Despite the economic pressure of rising costs, TikTok Shop Philippines remains bullish on the local market, reporting a massive 200% sales increase for local sellers in 2025.
During a press briefing on Wednesday, company officials highlighted that online commerce continues to serve as a viable alternative for Filipinos navigating the current financial climate.
Yves Gonzalez, TikTok Shop Philippines head of public policy, acknowledged that while the platform aims for record-breaking targets, they are mindful of shifting consumer behavior.
”Of course, on [the] TikTok Shop side, we always aim to sustain and even surpass the previous growth rate, right? But of course, given the current energy crisis that we’re facing, of course, we have to be cognizant of the reality that there will be some consumers [who] are going to be more wary with how they spend.”
However, Gonzalez noted that the crisis actually incentivizes e-commerce as a cost-saving measure for logistics and transportation.
”So, for example, if you’re trying to save money on fuel, hindi ka na bibiyahe nang malayo, then you just purchase your items through e-commerce.”
The platform is now shifting its focus toward decentralizing its influencer network, moving beyond Metro Manila to tap into the potential of regional creators in Luzon, Visayas, and Mindanao. Gonzalez emphasized that localized recommendations are key to future expansion.
”You know, there’s a lot of opportunity for a person in Cebu to be able to discover about a product because it was recommended by an influencer from Cebu. And so definitely, that’s where the growth opportunity is.”
To support this growth, TikTok Shop has already trained 25,000 MSMEs through its “Unlad Lokal” program.
Erin Tagudin, director for ecosystem development, confirmed that the company is set to increase its investments in Visayas and Mindanao throughout 2026 to further strengthen the digital economy.