TikTok Shop, the e-commerce arm of the popular short-video platform, recently launched its Unlad Lokal initiative in Pasig City, reported by adobo Magazine . The event aims to equip local entrepreneurs with digital literacy skills, emphasizing the role of discovery commerce—where users find products through engaging content—in driving sales and brand awareness.
Held in partnership with local government units and business groups, the program provides hands-on training on content creation, live selling, and e-commerce best practices. Participants learn to leverage TikTok’s algorithm to reach wider audiences, transforming their smartphones into storefronts.
The initiative underscores a broader shift in Philippine retail, where social commerce is increasingly vital for micro, small, and medium enterprises (MSMEs). By integrating entertainment with shopping, TikTok Shop aims to democratize access to digital markets, helping local brands compete in a rapidly evolving landscape.