TikTok Shop enhances trust, safety practices

IN my previous column, we explored findings from the Digital 2024 Global Statshot Report by We Are Social and Meltwater, illuminating TikTok's substantial influence and effective market penetration in the Philippines. This influence isn't just about reach; it's also about establishing a trustworthy environment where safety is prioritized. With a user base of over 49.09 million adults, TikTok's ads reached an impressive 64.4 percent of the adult population at the beginning of 2024.

According to ByteDance figures, TikTok's ad reach in the Philippines was equivalent to 56.4 percent of the local internet user base at the beginning of this year, regardless of age. Such statistics indicate a robust expansion and strategic use of this broad reach to bolster e-commerce initiatives like those seen with TikTok Shop.