Manila, January 7, 2025 — Filipino micro, small, and medium enterprises (MSMEs) experienced a surge in sales—increasing by more than 200 percent in 2025—thanks to the growing popularity of live commerce on TikTok Shop, proving that a compelling story and a well-timed livestream can be a powerful combination for businesses.
TikTok Shop Fuels Explosive Growth for Filipino Businesses
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The platform is evolving beyond e-commerce, acting as a growth partner for entrepreneurs through content, education, and collaboration.
- Filipino MSMEs saw a sales increase of over 200 percent in 2025 through TikTok Shop.
- The #SarilingAtin initiative drove a 230 percent growth in local product sales.
- More than 25,000 entrepreneurs across the country have received training.
- Educational content on @sellwithtiktokshop_ph garnered over 17 million views.
TikTok Shop isn’t just a marketplace; it’s actively positioning itself as a partner in growth for Filipino entrepreneurs, blending commerce with engaging content and practical education. The platform is also working closely with government and industry stakeholders to expand participation in the digital economy.
“TikTok Shop is more than a marketplace; it is a partner for Filipino entrepreneurs,” said Yves González, head of public policy for the Philippines at TikTok Shop.
Creators Drive Commerce Through Storytelling
Creators are playing a pivotal role in accelerating seller growth through the dynamic format of livestreaming and compelling storytelling. Beauty creator Lauren Young (@lo_young), a former television actress, honed her live selling skills through initial brand collaborations before partnering with local businesses like Marigold PH, a homegrown gold jewelry brand.
In 2025 alone, Young hosted over 100 live sessions, totaling more than 360 hours, and was recognized as TikTok Shop Philippines’ Creator of the Year.
Meanwhile, Papanan (@_papanan), a freelance photographer and videographer from Cagayan de Oro, successfully transitioned from short-form content to live commerce within the Electronics category. His livestreams consistently performed well during major campaigns, culminating in the highest gross merchandise value (GMV) by a creator in a single day this year.
Local Sellers Scale Up with TikTok Shop
TikTok Shop has also amplified the reach of homegrown brands like Death, a modern innerwear brand founded by Maria Necilyn Manguino and John Theodore Taleon in 2021. What began as a small operation has since expanded into a dedicated warehouse and studio specifically for livestreaming.
Campaigns like #WearWithDood, creator collaborations, and seasonal bundles contributed to gains in live commerce GMV, audience engagement, and overall shop performance.
“TikTok Shop helped Dood grow from a small space to a full warehouse,” Manguino said, adding that live selling enabled real-time customer engagement and more sustainable scaling.
Platform Support: The ACE Indicator System
At the core of TikTok Shop’s strategy for supporting sellers is its ACE Indicator System—standing for Assortment, Content, and Empowerment—which helps sellers optimize pricing, improve content creation, and boost performance through data-driven insights, targeted campaigns, and voucher programs.
Boosting Local Commerce Nationwide
The platform’s #SarilingAtin initiative helped local product sales grow by over 230 percent, with impressions more than doubling year-on-year and over 12 million views on key live sessions, strengthening visibility for Filipino-made products.
In 2025, TikTok Shop expanded its Unlad Lokal Roadshow Caravan in partnership with the Department of Trade and Industry (DTI), reaching entrepreneurs across Metro Manila and local government units such as Taguig City.
Inclusive Participation for All
TikTok Shop also launched programs specifically targeting women, persons with disabilities, and sari-sari store owners through partnerships with Hapinoy, the Autism Society Philippines, and Go Negosyo.
“Digital commerce is transforming the way Filipino MSMEs grow,” said Joey Concepcion, Founder of Go Negosyo, noting that women entrepreneurs are increasingly leading this shift.
What factors contribute to the success of small businesses using TikTok Shop? By pairing technology with education and creator collaboration, TikTok Shop is positioning social commerce as a long-term driver of inclusive, community-based economic growth in the Philippines.
