Leveraging Technology for Sustainable Growth: An Analysis of Micro, Small, and Medium, Enterprises (MSMEs) in Iloilo Province during the Post-Pandemic Milieu

Abstract

This research examined how MSMEs in Iloilo Province adopted digital transformation during the post-pandemic era. Adopting narrative inquiry, data were gathered using focus group discussions, online interviews, and surveys among 25 owners and managers of MSMEs in both rural and urban settings. Through the Technology–Organization–Environment (TOE) framework, the research identified drivers and challenges of digital adoption. Participants explained experiences applying e-commerce sites, mobile apps, and automation software to keep businesses going. By analyzing cases  of Panublion Handicrafts, Farm to Kariton, and Innovate Iloilo, the study emphasized sector-specific innovations and adaptations. Results indicated that digital technologies increased customer interaction, operational efficiency, and market exposure, amidst financial challenges and limited infrastructure. The research provides policy insights for policymakers, development actors, and support institutions that seek to enhance MSME resilience and inclusive digital development in provincial environments.