TikTok Shop, Hapinoy Kickstart Digital Skills for Sari-Sari Store Owners

The training demonstrated how TikTok Shop can seamlessly integrate into the daily operations of sari-sari stores.

TikTok Shop has teamed up with capacity-building social enterprise Hapinoy to empower sari-sari store owners, particularly women and mothers, to explore digital entrepreneurship through social commerce.

Through a community training session, 40 store owners from the Hapinoy network were offered hands-on training on leveraging TikTok Shop’s tools, such as content creation, affiliate marketing, and livestream commerce, for alternative income.

The initiative 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), which took place in March of this year. 

“TikTok Shop is committed to supporting micro, small, and medium enterprises that form the backbone of the Philippine economy through accessible digital tools,” said TikTok Shop Philippines Marketing Lead Franco Aligaen. 

“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,” Aligaen added. 

Help Microentrepreneurs Grow Sustainably 

The community training session is part of Hapinoy’s larger mission of supporting community innovation and helping microentrepreneurs through training, financing, and fast-moving consumer goods (FMCG) linkages.

Tailored for sari-sari store owners new to digital selling, the session demonstrated how TikTok Shop can enhance daily operations while opening new channels for product discovery and customer engagement.

“Our mission at Hapinoy has always been to help sari-sari store owners grow their businesses while serving their communities,” said Hapinoy Co-Founder Mark Ruiz. “This aligns perfectly with TikTok Shop, which provides a dynamic and accessible platform where our members can expand their businesses.”

“Live selling and affiliate marketing on TikTok Shop are very convenient for our women entrepreneurs,” Ruiz noted. “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.”

‘I Need to Keep Up’ 

For Hapinoy network participants, the session opened their eyes to the realization that they could tap into digital opportunities tailored for microentrepreneurs. In particular, the 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.

“I really want to level up,” said Jennifer Fernando, a sari-sari store owner and beauty products seller from Quezon City. “Most businesses now are already online. If I want more people to see my store and products, I need to keep up.”

Mary Grace Lee, a sari-sari store owner from Valenzuela, shared how she saw the opportunity to diversify her income. 

“Sometimes sales are really slow at the store,” Lee said. “Small extra income through affiliate links or online sales can go a long way for my family.”

Binangonan-based sari-sari store owner and part-time field researcher Maria Rica Yoshida observed how digital selling has become increasingly accessible.

“As long as you have a phone, internet, and the courage to try, you can already start earning from home,” she pointed out. 

More Than Just a Platform for Selling

For many entrepreneurs, especially MSMEs, TikTok Shop has become more than just a platform for selling. It has become an opportunity to develop creativity, confidence, and connection.

Unlad Lokal, TikTok Shop’s flagship program for MSME empowerment and education, follows a learning-to-earning approach. Sellers are not only trained but also provided with post-program mentorship and seller support. Sellers are also given promotional opportunities to immediately apply their learnings and drive tangible business growth.

In the coming months, TikTok Shop plans to expand Unlad Lokal through partnerships with various local government units (LGUs).

“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.”