TikTok Shop is strengthening its push to support Micro, Small, and Medium Enterprises (MSMEs) across Southeast Asia by working closely with ASEAN governments and industry partners to help more businesses embrace digital commerce.
With MSMEs making up the bulk of the region’s economic activity, the platform says its goal is simple: make it easier for small entrepreneurs to boost their visibility, sell online, and scale beyond their local markets.
At the ASEAN Business and Investment Summit (ABIS) 2025 in Kuala Lumpur, 11 MSMEs took the spotlight to share their digital transformation stories and conduct live selling sessions for regional audiences.
Five of them were part of the ASEAN Supporting Our Artisans and Retailers (SOAR) Together program, while six were TikTok Shop sellers—each one showing how creativity and digital tools can help small brands grow quickly and connect with customers in real time.
The Philippines was represented by MAGWAI and Alta Philippines. MAGWAI, known for its reef-safe sunscreen and plastic-free personal care essentials, stood out as one of the program’s top performers. Through the SOAR initiative, the brand enhanced its live-selling approach and digital marketing strategies, resulting in stronger engagement and steady sales growth on TikTok Shop.
The SOAR Together program—launched by TikTok Shop in partnership with the ASEAN Foundation and ASEAN-BAC Malaysia—supports 50 MSMEs and more than 150 entrepreneurs across the region. It provides customized training, digital skills development, and opportunities to expand online reach, helping small businesses address common roadblocks such as limited visibility and lack of scalable strategies.
