E-commerce was already growing strongly in the Philippines over the review period, but the advent of the pandemic in the country accelerated its rise. Over nine tenths of Filipino internet users searched for goods and services to purchase during the first lockdown period in 2020 and of all those who searched, over three fourths of consumers completed their transactions online.
In 2021, third party merchants continue driving e-commerce sales in the Philippines. The main third party e-commerce players Lazada and Shopee continue leading the channel in terms of brands, although Amazon and eBay are becoming more popular in the country.
The pandemic has led to strong shifts in consumer purchasing behaviour. For example, an increasing number of Filipinos have pivoted online to source essentials goods rather than using e-commerce to casual shop for leisure items.
Over the forecast period, e-commerce is set to continue growing strongly in the country, albeit at a more normalised rate. A significant proportion of Filipinos plan to do more shopping online, even after the pandemic is over, and are willing to purchase a greater range of consumer goods online.
The new e-commerce leader Shopee has a strong vision for e-commerce in the Philippines and will continue to encourage increased adoption of digital payments. The third party merchant will continue to invest in streamlining its logistics, with this set to become even more important as consumers continue to rely on e-commerce platforms and develop greater expectations for efficient deliveries.
With the reopening of store-based retail stores in the coming years, e-commerce is set to see normalising growth rates, though these will remain fast-paced compared with other retailing categories. E-commerce is not likely to fully take over in-store retailing, especially given the strong tradition in the country of using shopping as a family leisure activity.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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