TikTok Shop is continuing its push to strengthen digital entrepreneurship in the Philippines through the expansion of its Unlad Lokal Program in Pasig City.
The initiative aims to equip micro, small, and medium enterprises (MSMEs), aspiring entrepreneurs, and students with practical e-commerce skills that can help them compete in today’s rapidly evolving digital marketplace.
Held at the Pamantasan ng Lungsod ng Pasig, the latest Unlad Lokal Roadshow Caravan gathered more than 100 participants for training sessions focused on content creation, livestream selling, affiliate marketing, and creator-led commerce.
The program was launched in partnership with the Pasig City Local Economic Development and Investment Office (LEDIO), further strengthening collaboration between the private sector and local governments in supporting MSME growth.
TikTok Shop and Pasig City deepen MSME support
The rollout of the Unlad Lokal Program in Pasig marks the sixth local government partnership under the initiative since its launch in March 2025.
To date, TikTok Shop said the program has already reached more than 25,000 MSMEs nationwide, reflecting growing demand for digital commerce education among local entrepreneurs.
For Pasig City officials, the partnership aligns with the city’s broader efforts to improve entrepreneurship and livelihood opportunities for residents.
Josephine D. Nefiel, head of the Entrepreneurship and Business Development Division of Pasig LEDIO, said the initiative also aims to strengthen e-commerce knowledge among students of Pamantasan ng Lungsod ng Pasig.
Aside from TikTok Shop-led sessions, Pasig City will also provide free training programs on negotiation, marketing, and financial literacy. The city plans to conduct 36 training sessions throughout 2026, potentially benefiting more than 29,000 MSMEs across Pasig.
Discovery commerce reshapes online selling
During the event, TikTok Shop executives emphasized that many local businesses already offer quality products but often struggle with online visibility and market reach.
According to Yves Gonzales, Head of Public Policy for the Philippines at TikTok Shop, the platform aims to help entrepreneurs improve “discoverability” through content-driven commerce.
“We provide that layer of knowledge so that, working hand-in-hand, we can really enable more MSMEs in Pasig City to expand their reach,” Gonzalez said during the media briefing.
He added that discovery commerce allows even small businesses to compete with larger brands through authentic storytelling, livestream selling, and affiliate marketing.
The rise of content-based shopping is also reshaping how consumers discover products online. Instead of relying solely on search-based shopping, users increasingly encounter products organically while scrolling through videos and livestreams.
This shift creates new opportunities for MSMEs to strengthen customer engagement without requiring large advertising budgets.
Digital literacy becomes increasingly critical
During the event, Pasig City Vice Mayor Robert Jaworski Jr. also highlighted how digital platforms are rapidly transforming retail and marketing, encouraging students and aspiring entrepreneurs to maximize technology and artificial intelligence to create new livelihood opportunities.
“There are so many millionaires now who don’t produce anything. They don’t have stores. All they do is use technology to their advantage,” Jaworski said.
He also noted how businesses are increasingly integrating AI into operations to improve sales and efficiency.
TikTok Shop and Pasig City officials likewise stressed the importance of digital literacy and online safety as more businesses transition into e-commerce. Beyond learning how to sell online, entrepreneurs were encouraged to become more aware of scams, platform tools, and best practices for operating safely in digital environments.
The initiative also reflects a broader effort to ensure that smaller and less digitally mature communities are not left behind in the country’s digital transformation.
TikTok Shop expands digital opportunities for MSMEs
As digital commerce continues to reshape the Philippine business landscape, initiatives like TikTok Shop’s Unlad Lokal Program are emerging as key platforms for helping MSMEs navigate evolving consumer behavior and creator-driven selling models.
By partnering with local governments, TikTok Shop is expanding access to digital skills training, e-commerce tools, and online growth opportunities for grassroots entrepreneurs across the country.
With plans to expand further across Visayas and Mindanao this year, the initiative underscores a wider effort to make digital entrepreneurship and discovery commerce more accessible to the next generation of Filipino entrepreneurs.
