If you’ve been wondering whether TikTok is just a platform for dance challenges and lip-sync videos, the numbers will convince you otherwise.
As of February 2025, TikTok has 62.3 million users in the Philippines — up from 49.09 million in 2024. That means over 40% of the country’s population is actively scrolling, making it one of the most widely used social media platforms in the nation.
It’s also catching up fast to Facebook and Instagram, and has already overtaken X (formerly Twitter) as the most-used platform among Filipinos aged 16 to 64, with 67.9% saying it’s their go-to.
But what’s really interesting for business owners is its influence on buying behavior. A commissioned study found that 93% of TikTok users in the Philippines have been inspired to buy something they saw on the platform, and four out of five made a purchase based on a review or recommendation.
For F&B and retail entrepreneurs, TikTok isn’t just a place for entertainment — it’s a powerful channel for product discovery and sales. Let’s explore how you can use it effectively for your business.
Why TikTok Is Now a Serious Platform for Philippine SMEs
TikTok has evolved from a social entertainment app into a powerful social media marketing and e-commerce platform. It’s where trends are born, products get discovered, and sales can happen within minutes.
For SMEs in the Philippines, this opens up new opportunities to reach audiences without relying solely on paid ads. TikTok’s algorithm doesn’t just promote big brands — it prioritizes content that’s creative and relevant to viewers. That means a café’s menu reveal or a boutique’s product showcase has the potential to reach thousands (or even millions) of people organically.
For example, a small dessert shop in Marikina could post a 15-second video showing their molten chocolate lava cake being cut open. If it captures attention within the first 3 seconds, the algorithm can push it to local food lovers who’ve never heard of the shop before — bringing in new customers almost immediately.
Another advantage? TikTok videos can appear in Google search results, especially for trending products or popular “how-to” content. This means your videos don’t just live in the TikTok app — they can also boost your business’s visibility when potential customers are searching online.
Use TikTok Shop to Sell Without a Website
One of TikTok’s biggest advantages for SMEs is TikTok Shop — a built-in e-commerce platform that lets customers purchase directly from your videos or livestreams.
Here’s why it matters:
- Frictionless buying: customers can watch, click, and pay without leaving the app.
- Impulse purchases: TikTok’s short videos make it easier to trigger “I need this now” moments.
- Data-backed growth: TikTok Shop generated an estimated US$1.44 billion in gross merchandise value (GMV) in the Philippines, accounting for 12.98% of the platform’s global sales.
For retail, this could mean selling limited-edition sneakers during a product unboxing video. For F&B, it could be offering frozen or ready-to-eat products nationwide — like frozen longganisa or bottled cold brew — without needing a separate website.
And here’s the best part — setting up a TikTok Shop is far simpler and more cost-effective than building a website. Creating a proper e-commerce site often means paying thousands for development, learning WordPress or other complex tools, and waiting weeks (or even months) to launch.
With TikTok Shop, you can start selling within days by uploading your product catalogue, linking your bank account, and creating content that drives sales.
If you’re using an integrated POS system like StoreHub, you can even sync your inventory so you never oversell — especially crucial when you’re handling hundreds of orders during sales events like 11.11 or 12.12.
Go Live to Build Trust and Drive Urgency
TikTok Live is one of the most underutilized tools for SMEs — yet it’s also one of the most powerful when used strategically. The key is to treat it like a planned sales event, not just an unstructured stream.
For example, instead of going live at random times, schedule your sessions consistently so customers know when to tune in. A home café in Antipolo could go live every Friday at 7pm, creating a weekly ritual where viewers expect to see the week’s new pastries being unveiled. During the stream, they could offer a 15% discount code valid only until midnight, creating a sense of urgency that drives instant orders.
To keep viewers engaged, SMEs should mix in interactive elements — ask viewers to vote in real time on which new flavour to launch next, or run flash polls to decide the next product demonstration. Retailers can also run exclusive “Live-only” promotions, such as a free accessory with the first 20 purchases, or bundle deals that aren’t available on their regular product pages.
Because TikTok Live integrates directly with TikTok Shop, customers can buy without ever leaving the stream. This is critical for conversions — the less friction between the moment they want to buy and the checkout, the higher the chances of sealing the deal.
SMEs that prepare a tight run-of-show, pre-load their inventory into TikTok Shop, and promote their Live sessions in advance often see significantly higher sales compared to those who go live without a plan.
Create Content That Fits Your Business, Not Just Trends
Chasing every TikTok trend might rack up quick views, but it rarely drives meaningful sales unless it’s relevant to your audience. The most effective SMEs use trends as a framework, not a crutch — they adapt them to fit their brand story, products, and customer needs.
If you’re in F&B, think about moments your customers actually care about. For example, a restaurant preparing for the Christmas rush could film the kitchen in full prep mode, with close-up shots of ingredients being plated. The content still rides TikTok’s fast, snappy format but feels authentic to what the café offers.
For retail, consider how to turn product features into content that solves a problem. A boutique could take the popular “outfit of the day” format but niche it down to show only styles under ₱500, instantly appealing to budget-conscious shoppers while staying discoverable in TikTok’s search and suggested feeds.
The best TikTok content also builds towards an action. Whether it’s encouraging viewers to visit your store, place a delivery order, or follow you for your next product drop, each video should have a natural path from interest to conversion. That’s how you turn fleeting attention into loyal customers.
Final Thoughts
With 62.3 million users in the Philippines on TikTok and shopping behaviors increasingly tied to the platform, the question isn’t “Should I be on TikTok?” — it’s “How am I going to use TikTok to grow my business?”
From TikTok Shop to TikTok Live, the platform offers SMEs in F&B and retail a powerful mix of brand exposure and direct sales. The key is to align your content with your business strategy, leverage features that make buying effortless, and track what actually drives results.
Done right, TikTok isn’t just another social media platform — it’s your next big sales channel.
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