CEBU CITY — Thousands of Cebuano micro, small and medium enterprises (MSMEs) are set to get a major boost as TikTok Shop, the Department of Trade and Industry (DTI), Converge ICT Solutions, and the Cebu Provincial Government formally launched “Unlad Lokal Visayas”, a joint program designed to bring digital tools, training, and market access to local entrepreneurs or MSMEs. Partnership aims to turn Cebuano sellers, creators into nationwide digital businesses.
The launch and Memorandum of Understanding (MOU) signing was held August 25 at the Cebu Provincial Capitol Social Hall, marking TikTok Shop’s first major program rollout in the Visayas.
“Micro, Small, and Medium Enterprises are vital components of the Cebuano economy,” the Governor said. “They provide for families and create local employment. Our job in government is to make sure they have the tools to compete and grow,”Cebu Provincial Governor Pamela Baricuatro opened the program by underscoring the role of Cebuano MSMEs as the backbone of the local economy.
Under Unlad Lokal, the Cebu Provincial Government committed to continuous support through technology provision, skills training, and networking opportunities. The goal, she said, is to bridge traditional business practices with the digital economy so that even the smallest enterprises can reach customers beyond their communities, Baricuatro added.
DTI 7 Acting Regional Director Esperanza Melgar said the initiative aligns with DTI Secretary Maria Cristina Roque’s five-point agenda which are digital transformation, AI, diversification, funding, and mentoring. But the focus, she emphasized, is not just having a Facebook page.
“We are moving beyond simple online presence,” Melgar said. “MSMEs need to learn e-commerce ecosystems, affiliate networks, live streaming, content creation, and digital advertising plus business legitimacy and consumer trust.”
To do this, DTI led by its Acting Tegional Director, Esperanza Melgar signed a tripartite MOU with TikTok Shop led by Frabco Aligaen, and Converge SME Solutions AVP & Segment Marketing Head, Joseph Aldaba.
Under the deal, TikTok Shop opens its marketplace, creator network, and campaign tools to Visayan sellers;
Converge provides the connectivity needed for stable live selling and operations and the DTI delivers training, onboarding, and consumer protection guidance.
Melgar outlined an 8-step roadmap for MSMEs: start on digital platforms, refine online presence, tell product stories, explore broader platforms, and use data to improve.
Joseph Aldaba, AVP & Segment Marketing Head of Converge SME Solutions, said the partnership aims to make digitalization “practical, affordable, and inclusive.”
“Whether you’re a sari-sari store, manufacturer, or content creator, the mission is the same: Kita Ka — make your business visible,” Aldaba said.
He noted that businesses are at different stages of digital adoption. The goal is not to demand instant expertise, but to give entrepreneurs the willingness to learn and the infrastructure to do so. With stable internet, he added, Cebuano sellers can manage operations, reach new customers, and scale from home-based to competitive enterprises.
Franco Aligaen, TikTok Shop Marketing Lead, reported strong momentum in the region. From July 2025 to July 2026, Visayas saw a
140 percent growth in average orders
50 percent increase in number of sellers; 160 percent expansion in the creator ecosystem and 130 percent jump in sales driven by live streaming.
“Digitalization needs more than a platform. It needs knowledge, tools, connectivity, and confidence,” Aligaen said.
TikTok Shop said it has already trained over 35,000 MSMEs nationwide across 15 cities through its Unlad Lokal program. The Cebu leg will prepare sellers for the upcoming “9.9” mega sale, which will feature up to 100 percent off deals, TikTok Shop Mall campaigns, creator-led content, and daily rewards.
Fireside chats with successful Cebuano TikTok Shop sellers led by Bisaya Coño girl Tiktoker and creators were also part of the launch, showcasing how local products from food and fashion to crafts, are now reaching buyers nationwide through live selling.
Speakers closed with a unified call, to make Cebuano businesses more resilient, visible, and competitive.
“Technology allows small businesses in Cebu and Central Visayas to reach global markets,” Melgar said. “But success belongs to those willing to adapt, innovate, and seize new opportunities.”
Gov. Baricuatro echoed the sentiment, pledging that the province will continue pushing initiatives that empower entrepreneurs and create long-term stability for families.
With the MOU in place, Unlad Lokal Visayas will roll out training, digital onboarding, and connectivity support in the coming months, positioning Cebu as the hub for social commerce growth in the Visayas.
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