Macy Castillo is the co-founder and CEO of Enstack, where they are empowering everyone to be entrepreneurs with their AI-powered platform, designed to make digital business management easier.

Before Enstack, she helped lead the launch of Shopee Philippines. Before Enstack, she helped lead the launch of Shopee Philippines. Enstack raised a $3M Series A last year led by Skype and Wix investor Mangrove Capital Partners.

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👋🏼 How would you explain your job to someone outside tech?

Enstack is changing the way businesses are built by empowering everyone to become entrepreneurs.

We are more than just a business app. By integrating AI into the core of business building, it is a transformative force in entrepreneurship, providing tools and a supportive ecosystem to help you dream bigger, build smarter businesses, and live richer lives.

What sets us apart is the seamless integration of payment and logistics into our platform, making the entire business process smoother. This empowers businesses to more easily identify their path to growth and success with ease while delivering an exceptional customer experience.

I'd say my job is like being a guide at the crossroads of technology and entrepreneurship. I collaborate with brilliant minds in e-commerce, AI, big data, fintech, and SaaS, all to empower everyone to be entrepreneurs.

We've built an AI-powered app that simplifies business management, but it's more than just software—it's a community.

Entrepreneurs face a mountain of challenges, from navigating market dynamics to managing resources effectively. As they move their businesses online, these challenges multiply. They grapple with understanding digital marketing, ensuring seamless online transactions, and utilizing data for decision-making.

Our goal at Enstack is to lower these hurdles, making entrepreneurship accessible to more people.

We dive deep into the specific issues entrepreneurs encounter, especially in unique markets, and strive to eliminate as many obstacles as we can. This means providing tools that tackle everything from inventory management to customer engagement, all the while supporting them through a community that understands and shares their journey. It's about making the path to entrepreneurship less daunting and more achievable for everyone.

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🧐 What's something about you or your job that would surprise us?

At Enstack, we love solving real problems. Making a real impact doesn't always mean doing something as grand as launching rockets or landing on Mars.

For us, the most impactful technology is the kind that addresses daily challenges and makes people's lives easier. Meaningful innovation lies in crafting practical solutions, not just high-profile achievements.

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🏆 What has been the biggest highlight of your career so far?

I've been very privileged to not just have a front row seat but have the captain's seat in shaping e-commerce in the Philippines and Southeast Asia

Starting with Zalora, it was as if we were introducing a whole new world to the Philippines. Picture this: explaining 'Cash on Delivery' like it's some kind of magic trick and getting flooded with calls asking if their order actually went through. It was groundbreaking, sure, but also kind of hilarious in retrospect. We were setting the stage for what was about to come, making online shopping a thing here.

But if we're talking game-changers, launching Shopee was like hitting the supercharge button. It wasn't just another e-commerce platform; it was about opening doors for everyone to sell online, which was pretty revolutionary here. Leading Shopee to go from an unknown app to the top ecommerce platform in just a couple of years when I was there was quite the journey. It wasn't just a win for us; it was a win for every small seller who suddenly had access to this massive marketplace.

The shift from Zalora's B2C model to Shopee's marketplace really shows how e-commerce has evolved here. We went from a pretty straightforward online store model to empowering small sellers, giving them the reins to their own digital storefronts. And now, with the pandemic pushing businesses to get even more creative online, it's like watching the industry level up in real-time.

With Enstack, I'm taking all those lessons learned and aiming to make the digital journey smoother for entrepreneurs. It's about giving them the power to manage their businesses online with even less hassle. So, from Zalora to Shopee to Enstack, it's been quite the journey, shaping how people buy and sell online. I'm just excited to see where we can take it next.

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🔍 What's a startup trend or space you're watching this year?‍

It will still be the year of Artificial Intelligence. It's transforming everything—making tasks easier and processes smarter. We're seeing it predict stock needs, streamline shopping experiences, and speed up deliveries.

Keep an eye on the market too; there are some cool things coming up soon, and I'm expecting a few surprises in the tech M&A scene in the next couple of years.

Speaking of AI, we've just launched Enstack Magic, our AI-powered update that's all about making entrepreneurship easy and fun. This update is a game-changer for anyone looking to start their business without the hassle. We've got AI that helps them design their brand, write content, manage sales chats, and even keep track of orders. It's like having a personal shop assistant 24/7.

We're not just throwing out tech; we're building a community. Enstack is about giving entrepreneurs the tools and the support network to turn their business dream into reality.

So, the blending of online and offline experiences, powered by tech advancements like AI, alongside the growth of our community, is definitely something to keep an eye on. As those lines blur, we're not just observers; we're creators, actively shaping the future with Enstack Magic. We're here to demonstrate that with the right technology and a supportive community, anyone can bring their business idea to life.

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💼 What advice would you give someone starting out in your industry?

Embrace the grit, especially in startups. "Grit" is often tossed around now, but when you're pioneering in the tech scene, especially in emerging markets, it's not just a buzzword—it's your best friend. Starting from scratch in an industry where there are hardly any footsteps to follow can be tough but immensely rewarding.

I've been navigating this space in Southeast Asia for over a decade, creating tech businesses in a landscape where there were no predecessors to look up to. Being an early adopter means you're often the one teaching your audience, which is a massive challenge but also an incredible opportunity.

The challenges are relentless, with a never-ending stream of fires to extinguish. It sometimes feels like the punches keep coming, yet you solve one problem, then another, and suddenly, you've tackled a bunch in just one morning. That sense of purpose and accomplishment you get is unbeatable. Keep believing in your vision and muster the courage to push through the tough times.

My own journey has been a real learning curve. You'll find that every challenge is surmountable. Solutions might not always be clear-cut or perfect, but with resilience, you'll make it through. Thinking strategically is key—always look at the bigger picture beyond the immediate obstacles.

And a word on being a female founder in this space—there's a lot of noise you'll need to learn to tune out. Focus on what matters, ignore the naysayers, and surround yourself with a supportive, diverse community that uplifts you.

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‍🗣 What's one thing you can keep talking about for hours?

3 things actually come to mind:

1. My dogs. I have three Westies, a Goldendoodle, and a Frenchie. Some of them come to the office weekly, which the team love.

2. Formula 1. I even wanted to become a mechanical engineer when I was younger to learn more about the tech, machinery, and aerodynamics (not so much the Netflix drama).

3. A bit of an obsession with proper tailoring, finding the perfect fabric and getting my clothes tailored just right.

My best friend owns a fashion label in Bangkok, while also being a mom of 2 and running the largest trading desk in the country, and having a quirky side hobby we share that's completely unrelated to our full-time jobs is refreshing.

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🎥 What's your favorite movie/TV show?

The West Wing

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🍨 What's your go-to ice cream flavor?‍

Gianduia for sweet, Olive Oil for savory

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FYI. We've edited this interview for clarity.