Cebu MSMEs encouraged to use digital platforms | The Manila Times

CEBU CITY — As the number of sellers and e-commerce activity continues to grow across the Visayas and Mindanao, Cebu’s micro, small and medium enterprises (MSMEs) are being encouraged to use digital platforms to expand beyond their local markets. The Department of Trade and Industry (DTI), TikTok Shop Philippines and Converge ICT Solutions Inc. brought the Unlad Lokal program to Cebu on Tuesday, providing entrepreneurs with training on digital selling, content creation and other tools to reach more customers. Held at the Cebu Provincial Capitol, the activity marked the program’s first Visayas leg and brought together around 100 DTI-referred sellers. TikTok Shop reported that orders across the Visayas and Mindanao increased by 140 percent from July 2025 to July 2026. The number of sellers grew by 50 percent, while creators increased by 160 percent. Live gross merchandise value also rose by 130 percent. Get the latest news delivered to your inbox Sign up for The Manila Times newsletters By signing up with an email address, I acknowledge that I have read and agree to the Terms of Service and Privacy Policy . The growth in digital commerce comes as Cebu continues to expand economically. Cebu City’s economy grew by 7 percent in 2024 to P334.48 billion, while Cebu province posted 7.3 percent growth to P441.14 billion, according to the Philippine Statistics Authority (PSA). Advertisement Cebu Gov. Pamela Baricuatro said digital platforms can help local entrepreneurs take advantage of these opportunities and grow their businesses. “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. DTI E-Commerce Bureau Assistant Director Perpetua Werlina Lima said the Philippine digital economy generated P2.74 trillion in gross value added in 2025, equivalent to 9.8 percent of gross domestic product. Digital infrastructure accounted for 65.4 percent, or P1.79 trillion, of the total, 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. Advertisement Lima said the figures show the growing scale of the digital economy and the increasing role of e-commerce in business activity. TikTok Shop Philippines Marketing Lead Franco Aligaen said Cebu was chosen for the program’s first Visayas leg because of its strong business and innovation ecosystem and 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 sellers on short-form content creation, live selling, affiliate marketing, campaigns and other TikTok Shop tools. Advertisement Participants included entrepreneurs already familiar with the platform as well as those with no prior experience in digital selling. DTI-7 Acting Regional Director Esperanza Melgar said the partnership seeks to give MSMEs the skills and tools needed 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,” she added. Advertisement The program also prepares sellers for TikTok Shop’s major sales campaigns, including the 9.9, 11.11 and 12.12 Mega Sale events. Organizers encouraged sellers to improve their online storefronts, produce short-form videos and use live selling and affiliate marketing while preparing inventory, pricing, fulfillment and customer service systems for increased 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. Advertisement The program will continue in other parts of the Visayas and Mindanao as the partners seek to bring more local businesses into digital commerce.