brand, they make it their own. This deep commitment and partnership mentality are what set them apart.