As the business landscape shifts toward digital platforms, TikTok Shop aims to become a key partner for small businesses in the country considering that they make up 99% of businesses.
Social commerce is reshaping how small businesses operate. Platforms like TikTok Shop provide tools that let MSMEs use short videos and live streams to promote their products while connecting directly with customers.
“There is a shift toward digital platforms that allow businesses to engage directly with consumers,” Franco Aligaen, marketing lead for TikTok Shop Philippines, said in a media release. “TikTok Shop enables small businesses to share their products and the stories behind them, which helps build trust and meaningful connections with customers.”
Cley’s Food Products is an example of how TikTok Shop is making an impact. A family recipe for crab paste turned into a business success when the company used creative videos to showcase its story. This approach helped Cley’s grow from a backyard setup to a full-scale operation, employing up to 15 workers during peak seasons and reaching customers nationwide.
TikTok Shop’s “shoppertainment” concept is another innovation helping micro, small, and medium enterprises (MSME). By combining entertainment and shopping, businesses can engage customers with interactive content. Live-streaming lets businesses showcase products in real-time, answer questions, and build stronger relationships with their audiences.
Digital presence
The platform also supports MSMEs through resources like TikTok Shop Business School and TikTok Shop Academy, which offer lessons on content creation, live-streaming, and navigating the online marketplace.
“TikTok Shop promotes a culture of testing and learning, enabling businesses to refine their strategies based on real-time audience engagement,” Aligaen said.
TikTok Shop’s ACE Indicator System — focused on Assortment, Content, and Empowerment — helps MSMEs grow their digital presence. Businesses can improve their offerings, use targeted content, and participate in campaigns like double-digit sales events to attract new customers and drive sales.
Buy Local, Shop Local
“Storytelling is what makes a business memorable,” Aligaen said. “When small businesses share the journey behind their products, it creates a sense of connection with the audience. These stories aren’t just marketing; they’re what inspire customers to support local businesses.”
Initiatives like the Buy Local, Shop Local campaign further highlight Filipino-made products, encouraging consumers to support local businesses and strengthen community ties.
TikTok Shop provides MSMEs with tools to thrive in the digital economy, including real-time engagement and audience-focused strategies. Interested sellers can register easily by submitting basic details and documentation. The platform’s vetting process ensures compliance and product quality, offering a safe environment for businesses and customers.