MSMEs urged to tap digital platforms to expand businesses

Local

ENTREPENEURS in Cebu were ncouraged to take their businesses beyond their communities as digital commerce opens new markets for micro, small and medium enterprises (MSMEs).

The Department of Trade and Industry (DTI), TikTok Shop Philippines and Converge ICT Solutions Inc. launched the Unlad Lokal program on August 25, 2026, at the Cebu Provincial Capitol to provide entrepreneurs with digital commerce skills, connectivity support and access to wider markets.

The Cebu launch marked the program’s first Visayas leg.

Cebu Gov. Pamela Baricuatro said digital platforms give even small businesses opportunities to reach customers beyond their communities.

“This is why programs like Unlad Lokal are important. We want our entrepreneurs to have access not only to technology, but also to the right knowledge, skills, and opportunities to grow their businesses,” Baricuatro said.

The initiative comes as Cebu continues to record economic growth. Cebu City grew by 7 percent in 2024 to P334.48 billion, while Cebu Province grew by 7.3 percent to P441.14 billion, according to the Philippine Statistics Authority.

DTI-Central Visayas Assistant Director Perpetua Werlina Lima of the DTI E-Commerce Bureau said the country’s digital economy generated P2.74 trillion in gross value added in 2025, accounting for 9.8 percent of gross domestic product, based on PSA data.

She said digital infrastructure accounted for the largest share at 65.4 percent, or P1.79 trillion, followed by e-commerce at 32.2 percent. Digital content and media accounted for 2.2 percent, while government digital services contributed 0.3 percent.

Lima said the figures show the size and rapid growth of the digital economy, with e-commerce serving as a major contributor.

TikTok Shop reported that orders across the Visayas and Mindanao grew by 140 percent from July 2025 to July 2026. Sellers increased by 50 percent, while creators grew by 160 percent. LIVE gross merchandise value also rose by 130 percent.

TikTok Shop Philippines Marketing Lead Franco S. Aligaen said the company chose Cebu because of its role as a business and innovation hub and its large MSME community.

“We wanted to start in Cebu because Cebu is a major hub for businesses, and also innovation. And there are a lot of communities here when it comes to MSMEs, and we wanted to take advantage of that,” Aligaen said.

The Cebu roadshow trained about 100 sellers referred by DTI, including participants with some knowledge of TikTok Shop and others with no prior experience.

The training covers short-form content creation, LIVE selling, affiliate marketing, campaigns and other TikTok Shop tools to help MSMEs promote products and expand their markets.

Aligaen said TikTok Shop will conduct more Unlad Lokal activities across the Visayas and Mindanao as part of its regional expansion.

The partnership combines DTI’s MSME development network, Converge’s connectivity capabilities and TikTok Shop’s digital commerce platform and seller education resources.

DTI 7 Acting Regional Director Esperanza Melgar said the partnership aims to equip MSMEs with the skills to compete in the digital economy.

“This tripartite partnership reaffirms DTI commitment to capacitate our Filipino MSMEs with the tools and skills needed to participate effectively and efficiently in the digital economy,” Melgar said. “We are not just getting entrepreneurs online, we are equipping them to thrive online.”

The Cebu launch also prepares sellers for TikTok Shop’s Mega Sale Season, including the 9.9, 11.11 and 12.12 campaigns.

Organizers urged sellers to improve their storefronts, create short-form videos and use LIVE selling and affiliate marketing while preparing their inventory, pricing, fulfillment and customer service systems for higher demand.

TikTok Shop said it is working with local warehouse and logistics partners to support deliveries across the Visayas and Mindanao.

Unlad Lokal has trained more than 35,000 MSMEs nationwide and expanded to more than 15 cities and regions.

Baricuatro urged participants to apply the training to their businesses and communities.

“Learn, connect, ask questions, and bring what you learn here back to your businesses and local communities,” she said.(MyTVCebu)