From local to global: How Mindanao MSMEs are thriving online with AI and TikTok

During the back-to-back Shop and Ship Caravan sessions in Davao and Cagayan de Oro City, business owners and student entrepreneurs learned how to reach new markets through short-form video selling, automate social media tasks with AI, and explore reliable logistics and connectivity solutions tailored for small enterprises.

A collaboration between J&T Express Philippines, TikTok Shop Philippines, PLDT Inc., Smart Communications, Inc. (Smart), and the Department of Trade and Industry (DTI), the Caravan aimed to equip MSMEs with practical tools to thrive in the digital economy.

Ana Nerisa Rodrigo, a Kagay-anon bread and pastry maker who turned to online selling during the pandemic, shared how she once found managing social media to be time-consuming. “With AI, I don’t need to spend all my time creating captions,” she shared. “AI can be good or bad—it depends on how you use it. With these new learnings, I’ll definitely use it more.”

MSMEs and student entrepreneurs come together to gain essential digital skills at the Shop and Ship Caravan in Davao City.

“As someone who wants to empower women entrepreneurs, this event is truly valuable,” said Aileen Rubytan, a leader from DAVECO ARB Cooperative, which produces pineapple products in Davao. “It teaches us how to market our products, protect ourselves from fraud, and maximize online tools. I’m thankful to be part of this initiative that uplifts and empowers MSMEs.”

The Shop and Ship Caravan is part of the broader #eBizNovation program, aligned with PLDT and Smart’s support for the United Nations Sustainable Development Goals (SDGs)—particularly SDG 1 (No Poverty), SDG 5 (Gender Equality), and SDG 8 (Decent Work and Economic Growth). Through programs like this, the PLDT Group and its partners are helping bridge the digital divide and open more opportunities for Filipino entrepreneurs.