TikTok: Vismin orders jump 140% as MSMEs go digital

CEBU, Philippines — Micro and small entrepreneurs in Cebu and across the Visayas and Mindanao are increasingly turning to e-commerce as a way to reach customers beyond their local markets, a trend reflected in the rapid growth of online sellers and content creators in the region.

TikTok Shop said orders in the Visayas and Mindanao rose 140 percent in the year through July 2026, while the number of sellers increased 50 percent and creators grew 160 percent. Sales generated through live streaming also climbed 130 percent, reflecting the growing role of content and digital platforms in helping smaller businesses sell and expand.

The growing appetite for online commerce has encouraged more regional entrepreneurs to explore digital platforms as a stepping stone for growth, particularly those seeking to overcome the geographic limits and high costs of expanding through physical stores.

TikTok Shop Philippines, the Department of Trade and Industry (DTI) and Converge ICT Solutions Inc. are seeking to build on that momentum through Unlad Lokal, a program that trains entrepreneurs in digital selling, content creation, live selling and affiliate marketing. Cebu is the program’s first stop in the Visayas.

TikTok Shop said Unlad Lokal has trained more than 35,000 MSMEs across more than 15 cities and regions nationwide. The company has identified Cebu as one of its most active MSME communities, with more than 100 entrepreneurs and creators joining the local event held at the Provincial Capitol Social Hall in August 25, 2026.

“Digitalization creates new opportunities for Filipino entrepreneurs to build businesses beyond the limitations of geography,” said Franco Aligaen, marketing lead for TikTok Shop Philippines. “As the digital commerce ecosystem continues to grow across Visayas and Mindanao, we are investing further in seller and creator empowerment.”

The partnership comes as Cebu’s strong economy and entrepreneurial base provide a fertile market for digital commerce. The City of Cebu’s economy grew 7 percent in 2024 to an estimated P334.48 billion, while Cebu province expanded 7.3 percent to P441.14 billion.

DTI Central Visayas acting regional director Hope Melgar said the challenge is no longer simply getting entrepreneurs online but giving them the skills to compete in the digital economy.

“We are not just getting entrepreneurs online, we are equipping them to thrive online,” said Melgar.

The rising interest also shows a shift in how micro and small businesses are pursuing growth. Instead of relying only on additional stores or distributors, entrepreneurs are using videos, live streams and affiliate networks to introduce their products to customers across the country.

For Cebuano and other VisMin entrepreneurs, the approach offers a lower-cost entry into bigger markets and could help turn local products and small businesses into national brands. The upcoming 9.9, 11.11 and 12.12 sales campaigns are expected to provide another test of how far these businesses can convert growing digital interest into sustained sales. — (FREEMAN)