IT WASN’T meant to be a big deal at first.
Back in 2020, when the world was in lockdown and even buying snacks felt like a logistical feat, Josefina Natividad and her team at Maybridge Finance simply wanted to find a way to help.
They weren’t looking to start a business. They just wanted to lend a hand to small entrepreneurs, many of them homemakers, who suddenly had nowhere to sell.
The answer came in the form of a digital storefront—a literal eskaparate or display case—brought online, which soon became Iskaparate.com.
A former banker, Natividad co-founded Iskaparate.com alongside fellow finance veteran Joey Bermudez, bringing their shared experience into a platform built for small entrepreneurs.
“We envisioned Iskaparate as a space where women—especially mothers—could continue selling their products, even when physical markets were closed,” recalled Natividad, the platform’s chief operating officer.
So they started small. Just 33 women from a cooperative in Luzon signed up. They weren’t tech-savvy. Some had never even taken a photo of their products before. But they were willing to try.
That small group has since grown to over 3,000 vendors from all across the country.
Online storefront
This small group of “mompreneurs” quickly realized that selling online wasn’t as easy as clicking “upload” and waiting for the orders to roll in.
The Iskaparate team understood that. So they rolled up their sleeves and got to work – helping sellers figure out how to price their products, package them well, respond to customers, and build a digital presence of their own.
That support eventually became Iskaparate Academy, where volunteer trainers started offering free business classes. No pressure, just useful advice, friendly sessions, and tools that could make a real difference.
And the help didn’t stop there. A doctor from UST joined in to offer health webinars. What started as simple COVID-19 briefings grew into monthly wellness talks, covering everything from hypertension to mental health to diabetes management. Some vendors even got access to free teleconsultations.
“It’s hard to run a business when you’re not feeling your best. So we tried to make sure they were cared for in other ways, too,” Natividad said, adding that micro loans are also offered in the platform through a partnership with Maybridge Finance.
A bit of everything
Scroll through the site and you’ll see an eclectic mix of local delicacies, frozen food, handwoven baskets, soaps, small-batch perfumes, even services like bookkeeping and home repair.
At one point, a vendor offered funeral services. “We drew the line at posting coffins. But hey, it’s a real need,” Josie said.
The team has also welcomed barbers, massage therapists, electricians, plumbers—all of whom found ways to offer their services through the platform, especially during the strictest lockdown days.
“We just try to stay open to what people need, and what our vendors can do,” Natividad added.
Expanding overseas
With the local community growing steadily, the team is now setting their sights on Filipino-Canadians, not to build something entirely new, but to extend what’s already working.
The idea is simple – let overseas Filipinos send meaningful gifts and essentials to their loved ones back home, all sourced from small local businesses.
Eventually, they hope to onboard Filipino entrepreneurs in Canada, too, and create a kind of cross-border marketplace that still feels personal and rooted.
A bit of heart
Unlike most marketplaces, Iskaparate charges only a modest one-time onboarding fee of P1,500 and takes a small commission on sales to sustain its operations.
In its care package, Iskaparate offers more than just a digital shelf – sellers receive free training, marketing support, and occasional opportunities to join weekend bazaars or be featured on the radio, helping them grow both their confidence and customer reach.
During holidays, curated gift packages are put together featuring multiple vendors, especially during Christmas, the busiest season of the year.
The model works because the support is consistent and personal. Natividad often finds herself replying to vendor messages late at night, preferring to answer right away rather than risk forgetting by morning.
“We’re here to offer guidance, tools, and opportunities. But in the end, they still have to help themselves. That’s the only way real growth happens,” she said.
