Filipino Founders Leverage TikTok Shop, Shopee to Grow Online Businesses

In the Philippines, young entrepreneurs are rapidly growing their businesses by leveraging e-commerce platforms. Multiple cases highlight individuals finding new avenues on platforms like TikTok Shop and Shopee, either while attending university or after their family businesses were impacted by challenges. Bridget Cortez, 22, expanded her contact lens business, Eyeconic, which she started in high school, through TikTok Shop. She notes that the platform offers MSMEs an equal opportunity, allowing them to effectively showcase products and directly address customer inquiries through short videos and live commerce, without needing a massive advertising budget. TikTok Shop has now become Eyeconic's primary sales channel. Similarly, Naturefood, which sells honey sourced from the Mangyan communities in Mindoro, saw a 300% increase in sales after expanding its use of TikTok livestreams and affiliate selling. The company now employs over 130 people and plays a role in digitally connecting rural producers with urban consumers. Jennalyn Indigado, who transitioned from the hog-raising industry after it was affected by African Swine Fever, started selling baby clothes on Shopee. With support from Shopee's seller programs and account managers, her business has grown over eight years to offer around 700 products and attract 1.7 million followers. Likewise, Christopher Bautista's gadget retail business, Tech Smart Philippines, has expanded to over 2,200 product listings on Shopee in eight years, emphasizing that maintaining customer trust has been key to its growth. These examples demonstrate the significant growth potential for Filipino MSMEs when they gain access to digital tools and platforms, coupled with the necessary education to utilize them. The proactive adoption of the latest e-commerce trends by young entrepreneurs, in particular, is driving innovation in their business models.