TikTok Shop and capacity-building social enterprise Hapinoy recently launched a community training session aimed at empowering sari-sari store owners, especially women and mothers, to explore digital entrepreneurship through social commerce.
The session welcomed over 40 store owners from the Hapinoy network and offered hands-on training on leveraging TikTok Shop’s tools, such as content creation, affiliate marketing, and livestream commerce, for alternative income.
“TikTok Shop is committed to supporting micro, small, and medium enterprises, who form the backbone of the Philippine economy, through accessible digital tools,” said Franco Aligaen, Marketing Lead, TikTok Shop Philippines. “Partnering with organizations like Hapinoy allows us to reach more local entrepreneurs and develop more online savvy business owners to thrive in the changing digital landscape.”
The initiative forms part of TikTok Shop’s broader commitment to making e-commerce more inclusive and accessible for everyday Filipinos. It follows the launch of Unlad Lokal, TikTok Shop’s education program for micro, small, and medium enterprises (MSMEs) in collaboration with the Department of Trade and Industry (DTI), launched in March of this year.
Bringing Digital Tools to the Grassroots
The training session in partnership with TikTok Shop is part of Hapinoy’s larger mission to help microentrepreneurs grow sustainably through training, financing, and fast-moving consumer goods (FMCG) linkages. Hapinoy’s existing programs, like Negosyante Club, Hapiskwela, and Hapinoy TV Live, have long supported community innovation. Partnering with TikTok Shop brings that mission into the digital space.
“Our mission at Hapinoy has always been to help sari-sari store owners grow their businesses while serving their communities,” said Mark Ruiz, Co-Founder of Hapinoy. “This aligns perfectly with TikTok Shop, which provides a dynamic and accessible platform where our members can expand their businesses.”
Tailored for sari-sari store owners who may be new to digital selling, the session showcased how TikTok Shop can complement their day-to-day operations and open new channels for product discovery and customer engagement. “Live selling and affiliate marketing on TikTok Shop are very convenient for our women entrepreneurs. It’s something they can do from their mobile phones while at home, where their sari-sari stores are usually located. That’s a big help in balancing household and business responsibilities,” added Ruiz.
Confidence, Creativity, and Commerce
For many participants, the session was not just about learning how TikTok Shop works; it was about realizing they could tap into digital opportunities tailored for microentrepreneurs. The hands-on training sparked ideas on how to collaborate with local brands and promote products, particularly those under TikTok Shop’s Buy Local Shop Local campaign, and tap into TikTok’s dynamic content ecosystem to build their presence.
Jennifer Fernando, a sari-sari store owner and beauty products seller from Quezon City, joined the training with no prior experience in digital selling. “I really wanted to level up,” she said. “Most businesses now are already online. If I want more people to see my store and products, I need to keep up.”
In Valenzuela, Mary Grace Lee saw the program as a way to diversify income. With rising prices and more competition in her area, sales slowed. “Sometimes sales are really slow at the store,” she shared. “Even a small extra income through affiliate links or online sales can go a long way for my family.”
Meanwhile, in Binangonan, sari-sari store owner and part-time field researcher Maria Rica Yoshida appreciated how accessible digital selling has become. “As long as you have a phone, internet, and the courage to try, you can already start earning from home,” she said.
“We truly believe that TikTok Shop is a game changer,” said Ruiz. “By expanding sari-sari stores’ category and product mix, and providing accessible tools they can use to grow their businesses, TikTok Shop is able to help them earn more for their families,” he added.
For sari-sari store owners, often at the heart of their barangays, platforms like TikTok Shop offer more than just a way to sell. They open doors to creativity, confidence, and connection. By lowering barriers to entry and promoting community-driven commerce, TikTok Shop is helping reimagine what entrepreneurship can look like in a digital-first world.
As TikTok Shop’s flagship program for MSME empowerment and education, Unlad Lokal follows a learning-to-earning approach, where sellers are not only trained but also provided with post-program mentorship, seller support, and promotional opportunities to help them immediately apply their learnings and see tangible business growth. It will be offered in partnership with various local government units (LGUs) in the coming months.
