Baobab Eyewear is redefining Filipino eyewear shopping by bridging digital discovery with in-store experience through TikTok Shop. The proudly Filipino brand offers stylish, functional, and fairly priced frames while leveraging TikTok Shop’s full-funnel ecosystem to grow online presence and drive foot traffic to its Escolta, Manila optical shop.
The physical store provides personalized frame try-ons for customers who first discovered products online, creating a hybrid retail experience for discovery-driven consumers.
“Our audience was able to discover our physical store, thanks to our campaigns and presence on TikTok Shop,” said Eunice Abalos, Founder and Owner of Baobab Eyewear. “We are committed to offering thoughtfully designed eyewear that is life-proof, practical, and affordable, and giving our customers the best experience, whether through our physical store or TikTok Shop.”
Turning Content Into Commerce
Through TikTok Shop, Baobab transformed content and community into growth engines. From short-form videos to livestream selling, the brand embraced new consumer engagement methods while offering seamless shopping experiences, including frame selection, lens customization, and prescription uploading.
Marketing Manager Sheena Concepcion credits TikTok Shop’s ACE indicator system for optimizing Assortment, Content, and Empowerment strategies. During their summer campaign, pre-launch videos generated excitement and drove traffic, achieving a 43% increase in video views versus regular days.
Breakthrough BINI Partnership
Baobab’s standout milestone was launching BINIVISION, an exclusive collection with girl group BINI. The TikTok Shop campaign delivered a 3,410.45% uplift in Live GMV, ranking Baobab #1 during the platform’s Eyewear Co-Brand Day.
“As a discovery-driven and social platform, TikTok Shop empowers brands in reaching a wider audience and building communities,” said Franco Aligaen, Marketing Lead of TikTok Shop.
Baobab’s success demonstrates how digital content, community, and commerce can unlock opportunities for homegrown brands through hybrid retail models that blend Filipino creativity with inclusive, accessible design
