DIGITAL COMMERCIALIZATION STRATEGIES FOR PROCESSED SEAFOOD PRODUCTS: FRAMEWORK FOR SMALL AND MEDIUM-SIZED ENTERPRISES IN METRO MANILA

This study explored digital commercialization strategies for small and medium-sized enterprises (SMEs) in Metro Manila's processed seafood sector. It aimed to address issues in visibility, competitiveness, and online engagement. Using a descriptive-correlational design, the study surveyed 111 purposively selected respondents. Quantitative analysis identified which digital marketing strategies most influenced commercialization performance. Findings showed that social media marketing, visual content, and e-commerce integration had a strong positive impact, while email marketing received a neutral response, suggesting the need for further qualitative research. Based on the results, a strategic framework was developed to guide SMEs in adopting digital strategies aligned with national initiatives such as the E-Commerce Roadmap, Digital PINAS, and GO Lokal! This study contributes to inclusive digital entrepreneurship and supports the Sustainable Development Goals related to innovation, economic growth, and reducing inequality. Keywords: digital marketing, commercialization, SMEs, processed seafood, strategic framework, innovation adoption