‘Convenience Is What Drives Digital Transformation’ and 6 More Business Lessons from Michael Cordoviz of M-Commerce

Ranked as TikTok Shop’s #1 partner, Michael Cordoviz’s M-Commerce has been instrumental in the digital gold rush of e-commerce in the Philippines.

It is difficult to understate how much e-commerce has grown in just a few years and changed the daily lives of millions. Today, we think nothing of making online purchases–everything from groceries to luxury goods–and having them arrive at your doorstep, all without having opened your wallet for cash. Yet this growth of e-commerce has been revolutionary. Expected to grow to $33 billion in revenue by 2027, the B2C side of e-commerce is growing thanks to a boom in live selling and platforms like Lazada, Shopee and TikTok. And at the speartip of this e-commerce revolution is Michael Cordoviz of M-Commerce, a singular entrepreneur whose companies partner with these platforms and empower brands to win the hearts of online consumers.

The Business Manual spoke to Michael Cordoviz, the Founder and President of M-Commerce, to gain insight into the opportunities in the digital gold rush of e-commerce. At only 28 years old, Cordoviz has transformed the e-commerce landscape in the Philippines. With Supcart, he supported e-commerce through distribution and logistics. Moving up the supply chain with M-Commerce, he has built an enterprise that bridges the gap between businesses and consumers through a full-service digital marketing ecosystem. 

Cordoviz’s journey, marked by innovation, persistence, and risk-taking, offers invaluable lessons for aspiring entrepreneurs. Here are seven key takeaways from his entrepreneurial path:

1. Identify Opportunities in Emerging Trends

Michael Cordoviz’s success began with his keen ability to recognize the potential of live selling and digital platforms like TikTok. He spotted the opportunity before they gained widespread traction in the Philippines. Inspired by China’s e-commerce landscape, and by Douyin (TikTok’s Chinese app) in particular, Cordoviz understood that live selling could provide brands with direct and engaging connections to their customers. 

“When we heard about live selling on TikTok back in 2019, we knew it would take off in the Philippines. We decided to invest early, and that decision paid off,” Cordoviz shares.

At the time, Cordoviz’s business was Supcart, a company dedicated to helping Filipino businesses import products from China. While Supcart was primarily a distribution, supply and logistics company, Cordoviz kept his hand on the pulse of larger developments in e-commerce. His travels to China and Japan, where e-commerce was developing ahead of the Philippines, informed him of the possibilities e-commerce had to offer.

When live selling took off, Cordoviz was ready to shift in that direction, and from there his new company, M-Commerce, offered their live selling expertise, but also services such as content production, multi-channel collaboration, and affiliate management. By doing so, M-Commerce became a digital agency for brands, providing a whole ecosystem of e-commerce services.

Today, M-Commerce has been ranked as the number one TikTok partner in the Philippines. The company works with over 35  brands such as Nestle, Procter & Gamble, and realme.

With all these brands working with M-Commerce, the company’s live selling studios are a hub of activity for its 200 in-house live hosts. Cordoviz estimates, “when there are special occasions like campaigns, brand day sales, maybe more than 40 brands do live shows at the same time.”

Lesson: Keep a close eye on emerging technologies and trends, and position your business to capitalize on these opportunities before the market becomes saturated. Early adoption can give you a significant competitive advantage.

2. Take Calculated Risks

Starting M-Commerce was a leap of faith for Michael Cordoviz. While he was running a thriving business when he ventured into M-Commerce, beginning the company was still a risk. 

Cordoviz was always aware of the risks of entrepreneurship throughout his life. “When I was a child,” he explains, “I just thought of buying and selling.” Later on, he started selling camera accessories through online platforms such as Shopee, Lazada and TikTok. Then in 2017, through Supcart, Cordoviz entered into the logistics side of e-commerce.

“Entrepreneurship is never a straight path. Sometimes you lose, sometimes you win. But as long as you keep learning and improving, you’ll eventually get there,” Cordoviz emphasizes.

One such example of the losers and winners of entrepreneurship is the business landscape during the COVID-19 pandemic. As lockdown forced retail and the food service industry into unprecedented challenges, e-commerce took off. In particular, TikTok, which provided much-needed entertainment during the pandemic years, experienced rapid growth.

Cordoviz recalls, “When the pandemic happened, that’s when TikTok started to get famous. And I remember, when I was in the office warehouse, as I acquired clients, they suggested, ‘Why not try live selling?’ So, that’s when M-Commerce started.”

As M-Commerce rode TikTok’s wave of growth, it eventually grew into a full-service digital agency focused on live selling.

“In 2022,” Cordoviz recounts, “someone reached out to us and said,’Why not try to become an agency?’ So, we thought, ‘Why don’t we try?’ So, me and my business partner decided to take risks on TikTok live. And, of course, it was a roller coaster ride, but all of the doubt and hard work paid off. Seeing M-Commerce grow, it’s like seeing a child grow.”

Lesson: Risk is an inherent part of entrepreneurship. The key is to take calculated risks, learn from failures, and continually improve.

3. Build an Organization Around the Right People

One of the most critical lessons Michael Cordoviz learned was the importance of hiring the right people. Initially, he relied on acquaintances and ad-hoc hires, but he soon realized the need for a structured organization. Hiring an HR professional transformed his business by ensuring that the right talent was in place to execute his vision.

Cordoviz learned that hiring an HR professional could help him create the organization he wanted. “You tell him your vision,” Cordoviz says. “What do you want to happen? What organization do you see? So, the HR will help you. That’s where we learned that every organization that you put up should have the right people.”

“The right people can make or break your business. Surround yourself with those who share your vision and are willing to grow with you,” Cordoviz advises.

He also warns of a common mistake among entrepreneurs: many believe they can do it all.

“You should also have the right partners to help you with the skills that you can’t do,” he says. “Because we feel that as a business owner, I can do all of that. I’m in charge of finance. I’m in charge of the HR side. I’m in charge of hiring. I’m in charge of marketing. I’m in charge of sales. But not everyone can do that. You need to have partners.”

Lesson: Surround yourself with individuals who share your vision and are willing to grow with you. 

4. Customize Solutions for Clients

M-Commerce’s unique value proposition lies in its tailored services. Unlike competitors that offer piecemeal solutions, Cordoviz’s company provides end-to-end support, from live selling and content production to affiliate marketing and even logistics and fulfillment. This holistic approach not only differentiates M-Commerce but also builds long-term trust with clients.

“We don’t just treat clients as clients; we treat their brands as our own. That’s how we ensure their success,” Cordoviz explains.

The influx of large brands as M-Commerce clients began with the company’s partnership with TikTok.

“Before, we catered to small brands, like China brands,” Cordoviz says, “and eventually, TikTok wanted to assure that when big brands entered their platform, the agency chosen by the big brands would be good. That’s why we worked closely with TikTok on how we can help the big brands.”

Through their partnership with TikTok, M-Commerce received a subsidy as well as training and support on how to grow the big brands. This gave M-Commerce a competitive edge.

Cordoviz explains, “That’s why the big brands entered M-Commerce. Because of the service that we provided that other companies couldn’t provide.”

“Everything is customized to the client,” Cordoviz underscores.

Lesson: Customizing your services to address clients’ unique needs creates value, builds trust, and fosters lasting partnerships.

5. Embrace Trial and Error as Part of Growth

“Every mistake is a lesson. Trial and error helped us build processes that work and deliver results,” Cordoviz reflects.

Cordoviz’s own journey has been filled with trial and error. He recounts how one of his first clients, an Indonesian mouthwash brand, Metoo, gave M-Commerce the opportunity to experiment and refine its processes. Despite initial mistakes, the lessons learned from these experiences laid the foundation for future successes.

“From that time, that’s when we learned how to do live selling, because trial and error is everything. So from live selling, they gave us content production, affiliate [marketing], until the fulfillment, everything. End-to-end, we handled it.”

Cordoviz encourages entrepreneurs to view failure as an integral part of constant improvement. He says, “I think in business, failure is just normal. If you fail, stand up again. Start again. Because you already know the process where you went wrong.”

Lesson: View challenges and mistakes as opportunities to learn and innovate. Growth often comes from a willingness to experiment and adapt.

6. Focus on Convenience and Digital Transformation

Cordoviz believes that e-commerce thrives because of the convenience it offers consumers. From grocery shopping to luxury goods, the digital space simplifies transactions and saves time. M-Commerce’s logistics and fulfillment services ensure that brands can meet this demand for convenience, even during high-pressure sales campaigns.

“E-commerce is all about making life easier for consumers. Convenience is what drives digital transformation,” Cordoviz asserts.

With insight into today’s consumers, Cordoviz explains the advantages of e-commerce over traditional channels.

He says, “For example, in TikTok, when you’re live, your reach is further in the market because some users, they don’t buy from the stores. Everyone is used to buying online. But with the online platform, when we introduce new products, first of all, they will see it online and then they will try it offline.”

Lesson: Understand the value of convenience in today’s fast-paced world. Businesses that prioritize seamless and efficient experiences for customers are more likely to succeed.

7. Think Long-Term and Stay Curious

For Michael Cordoviz, entrepreneurship is about solving real problems and staying curious about what’s next. He advises: “If you’re building a business, there should be a problem to solve. And if you know the why of your business, it’s easier to continue even if there’s a challenge.”

M-Commerce’s long-term vision focuses on quality over quantity, ensuring that they provide meaningful support to their brand partners. The company’s adaptability and forward-thinking mindset have positioned it as a leader in the e-commerce space.

In the future, businesses will transition even further into the digital space, Cordoviz envisions. He says, “Most businesses will be operating digitally. Not just consumer goods, but even services. Imagine a world where all transactions from grocery shopping, healthcare consultations, to booking services, and even buying high-end products, high-end cars, luxury products, and more [will be done online].

“I’m excited to see more platforms emerging that will give opportunities to businesses to grow. So, what’s important here is that we need to adapt to changes. And stay open to technology.”

For Cordoviz, the job of the entrepreneur is to solve problems and find opportunities to do more for the consumer.

“Always ask yourself, ‘What else can we do?’ Staying curious and adaptable keeps us ahead of the competition,” Cordoviz adds.

Lesson: Always keep the big picture in mind. Stay curious, embrace change, and focus on creating solutions that provide lasting value.

Michael Cordoviz’s entrepreneurial journey is a testament to the power of vision, resilience, and innovation. By identifying emerging opportunities, taking calculated risks, and prioritizing customer-centric solutions, he has built a business that not only thrives but also helps other brands grow. For aspiring entrepreneurs, Cordoviz’s story is a powerful reminder that success comes from persistence, adaptability, and a commitment to continuous learning.

Text VINCENT SALES

Photography EXCEL PANLAQUE of KLIQ INC.

Videography KIM ANGELA SANTOS of KLIQ INC.

Art Direction MARC YELLOW assisted by ANDREA SANGCO

Sittings Editor RJ LEDESMA

Shoot Coordination TONI MENDOZA

Shot on Location THE CURVE TOWER, BONIFACIO GLOBAL CITY