MANILA, PHILIPPINES – TikTok Shop Philippines demonstrated its unwavering commitment to fostering the growth of Filipino Micro, Small, and Medium Enterprises (MSMEs) during the inaugural TikTok Shop Seller Summit 2025, which convened over 800 sellers and strategic partners at a landmark gathering focused on digital commerce advancement.
The social commerce platform utilized the summit as a strategic venue to introduce its enhanced ACE Indicator System 2.0, a proprietary framework designed to optimize seller performance through three fundamental pillars: Assortment, Content, and Empowerment. This upgraded system represents a significant evolution in TikTok Shop’s approach to merchant enablement, incorporating advanced analytics and customer intelligence capabilities.
“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 Franco Aligaen, Marketing Lead, TikTok Shop Philippines. “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.”
The summit featured a comprehensive panel discussion with prominent brand representatives who provided empirical evidence of ACE 2.0’s effectiveness in driving business outcomes. The discussion included Ariana Henares, Head of E-Commerce at Nestlé; Lorin Tan, Marketing Head of Tiny Buds Baby Naturals; and Marvin Tiu Lim, Chief Growth and Development Officer of Mega Prime Foods.
“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 Tan.
“Our use of Mega Discount vouchers combined with livestreaming was a game-changer,” said 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.” said Henares.
The Summit ended with a celebration of the achievements of standout sellers through the TikTok Shop Awards, spotlighting those who have demonstrated creativity, resilience, and excellence in leveraging the platform. These awardees represent the vibrant diversity of TikTok Shop’s community, from leading brands to rising MSMEs and creators. Winners included Issy Cosmetics (Mega Campaign Star Award), Drip and Bites (Inspiring MSME Award), and Dani Barretto (Superstar Creator).
TikTok Shop also announced the 6.6 Bonggang Birthday Sale, an annual shopping event that will connect sellers with millions of consumers through exclusive deals and engaging content. Taking place from June 2-6, the sale is part of TikTok Shop’s continued dedication to maximizing opportunities for sellers, particularly MSMEs.
