The popular online marketplace TikTok Shop has announced a remarkable surge in sales activity from Filipino entrepreneurs, highlighting a major shift towards digital commerce among local businesses. The platform reported that sales generated by Philippine-based sellers skyrocketed by more than 200 percent throughout 2025.
Livestreaming and Creator Partnerships Drive Explosive Growth
This impressive growth is largely attributed to the widespread adoption of livestream commerce and strategic collaborations with online content creators. TikTok Shop identified these tools as key drivers, enabling micro, small, and medium enterprises (MSMEs) to connect with consumers across the nation in real-time. Top livestream hosts were particularly influential during major promotional campaigns, generating strong sales in popular categories like beauty, personal care, and consumer electronics.
Yves Gonzalez, Head of Public Policy for the Philippines at TikTok Shop, emphasized the platform's role beyond just a sales channel. "TikTok Shop is more than a marketplace; it is a partner for Filipino entrepreneurs," Gonzalez stated, pointing to ongoing collaborations with government bodies and industry associations to ensure responsible expansion.
Empowering Local Brands and Entrepreneurs Nationwide
The success story is embodied by homegrown brands like Dood, an innerwear label founded in 2021. The company leveraged livestream selling and creator partnerships to engage directly with customers, evolving from a small startup to a full-scale warehouse operation. Furthermore, TikTok Shop's campaign promoting locally made goods, #SarilingAtin, boosted sales of Philippine products by over 230 percent, while campaign impressions more than doubled compared to the previous year.
To sustain this momentum, TikTok Shop has made significant investments in education and capability-building. In 2025 alone, more than 25,000 entrepreneurs participated in the platform's training initiatives. These included nationwide roadshows and workshops conducted in partnership with the Department of Trade and Industry (DTI), the Department of Information and Communications Technology (DICT), and private sector allies such as PLDT and various logistics companies.
Inclusive Programs for Broader Digital Access
The platform has also expanded its outreach to ensure wider participation in the digital economy. Specialized programs now specifically target women, persons with disabilities, and sari-sari store owners. This effort is part of a broader mission to democratize access to digital entrepreneurship tools and knowledge.
Joey Concepcion, founder of Go Negosyo—a partner in TikTok Shop's small business training programs—commented on the transformative impact. "Digital commerce is transforming how Filipino MSMEs grow," he observed. Looking ahead, TikTok Shop has committed to continuing its investments in seller education, creator collaborations, and enhanced platform safeguards to support the sustainable growth of local online businesses.
