TikTok Shop introduced the updated ACE Indicator System during the Summit Pilipinas 2025, aiming to help more brands grow by focusing on three areas: Assortment, Content, and Empowerment.
“Many brands have attributed their success on the platform to ACE, which provides guidelines to optimize product offerings, create engaging content, and experiment with discount and voucher strategies,” said Franco Aligaen, lead of Marketing, TikTok Shop Philippines. “We are excited to see more sellers succeed with the new and improved version.”
Called ACE 2.0, the upgraded system now includes detailed insights and breaks down Southeast Asian shoppers into eight audience types, such as Gen-Z Students, Savvy Shoppers, Mid-Life Budgeters, and Moms. Sellers can then fine-tune their content and offers to connect with the right customers using different digital touchpoints.
During a panel discussion, several brands shared how ACE 2.0 helped them attract more attention and build stronger customer relationships.
“When we started planning our products based on what parents usually stock up on, layering discount vouchers on top of Free Shipping, timing our livestreams around peak scroll times, and offering Cashback, we saw not only a major sales bump but a surge in new customer acquisition and repeat purchases,” said Lorin Tan, head of Marketing of Tiny Buds Baby Naturals.
TikTok Shop Mall
Sellers also have access to various tools like Shipping Fee discounts, Bonus Cashback, Mega Discount, and Flash Sale programs.
“Our use of Mega Discount vouchers combined with livestreaming was a game-changer,” said Ariana Henares, head of E-Commerce at Nestlé. “This resulted in an uplift in livestream GMV, and attracted new buyers, many of whom were exposed to our brand through high-visibility campaign placements.”
The summit also put a spotlight on TikTok Shop Mall, the platform’s space for trusted sellers. Brands here get access to special promotions and better visibility, which led to sales growing 2.2 times faster from January to June 2024 compared to the general marketplace.
“TikTok Shop Summit Pilipinas 2025 is a celebration of the heart and hustle of Filipino entrepreneurs,” said Aligaen.
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