TikTok Shop, the growing e-commerce platform of TikTok, plays a pivotal role in supporting local businesses, welfare, and livelihood by serving as an avenue for entrepreneurs and artisans to showcase their products to a broader audience.

Through its platform, TikTok Shop highlights its ongoing efforts to empower local craftsmanship and creativity, helping brands share their unique stories. One such story comes from Alta Philippines, a Marikina-based shoe brand known for its handcrafted leather footwear. Since joining TikTok Shop, Alta has not only experienced significant growth in sales and brand recognition, but has also found a platform to showcase the artistry, legacy, and tradition behind their products.

This success is driven by TikTok Shop's ACE Indicator System, which focuses on three key elements: Assortment, Content, and Empowerment. By leveraging these, Alta has maximized its presence on the platform, boosting engagement and driving sales.

Building a Legacy in Marikina’s Shoe Industry

Founded in 2019 by entrepreneur Melvin Pasiona, Alta Philippines began as an online shop offering premium yet affordable leather footwear, proudly made in Marikina, the country’s shoemaking capital. Despite competition, Alta rose to prominence with smart digital marketing and e-commerce strategies, including its entry into TikTok Shop on October 9, 2021.

The Assortment element of the ACE Indicator System has helped Alta optimize product availability and selection, offering a range of leather footwear from casual to formal styles. This strategic variety has enabled the brand to cater to different occasions and customer preferences, contributing to a threefold increase in their Shop Tab performance in 2024 compared to 2023.

“TikTok Shop has been an integral part of our brand’s progress. It has significantly enhanced our brand awareness and sales. Many of our customers have discovered Alta Philippines through TikTok Shop, and we are incredibly grateful for that," said Pasiona. "As a small business, TikTok Shop provides us with a tremendous opportunity to showcase our brand to a vast audience. It allows us to highlight our craftsmanship in a highly competitive market, especially in the footwear sector."

TikTok Shop's Impact on Local Brands

TikTok Shop’s platform allows businesses to blend entertainment and sales, offering a natural way for consumers to discover products. This has been especially effective for local brands like Alta Philippines, which aims to connect with consumers eager to support homegrown goods.

Through the Content aspect of the ACE Indicator System, Alta Philippines has employed a multi-hour livestream strategy, from 1:00 pm to 10:00 pm daily, to engage with customers directly. These live streams, along with shorter, engaging videos posted regularly, have played a key role in driving sales, resulting in a fivefold increase in gross merchandise value (GMV) for their live streams. These creative content efforts showcase the craftsmanship behind their products and resonate with their target audience.

Driving Brand Awareness and Sales Through TikTok Shop

For Alta Philippines, TikTok Shop has driven sales and significantly increased brand visibility. The Empowerment aspect of the ACE Indicator System, which provides insights and tools to connect with consumers more meaningfully, has been key to this growth. By participating in both Buy Local, Shop Local and Mega campaigns on TikTok Shop, Alta has maintained relevance and sustained sales momentum.

To stay top of mind for consumers, Alta has invested in video shopping ads that enhance visibility and ensure continuous interaction with its audience. Additionally, through Livestream Ads during Mega campaigns, Alta has successfully increased its reach and engagement, making it a staple brand in the TikTok Shop ecosystem.

Commitment to Supporting Local Businesses

TikTok Shop’s support for local businesses like Alta Philippines is part of its broader mission to empower fellow entrepreneurs. Through its "Buy Local Shop Local" campaign and e-commerce tools, TikTok Shop enables brands to sell directly to consumers and tap into its vast user base, offering significant growth potential.

“TikTok Shop is dedicated to supporting local businesses, especially those that highlight Filipino craftsmanship,” said Franco Aligaen, Marketing Lead for TikTok Shop Philippines. “Brands like Alta Philippines demonstrate how tradition and innovation can work together. Through our platform and the 'Buy Local Shop Local' campaign, we’re helping local artisans reach a wider audience, showcasing their products and the rich heritage behind them. By blending storytelling with e-commerce, we’re proud to champion the creativity and skill of Filipino craftsmen.”

A Bright Future for Local Craftsmanship

For Alta Philippines, the partnership with TikTok Shop is about more than just sales; it’s about championing Filipino craftsmanship and encouraging consumers to support local industries.

"In Alta Philippines, we remain optimistic and work happily, knowing we have a purpose—to elevate the shoe industry in Marikina. We remind our customers that by supporting us, they also help our veteran shoemakers, many of whom are senior citizens. We are passionate about our work and committed to ensuring that these artisans do not lose their livelihoods. That’s something that pushes us forward to do even better for our Marikina shoemakers," Pasiona concluded.

To discover more about Alta Philippines and explore their handcrafted leather footwear, visit their TikTok account @AltaPhilippines.