TikTok Shop, DTI and Converge tap Cebu entrepreneurs ahead of Mega Sale season

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Ahead of TikTok Shop’s Mega Sale season, the platform has partnered with the department of trade and industry (DTI) and Converge ICT Solutions to expand digital commerce opportunities for MSMEs in Cebu and across the Visayas.

The tripartite partnership combines DTI’s MSME development network, Converge’s connectivity capabilities and TikTok Shop’s discovery-led commerce platform and seller education resources through its Unlad Lokal programme.

Launched in Cebu, the initiative marks the first Visayas leg of Unlad Lokal, with the programme designed to help local entrepreneurs and creators build digital capabilities, reach wider markets and participate more actively in the digital economy.

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"Digitalisation creates new opportunities for Filipino entrepreneurs to build businesses beyond the limitations of geography, but access to the right knowledge, tools, and support remains critical. Through Unlad Lokal, we are bringing these capabilities closer to communities outside Luzon, starting with Cebu," said Franco Aligaen, marketing lead for TikTok Shop Philippines.

The partnership comes as TikTok Shop sees accelerating activity across the Visayas and Mindanao.

Between July 2025 and July 2026, TikTok Shop orders across the two regions grew by 140%, while the number of sellers increased by 50% and creators by 160%. LIVE gross merchandise value (GMV) also rose by 130% over the same period.

TikTok Shop attributed the growth to on-ground acquisition, education and partnerships, pointing to the expanding role of content creators and live commerce in connecting regional businesses with consumers.

The wider economic environment also provides a backdrop for the initiative. Cebu City’s economy grew 7.0% in 2024, while the Province of Cebu recorded 7.3% growth, according to the Philippine Statistics Authority.

Through Unlad Lokal, participants receive practical training across TikTok Shop’s seller ecosystem, covering short-form content creation, live selling, affiliate marketing and campaigns.

Since its launch, Unlad Lokal has trained more than 35,000 MSMEs nationwide and expanded to more than 15 cities and regions.

Converge is supporting the initiative through its connectivity capabilities, complementing the digital commerce and MSME development work of TikTok Shop and DTI.

“If technology feels too complicated or too expensive, MSMEs will simply leave it on the shelf. Our job is to make technology simple, affordable, and useful enough to become part of their everyday business. That is how we earn their trust,” said Dindo Marzan, senior vice president and head of SME business group of Converge SME Solutions.

The Cebu launch also comes ahead of TikTok Shop’s Mega Sale season, spanning the 9.9, 11.11 and 12.12 campaigns.

Participating sellers can use the training to strengthen their storefronts and develop short-form content designed to showcase their products. They can also use live selling and affiliate marketing to drive product discovery and engagement.

Beyond content and promotional activity, sellers are being encouraged to prepare their operations for potentially higher demand, including product information, inventory, pricing, fulfilment and customer service.

TikTok Shop is also working with local warehouse and logistics partners to support delivery across the Visayas and Mindanao.

“Major sales moments give local sellers an opportunity to reach new customers and showcase their products to a wider audience. Through Unlad Lokal, we want Cebuano entrepreneurs to have the practical skills to make the most of these opportunities, from creating engaging content and going LIVE to preparing their businesses to meet customer demand,” added Aligaen.

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