TikTok Shop is strengthening support for Filipino micro, small and medium enterprises (MSMEs) through digital tools, seller education, and partnerships aimed at helping local businesses expand their reach in the growing digital economy.

During the GoNegosyo MSME Summit, TikTok Shop Philippines cluster lead Jonah Ople said discovery e-commerce is enabling entrepreneurs to connect with more customers through short-form videos, livestreaming, and creator collaborations.

“MSMEs are the backbone of the Philippine economy. Through content, creators and live selling, discovery e-commerce is helping level the playing field for businesses of all sizes,” Ople said.

More than 90 percent of sellers on TikTok Shop are local businesses, many of which now use livestreams and creator partnerships to build their brands.

One of them is Eyeconic, a contact lens brand founded by UP student Bridget Cortez with a P15,000 loan from her grandmother. Since joining TikTok Shop, the platform has become the company’s primary sales channel, helping it expand nationwide while creating income opportunities for student livestream hosts.

Pampanga-based Naturefood also leveraged TikTok Shop’s livestreaming and affiliate tools, recording a 300 percent increase in sales while expanding employment and strengthening partnerships with local farmers and producers.