In particular, the company’s use of “shoppertainment” techniques, strategic campaigns, and affiliate marketing has solidified its place as a leader in digital commerce, making its products more accessible to younger, tech-savvy consumers.
Transforming e-commerce with TikTok Shop
Collaborating with TikTok Shop, Del Monte has adopted cutting-edge tools like livestream sessions, affiliate marketing, and TikTok’s ACE (assortment, content, empowerment) Indicator System.
These features have allowed the brand to engage audiences in real-time while highlighting its latest offerings.
During the recent 11.11 Mega Campaign, Del Monte saw a 148-percent rise in GMV compared to its 10.10 performance.
This included a 76-percent increase in affiliate GMV, 212 percent growth in affiliate live sessions, and a 44-percent increase in affiliate video content — all demonstrating TikTok Shop’s potential as a platform for consumer engagement and conversion.
Shoppertainment as a game-changer
By using shoppertainment, Del Monte has transformed traditional retail experiences into dynamic, interactive sessions.
With more than 35,000 viewers engaged in its livestreams, the brand has successfully showcased new product lines such as snacks and dairy.
“[Through] TikTok Shop, we’ve found newer ways to excite consumers with engaging and informative content,” Del Monte’s e-commerce director Leandro Oviedo said, explaining that live events and short-form videos have allowed the firm to connect with its audience in fun, personal ways, building trust and loyalty.
The use of short, relatable videos packed with useful information has also helped Del Monte elevate its appeal to younger audiences. From live product demonstrations to creator collaborations, these strategies have driven both visibility and sales.
Strategic empowerment, collaboration
Del Monte’s partnership with TikTok Shop was further strengthened by targeted ad campaigns and platform tools. The brand achieved its highest daily GMV record in May 2024, highlighting the effectiveness of its consumer-driven campaigns.
“Del Monte’s success is a testament to the synergy between a brand that understands its audience and a platform that empowers creativity,” TikTok Shop marketing lead Franco Aligaen said. “By harnessing TikTok Shop’s ACE Indicator System, they’ve transformed their offerings into experiences that resonate deeply with Filipino families.”
Affiliate marketing has played a significant role in this journey. By collaborating with influencers and running creator competitions, Del Monte has amplified its brand reach and fostered authentic consumer connections.
Sustainable formula for success
Del Monte’s journey on TikTok Shop is proof that a well-thought-out strategy can redefine e-commerce success.
Using the ACE Indicator System, the brand aligned its offerings with the needs and preferences of digital consumers, earning the 13th spot in the food and beverage category at launch.
“It’s not just about promoting a product,” Oviedo said, explaining the firm’s strategy of meeting consumers where they are. “It’s about creating genuine connections that go beyond the screen.”
More importantly, this partnership with TikTok Shop signals a future of sustained innovation and growth for Del Monte as it continues strives to reach more Filipino consumers.
The brand’s ability to blend tradition with technology sets a high standard for others navigating the dynamic world of digital commerce.
