Despite the importance attached to bricks-and-mortar stores in the Philippines, e-commerce is expected to grow in prominence over the forecast period. Consumers have become much more accepting of making purchases online, given the increasing smartphone and internet penetration in the country.
As the number of products offered via e-commerce widens, there is an opportunity for retailers to expand financial inclusion to unlock new consumer segments. The forecast period will therefore likely see efforts to integrate BNPL payment solutions into e-commerce platforms, especially as the economy continues to recover.
The rapid growth of e-commerce is being fuelled by the integration of artificial intelligence ( AI) in customer service and product delivery. AI-driven chatbots, such as Shopee’s Shop AI Assistant, provide real-time support and seamless navigation, ensuring that customers receive instant assistance around the clock.
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Understand the latest market trends and future growth opportunities for the Retail E-Commerce industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retailing, are captured in Streaming Services E-Commerce. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such a service is captured in Other E-Commerce. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, while the delivery fees associated with such services are included in Other E-Commerce. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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