TikTok Shop and ASEAN Foundation help MSMEs achieve over 700% GMV growth through ASEAN SOAR Together

• Latest SOAR graduates also saw 600% increase in LIVE-generated orders and 700% increase in video views
• Joint initiative has now trained more than 2,400 MSMEs, surpassing its original 1,000 target

TikTok Shop and the ASEAN Foundation have reinforced their commitment to helping micro, small and medium enterprises (MSMEs) across Southeast Asia develop practical skills and business capabilities needed to participate in the region's growing digital economy.

Now in its second year, ASEAN SOAR Together has scaled to train over 2,400 MSMEs, more than double its initial target, across all 11 ASEAN member states. The training program is tailored to close digital skills gaps, address real business pain points, and help MSMEs unlock discovery commerce on TikTok Shop, by providing mentorship, targeted skills development, and business acceleration support.

"MSMEs are the backbone of the ASEAN economy, but many still face very practical barriers to digital growth, from building an online presence and attracting customers, to managing cash flow and converting interest into sales. That is why ASEAN SOAR Together focuses on practical training and mentorship to address real business pain points. Here, discovery commerce offers a lower-cost entry point by allowing MSMEs to reach and engage directly with customers through content, creators and LIVE selling. Together with the ASEAN Foundation, we want to help MSMEs build the skills and confidence to take advantage of these opportunities in the digital economy," said Chanida Klyphun, Director of Public Policy for Southeast Asia at TikTok.

Empowering a diverse range of entrepreneurs with digital commerce skills and financial literacy

Beyond business outcomes, the program places inclusive entrepreneurship at its core, empowering entrepreneurs from diverse backgrounds across Southeast Asia. Of the 2026 cohort, 92% were women-led, 46% were youth-led, 52% supported rural communities, and 26% promoted the inclusion of persons with disabilities (PWDs). In addition, 96% of participating MSMEs integrate social impact into their business operations, collectively contributing to all 17 UN Sustainable Development Goals (SDGs).

Building on its foundational curriculum, which includes practical skills in digital marketing, content creation and LIVE selling, this year's program introduced financial literacy as a core pillar, acknowledging that stronger financial management is essential to building resilient, scalable and sustainable businesses. The five-part financial literacy module includes money management basics, cash flow essentials, and understanding TikTok Business Financing Products, and contributes to a holistic program that addresses both the commercial and operational realities of running a business.

Pictured: Dr. Piti Srisangnam, Executive Director, ASEAN Foundation, Chanida Klyphun, Southeast Asia Director for Public Policy at TikTok, Irene Boey, Executive Committee Member at the Singapore Business Federation and Chairperson of the ASEAN Women Entrepreneurs Network Singapore.

Building business capabilities through regional collaboration

ASEAN SOAR Together brings together the ASEAN Foundation's work in MSME development and regional cooperation with TikTok Shop's discovery commerce ecosystem. It supports ASEAN's ambition to build a more competitive, connected, resilient, and inclusive digital economy, ensuring that MSMEs are not only beneficiaries of digital transformation but also active contributors to the economy's growth.

These objectives align closely with the priorities of the Philippines' ASEAN Chairmanship in 2026 and the region's long-term vision under ASEAN 2045: Our Shared Future.

"MSMEs across Southeast Asia operate in different market circumstances and face varying challenges, so supporting their development requires more than just access to digital platforms. It also means connecting businesses with relevant knowledge, mentorship, and opportunities to learn from others. Through public-private collaboration, ASEAN SOAR Together demonstrates how regional cooperation can translate ASEAN's strategic priorities into practical opportunities for businesses and communities," said Dr. Piti Srisangnam, Executive Director, ASEAN Foundation.

2026 cohort reports gains in business performance, powered by LIVE selling

Collectively, participants experienced approximately 700% increase in gross merchandise value (GMV), 600% increase in orders on TikTok Shop after trying LIVE selling, 150% increase in revenue generated through LIVE sessions, and 700% increase in TikTok videos views, reflecting how combining digital commerce opportunities with structured learning can support business development.

These results underscore the growing importance of discovery commerce. As more consumers use digital platforms to discover products, content and community-driven recommendations are creating additional ways for small businesses to introduce their products and connect with potential customers. Through this unique ecosystem, businesses can use videos, creator collaborations, and LIVE selling to demonstrate products, engage audiences, and build awareness beyond their existing customer base.

Beyond the commercial outcomes, participants were able to adopt lessons in community empowerment, environmental responsibility, and inclusive business practices in their operations and social impact initiatives, reflecting the program's capacity to develop MSMEs that also serve as agents of positive social change.

Pictured: Enki Chen, Singapore Asia Publisher

"As we celebrate our 50th anniversary, our mission remains to bring quality education to students and Singapore learning to the world. The ASEAN SOAR Together programme is helping us pursue that mission in a changing marketplace, equipping us with practical skills to reach more customers, grow sales, and manage our TikTok Shop more effectively," said Michelle Yoo, Chief Publisher, Singapore Asia Publisher. "From creating engaging content to livestreaming and working with affiliates, the training has given us tools to explore new opportunities for growth. Connecting with fellow MSMEs has also offered fresh perspectives and ideas we can apply to our own business."

TikTok is dedicated to empowering small businesses with tailored support and resources, fostering a community of growth and inclusivity. Through ASEAN SOAR Together, TikTok and the ASEAN Foundation aim to help even more MSMEs build the knowledge and capabilities to participate and thrive in the digital economy.