Pamela Joy Estonillo-Lumagbas’ Journey to E-Commerce Success

by Cesar Cruz Jr.

Pamela’s journey from devoted mother to thriving entrepreneur is a testament to the power of faith, love, and determination. Her story began with uncertainty—but what makes it different is how she rose from it.

When the pandemic struck in 2020, life changed overnight. Her husband, a freelance dancer and Zumba instructor, lost his income. With two children and extended family to support, Pamela became the sole breadwinner.

"Everything changed so suddenly. I was the only one earning for our family, but I knew it wasn’t enough," she recalls. The pressure was suffocating. But instead of giving in to fear, she found strength in resolve.

Determined to provide a better life, Pamela ventured into e-commerce. “I had no idea how to start, but I knew I had to learn. So, I enrolled in courses—even though it was a big investment. I just told my husband, 'Trust me, I can do this.'”

He initially struggled with the shift. “He wondered how I became the one earning. But I told him, 'This is what we need to do for our family.'”

Juggling a full-time virtual assistant job, motherhood, and late-night crash courses, Pamela often ran on just two hours of sleep. She packed orders while rocking a baby. Her husband eventually embraced their new setup and became her delivery man, bringing Samgyupsal grill sets and other items straight to customers’ doors.

On platforms like Lazada, response rate is everything. Pamela never let a notification slide. Every customer mattered—because every order meant survival.

From Breakthrough to Betrayal

Eventually, her hard work paid off. Through grit and grace, Pamela’s store took off. She hit a milestone—earning ₱100,000 in a single day. “I told my husband, ‘Trust me more—this business has huge potential.’”

They built a real team, hiring for HR, finance, and logistics. Around the same time, they found a product gap in the market: solar-powered outdoor lights. “We were the only ones offering the hybrid type.”

But as the business soared, betrayal struck.

Some trusted staff were in cahoots—manipulating records, stealing products, and eventually building a company of their own behind Pamela’s back. Pamela was devastated. “It wasn’t just about the money. It was the betrayal. I treated them like family.”

That moment could have broken her. But instead, it became her turning point. “I cried. I questioned everything. But I remembered why I started—my family.”

Building a Business That Lasts

Pamela wasn’t alone, though. An angel in her life, Leanne, someone she only used to idolize and now her best friend, provided the financial backing she needed to jumpstart her business again. And her mentor, e-commerce trainer Nani Razon, shared a key piece of advice that gave her clarity: “Do you think that was the only time you’ll be betrayed? Do you think billionaires haven’t been betrayed over and over? Snap out of it, Pamela!”

True enough, it wasn’t the last time Pamela would be deceived.

Through trial and error, Pamela discovered a truth: success isn’t about quantity—it’s about quality. “I stopped chasing trends. I started chasing trust.”

“I still don’t have it all figured out,” she says. “But I didn’t give up. And because of that, our family stands stronger than ever.”