As e-commerce continues to reshape industries and drive the global economy forward, businesses face an increasingly complex landscape of technological advancements, logistics, and shifting consumer expectations.
Alongside this dynamic environment, innovation alone is no longer sufficient for sustained success. To thrive, businesses should know how to navigate solutions that align their strategies with a broader sense of purpose.
In our latest exclusive feature, UpTech Media engaged in a conversation with Bely Villacruz, country manager for the Philippines at Anchanto to delve into her journey as a tech leader in the e-commerce landscape.
In the discussion, Bely shared how tech innovators can navigate the evolving landscape by creating solutions that not only transform businesses but also drive meaningful, long-term change across the e-commerce industry.
Innovating where progress and purpose align
As the current country head, Bely reflected on her journey in the industry with one crucial perspective in mind: “innovation must have purpose.”
“It’s not about technology for technology’s sake; it’s about solving real challenges,” she said.
This guiding principle, according to her, has long been instrumental in her time in the industry, having it tested to drive efficiency and business outcomes.
“I’ve learned that the most impactful innovations are those that simplify operations, enhance efficiency, and drive sustainable growth for businesses,” added Bely.
As the e-commerce industry rapidly shifts and faces challenges like logistics bottlenecks, fragmented marketplaces, and complex inventory management, prioritising solutions that directly address these pain points is crucial.
In line with this, she pointed out the importance of a customer-first approach to innovation. “Whether it’s streamlining operations, building robust and ready integrations, or ensuring scalability, our focus is always on delivering solutions that create tangible value for businesses navigating the complexities of e-commerce,” she explained.
With the e-commerce industry rapidly shifting and facing challenges like logistics bottlenecks, fragmented marketplaces, and complex inventory management, prioritising solutions that directly address these pain points is further crucial.
According to Bely, the first step begins with recognising the dynamic nature of business needs, which serves as the guiding principle for selecting technologies that will drive real transformation and long-term value.
“We prioritise technologies that provide immediate impact and long-term scalability, ensuring our solutions remain relevant and future-proof,” she emphasised.
Balancing global tech advancements with local e-commerce needs
In the Philippines, the rise of e-commerce challenges a deeply rooted reliance on regional logistics and payment preferences, revealing a complex tension between progress and tradition.
As a tech leader, Bely explained that addressing the gap calls for a combination of global best practices with innovative solutions tailored to local needs. This approach, in the case of Anchanto, enables them to provide scalable solutions that work across regions while being sensitive to the unique needs of each market.
For instance, cash-on-delivery (COD) still accounts for nearly 60% of e-commerce transactions in the country, requiring businesses to have flexible payment integrations and real-time reconciliation tools. Logistics is also another challenge, with archipelagic geography making last-mile delivery complex and costly.
As she noted, the company’s technology not only streamlines inventory distribution across multiple fulfilment centres but also empowers businesses to reduce delivery times while maintaining cost efficiency. Said system goes beyond just global advancements, ensuring these innovations are specifically adapted to address the different challenges of local markets.
“By staying closely connected with our customers and partners, we ensure that global advancements—such as automation and AI-driven operations—are adapted in a way that is practical and impactful for businesses operating in the local ecosystem,” she remarked.
Alongside managing day-to-day operations, she also said businesses must stay vigilant in tracking global trends to avoid falling behind.
“…We stay attuned to global trends like automation and AI, not just to follow industry shifts but to proactively shape them in a way that is practical and beneficial for our customers.”
To illustrate her point, Bely cited Anchanto’s approach to understanding the evolving needs of businesses. She particularly noted the ongoing challenges of managing multiple sales channels, handling inventory, orchestrating orders and returns processes, as well as meeting customer expectations for fast, reliable deliveries, despite the rise of digital adoption.
Bely further solidified her ground, pointing to a study stating that around 73% of Filipino consumers prefer shopping via mobile, and social commerce is booming. “This means businesses need robust multi-channel integrations and automation to manage orders across marketplaces like Lazada, Shopee, and TikTok Shop,” added Bely.
Addressing these challenges at hand, Bely emphasised taking a data-driven approach that tackles the most urgent pain points faced by e-commerce businesses.
“At Anchanto, we take a data-driven approach—analysing the most pressing pain points of e-commerce players, from order and inventory management to seamless marketplace integration.”
Building the future, one innovation at a time
Reflecting on the legacy she aims to create, Bely shared a powerful vision, stating, “I want to be part of the movement that transforms the Philippines into a regional e-commerce powerhouse.”
“I want to contribute to building an e-commerce ecosystem where businesses—whether startups, SMEs, or large enterprises—have access to world-class technology that levels the playing field.”
At the core of this vision, Bely also underscored making technology accessible to businesses, enabling them to compete effectively in their local markets and scale across Southeast Asia and globally.
By doing so, she believes businesses will be more equipped to unlock new opportunities and reach their full potential on the world stage.
“If we can empower more Philippine businesses to compete globally and embrace digital transformation, we can accelerate the country’s position as a leader in Southeast Asia’s e-commerce landscape,” she added.
Bely further emphasised that equipping brands and retailers to refine their operations, broaden their reach, and elevate customer experiences lays the groundwork for a more resilient and dynamic industry as a whole.
“By helping brands and retailers optimise their operations, expand their reach, and deliver better customer experiences, we’re not just growing individual businesses; we’re strengthening the entire industry.
Drawing from her journey in the landscape, Bely ultimately emphasised the importance of cultivating a leadership centred around a customer-centric innovation culture.
“I want to foster a culture of customer-first innovation, ensuring that the tech industry prioritises meaningful advancements that solve real problems, rather than chasing trends for the sake of disruption,” said Bely.
“I believe that when businesses thrive, the benefits extend to consumers, communities, and the economy alike,” she further shared.
Bely’s journey serves as a powerful reminder that true leadership thrives when it’s underpinned by purpose. Anchored on this shared purpose, leaders help create a future that does not only drive business growth but also ensures that progress benefits everyone in its wake. This approach to leadership transforms technology from a mere tool to a powerful force for social good.
