MANILA, PHILIPPINES – Baobab Eyewear is at the forefront of a retail evolution, skillfully merging digital innovation with the intimacy of in store experiences. With a flagship store nestled in the historic district of Escolta, Manila and a thriving presence on TikTok Shop, the homegrown brand has successfully created a hybrid retail model that speaks to the needs of today’s discovery driven consumer.
Known for its stylish, life proof and accessibly priced eyewear, Baobab has gained traction for how it meets customers where they are both online and offline. By tapping into TikTok Shop’s content-first, full-funnel ecosystem, Baobab has transformed product discovery into a journey that seamlessly leads from screen to store.
“Our audience was able to discover our physical store, thanks to our campaigns and presence on TikTok Shop”, said Eunice Abalos, Founder and Owner of Baobab Eyewear. “We are committed to offering thoughtfully designed eyewear that is life-proof, practical, and affordable, and giving our customers the best experience, whether through our physical store or TikTok Shop.”
Baobab Eyewear exemplifies how content and community can drive commerce. Prior to joining TikTok Shop, the brand was already active in sharing behind the scenes content and product features. Once onboard the platform, Baobab amplified its reach through shoppable short-form videos and livestream sessions, offering consumers a frictionless buying experience that includes frame selection, lens customization and prescription upload.
“Even before TikTok Shop, Baobab was actively posting about our products and day to day operations we really wanted to build an online community,” said Sheena Concepcion, Baobab’s Marketing Manager. “Since joining TikTok Shop, we’ve been able to reach more people and convert through features like free shipping, vouchers and platform promos.”
The brand’s momentum was further accelerated by TikTok Shop’s ACE (Assortment, Content, Empowerment) indicator system, which helped optimize content strategies. During a recent summer campaign, Baobab rolled out short form videos as pre-launch material, which led to a 43% spike in video views compared to regular days.
A defining moment for Baobab Eyewear was the launch of BINIVISION, an exclusive eyewear collection created in collaboration with chart topping girl group BINI. Launched on TikTok Shop, the campaign delivered a 3,410.45% surge in live Gross Merchandise Value (GMV), placing Baobab at the top spot during TikTok Shop’s Eyewear Co-Brand Day.
“As a discovery-driven and social platform, TikTok Shop empowers brands in reaching a wider audience and building communities”, said Franco Aligaen, Marketing Lead of TikTok Shop. “We believe these communities help bridge the offline and online worlds.”
Baobab Eyewear’s growth story is a testament to the power of blending community-centric digital content with experiential retail. By embracing the capabilities of TikTok Shop while maintaining a physical presence where consumers can personally engage with the brand, Baobab is setting a new standard for how Filipino businesses can thrive in a hybrid economy.
