TikTok Shop, DTI, and Converge Join Forces to Expand Digital Commerce Opportunities for Cebu MSMEs
Tripartite partnership equips Cebu entrepreneurs with digital commerce skills, connectivity, and greater market access through TikTok Shop's Unlad Lokal program.
Acting Regional Director of DTI Region VII Esperanza Melgar (second from left), TikTok Shop Philippines Marketing Lead Franco Aligaen (center), and Converge ICT Solutions Inc. Senior Vice President and Head of SME Business Group Dindo Marzan (second from right) formalize their tripartite partnership to expand digital commerce opportunities for MSMEs through TikTok Shop's Unlad Lokal program in Cebu City.
TikTok Shop, the Department of Trade and Industry (DTI), and Converge ICT Solutions Inc. have joined forces to expand digital commerce opportunities for micro, small, and medium enterprises (MSMEs) in Cebu and the Visayas.
The tripartite partnership brings together DTI's expertise and network in MSME development, Converge's connectivity capabilities, and TikTok Shop's discovery-led commerce platform and seller education resources through its Unlad Lokal program.
Launched in Cebu as the first Visayas leg of Unlad Lokal, the program aims to help local entrepreneurs and creators strengthen their digital capabilities, reach wider markets, and participate more actively in the growing digital economy.
"Digitalization 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."
Franco Aligaen, Marketing Lead for TikTok Shop Philippines, said that Unlad Lokal is designed to bring these opportunities closer to communities outside Luzon, beginning with Cebu.
"As the digital commerce ecosystem continues to grow across Visayas and Mindanao, our partnership with the DTI and Converge allows us to invest further in seller and creator empowerment, allowing more Filipinos to benefit from TikTok Shop's discovery commerce ecosystem for business growth and livelihood."
Bringing Digital Commerce Opportunities Closer to Cebu and Visayas Entrepreneurs
The growing adoption of online selling and content-driven commerce is creating new opportunities for entrepreneurs across the Visayas and Mindanao.
From July 2025 to July 2026, TikTok Shop orders across Visayas and Mindanao grew by 140%, while the number of sellers and creators increased by 50% and 160%, respectively. The growth was driven by on-ground acquisition, seller education, and partnerships across the region.
LIVE gross merchandise value (GMV) also increased by 130% during the same period, highlighting the growing role of content creators and LIVE selling in driving digital commerce across Visayas and Mindanao.
The growth reflects a thriving digital commerce ecosystem in the region, giving local businesses more opportunities to connect with consumers while allowing creators to participate in content-driven commerce.
The partnership also comes as Cebu's economy continues to grow. According to the Philippine Statistics Authority, the City of Cebu recorded 7.0% economic growth in 2024, reaching an estimated ₱334.48 billion. Meanwhile, the Province of Cebu grew by 7.3% to ₱441.14 billion during the same period.
The Department of Trade and Industry, TikTok Shop, and Converge SME Solutions share insights on digitalization, connectivity, and opportunities for MSMEs during the Cebu launch of Unlad Lokal.
"This tripartite partnership reaffirms DTI's commitment to capacitate our Filipino MSMEs with the tools and skills needed to participate effectively and efficiently in the digital economy," said Acting Regional Director of DTI Region VII Esperanza Melgar.
"We are not just getting entrepreneurs online; we are equipping them to thrive online."
Helping Cebu MSMEs Learn Online Selling, Content Creation, and LIVE Commerce
Through TikTok Shop's Unlad Lokal program, participating entrepreneurs received practical training on the platform's seller ecosystem and digital commerce tools.
The training covered:
Short-form content creation
LIVE selling
Affiliate marketing
TikTok Shop campaigns
Product discovery and customer engagement
Other tools designed to help businesses grow online
TikTok Shop's discovery e-commerce model allows consumers to discover products through engaging content, giving Cebuano entrepreneurs and local MSMEs new ways to showcase their products, tell their brand stories, and reach customers beyond their immediate markets.
The program also introduces practical ways businesses can combine content and commerce to build brand visibility and grow their online presence.
Since its launch, Unlad Lokal has trained more than 35,000 MSMEs nationwide and expanded to over 15 cities and regions across the Philippines, bringing seller education and digital entrepreneurship initiatives closer to local communities.
Converge Supports MSMEs Through Reliable Digital Connectivity
For many entrepreneurs, access to digital commerce platforms depends on having reliable and accessible internet connectivity.
Through the partnership, Converge aims to complement digital commerce and MSME development initiatives by supporting the infrastructure that allows entrepreneurs to create content, manage online businesses, communicate with customers, and participate in activities such as LIVE selling.
"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 Inc.
The collaboration highlights the growing importance of partnerships between government and the private sector in helping Filipino MSMEs navigate digital transformation.
By combining government support with technology, connectivity, and platform expertise, the initiative aims to reduce practical barriers for entrepreneurs who want to establish or expand their businesses online.
Cebuano entrepreneurs participate in TikTok Shop's Unlad Lokal training, gaining practical skills in digital commerce, content creation, and online selling.
Preparing Cebu Sellers for TikTok Shop's 9.9, 11.11, and 12.12 Mega Sale Campaigns
The Cebu launch of Unlad Lokal also gives participating sellers an opportunity to apply their digital commerce strategies as they prepare for TikTok Shop's upcoming Mega Sale Season, including the 9.9, 11.11, and 12.12 campaigns.
Ahead of these major online shopping events, sellers can strengthen their storefronts and content strategies, create short-form videos showcasing their products, and use LIVE selling and affiliate marketing to increase product discovery and customer engagement.
Beyond content and promotions, entrepreneurs are also encouraged to prepare their business operations for increased demand by focusing on:
Accurate product information
Inventory management
Competitive pricing
Order fulfillment
Customer service
TikTok Shop is also working with local warehouse and logistics partners to support more seamless 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," Aligaen added.
"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."
Expanding Digital Commerce Opportunities for Filipino Entrepreneurs
As Unlad Lokal continues to expand across the Philippines, TikTok Shop aims to build on its learnings from communities nationwide and provide entrepreneurs with continued access to education, mentorship, platform resources, and opportunities to connect with customers and creators.
With the partnership between TikTok Shop, DTI, and Converge, more MSMEs in Cebu and the Visayas can gain access to the skills, tools, connectivity, and support needed to participate in the digital economy.
By helping local entrepreneurs embrace online selling, content creation, LIVE commerce, and digital marketing, the initiative aims to create more opportunities for Filipino businesses to grow beyond geographical boundaries and reach customers across the country.