TikTok Shop helped drive over 200% increase in sales for local sellers in 2025, as Filipino micro, small, and medium enterprises (MSMEs) and creators leveraged live commerce, digital tools, and capacity-building programs to reach wider audiences and grow their businesses nationwide. Through creator partnerships, education initiatives, and collaborations with government and industry partners, the platform continues to support sustainable livelihoods and inclusive participation in the digital economy.
“TikTok Shop is more than a marketplace; it is a partner for Filipino entrepreneurs,” said Yves Gonzalez, Head of Public Policy for the Philippines at TikTok Shop. “By collaborating with government stakeholders and providing education, technology, and creative opportunities, we help local businesses thrive in the dynamic digital landscape. Our work ensures that sellers can grow responsibly, reach wider audiences, and strengthen the communities they serve, creating long-term socio-economic impact for the Philippines.”
Creators Driving Commerce and Community Impact
(from left) Creators Lauren Young and Papanan during high-performing TikTok Shop live selling sessions, where they refined their storytelling, built strong community engagement, and helped local brands reach wider more buyers.
Creators leveraging TikTok Shop’s tools and programs have seen remarkable growth. Lauren Young (@lo_young), a former television actress turned beauty creator, refined her live selling skills and storytelling through brand collaborations. Through early partnerships with beauty and personal care brands, she built a strong foundation in live commerce before expanding into collaborations with local sellers, including homegrown gold jewelry brand Marigold PH. Her record-breaking sessions earned her recognition as TikTok Shop Philippines' Creator of the Year. In 2025, Lauren hosted over 100 live sessions, totaling more than 360 hours, demonstrating how talent, persistence, and platform support can create meaningful commercial and community impact.
Similarly, Papanan (@_papanan), a freelance photographer and videographer from Cagayan de Oro, expanded from short-form content to live commerce in the Electronics category. Featuring a mix of consumer tech products, from mobile devices to cameras and accessories, his livestreams consistently delivered strong performance across major campaigns. This year, he achieved the highest gross merchandise value (GMV) by a creator in a single day, exemplifying how consistency and creativity translate to tangible results.
Local Sellers Expanding Reach
Dood has expanded from a small student-led startup to a fast-growing brand on TikTok Shop, supported by creator collaborations and live commerce programs.
TikTok Shop has amplified the success of local brands like Dood, a homegrown modern innerwear brand co-founded by Maria Necilyn Manguino and John Theodore Taleon when they were college students in 2021. From a small space, they now operate their own warehouse and studio where they host their livestreams. Campaigns such as #WearWithDood, in collaboration with multiple creators, seasonal bundle offerings, and participation in major campaign days drove substantial growth in live commerce GMV, audience engagement, and shop tab performance.
“TikTok Shop helped Dood grow from a small space to a full warehouse, allowing us to connect directly with our customers and address their needs in real time,” said Manguino. “Live selling has given us the chance to engage our community, scale sustainably, and make a meaningful impact for local Filipinas who support our products.”
The platform’s ACE Indicator System, which stands for Assortment, Content, and Empowerment, helps sellers refine product listing and pricing strategies, create short-video and livestream content, and strengthen shop performance through campaigns, vouchers, and other tools. These structured learning paths and analytics-driven insights enable sellers to make informed decisions and sustain long-term growth on the platform.
Boosting Local Commerce Nationwide
TikTok Shop’s #SarilingAtin initiative has helped maximize exposure for Filipino sellers nationwide, with local product sales increasing by over 230% and impressions more than doubling compared to previous years. The program has reached tens of millions of users and generated over 12 million key live session views, helping to strengthen the local commerce ecosystem.
TikTok Shop conducts nationwide training programs and roadshows to equip MSMEs with practical skills in content creation, livestreaming, and digital entrepreneurship.
In 2025, over 25,000 entrepreneurs nationwide participated in TikTok Shop’s capacity-building initiatives, including the Unlad Lokal Roadshow Caravan. The program, which launched earlier this year in partnership with the Department of Trade and Industry (DTI), equips Filipino entrepreneurs with digital tools, skills, and knowledge to participate effectively in the digital economy. The Roadshow Caravan began in Metro Manila and has since expanded to local government rollouts, including Taguig City.
Partnerships with both the private and public sectors, such as PLDT, Smart Communications, J&T Express, GoNegosyo, the Department of Information and Communications Technology (DICT), and the DTI, provided hands-on guidance on seller onboarding, content creation, livestreaming, platform policies, and marketing strategies. These were complemented by webinars and educational videos on the @sellwithtiktokshop_ph TikTok account, which garnered over 17 million views.
Driving Inclusive Growth for Filipino Entrepreneurs
TikTok Shop's inclusive initiatives ensured that entrepreneurship would be accessible to all Filipinos on the platform. Programs such as TikTok Shop and Hapinoy’s training for sari-sari store owners, as well as Sumakses Sagabal-Free: TikTok Shop Basics for Persons with Disabilities, provided practical guidance on digital selling, livestreaming, and shop management. These collaborations with Hapinoy, the Autism Society Philippines, local governments, and national advocacy bodies supported women, persons with disabilities, and other underrepresented entrepreneurs, helping them confidently enter and succeed in the digital marketplace.
TikTok Shop's commitment to female entrepreneurs was also highlighted during Go Negosyo's Women Summit 2025: Women Breaking Boundaries, where the platform showcased how social commerce tools and education helped women-led businesses scale sustainably.
“Digital commerce is transforming the way Filipino MSMEs grow, and women entrepreneurs are at the forefront of this shift. Platforms like TikTok Shop are empowering them to scale their businesses, connect with customers nationwide, and build sustainable brands through content-driven engagement. Go Negosyo is proud to collaborate with TikTok Shop and other online marketplaces to equip small business owners with the right tools, insights, and networks to thrive in the digital economy,” said Joey Concepcion, Founder of Go Negosyo.
Driving Sustainable Growth for Communities
TikTok Shop’s impact extends beyond GMV and campaign results. By providing MSMEs with education, technology tools, and creator partnerships, the platform helps create sustainable pathways for small businesses to scale and thrive in a safe online environment.
“Our work with local entrepreneurs demonstrates how technology can uplift entire communities,” Gonzalez added. “By equipping sellers with practical knowledge, connecting them with creators, and providing safe access to digital commerce, we help build an ecosystem where businesses can thrive sustainably. Supporting local MSMEs strengthens not just individual livelihoods, but the broader economy, ensuring that growth is inclusive, responsible, and resilient.”
TikTok Shop’s contribution to the Philippine MSME ecosystem underscores its role not only as a platform for commerce but as a partner in driving economic opportunity, community growth, and digital innovation.