TikTok sees short-form videos, livestreams, and creator partnerships helping small businesses reach customers without spending heavily on advertising.
For many Filipino entrepreneurs, the challenge is no longer creating a good product — it’s getting people to notice it.
That’s the problem TikTok Shop says discovery e-commerce is helping solve, as more local businesses turn to short-form videos, livestreams, and creator collaborations to reach customers online.
Speaking during the GoNegosyo MSME Summit, TikTok Shop Philippines highlighted how digital content is becoming an increasingly important part of how micro, small, and medium enterprises (MSMEs) attract buyers, particularly as consumers spend more time discovering products through social media rather than traditional online searches.
Jonah Ople, Cluster Lead at TikTok Shop Philippines, said the platform is investing in seller education and partnerships with both government and private organizations to help more MSMEs participate in the country’s growing digital economy.
“MSMEs are the backbone of the Philippine economy, and many already have strong products and compelling stories to tell,” Ople said.
“The challenge today is becoming discoverable in an increasingly digital-first environment.”
Rather than relying solely on paid advertising, businesses are increasingly using content, creators, and livestream selling to build trust with potential customers and introduce their products to new audiences.
According to TikTok Shop, more than 90% of sellers on the platform are local businesses.
Building a business with content instead of a large marketing budget
Eyeconic’s Bridget Cortez (IMAGE CREDIT: TikTok)
One entrepreneur who has benefited from that shift is Bridget Cortez, founder of contact lens brand Eyeconic.
The business began in 2020 with a ₱15,000 loan from her grandmother while she was still in high school. What started as a small reselling venture has since grown into a homegrown brand that now develops its own contact lens designs with manufacturing partners.
While completing her Business Management degree at the University of the Philippines, Cortez balanced classes with supplier meetings and business operations, often travelling between Manila and Pampanga.
As Eyeconic expanded, TikTok Shop became more than another sales channel.
Instead of relying on expensive advertising campaigns, the company used educational videos, creator collaborations, and livestreams to introduce its products and engage customers.
“What I love most about TikTok Shop is that it gives MSMEs a fair chance,” Cortez said.
“We don’t need a massive marketing budget to be seen. As long as we have content that connects with people and a product that delivers, customers will naturally support us.”
Today, TikTok Shop has become Eyeconic’s primary sales platform.
The company’s growth has also created employment opportunities for students who now work as livestream hosts while continuing their studies.
Digital commerce creates opportunities beyond sales
Naturefood founders Emmanuel Gantalao and Bryan Lagman (left) and their kitchen staff (right)
For Pampanga-based food company Naturefood, digital commerce has also become a way to expand both its business and its social impact.
Founded by Emmanuel Gantalao and Bryan Lagman in 2020, Naturefood started by sourcing honey from Mangyan communities in Mindoro before expanding into other locally sourced products.
The company later invested more heavily in TikTok Shop through livestream selling, affiliate partnerships, and creator-driven content.
According to Naturefood, those efforts contributed to a 300% increase in sales.
The business now employs more than 130 people while continuing to work closely with local farmers and suppliers.
“Many Filipino MSMEs already have excellent products,” Gantalao said.
“What they need is better access to digital tools, education, and platforms that help them reach more customers.”
Why it matters
Social commerce is becoming a bigger part of the Philippine digital economy as platforms compete not only on transactions but also on product discovery.
Unlike traditional e-commerce, discovery commerce encourages consumers to encounter products while watching videos or livestreams instead of searching for them directly.
For many small businesses with limited marketing budgets, that shift could make it easier to compete with larger brands by allowing engaging content — and not just advertising spend — to influence purchasing decisions.
TikTok Shop said it plans to continue investing in training programs, creator ecosystems, and partnerships that can help more Filipino MSMEs participate in the country’s growing digital marketplace.
