Discovery-led commerce gains ground as TikTok Shop PH doubles active creators

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TikTok Shop Philippines said its active creator base has doubled year-on-year, as brands increasingly turn to livestreamers, affiliates, and content creators to drive product discovery and conversion in the country’s fast-growing discovery-commerce market.

The platform revealed the growth during its 2026 Creator Awards, which gathered creators, agencies, and brand partners to recognise top-performing personalities across categories including beauty, wellness, lifestyle, and live commerce. The event reflected how creators on the platform are evolving from content producers into business builders and entrepreneurs capable of shaping purchasing behaviour at scale.

“The TikTok Shop Creator Awards highlights how creator-led commerce has evolved beyond content creation into sustained business-building,” said Franco Aligaen, marketing lead of TikTok Shop Philippines. “Creators are at the heart of discovery eCommerce, not only redefining how users experience and engage with brands, but building communities around various interests.”

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The platform’s latest figures come as creator recommendations continue to gain influence in Southeast Asia’s eCommerce landscape. According to Cube x Impact’s Influencer Marketing in Southeast Asia 2025 report, 83% of consumers said they have made purchases through affiliate links, underscoring the growing role creators play in both discovery and conversion.

TikTok Shop said brands are increasingly partnering with creators for product launches and campaigns, with creator-led content generating millions of views while driving measurable sales performance. The company also pointed to the growing importance of livestream selling, where creators combine entertainment, product education, and direct audience engagement in real time.

Among the notable winners at the awards was Andrea Brillantes, who received the Gen Z CEO Celebrity of the Year award for the traction of her beauty brand Lucky Beauty on the platform. TikTok Shop highlighted her as an example of creators leveraging livestream commerce to deepen audience engagement while building their own businesses.

Other winners included Miss Dioza, named Super Star Creator of the Year, and Lierge Perey, who received New Star Creator of the Year for her beauty and skincare content alongside her entrepreneurial ventures. Dani Barretto was recognised as Celebrity Creator of the Year, while Nina Ellaine received the Mega Campaign Champion award. Reinalie Morales took home the Live Record-Breaker Award, while M-Commerce Corporation was named MCN Agency of the Year.

Beyond the awards programme, TikTok Shop outlined plans to deepen long-term creator partnerships through initiatives such as its Joint Business Planning (JBP) programme, which aims to provide more structured collaboration, targeted support, and business alignment for top-performing creators.

The company is also continuing to push its OnTrend programme, which combines trending search behaviour, creator storytelling, and brand collaborations to help products gain visibility and traction on the platform.

“What we’re seeing now is creators moving beyond one-off campaigns into more sustained, intentional ways of building their businesses and growing the brands they work with,” said Aligaen. “Our focus is to support that shift, whether by creating more opportunities for collaboration, expanding access to creator programmes across the country, or strengthening how creators can grow and scale over time on TikTok Shop.”

As competition intensifies across Southeast Asia’s social commerce market, TikTok Shop is also widening its creator development efforts beyond Metro Manila, beginning with workshops and onboarding sessions in Cebu as part of a broader expansion across Visayas and Mindanao.

Join us on 21 May 2026 at Content360 Philippines and be part of the honest, hard-hitting conversations redefining content effectiveness in an AI-shaped, zero-click world!

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