MSMEs triple sales through TikTok Shop

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January 11, 2026 | 12:00am

MANILA, Philippines — TikTok Philippines’ online shopping platform helped local micro, small and medium enterprises (MSMEs) to triple their sales last year through various partnerships and collaborations, according to Tiktok Shop head of public policy Yves Gonzales.

TikTok Philippines said MSMEs and creators in its platform capitalized on its various features such as live commerce, digital tools and capacity-building programs to expand their customer base and grow their businesses.

“TikTok Shop is more than a marketplace; it is a partner for Filipino entrepreneurs. By collaborating with government stakeholders and providing education, technology, and creative opportunities, we help local businesses thrive in the dynamic digital landscape,” Gonzalez said.

“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,” Gonzalez added.

One of the notable businesses and content creators that benefited from TikTok Shop’s features is Lauren Young, a former television actress turned beauty content creator, according to TikTok.

TikTok said Young enhanced her live selling skills and storytelling through various brand collaborations including with local sellers such as homegrown gold jewelry brand Marigold PH.

“(Young’s) record-breaking sessions earned her recognition as TikTok Shop Philippines’ Creator of the Year,” TikTok said.

“In 2025, Lauren hosted over 100 live sessions, totaling more than 360 hours, demonstrating how talent, persistence, and platform support can create meaningful commercial and community impact,” TikTok added.

TikTok Shop also helped local brands like Dood, a homegrown modern innerwear, to succeed. Dood was co-founded by Maria Necilyn Manguino and John Theodore Taleon in 2021, back when they were still college students.

Dood runs campaigns like #WearWithDood in collaboration with multiple creators, seasonal bundle offerings and participates in major campaign days to boost its audience engagement and sales.

“TikTok Shop helped Dood grow from a small space to a full warehouse, allowing us to connect directly with our customers and address their needs in real time,” Manguino said.

“Live selling has given us the chance to engage our community, scale sustainably and make a meaningful impact for Filipinos who support our products,” Manguino added.

TikTok said TikTok Shop’s #SarilingAtin initiative also helped Filipino sellers nationwide to reach a wider base of customers, leading to an increase in their sales by over 230 percent while impressions more than doubled on an annual basis.

The program reached tens of millions of TikTok users and generated over 12 million key live sessions views, TikTok said.

Furthermore, TikTok said over 25,000 entrepreneurs joined TikTok Shop’s capacity-building initiatives such as the Unlad Lokal Roadshow Caravan last year.

Various private and public sector partnerships also helped Filipino MSMEs such as those led by PLDT, Smart Communications, J&T Express, GoNegosyo, the Department of Information and Communications Technology and the Department of Trade and Industry, TikTok said.

The collaborations provided Filipino sellers with hands-on guidance on seller onboarding, content creation, live streaming, platform policies and marketing strategies, TikTok added.

“By equipping sellers with practical knowledge, connecting them with creators and providing safe access to digital commerce, we help build an ecosystem where businesses can thrive sustainably,” Gonzalez said.

“Supporting local MSMEs strengthens not just individual livelihoods, but the broader economy, ensuring that growth is inclusive, responsible and resilient,” Gonzalez added.