The initiative welcomed over 40 microentrepreneurs from the Hapinoy network and focused on hands-on skills training, including content creation, affiliate marketing, and live commerce.
Why it matters
Sari-sari stores are deeply embedded in the Philippine economy and culture, often serving as both livelihood and local support hubs. However, many remain excluded from digital marketplaces due to lack of tools or training. Unlad Lokal bridges that gap, equipping store owners—often women and mothers—with accessible knowledge to grow their incomes and customer reach through social commerce.
“TikTok Shop is committed to supporting micro, small, and medium enterprises, who form the backbone of the Philippine economy,” said Franco Aligaen, marketing lead at TikTok Shop Philippines.
“Partnering with organizations like Hapinoy allows us to reach more local entrepreneurs and develop more online-savvy business owners to thrive in the changing digital landscape.”
The big picture
TikTok Shop’s Unlad Lokal program began in March in collaboration with the Department of Trade and Industry (DTI) to promote e-commerce inclusion among MSMEs. This latest session, held with Hapinoy, focuses on sari-sari store owners, bringing the program’s impact deeper into local communities.
Hapinoy’s broader mission is to help microentrepreneurs grow sustainably through training, financial access, and product linkages. Through programs like Negosyante Club, Hapiskwela, and Hapinoy TV Live, the organization has long championed grassroots entrepreneurship. The TikTok Shop partnership brings this advocacy into the digital age.
“Our mission at Hapinoy has always been to help sari-sari store owners grow their businesses while serving their communities,” said Hapinoy co-founder Mark Ruiz. “This aligns perfectly with TikTok Shop, which provides a dynamic and accessible platform where our members can expand their businesses.”
How it works
Tailored for sari-sari store owners who may be new to digital platforms, the training showed how tools like live selling and affiliate links on TikTok Shop can supplement daily store operations and open new income channels.
“Live selling and affiliate marketing on TikTok Shop are very convenient for our women entrepreneurs,” said Ruiz. “It’s something they can do from their mobile phones while at home, where their sari-sari stores are usually located. That’s a big help in balancing household and business responsibilities.”
Real people, real impact
For store owners like Jennifer Fernando of Quezon City, the training was a turning point. “I really wanted to level up,” she said. “Most businesses now are already online. If I want more people to see my store and products, I need to keep up.”
In Valenzuela, Mary Grace Lee saw the program as a much-needed opportunity to supplement earnings. “Sometimes sales are really slow at the store. Even a small extra income through affiliate links or online sales can go a long way for my family,” she shared.
And for Maria Rica Yoshida from Binangonan, who also works part-time as a field researcher, the session reinforced the idea that digital selling is no longer out of reach. “As long as you have a phone, internet, and the courage to try, you can already start earning from home,” she said.
What they’re saying
“We truly believe that TikTok Shop is a game changer,” Ruiz emphasized. “By expanding sari-sari stores' category and product mix, and providing accessible tools they can use to grow their businesses, TikTok Shop is able to help them earn more for their families.”
What’s next
As part of TikTok Shop’s Unlad Lokal rollout, more community training and workshops are scheduled in partnership with local government units (LGUs) nationwide. The program’s “learning-to-earning” approach provides not just training but also mentorship, seller support, and promotional boosts to help participants apply their skills in real time. —Ed: Corrie S. Narisma
