E-commerce has revolutionized small and medium enterprises (SMEs) worldwide, providing unprecedented growth opportunities. Josefina’s Homemade Food, a Bicol-based carinderia, has become a nationwide sensation due to its delectable offerings and strategic use of social media, particularly TikTok. Since joining TikTok Shop in 2023, the business has experienced a significant shift in sales trajectory, reaching customers nationwide. The business owner, Abbie Ricohermoso, credits TikTok Shop for this success.
With its innovative features like live selling, TikTok Shop has emerged as a game-changer for SMEs like Josefina’s Homemade Food. Ricohermoso attests to the platform’s effectiveness in engaging customers directly and authentically. “Through live streaming and content creation, we’ve connected with our customers in a way that feels authentic. TikTok allows us to share our story and process, which resonates with people,” she explained.
The success of Josefina’s Homemade Food on TikTok Shop highlights its popular products and the dedication of its founders. The business began as a small carinderia in Bicol, owned by Josefina Barcela, who focused on refining traditional recipes that became the cornerstone of the family business.
Over the years, Barcela’s recipes gained popularity, expanding their offerings to include bottled ready-to-eat versions of Bicolano specialties like Laing, ginataang santol, and Bicol express. Despite humble beginnings, the family’s commitment to quality and authenticity propelled them to national recognition.
From its modest beginnings, the business has grown to employ ten people, with Barcela and her husband actively involved in day-to-day operations. TikTok Shop has enabled the business to expand its reach and provide more jobs, reflecting its role in local community development.
Watch here: https://www.tiktok.com/@josefinaslaing/video/7369985281694387461.
The success of Josefina’s Homemade Food mirrors a broader trend observed on TikTok Shop, where over 2 million sellers, predominantly SMEs, have found a platform to showcase their products. Jonah Ople, TikTok Shop’s category lead for fashion, highlights the platform’s role in amplifying local Filipino goods and simplifying the process for small sellers to establish their presence.
According to Ople, “Over 2 million local businesses, the majority of whom are SMEs, are on TikTok Shop. Because TikTok Shop can connect businesses of all sizes with consumers and the wider TikTok community, we significantly enable these SMEs to create a holistic and seamless e-commerce experience and make real connections with new audiences, allowing them to reach a broader market.”
While major brands also leverage TikTok, the platform remains particularly beneficial for SMEs aiming to connect with a broader audience and achieve growth.
Looking ahead, Josefina’s Homemade Food plans to expand its operations internationally. The company is working on setting up a larger facility and obtaining regulatory approvals for global shipping. With TikTok Shop as a critical platform, Josefina’s Homemade Food aims to continue reaching new customers and maintaining its commitment to quality.
