The big picture
Beyond being an e-commerce platform, TikTok Shop is positioning itself as a growth partner for Filipino entrepreneurs by combining commerce, content, and education—and by working closely with government and industry stakeholders to broaden 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 the numbers
Creators driving commerce
Creators played a central role in accelerating seller growth through livestreaming and storytelling.
Beauty creator Lauren Young (@lo_young), a former television actress, sharpened her live selling skills through early brand collaborations before working with local sellers such as homegrown gold jewelry brand Marigold PH.
In 2025 alone, she hosted over 100 live sessions totaling more than 360 hours, earning recognition as TikTok Shop Philippines’ Creator of the Year.
Meanwhile, Papanan (@_papanan), a freelance photographer and videographer from Cagayan de Oro, transitioned from short-form content to live commerce in the Electronics category. His livestreams consistently performed well across major campaigns, culminating in the highest gross merchandise value (GMV) by a creator in a single day this year.
Local sellers scaling up
TikTok Shop has also amplified the reach of homegrown brands such as Dood, a modern innerwear brand founded by Maria Necilyn Manguino and John Theodore Taleon in 2021.
What began in a small space has since grown into a dedicated warehouse and studio for livestreaming.
Campaigns like #WearWithDood, creator collaborations, and seasonal bundles drove gains in live commerce GMV, audience engagement, and shop performance.
“TikTok Shop helped Dood grow from a small space to a full warehouse,” Manguino said, adding that live selling enabled real-time customer engagement and more sustainable scaling.
How the platform supports growth
At the core of TikTok Shop’s seller strategy is its ACE Indicator System—short for Assortment, Content, and Empowerment—which helps sellers optimize pricing, improve content creation, and boost performance through data-driven insights, campaigns, and vouchers.
Boosting local commerce nationwide
The platform’s #SarilingAtin initiative helped local product sales grow by over 230 percent, with impressions more than doubling year-on-year and over 12 million key live session views, strengthening visibility for Filipino-made products.
In 2025, TikTok Shop expanded its Unlad Lokal Roadshow Caravan with the Department of Trade and Industry (DTI), reaching entrepreneurs across Metro Manila and local government units such as Taguig City.
Inclusive participation
TikTok Shop also rolled out programs targeting women, persons with disabilities, and sari-sari store owners through partnerships with Hapinoy, the Autism Society Philippines, and Go Negosyo.
“Digital commerce is transforming the way Filipino MSMEs grow,” said Joey Concepcion, Founder of Go Negosyo, noting that women entrepreneurs are increasingly leading this shift.
The bottom line
By pairing technology with education and creator collaboration, TikTok Shop is positioning social commerce as a long-term driver of inclusive, community-based economic growth in the Philippines. —Ed: Corrie S. Narisma
