Insider Spotlight
The training program, held at the Pamantasan ng Lungsod ng Pasig, gathered more than 100 MSMEs, entrepreneur students, aspiring sellers, and grassroots creators for workshops focused on digital commerce tools and content-driven selling.
The initiative was conducted in partnership with the Pasig City Local Economic Development and Investment Office (LEDIO), with support from logistics partner J&T Express Philippines and several participating brands.
Why it matters
TikTok Shop is positioning itself as a digital commerce enabler for local businesses as MSMEs continue to account for the bulk of Philippine enterprises and employment.
Citing Philippine Statistics Authority data, the company said MSMEs represent 99.63 percent of all registered businesses nationwide and contribute more than 66 percent of employment, underscoring the need for digitalization initiatives that can help smaller enterprises remain competitive.
“The City of Pasig has long demonstrated a strong and sustained commitment to building a supportive environment for local businesses, from structured livelihood programs to entrepreneurship education and investment support,” Yves Gonzalez, head of public policy for the Philippines at TikTok Shop, said in a press statement on May 21, 2026.
“Through Unlad Lokal, we are building on that foundation by equipping MSMEs with practical digital commerce skills, from content creation to livestream selling and creator collaboration, so they can expand their reach beyond their immediate communities and participate more meaningfully in the digital economy,” Gonzalez added.
The bigger picture
The Pasig leg forms part of TikTok Shop’s broader nationwide rollout of Unlad Lokal, which has already reached local government units including Taguig, Taytay, Muntinlupa, Marikina, and Quezon City.
According to TikTok Shop, the program has engaged more than 25,000 entrepreneurs across the country since its launch.
Pasig City officials said the partnership supports existing efforts to modernize local businesses through entrepreneurship and livelihood programs.
“Programs like Unlad Lokal strengthen our efforts to make Pasig’s MSMEs more competitive and future-ready by helping them adapt to the realities of today’s digital economy,” said Crisostomo Ian P. Veron Cruz, officer in charge of Pasig City LEDIO.
TikTok Shop said the initiative also highlights the growing role of creator-led commerce, where businesses use livestreams, affiliate marketing, and content creators to drive product discovery and sales in real time. —Vanessa Hidalgo | Ed: Corrie S. Narisma
