TikTok Shop, DTI, Converge Form Alliance to Capture VisMin MSME Growth

A tripartite partnership between TikTok Shop, the Department of Trade and Industry (DTI), and Converge ICT Solutions is targeting the rapid expansion of micro, small, and medium enterprises (MSMEs) in the Visayas and Mindanao (VisMin) region, kicking off with a strategic push in Cebu City.

The collaboration aims to formalize support for regional entrepreneurs by combining government MSME networks, platform-specific seller education, and critical digital infrastructure.

The move capitalizes on surging regional demand for discovery-led commerce. According to platform data, TikTok Shop orders across VisMin grew by 140% between July 2025 and July 2026. During the same period, the number of sellers and creators on the platform increased by 50% and 160%, respectively, while LIVE selling gross merchandise value (GMV) jumped 130%.

This digital acceleration aligns with broader regional economic gains. Data from the Philippine Statistics Authority shows Cebu City’s economy expanded by 7.0% in 2024 to an estimated ₱334.48 billion, while the province grew 7.3% to ₱441.14 billion.

Division of Strategic Roles
The initiative operates under TikTok Shop’s Unlad Lokal program, which has already trained over 35,000 MSMEs nationwide. The partnership assigns distinct roles to each stakeholder to lower the barrier to entry for regional businesses:

DTI Region VII provides the developmental framework and regulatory guidance, focusing on sustainable business modeling rather than just basic digital onboarding.

TikTok Shop delivers the commercial playbook. The platform is conducting on-ground training focused on short-form content creation, LIVE selling mechanics, and affiliate marketing to help local products break out of immediate geographic markets.

Converge ICT Solutions addresses the foundational bottleneck of digital commerce: connectivity. The telco is tasked with providing the reliable, affordable internet infrastructure required for data-heavy activities like uninterrupted LIVE streaming and inventory management.

“If technology feels too complicated or too expensive, MSMEs will simply leave it on the shelf,” said Dindo Marzan, Senior Vice President and Head of SME Business Group at Converge. “Our job is to make technology simple, affordable, and useful enough to become part of their everyday business.”

Franco Aligaen, Marketing Lead for TikTok Shop Philippines, noted that the partnership is designed to decentralize digital commerce opportunities. “We are bringing these capabilities closer to communities outside Luzon, starting with Cebu,” Aligaen said.

Operational Readiness for Peak Seasons
The timing of the Cebu launch is operational. The training is explicitly designed to prepare regional sellers for the upcoming 9.9, 11.11, and 12.12 mega sale seasons.

Recognizing that marketing alone cannot sustain a sales spike, the initiative is pushing sellers to audit their backend operations ahead of these dates. This includes optimizing product information, pricing strategies, and customer service workflows. To support this, TikTok Shop is actively coordinating with local warehousing and logistics partners in VisMin to ensure fulfillment networks can handle the anticipated surge in order volume without compromising delivery times.

If you are an SME looking to ride this wave, here is your immediate game plan:

1. Upgrade Your Storefront: Ensure your product information, pricing, and photos are optimized for discovery.
2. Stock Up and Streamline: Work on your inventory, fulfillment, and customer service.
3. Create the Hype: Start posting short-form videos teasing your products. Use affiliate creators to build anticipation before the sale dates.
4. Go LIVE: Schedule your LIVE selling sessions to coincide with the mega campaigns to capture the massive surge in buyer traffic.

Are you a local MSME in Cebu or the Visayas looking to digitize your business? Look out for the next Unlad Lokal training sessions in your area through the DTI or TikTok Shop’s seller portals to start your digital transformation journey.