TikTok Shop expands 'Unlad Lokal' to boost MSMEs through creator-led commerce

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TikTok Shop is extending its Unlad Lokal Roadshow Caravan to Marikina, Muntinlupa, and Taytay, scaling its push to bring digital commerce capabilities closer to Filipino MSMEs.

The initiative signals a continued shift in platform strategy towards grassroots enablement – combining seller onboarding, content training, and creator-led discovery to help local businesses translate offline strengths into online growth.

Since launching in 2025, Unlad Lokal has trained close to 25,000 MSMEs, positioning itself as a hybrid programme that blends skills-building with platform-native commerce tools such as short-form video, LIVE selling, and in-app advertising.

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“For many small businesses, the challenge is understanding how to translate what they already do well into a digital environment,” said Yves Gonzalez, head of public policy for the Philippines at TikTok Shop. “Through Unlad Lokal, we aim to provide practical support by connecting sellers with the right resources, national and local government partners, and industry peers, while also showing them how to make their products more discoverable to new audiences.”

Marikina: heritage craftsmanship meets digital discovery

The Marikina leg of the programme leaned into the city’s identity as a hub for shoemaking and leather goods, gathering close to 100 sellers from the footwear and bags sector.

Conducted with the Filipino footwear alliance association (FFAA) and the department of trade and industry (DTI) Marikina, the session focused on reframing traditional craftsmanship into digital-first storytelling – an increasingly critical lever in discovery-driven commerce.

“Through Unlad Lokal and platforms like TikTok Shop, we are transforming the Philippine shoe industry from traditional craftsmanship into a globally competitive, digitally empowered sector. With FFAA at the forefront, we stand as a strong pillar of support for MSMEs, helping them scale, innovate, and thrive in the digital marketplace,” said Lory Velasco, vice president of the FFAA.

Local brand Alta Philippines exemplifies this transition, using TikTok Shop to merge heritage with content-led engagement. The Marikina session also highlighted creator partnerships and affiliate marketing, underscoring TikTok Shop’s emphasis on creator-led selling as a growth engine for MSMEs.

Muntinlupa and Taytay: scaling access to commerce tools

In Muntinlupa and Taytay, the roadshow expanded its reach across diverse seller categories – from fashion and food to health and beauty – offering hands-on onboarding, LIVE selling guidance, and practical ad solutions designed to improve discoverability.

The Taytay leg, delivered with local government and DTI units, tapped into the municipality’s reputation as a garments hub, while also integrating supply chain and eCommerce expertise through government partnerships.

Meanwhile, the Muntinlupa session drew over 100 participants, including MSMEs and creator affiliates, reflecting TikTok Shop’s growing focus on building ecosystems that connect sellers with content creators.

“By combining our support mechanisms with with practical training from platforms like TikTok Shop, we can help provide MSMEs with alternative market access, so they can continue to grow responsibly while reaching wider audiences,” said Muntinlupa City mayor Ruffy Biazon.

Beyond training, Unlad Lokal points to a broader strategic play: embedding TikTok Shop deeper into local commerce ecosystems by aligning with government bodies, industry groups, and creator communities.

By lowering barriers to entry and simplifying the adoption of content-driven selling, the programme positions the platform not just as a marketplace, but as an enabler of digital transformation for MSMEs.

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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