TikTok Shop Helps Filipino Sellers Post Over 200% Sales Growth in 2025 — What’s Driving the Surge?

Creators Lauren Young and Papanan during TikTok Shop live selling sessions that helped local brands reach more Filipino buyers.

TikTok Shop helped drive more than a 200% increase in sales for local sellers in 2025, as Filipino micro, small, and medium enterprises (MSMEs) and creators used live commerce, digital tools, and training programs to grow their businesses nationwide.

The platform said the growth was supported by creator partnerships, education initiatives, and collaborations with government and industry groups, aimed at helping sellers reach wider audiences and participate more fully in the digital economy.

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

Creators played a key role in driving commerce on the platform. Beauty creator Lauren Young (@lo_young) expanded from brand collaborations to working with local sellers, including homegrown gold jewelry brand Marigold PH. In 2025, she hosted more than 100 live sessions totaling over 360 hours and was recognized as TikTok Shop Philippines’ Creator of the Year.

Another creator, Papanan (@_papanan), a freelance photographer and videographer from Cagayan de Oro, moved from short-form content to live selling in the Electronics category. His livestreams featured consumer tech products and delivered strong results during major campaigns. This year, he recorded the highest gross merchandise value (GMV) by a creator in a single day.

Local brands also expanded their reach through live commerce. Dood, a modern innerwear brand founded in 2021 by Maria Necilyn Manguino and John Theodore Taleon, grew from operating in a small space to running its own warehouse and livestream studio. Creator collaborations, themed campaigns, and participation in major sales days helped increase its live commerce GMV and audience engagement.

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

To support sellers, TikTok Shop uses its ACE Indicator System—short for Assortment, Content, and Empowerment—which guides merchants in improving product listings and pricing, producing short videos and livestreams, and using campaigns and vouchers to strengthen shop performance.

The platform also rolled out nationwide programs to boost local commerce. Its #SarilingAtin initiative increased local product sales by more than 230% and more than doubled impressions compared to previous years, generating over 12 million key live session views.

In 2025, more than 25,000 entrepreneurs joined TikTok Shop’s capacity-building activities, including the Unlad Lokal Roadshow Caravan launched with the Department of Trade and Industry. The roadshow started in Metro Manila and expanded to local government rollouts such as Taguig City.

These efforts were supported by partnerships with PLDT, Smart Communications, J&T Express, GoNegosyo, the Department of Information and Communications Technology, and the DTI, alongside webinars and educational videos on the @sellwithtiktokshop_ph account, which drew over 17 million views.

TikTok Shop also ran inclusive programs with groups such as Hapinoy and the Autism Society Philippines to support women, persons with disabilities, and other underrepresented entrepreneurs. The platform’s work with women-led businesses was highlighted at Go Negosyo’s Women Summit 2025.

“Digital commerce is transforming the way Filipino MSMEs grow, and women entrepreneurs are at the forefront of this shift,” said Joey Concepcion, Founder of Go Negosyo. “Platforms like TikTok Shop are empowering them to scale their businesses, connect with customers nationwide, and build sustainable brands through content-driven engagement.”

Gonzalez said the platform’s focus goes beyond sales figures. “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,” he said.

TikTok Shop said its work with Filipino MSMEs shows how digital tools and partnerships can support livelihoods, strengthen communities, and contribute to inclusive economic growth.

Read more GoodNewsPilipinas.com stories on Filipino MSMEs, creators, and digital entrepreneurship shaping local communities nationwide.