TikTok Shop bets big on smarter selling with ACE 2.0 in the Philippines

TikTok Shop is turning up the heat in Southeast Asia’s social commerce race, introducing a sharper and more targeted version of its ACE Indicator System at this year’s Summit Pilipinas in Manila.

The enhanced system, dubbed ACE 2.0 - short for Assortment, Content, Empowerment - was unveiled in front of more than 800 sellers and partners. Designed to decode shopper behaviours and help brands optimise performance, the system now includes more advanced customer segmentation tools, offering sellers the ability to target eight distinct Southeast Asian shopper personas.

This update marks a significant shift from generalised engagement to precision commerce. Among the categories now mapped are Gen Z students, savvy shoppers, mid-life budgeters, and moms - a deliberate move that signals TikTok Shop’s deeper pivot to audience intelligence.

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“TikTok Shop is delighted to launch an upgraded ACE framework, as part of our commitment to helping our sellers navigate the fast-paced digital landscape,” said Franco Aligaen, marketing lead at TikTok Shop Philippines, as quoted by The Philippine Star.

“Many brands have attributed their success on the platform to ACE... We are excited to see more sellers succeed with the new and improved version.”

The shift comes amid fierce competition in the region’s live commerce space, with sellers hungry for tools that don’t just amplify visibility but convert scrolls into sales.

At its core, ACE remains a framework for fine-tuning digital storefronts - covering everything from product assortment to content strategy and seller support. But the updated version also integrates performance data and behavioural cues, giving sellers clearer insight into who their buyers are and how to reach them.

This includes enabling sellers to deploy bespoke promotions and livestreams tailored to each persona’s habits - timing, preferences, and price sensitivity included.

Supporting ACE 2.0 are TikTok Shop’s signature business levers: shipping fee support, bonus cashback, mega discount, and flash sales. These are not new - what’s new is the sophistication in how they’re deployed.

Nestlé’s 3.3 campaign, fuelled by these integrated mechanics, saw a 38% GMV jump - an outcome TikTok Shop is keen to scale across the board.

Also gaining attention was the rising performance of TikTok Shop Mall, a curated space for verified sellers. Between January and June 2024, sellers under this badge reportedly grew sales 2.2 times faster than the rest of the marketplace - underscoring that in a noisy ecosystem, credibility remains currency.

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