Summit Pilipinas 2025: TikTok Shop Launches Enhanced ACE Indicator System
Aside from the launch of the enhanced ACE Indicator System, Summit Pilipinas 2025 was also the venue for the TikTok Shop Awards.
TikTok Shop has reaffirmed its commitment to empowering Filipino Micro, Small, and Medium Enterprises (MSMEs) in the Philippines by launching an enhanced ACE Indicator System.
The ACE Indicator System is TikTok Shop’s proprietary framework that supports sellers in elevating their brand performance across three key pillars: Assortment, Content, and Empowerment.
The launch took place at the TikTok Shop Seller Summit 2025, which was attended by over 800 sellers and partners.
“TikTok Shop is delighted to launch an upgraded ACE framework, as part of our commitment to helping our sellers navigate the fast-paced digital landscape,” said TikTok Shop Philippines Marketing Lead Franco Aligaen. “Many brands have attributed their success on the platform to ACE, which provides guidelines to optimize product offerings, create engaging content, and experiment with discount and voucher strategies.”
“We are excited to see more sellers succeed with the new and improved version,” Aligaen added.
Franco Aligaen, Marketing Lead, TikTok Shop Philippines
What the Enhanced ACE Indicator System Offers
The upgraded ACE Indicator System now offers deeper insights and categorizes Southeast Asian shoppers into eight distinct and targetable shopper groups, which include Gen-Z Students, Savvy Shoppers, Mid-Life Budgeters, and Moms.
These shopper groups are then targeted through a mix of touchpoints, which allow sellers to tailor content and promotions to the right audience.
During the summit’s panel discussion, brand representatives shared how their use of the upgraded ACE helped boost their visibility and attracted both new and repeat customers.
“When we started planning our products based on what parents usually stock up on, layering discount vouchers on top of Free Shipping, timing our livestreams around peak scroll times, and offering Cashback, we saw not only a major sales bump but a surge in new customer acquisition and repeat purchases,” said Tiny Buds Baby Naturals Marketing Head Lorin Tan.
TikTok Shop’s business solutions, such as the Shipping Fee, Bonus Cashback, Mega Discount, and Flash Sale programs, were likewise highlighted for complementing the upgraded ACE Indicator System.
“Our use of Mega Discount vouchers combined with livestreaming was a game-changer,” said Nestlé Head of E-commerce Ariana Henares. “This resulted in an uplift in livestream GMV, and attracted new buyers, many of whom were exposed to our brand through high visibility campaign placements.”
Success of TikTok Shop Mall, TikTok Shop Awards
The summit likewise highlighted the growing success of TikTok Shop Mall, which allows sellers to enjoy verified seller tags, premium campaign placements, and access to exclusive promotions, among other benefits.
Brands on TikTok Shop Mall saw sales grow 2.2x faster than those of the general marketplace between January and June 2024. This goes to show that TikTok Shop Mall is not just a badge of credibility, but a performance driver for brands.
The summit also saw the successful celebration of standout sellers through the TikTok Shop Awards. Coming from the vibrant diversity of TikTok Shop’s community, the awardees include the following:
- Issy Cosmetics (Mega Campaign Star Award)
- Drip and Bites (Inspiring MSME Award)
- Dani Barretto (Superstar Creator)
“TikTok Shop Summit Pilipinas 2025 is a celebration of the heart and hustle of Filipino entrepreneurs,” Aligaen said of the event. “All announcements we made during the seller summit reflect our mission of providing an inclusive platform where businesses can thrive, whether they are just starting or scaling up.”
Aligaen likewise stressed, “We are committed not only to help them succeed in the world of social commerce, but amplify their stories and build a business ecosystem that grows with them.”
