COVID-19 pushed thousands of SMEs online. Suddenly, businesses had Facebook stores, GCash payments, and delivery riders. But as the dust settled, many SMEs slipped back to old habits. Some abandoned their online presence. Others failed to maintain digital systems they rushed to adopt.

The truth: adoption is only the first step. The real challenge is retention. A 2024 study on digital adoption among SMEs found that while initial uptake was high, barriers like weak skills, customer distrust of online payments, and cybersecurity fears eroded gains. PHILSME 2025 further emphasizes that resiliency and customer-centric growth depend on making digital permanent—not temporary.

The Everyday Roadblocks

SMEs face these challenges in sustaining digital:

1. Skills gaps. Teams lack confidence in using new tools.

2. Customer distrust. Many consumers still prefer cash and face-to-face transactions.

3. Cybersecurity risks. Fear of scams or data loss makes owners hesitant.

4. Infrastructure issues. Poor internet makes digital tools unreliable in many areas.

5. Cost fatigue. Subscriptions and upkeep feel like ongoing burdens.

The Missed Opportunity

If sustained, digital adoption helps SMEs:

• Build long-term customer trust through consistent service.

• Streamline operations and lower costs.

• Expand market access nationwide and globally.

• Strengthen competitiveness by leveraging data and analytics.

Without retention, SMEs waste money and lose credibility when online efforts fade.

The Way Forward

Three steps to sustain digital adoption:

1. Embed digital in strategy. Don’t treat it as an add-on; align it with the business model.

2. Build trust with customers. Use secure systems, transparent policies, and clear communication to reassure.

3. Invest in team capacity. Upskill staff with basic digital literacy and cybersecurity awareness.

Where Ampersand Fits In

• Purpose & Impact: We design digital adoption roadmaps that fit business goals.

• Brand & Creative: We help SMEs build customer trust online with authentic storytelling.

• Culture & Capability: We train teams in digital comfort and confidence.

• Commons & Campaigns: We build shared platforms and marketplaces to keep SMEs visible.

The Big Picture

Digital transformation is not a one-time project. It’s an ongoing shift. Philippine SMEs that move from adoption to retention will be the ones who gain customer loyalty, investor confidence, and market resilience.

References

• Mia, M. et al. (2024). Digital Technology Adoption Among Philippine MSMEs: Barriers, Enablers & Challenges During COVID-19. BMU Journal.

• Department of Trade and Industry (2025). PHILSME 2025: Innovation, Resiliency, and Customer-Centric Growth.