TikTok Shop has expanded its “Unlad Lokal” training caravan to Pasig City as part of efforts to help micro, small, and medium enterprises (MSMEs) adopt digital commerce tools and content-driven selling strategies.
The program, held at the Pamantasan ng Lungsod ng Pasig, gathered more than 100 participants, including MSMEs, students, aspiring online sellers, and content creators.
The initiative was conducted in partnership with the Pasig City Local Economic Development and Investment Office (LEDIO), with support from logistics firm J&T Express Philippines and several brand partners.
According to TikTok Shop, the training sessions focused on short-form video creation, livestream selling, affiliate marketing, and creator-led product promotion.
“The City of Pasig has long demonstrated a strong and sustained commitment to building a supportive environment for local businesses, from structured livelihood programs to entrepreneurship education and investment support,” said Yves Gonzalez, head of public policy for the Philippines at TikTok Shop.
“Through Unlad Lokal, we are building on that foundation by equipping MSMEs with practical digital commerce skills, from content creation to livestream selling and creator collaboration, so they can expand their reach beyond their immediate communities and participate more meaningfully in the digital economy,” Gonzalez added.
TikTok Shop cited data from the Philippine Statistics Authority showing that MSMEs account for 99.63% of registered businesses in the country and employ more than 66% of the workforce.
Pasig City officials said the program supports the local government’s push to modernize small businesses and improve digital readiness.
“Programs like Unlad Lokal strengthen our efforts to make Pasig’s MSMEs more competitive and future-ready by helping them adapt to the realities of today’s digital economy,” said Crisostomo Ian P. Veron Cruz, officer-in-charge of Pasig City’s LEDIO.
“This partnership with TikTok Shop gives our entrepreneurs practical exposure to how digital platforms, creator collaborations, and content-driven commerce, while helping us future-proof local businesses through digitalization and alternative market access,” he added.
TikTok Shop said the Unlad Lokal program has also been rolled out in other local government units, including Taguig, Taytay, Muntinlupa, Marikina, and Quezon City, reaching more than 25,000 entrepreneurs nationwide.
“What we consistently see is that when MSMEs are equipped with the right digital tools and support systems, they are able to move from informal or community-based selling into more scalable businesses that can compete in a national digital marketplace,” Gonzalez said.
