Monday, December 29, 2014

Article - Sister Secrets: E-commerce by Filipinas for Filipinas

Sister Secrets: E-commerce by Filipinas for Filipinas

Ezra Ferraz
Published 7:00 PM, Dec 28, 2014
Updated 7:00 PM, Dec 28, 2014

It’s harder to think of a more diverse executive team than the one behind female-focused e-commerce site, Sister Secrets.

Karen Bordador is a celebrity radio deejay of RX93.1, TV host, and model; Charisse Abalos is the first councilor of Mandaluyong; and Kristen Morados, who hails from the beauty industry and now the corporate world of FMCG, is an expert in branding and marketing.

Community building

The trio, who grew up as friends, is united in their vision of what they want Sisters Secrets to be. In addition to creating an e-commerce site that caters to women’s products, they also want to build a community around it. Kristen said that they are trying to create this community through relevant articles, inspiring features, and even via the particular products that they recommend.

Their goal is one of empowerment. “More than Sister Secrets being the go-to destination for when you need fashion, beauty, and life hacks, an inspiring and supportive community can boost esteem, confidence, and encourage a go-getter attitude toward leading a life of substance while being chic and stylish.” Morados said.

As an example, the team is building community forums, so that – in Bordador’s words – they’ll “be able to keep the sisters constantly talking as well as share their personal experiences to others.”

Still, Sister Secrets is, at its foundation, an e-commerce site, and therein lies one of their biggest challenges. “A major roadblock for us is not to be written off as a mere shopping portal. This first impression is easily corrected however once they visit the website.” Morados shared.

Of course, building an online community in a country where e-commerce still has a long way to go can be challenge. Abalos singled out a lack of funding as one of their main challenges. As a result, she says they have to make good connections and maximize every resource they can find. “A creative mind can take you to places that funding won’t be able to,” Abalos said.

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