How TikTok Shop Supports 25,000 Philippine MSMEs in E-Commerce
TikTok Shop’s Unlad Lokal roadshow partners with local governments to equip Philippine MSMEs with skills in e-commerce, live selling, and digital marketing.
TikTok Shop expands its Unlad Lokal Roadshow Caravan to the cities of Marikina, Muntinlupa, and Taytay to bring digital commerce education and opportunities to Philippine micro, small, and medium enterprises (MSMEs).
Held in partnership with local government units and industry partners, Unlad Lokal helps Filipino entrepreneurs establish and strengthen their presence on TikTok Shop. Some of the caravan activities include:
- Onboarding new sellers,
- Training for short-form video and live selling, and
- Guiding users through advertising tools and services
The caravan has trained close to 25,000 MSMEs since its launch in 2025.
“For many small businesses, the challenge is understanding how to translate what they already do well into a digital environment,” said Yves Gonzalez, head of public policy for the Philippines at TikTok Shop, in an April 16 press statement.
Unlad Lokal aims to connect sellers with the right resources and partners, and show how to make their products discoverable to new audiences, Gonzalez said.
How Marikina MSMEs Navigate Creator-Led Selling
The Marikina session brought together about 100 shoe and bag sellers, in line with the city’s role as a center of Filipino craftsmanship.
Conducted in partnership with the Filipino Footwear Alliance Association (FFAA) and the Department of Trade and Industry (DTI) Marikina, the session helped local sellers translate heritage, craftsmanship, and product quality into digital visibility.
The Marikina leg also featured creator-led selling, including creator partnerships and affiliate marketing.
“Through Unlad Lokal and platforms like TikTok Shop, we are transforming the Philippine shoe industry from traditional craftsmanship into a globally competitive, digitally empowered sector,” said Lory Velasco, vice president of the FFAA, in the same press statement. “We are building pathways for Filipino shoemakers to succeed locally and compete confidently on the global stage.”
Alta Philippines, a Marikina-based handcrafted leather footwear business, is one such MSME that uses TikTok Shop to share its shoemaking heritage with new audiences.
Expanding E-Commerce Training for Small Businesses in Muntinlupa and Taytay
MSMEs in Muntinlupa and Taytay also had on-site onboarding support, practical guidance on content and live selling, and a step-by-step guide on available ad solutions that combine commerce and real-time connection, improve discoverability, and support business growth on the platform.
In Taytay, sellers from categories such as fashion, food, and health and beauty participated in the program.
TikTok Shop conducted the leg in partnership with the Municipal Government of Taytay, the DTI Logistics and Supply Chain Group led by Undersecretary Mary Jean Pacheco, and DTI Taytay. The event was also supported by the DTI E-Commerce Bureau (DTI-ECB) and attended by Paulo Estrada, chief trade industry development specialist of DTI-ECB’s Strategic Communication and Partnership Division.
In Muntinlupa City, the initiative drew over 100 participants, comprising MSMEs and members of the general public, including creator affiliates.
KleenFit and E11even were the partner brands for the Muntinlupa session.
Mayor Rufino Biazon, who attended the event, said the initiative supports the city’s mission to empower businesses with what they need to compete in a digital marketplace.
“By combining our support mechanisms with practical training from platforms like TikTok Shop, we can help provide MSMEs with alternative market access, so they can continue to grow responsibly while reaching wider audiences.”
This content was produced in collaboration with TikTok Shop. Our Partner Content stories help us advance our mission to provide relevant stories, expert insights, and business intelligence that empower Filipino entrepreneurs. The Business Manual oversees our partnership standards.
Frequently Asked Question
Unlad Lokal is a nationwide roadshow designed to bridge the gap between traditional business and the digital marketplace for Philippine micro, small, and medium enterprises. In partnership with local government units and the Department of Trade and Industry, TikTok Shop travels to various cities to provide hands-on training in e-commerce, live selling, and digital marketing strategies.
The program has achieved significant reach since its launch in 2025, providing training and digital tools to approximately 25,000 MSMEs across the country. By focusing on grassroots enablement, the initiative helps local entrepreneurs translate their existing offline strengths into online growth.
Entrepreneurs who participate in the roadshow gain practical skills in several key areas, including the onboarding process for setting up a TikTok Shop and the creation of engaging short-form video content. Additionally, they receive guidance on real-time live selling techniques and the effective use of advertising tools and affiliate marketing to boost their product’s discoverability.
The Marikina session specifically focused on helping roughly 100 shoe and bag sellers adapt their heritage craftsmanship for a digital-first audience. By utilizing creator-led selling and authentic storytelling, local brands like Alta Philippines are able to showcase their high-quality handmade products to a global audience while maintaining their traditional shoemaking legacy.
The success of Unlad Lokal relies on a broad ecosystem of support including the Department of Trade and Industry (DTI) and local leaders like Mayor Ruffy Biazon of Muntinlupa. Collaborative efforts from the Filipino Footwear Alliance Association and the DTI E-Commerce Bureau ensure that the training is relevant to various sectors, from fashion and food to health and beauty.
