TikTok Shop is gaining ground in the e-commerce market in the Philippines. Filipinos are buying more items like clothes, makeup, and mobile phones through the social media platform. Jonah Ople, the fashion category lead for TikTok’s Philippine division, said at an event in Taguig this week that the platform’s gross merchandise value grew by 2.28 times in the first half of the year.
This shows TikTok’s growing influence as a major e-commerce hub in the region. When buyers visit TikTok, they commonly purchase fashion and accessories, beauty and personal care products, and electronics and home appliances. The platform is also seeing more sellers promoting their products due to the increase in purchase orders.
E-commerce trends in Philippine market
In the first half of the year, the number of affiliate creators on TikTok grew by 87 percent. Ople said this surge shows how more content creators recognize the platform as a powerful tool not just for content creation but for driving revenue through product promotions.
A study last year found that around 40 percent of Filipino content creators earned money on TikTok comparable to monthly salaries from traditional jobs. Small and medium enterprises are using TikTok to market their products to a large consumer base. Daily live streams on the platform increased by 21 percent in the first half of the year, giving these businesses significant visibility.
The uptick in purchase orders is expected to continue during the holiday season when consumer spending typically rises.
