How Multiply Philippines got its groove back

Anyone who was Internet-savvy in the mid-to-late 2000s will remember Multiply as the du jour social networking site back then. But when Facebook started taking over the scene a few years later, just like that, it was goodbye to the long and winded reply threads and visitor-tracking features of Multiply. The social networking site could’ve sunk into obscurity, content in just being another repository of our online memories—but the website isn’t going away just yet. Multiply Philippines country manager Jack Madrid recalled that as the website started gaining popularity, some users were using it “in a different way," by creating web pages to sell their items online. “In the beginning, we were telling them to stop doing that because it was against the terms of service but the numbers became so large and they wouldn’t stop," said Madrid. And just like that, Multiply turned into the premier online shopping portal for Filipinos, so much so that Multiply Philippines just had to host a Shopping Party in Whitespace, Makati last week. Online shopping made easier Fashion blogger Kryz Uy has been shopping online since 2008 and is no stranger to the joys of shopping via the Internet. “No walking in high heels or beating traffic and mall crowds," she told GMA News Online. “And you can shop right in the comfort of your own bed!" the model-slash-entrepreneur added. By late 2010, Multiply finally embraced its role as one of the country’s top e-commerce websites. Last Oct. 18, the popular website launched the revamp of Multiply’s Marketplace—making shopping on the website “easier, more secure and more fun." The Marketplace now groups merchandise into categories (“Shoes," for example, has a subcategory for “Women’s Shoes," which in turn has other subcategories to choose from), making it mind-numbingly easy for online shoppers to make their way through the thousands of registered sellers in the Philippines. “We realized that social and shopping go together," Madrid said. Roechelle Montenegro, owner of Therapy Bags, has been selling her products online for nearly six years. “Someone I met in a bazaar told me to try Multiply. I tried it, and I think it was really meant to be because it changed our lives," she said. Montenegro currently sells around 300 bags a month through their website. The Multiply veteran echoed Uy’s sentiments about the value of social media in giving consumers a wider range of choices. She said online shops give customers in the province, who might not have access to Metro Manila-based trends, the chance to keep up with whatever is fashionable. Ces Cordero, Multiply Merchant Relations Manager and owner of a Multiply-based shop for custom swimsuits, said that the site’s platform makes it easy for budding entrepreneurs to start a business. “You can post a picture of your product and in a matter of seconds, you reach a wide range of customers," she said. Everything’s online The shopping options in the Multiply Philippine Marketplace are limitless—sometimes even bigger than those of the country's biggest malls. And aside from regular items, Mutliply offers a lot of unique finds. There's Widget City, which sells fan-less electric fans as well as flash drives that look like little DLSR cameras. Fancy a keyboard that you can fold and wash? One Beverly Shop sells them in a variety of shades. Fashionistas, for sure, can find their happy place among Multiply’s sellers. A lot of online shops have shoes and bags “inspired" by high-end brands. For instance, if the Hermes Birkin is way beyond your budget, Therapy Bags has its take on the classic bag for much, much less. The original Cambridge satchel, which would set you back P7,500 or so, has cheaper versions on Multiply. Most “Cambridge satchel-like" bags go from P1,000 to P4,500, depending on the seller. Blogger Kaye Awatin, who was also at the Multiply Shopping Party, showed up in a dress from Multiply shop Stylebreak. “It’s easier to shop via Multiply. It’s very convenient and it’s safe—there are a lot of products that you can’t find in a mall but you can find on Multiply," she said. Shoes “inspired" by designer brands also figure prominently in Multiply. At Five by Five, you can pre-order shoes in a variety of styles—platforms reminiscent of Miu Miu’s Summer 2010 collection, studded heels, and pumps of all colors and sizes are also available. Think before you click (and shop) Just like anything else online, e-shopping has its pitfalls. Uy, who also sells clothes online, has been a victim of identity theft. Early this year, an anonymous user created a fake account in her name, stealing up to P8,000 from one of her followers. “You should always buys from trusted sellers—check their history, comments, website design to see if people have already purchased from them," Uy said. In Multiply, online merchants have the option to apply for a “Trusted Seller," “Trusted Merchant," or “Trusted Business" badge. In order get a “trusted" badge, entrepreneurs must first comply with several requirements. With the new platform, Multiply also serves as middleman for the buyer and the seller, in hopes of eliminating shady deals, said Madrid. Items covered by the site’s “Buyer Protection" tag come with a money-back guarantee in case deals don’t pan out. The Multiply “Shopping Cart" feature also lets users buy things in a single transaction, instead of having to keep track of different payments for different buyers. If all else fails, Uy said that it’s always best to be your own detective. “Ask around and Google the seller to check the legitimacy," she added. E-commerce pioneer “It caught us by surprise," said Madrid when asked about Multiply Philippines’ popularity as an e-commerce site. Madrid recalled an instance when Multiply’s site traffic crashed dramatically, from one day to another. The culprit, their American headquarters would later discover, was a typhoon in the Philippines. According to a 2010 article from Entrepreneur magazine, over five million of Multiply’s 16 million user accounts are based in the Philippines. “That just shows you the size of the Philippine community," said Madrid. Multiply Philippines’ Marketplace revamp, along with that of Indonesia, may be the beginning of the company’s more aggressive push into the world of online shopping. - YA, GMA News