TikTok Shop is ramping up efforts to support more micro, small, and medium enterprises (MSMEs) across the Philippines, with plans to strengthen partnerships with local government units (LGUs) and expand its “Unlad Lokal” initiative deeper into the Visayas and Mindanao by 2026.
Speaking at a partnership event with the Pasig City Government, TikTok Shop Head of Public Policy Yves Gonzalez said the platform’s biggest advantage for MSMEs is helping local businesses reach customers beyond their immediate communities.
“They already have good products. They already have quality products,” Gonzalez said. “What they need help with is discoverability — being able to sell to customers outside their geographic location.”
TikTok Shop said its local MSME programs have already supported more than 25,000 businesses nationwide since launch, with Pasig now becoming the platform’s 15th LGU partner. The company has been working with several LGUs across Metro Manila and key provinces as it accelerates nationwide expansion efforts.
“Our target is really to reach as many MSMEs as we can,” Gonzalez said, adding that LGU partnerships are crucial because local governments maintain direct relationships with entrepreneurs on the ground.
Beyond financing hurdles, Gonzalez noted that many MSMEs continue to face challenges in gaining visibility in an increasingly crowded digital marketplace.
He said TikTok Shop’s affiliate network, livestream selling tools, and content-driven commerce model enable smaller businesses to compete more effectively with larger brands through storytelling and authentic consumer engagement.
