CEBU CITY — The Department of Trade and Industry (DTI), TikTok Shop, and Converge ICT Solutions launched the first Visayas leg of the Unlad Lokal program in Cebu on August 25, 2026. The initiative offers hands-on e-commerce training to micro, small, and medium enterprises (MSMEs) and content creators.
A Partnership for Digital Growth
The program combines DTI's MSME development network, Converge's connectivity infrastructure, and TikTok Shop's seller education resources. This tripartite approach addresses the key barriers preventing small businesses from entering the digital economy. It brings together expertise, technology, and market access in one comprehensive initiative.
Cebu Governor Pamela Baricuatro said the initiative responds to rapid shifts in commerce. She emphasized that being online opens opportunities for even the smallest entrepreneurs to reach customers beyond their communities. Her message urged business owners to combine technology, new skills, and government support to grow.
Equipping Entrepreneurs to Thrive
DTI-7 Acting Regional Director Esperanza Melgar said the partnership prepares MSMEs for the digital economy. She stressed that the goal is not just getting entrepreneurs online but equipping them to thrive. Participants receive training in short-form content creation, livestream selling, and affiliate marketing.
The training also covers campaign tools designed to strengthen product discovery and customer engagement. TikTok Shop Marketing Lead Franco Aligaen said the Cebu leg extends the program beyond Metro Manila. The initiative brings capabilities closer to communities outside Luzon, starting with this Visayas hub.
Building Trust and Compliance
The program emphasizes the importance of DTI registration for online sellers. Registration is a legal obligation under the Internet Transactions Act, or Republic Act 11967. The law created the E-Commerce Bureau and requires digital platforms and online merchants to register.
Melgar said registration protects consumers and builds trust in businesses. It allows sellers to access the E-Commerce Philippine Trustmark, boosting credibility. This institutional support helps legitimate small businesses stand out in a crowded digital marketplace.
Surging Regional Demand
The partnership arrives as e-commerce activity in the Visayas and Mindanao accelerates rapidly. TikTok Shop reported a 140 percent order growth across these regions from July 2025 to July 2026. Sellers rose 50 percent and creators 160 percent during the same period.
Live gross merchandise value climbed 130 percent. These numbers indicate that consumers outside Luzon are embracing online shopping at unprecedented rates. The Unlad Lokal program positions Cebuano merchants to capture this expanding opportunity.
Lowering Barriers to Entry
Converge SME Solutions Senior Vice President Dindo Marzan acknowledged that cost and complexity remain adoption barriers. His company's role is to make technology simple, affordable, and useful. Reliable connectivity becomes part of everyday business rather than an intimidating expense.
The economic backdrop strengthens the case for this initiative. Cebu City's economy grew 7 percent in 2024 to P334.48 billion. The province grew 7.3 percent to P441.14 billion. Upskilling local merchants directly feeds this regional momentum.
