Small businesses are the soul of every community, but they often struggle to get the spotlight they deserve.
That’s changing. TikTok has just launched its ShopLocallyMade campaign, a new initiative to promote regional small businesses and give local makers a chance at scaling.
Through this campaign, TikTok showcases creators and entrepreneurs building homegrown brands with heart and helping them connect with millions of shoppers across the platform.
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Whether you’re a handmade candle business in Nashville or a kitchen spice startup in Atlanta, ShopLocallyMade is about putting your story front and center.
1. What Is ShopLocallyMade?
ShopLocallyMade is TikTok’s way of celebrating and elevating local commerce. Launched through TikTok Shop, this initiative highlights sellers based in different regions of the U.S. creating high-quality, unique products that reflect their communities’ culture, flavor, and creativity.
The campaign is backed by curated content, in-app features, and creator partnerships that drive awareness, engagement, and conversion. It’s not just about visibility.
From beauty brands to artisanal foods, TikTok is spotlighting the kinds of businesses that might otherwise go unseen.
The launch includes creators like:
- Kaike (from Chicago) is a clean skincare brand founded by a Black female entrepreneur.
- The Cajun Market (from Louisiana) – bringing Southern cooking to the mainstream.
- Thirteen Lune (from LA) – a beauty brand focusing on inclusive products and storytelling.
2. Why This Matters for Small Businesses
This campaign is smart business. Local sellers face unique challenges when competing with big brands online: limited ad budgets, lower brand recognition, and fewer marketing resources.
TikTok’s algorithm already thrives on authenticity, so when small business owners show up as themselves, packing orders, explaining their process, and sharing their origin stories, they naturally build trust. ShopLocallyMade gives these stories a bigger stage.
And it’s working. According to TikTok, 59% of users say they’re more likely to shop from small or local businesses after seeing them on the platform. That means reach is turning into revenue.
3. How TikTok Is Driving Results
The platform is rolling out exclusive features for participating sellers, including:
- A ShopLocallyMade badge to help buyers quickly spot regional brands
- Dedicated homepage placement within TikTok Shop
- Amplified exposure through #ShopLocallyMade content campaigns
- Collaborations with top creators who authentically promote local businesses
This kind of built-in support is often out of reach for small businesses. It allows them to scale without having to become marketing experts overnight.
4. What It Means for Creators & Influencers
Creators are central to this rollout. TikTok is encouraging local influencers to work with small businesses in their communities, and they’re getting paid to do it.
This means more monetization opportunities for creators and deeper storytelling for the brands involved.
As a creator, this is a perfect time to:
- Partner with regional brands for authentic product showcases
- Join the #ShopLocallyMade conversation to grow your visibility.
- Use TikTok Shop to earn affiliate commissions from the brands you love
At Logie, we believe in this creator-brand synergy. It’s what builds long-term partnerships that benefit everyone, from the buyer to the business owner to the creator.
5. How to Get Involved
If you’re a small business owner in the U.S., you can sign up for TikTok Shop here. Once approved, you can apply to be featured in the ShopLocallyMade program through the Seller Center.
Even if you’re not part of the current spotlight cities, there are ways to get noticed:
- Use hashtags like #TikTokShop, #SmallBusiness, and #ShopLocallyMade
- Create behind-the-scenes content to showcase your authenticity.
- Collaborate with micro-influencers in your community.
And if you’re a creator, now is the time to reach out to your favorite local brands. Offer to feature them. Start conversations. Be the bridge between small sellers and social commerce.
