Digital commerce training, seller onboarding, and creator-led opportunities reach local business communities.
via GRAPHIC PLUS — TikTok Shop is expanding the Unlad Lokal Roadshow Caravan to the cities of Marikina, Muntinlupa, and Taytay, bringing digital commerce education and discovery-driven opportunities closer to Filipino micro, small, and medium enterprises (MSMEs), helping them showcase their products, connect with new audiences, and grow their presence online.
Held in partnership with local government units and industry partners, Unlad Lokal, which has trained close to 25,000 MSMEs since its launch in 2025, is designed to help entrepreneurs establish and strengthen their presence on TikTok Shop through seller onboarding, training on short-form video and LIVE selling, and guidance on advertising tools and services that can help new audiences discover their products, engage with their stories, and drive meaningful customer connections.
“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. By fostering these partnerships, we help empower entrepreneurs to grow sustainably, strengthen local economies, and turn their skills and creativity into meaningful discovery-driven growth opportunities.”
Marikina leg spotlights local craftsmanship and creator-led discovery
Among the recent legs of Unlad Lokal, the Marikina session brought together close to 100 shoes and bags sellers, reflecting the city’s long-standing role as a center of Filipino craftsmanship. Conducted in partnership with the Filipino Footwear Alliance Association (FFAA) and Department of Trade and Industry (DTI) Marikina, the session focused on helping local sellers translate heritage, craftsmanship, and product quality into stronger digital visibility.
“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. Together with our partners DTI-NCRO and MPC ReSOLES, we are building pathways for Filipino shoemakers to succeed locally and compete confidently on the global stage,” said Lory Velasco, Vice President of the FFAA.
One local brand that reflects this opportunity is Alta Philippines, a Marikina-based handcrafted leather footwear business. Through TikTok Shop, Alta is not only broadening its reach but also allowing new audiences to discover its shoemaking heritage and craftsmanship. Its experience illustrates how local enterprises can combine product authenticity with creative content to make their products resonate more with online shoppers.
Alongside on-site onboarding and foundational TikTok Shop training, the Marikina leg also emphasized creator-led selling, including creator partnerships and affiliate marketing.
Muntinlupa and Taytay sessions extend access to digital commerce training
MSMEs in Muntinlupa and Taytay also benefited from on-site onboarding support, practical guidance on content and LIVE selling, and a step-by-step guide on available ad solutions that blend commerce and real-time connection, helping improve discoverability and supporting business growth on the platform.
In Taytay, sellers from categories such as fashion, food, and health and beauty participated in the program conducted in partnership with the Municipal Government of Taytay, the DTI Logistics and Supply Chain Group led by Undersecretary Mary Jean Pacheco, and DTI Taytay. The event was also supported by the DTI E-Commerce Bureau (DTI-ECB) and attended by Paulo Estrada, Chief Trade Industry Development Specialist of the Strategic Communication and Partnership Division of the DTI-ECB.
In Muntinlupa City, the initiative drew over 100 participants composed of MSMEs and members of the general public, including creator affiliates. The session was also supported by partner brands KleenFit and E11even and attended by City of Muntinlupa Mayor Ruffy Biazon who said, “Initiatives like Unlad Lokal support our city’s mission of empowering local businesses with the skills and tools needed to compete in a digital marketplace. 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.”
Building practical pathways for local entrepreneurs to grow online
Unlad Lokal remains focused on helping local businesses navigate the shift to digital commerce in a way that is practical, accessible, and grounded in their day-to-day realities.
Through Unlad Lokal, TikTok Shop is committed to bringing digital skills-building, platform education, and partnerships with government and industry closer to local business communities, helping more MSMEs participate in the country’s growing e-commerce landscape.
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