The landscape of shopping in the Philippines is shifting from static scrolls to real-time interaction. Leading this charge is actress and entrepreneur Diane Medina, who officially introduced DM Studios, a premier lifestyle agency dedicated to the booming world of live commerce.
Once known primarily for her work in front of the camera, Medina has spent the last few years mastering a different kind of performance: the art of the “budol.” Now, she is transitioning from a solo live seller to a CEO, bridging the gap between major brands and the country’s biggest personalities.
The Evolution of the “Live Seller”
For Diane, the journey began in 2020 during the height of the pandemic. While pregnant with her son, Joaquin, she found herself inundated with messages from mothers asking for help to sell their products.
“I started live selling year 2020, during the pandemic, I was pregnant with Joaquin, so many mothers messaging me, asking me to help them sell their products. So sabi ko, ‘Ano bang gagawin ko dito?’ I met them online, I gathered them, and I sold their products online. Surprisingly, ang laki ng kinita ko without shelling capital. From then on, na-realize ko na I can actually do this. Doon nag-start. But the opportunity came 2023. Different platforms opened such as TikTok and Shopee. From there, dun ako natuto maglive-sell. Live commerce kasi talaga ngayon, nage-evolve na ‘yung industry. So many people are exploring live commerce kasi mas entertaining siya and mas engaging as compared to e-commerce platform. Many people are really buying in live commerce. We can also see that live commerce can actually increase rate conversion up to 10% when it comes to live commerce platform as compared to e-commerce. Right now according to studies, 70% of consumers actually prefer buying through live commerce instead of e-commerce because they want real time engagement, they want interaction and they want product demonstration. So, they actually buy it. Mas nagiging potential ‘yung viewer na buy if they can actually see the product demonstrated in front of them or through the screen rather.”
What started as a pandemic pivot evolved into a professional powerhouse by 2023. With platforms like TikTok and Shopee exploding in popularity, Diane recognized that live commerce was no longer just a trend—it was the future of retail.
Why Live Commerce is the Future
According to Medina, the numbers speak for themselves. In an era of digital fatigue, consumers are craving authenticity over polished advertisements.
- Real-Time Engagement: 70% of consumers now prefer buying through live commerce because of the interaction and live product demonstrations.
- Higher Conversion: Live commerce can increase conversion rates by up to 10% compared to traditional e-commerce.
- Trust Factor: Viewers are more likely to purchase when they see a product tested and explained in real-time on their screens.
Are there any celebrities interested to join your agency?
After the media launch, we will host a gathering to invite our celebrity friends who are interested in joining our agency. Rayver Cruz is interested, Julie Anne San Jose, Tuesday Vargas, Carla Abellana, influencers like Simon, EA de Guzman, Shaira Diaz, and all of our friends who want to try and we are open to help them. Polo Ravales, Pancho Magno, Zeus Collins, Dasuri Choi, halos mga friends namin from the industry,” Diane shares.
The Power of Authenticity
Joining Diane in this venture are her husband, Rodjun Cruz (VP for Marketing), and her cousin, Maxine Medina (VP for Sales). Both emphasize that live commerce is more than just talking to a camera—it’s about building a community.
Maxine Medina notes that the medium requires a level of vulnerability not often seen in traditional showbiz. “When you are authentic in front of a live [stream], you get a connection, and it converts to a purchase,” she explains.
Rodjun Cruz echoes this, highlighting the “hard work” behind the scenes. “It’s not easy work. You have to study the product because the audience wants to know why they need it. At DM Studios, we train our hosts. We are a family where everyone helps each other learn.”
Looking Ahead
DM Studios officially positions itself as a full-service agency that doesn’t just provide talent but “mounts” entire campaigns for brands. By combining the star power of celebrities with the high-conversion tactics of live selling, Diane Medina is setting a new gold standard for the Philippine digital marketplace.
Watch our video coverage from the media launch below: