Video commerce platform TikTok Shop recorded more than a 200% increase in sales for local sellers in 2025 as Filipino micro, small, and medium enterprises (MSMEs) and content creators used live selling, short videos, and digital tools to reach customers across the country.
TikTok Shop said the growth came as more small businesses adopted video-based selling and joined training programs designed to help them understand online commerce and manage their shops better.
“By collaborating with government stakeholders and providing education, technology, and creative opportunities, we help local businesses thrive in the dynamic digital landscape,” said Yves Gonzalez, head of Public Policy for the Philippines at TikTok Shop. “Our work ensures that sellers can grow responsibly, reach wider audiences, and strengthen the communities they serve, creating long-term socio-economic impact for the Philippines.”
TikTok Shop said its ACE Indicator System, which stands for Assortment, Content, and Empowerment, guides sellers on how to price and present products, create short videos and livestreams, and improve shop performance using campaigns, vouchers, and data tools. The system provides structured lessons and performance data to help sellers make decisions based on actual results.
The platform’s #SarilingAtin program also helped promote Filipino-made products. TikTok Shop said sales of local products grew by more than 230%, while views and impressions more than doubled compared with previous years. The program generated over 12 million views from live sessions and reached users nationwide.
To support sellers outside major cities, TikTok Shop conducted training sessions and roadshows focused on content creation, livestream selling, and basic digital business skills. More than 25,000 entrepreneurs joined these activities in 2025, including the Unlad Lokal Roadshow Caravan held with the Department of Trade and Industry. The caravan started in Metro Manila and later expanded to local government runs, including Taguig City.
TikTok Shop also worked with partners to support groups that often face barriers to online selling. These included training programs with Hapinoy for sari-sari store (neighborhood store) owners and sessions designed for persons with disabilities, in partnership with the Autism Society Philippines and local governments. The company said these efforts helped women, persons with disabilities, and other groups learn how to sell online and manage their shops.