TikTok Shop and Hapinoy team up to bring sari-sari stores go digital

Sari-sari store owners from the Hapinoy network attend a TikTok Shop community training session on content creation,  affiliate marketing, and livestream selling.

A new wave of digital entrepreneurship is sweeping through Filipino communities, and it’s starting right at the heart of the barangay — the sari-sari store.

In an inspiring move to bring e-commerce to grassroots entrepreneurs, TikTok Shop has partnered with social enterprise Hapinoy to launch Unlad Lokal, a hands-on training program designed to empower sari-sari store owners — especially women and mothers — with the tools to thrive in the digital economy.

Recently, over 40 small store owners from the Hapinoy network came together for a special training session that introduced them to the exciting world of social commerce. Through lessons on content creation, affiliate marketing, and livestream selling, participants got a first-hand look at how TikTok Shop can become a new source of income — all from the palm of their hand.

Leveling up the local store
“TikTok Shop is committed to supporting micro, small, and medium enterprises, who form the backbone of the Philippine economy,” said Franco Aligaen, Marketing Lead at TikTok Shop Philippines. “By working with organizations like Hapinoy, we’re able to equip local entrepreneurs with practical digital tools that help them adapt and succeed.”

This initiative is part of TikTok Shop’s Unlad Lokal campaign, launched earlier this year with the Department of Trade and Industry (DTI), and now expanding its reach to everyday entrepreneurs through grassroots partnerships.

Participants from the Hapinoy network gather after completing TikTok Shop’s community training on content creation, affiliate marketing, and livestream selling.

Bridging tradition and technology
For Hapinoy, which has long supported sari-sari stores through training and access to consumer goods, this latest partnership is a natural step forward.

“Our mission has always been to help store owners grow their businesses while serving their communities,” said Hapinoy Co-Founder Mark Ruiz. “TikTok Shop provides a powerful and accessible platform where they can now expand online — without leaving their homes.”

The training was crafted specifically for sari-sari store owners who may be new to digital tools. It showed them how to turn simple content, livestreams, and affiliate links into sales — all while continuing their usual store operations from home.

“Many of our women entrepreneurs already manage their stores while handling household duties,” added Ruiz. “Being able to earn from live selling or affiliate marketing on TikTok — even during their free time — can make a huge difference.”

Real people, real impact
For participants like Jennifer Fernando from Quezon City, the program was a much-needed push. A sari-sari store owner who also sells beauty products, Jennifer was eager to explore digital selling but didn’t know where to start.

“I really wanted to level up,” she said. “Most businesses are already online. If I want more people to see my store and products, I need to keep up.”

In Valenzuela, Mary Grace Lee saw the training as a lifeline amid rising costs and sluggish sales. “Sometimes, store sales are really slow,” she shared. “Even small income from affiliate links or TikTok sales helps a lot.”

Meanwhile, Maria Rica Yoshida from Binangonan, a store owner and part-time field researcher, embraced the opportunity with optimism. “If you have a phone, internet, and the courage to try, you can already start earning from home,” she said.

More than just selling — it’s about empowerment
What Unlad Lokal truly offers is more than just digital skills — it’s confidence, community, and a renewed sense of purpose.

“TikTok Shop is a game changer,” said Ruiz. “It gives sari-sari store owners new product categories, more ways to earn, and tools that are simple but powerful. It helps them not only sustain their families but also grow their ambitions.”

With more sessions and LGU partnerships lined up, Unlad Lokal aims to reach more communities across the country. The program doesn’t stop at training — it includes ongoing mentorship, promotional support, and seller assistance, all designed to help participants apply their learnings right away and see results.

In today’s digital-first world, even the smallest stores can dream big. And with initiatives like Unlad Lokal, the journey from learning to earning is no longer out of reach — it starts at the neighborhood tindahan.