During the third quarter of 2024, ** percent of respondents in the Philippines stated that they purchased a product or service online each week. Online grocery shopping was also among their leading e-commerce activity in that period. Online shopping market Filipino online consumers gradually turned to e-commerce platforms for their retail purchases, especially at the height of the pandemic, with items ranging from mobile phones to beverages. These platforms provide more shopping variety and oftentimes competitive prices in comparison to physical retail stores. This changing shopping habit has resulted in an increasing e-commerce market size, which was estimated to grow massively in 2030. Online shopping habits Most Filipino online shoppers are Gen Zs and Millennials, which are also the country's most dominant internet user population. According to a January 2023 survey, about a ******* of Filipinos shopped online once a month, with around ** percent even shopping daily.

In the Philippines, about ** percent of the online shoppers belonged to the age group between 25 and 34 years old in 2018. Online shopping is one of the most popular online activities that Filipinos do, next to playing video games.   Internet usage  In a country like the Philippines, where locals spend an average of ** hours a day online, e-commerce is at an advantage. The demographics of internet users, wherein the majority own a mobile device, increases the need for more connectivity in the e-commerce industry. As of the 3rd quarter of 2019, ** percent of internet users searched for a product or service to buy and visited an online retail store on the web. Internet usage has affected not only the e-commerce business but has also benefited industries like media, telecommunications, and logistics. In terms of social media, the impact of e-commerce gave small enterprises a chance to create their brand on Facebook and Instagram. E-commerce expenditure  E-commerce expenditure on video games was highest among internet users in the Philippines at *** million U.S. dollars in 2019. Moreover, electronics, physical media, fashion, and beauty were among the most popular product groups for internet users. E-commerce spending is attributed to a consumption-driven population. Its retail sales accounted for about *** percent of the total retail sales in the country as of 2018. 

Discover the latest eCommerce statistics in Philippines for 2025, including store count by category and platform, estimated sales amount by platform and category, products sold by platform and category, and total app spend by platform and category. Gain valuable insights into the retail landscape in Philippines, uncovering the distribution of stores across categories and platforms.

According to a 2023 survey conducted in the Philippines, approximately ***** percent of respondents found it challenging to do online shopping as there was no guarantee of product quality. Additionally, around ** percent were concerned about the high shipping costs associated with online shopping.

The pie chart showcases the distribution of app/software spending by store category in Philippines, providing insights into how eCommerce stores allocate their resources on the app or software they utilize. Among the store categories, Apparel exhibits the highest spending, with a total expenditure of $2.00M units representing 26.64% of the overall spending. Following closely behind is Food & Drink with a spend of $1.06M units, comprising 14.09% of the total. Home & Garden also contributes significantly with a spend of $922.34K units, accounting for 12.31% of the overall app/software spending. This data sheds light on the investment patterns of eCommerce stores within each category, reflecting their priorities and resource allocation towards app or software solutions.

As of June 2023, it was estimated that about **** percent of e-commerce users in the Philippines were between the age of 25 and 34 years old. In contrast, about ** percent of e-commerce users were aged 45 to 54 years.

This chart provides a detailed overview of the number of Philippines online retailers by Monthly Visitors. Most Philippines stores' Monthly Visitors are Less than 100, there are 5.83K stores, which is 51.62% of total. In second place, 3.12K stores' Monthly Visitors are 100 to 1K, which is 27.60% of total. Meanwhile, 1.77K stores' Monthly Visitors are 1K to 10K, which is 15.65% of total. This breakdown reveals insights into Philippines stores distribution, providing a comprehensive picture of the performance and efficient of online retailer.

This chart provides a detailed overview of the number of Philippines online retailers by Monthly Views. Most Philippines stores' Monthly Views are Less than 100, there are 3.93K stores, which is 34.80% of total. In second place, 3.55K stores' Monthly Views are 100 to 1K, which is 31.37% of total. Meanwhile, 2.57K stores' Monthly Views are 1K to 10K, which is 22.75% of total. This breakdown reveals insights into Philippines stores distribution, providing a comprehensive picture of the performance and efficient of online retailer.

The Report Covers the E-Commerce Industry in the Philippines. It is Segmented Into B2C E-Commerce (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverage, and Furniture and Home) and B2B E-Commerce. The Market Sizes and Forecasts for Value (USD) for all the Above Segments Have Been Provided.

The Philippines' e-commerce market size was valued at ** billion U.S. dollars in 2023. It was forecasted to reach around ** billion U.S. dollars in 2030. Key trends The e-commerce market in the Philippines has seen rapid growth in previous years, as the number of online shoppers continues to rise. Aside from popular online shopping platforms such as Shopee and Lazada taking the bulk of e-commerce market traffic, social commerce and live selling have been drawing more and more shoppers to choose to shop online for the convenience they offer. Security challenges in e-commerce Although e-commerce has an undeniable potential to grow in the Philippine market, some setbacks have hindered its expansion. One of the most enduring challenges facing online shoppers and merchants pertains to security risks posed by scammers and hackers. At the height of the COVID-19 pandemic, Filipino shoppers were exposed to a higher risk of cyber threats that affected their shopping behavior. A survey during the fourth quarter of 2024 revealed that phishing and smishing were the leading types of fraud experienced by consumers in the Philippines.

The Philippine e-commerce market, valued at $15.51 billion in 2025, exhibits robust growth potential, projected to expand at a Compound Annual Growth Rate (CAGR) of 13.78% from 2025 to 2033. This dynamic expansion is driven by increasing internet and smartphone penetration, a burgeoning young and digitally savvy population, and a growing preference for online shopping convenience. The market is segmented across B2C and B2B sectors, with B2C dominating due to rising consumer spending and diverse product categories. Key product segments within B2C include Beauty & Personal Care, Consumer Electronics, Fashion & Apparel, Food & Beverage, Furniture & Home, and Others (Toys, DIY, Media etc.). The strong presence of both established international players like Lazada, Shopee, and eBay, and local e-commerce businesses like BeautyMNL and Metrodeal, fosters competition and innovation, shaping the market's trajectory. Growth is further fueled by evolving logistics infrastructure improvements, a wider adoption of digital payment systems, and targeted marketing strategies addressing the unique preferences of Filipino consumers. However, challenges remain, including concerns about secure online transactions, digital literacy gaps in certain demographics, and the need for consistent improvements in delivery reliability, particularly in remote areas. The projected market size for 2033, extrapolated from the provided CAGR and 2025 value, indicates significant growth. To illustrate, if the 13.78% CAGR remains constant, the market could reach approximately $55 billion by 2033. However, this projection assumes consistent economic growth and no significant unforeseen disruptions. Factors such as inflation, regulatory changes, and evolving consumer behavior can influence actual market performance. A deeper dive into segment-specific growth rates, particularly analyzing the contribution of each product category (Beauty & Personal Care, Consumer Electronics, etc.) to the overall market expansion, would provide more granular insights into growth drivers and opportunities within the Philippine e-commerce landscape. Further analysis of consumer demographics, purchasing patterns, and regional variations in adoption would also be valuable for strategic decision-making. Recent developments include: July 2022 - eBay and FedEx partner to strengthen delivery services in the Asia Pacific, offering service options at competitive prices. The partnership would allow eBay sellers to avail of premium delivery options through FedEx, including cross-border services like FedEx Ecletrocinc Trade Documents and FedEx Home Delivery for delivery and returns., June 2022 - Shopee expanded Shopee Xpress hubs across Mindanao, along with seller-onboarding initiatives. These new hubs were established in Davao Del Sur, Davao City, Davao Del Norte, and other areas, which implied a shorter time for Davao to Davao deliveries. The seller initiatives encouraged sellers to use the E-commerce platform for nationwide reach and business., May 2022 - Lazada Philippines partnered with GrabExpress to launch Same Day Delivery, starting from Metro Manila. The Same Day Delivery aims to reduce the standard waiting time of 3-5 days to receive the purchases to just a few hours, including commodities like groceries, party supplies, etc.. Key drivers for this market are: Growing Demand from Fashion Industry, Penetration of Internet and Smartphone Usage. Potential restraints include: Growing Demand from Fashion Industry, Penetration of Internet and Smartphone Usage. Notable trends are: Fashion Industry to Dominate the Market Significantly.

Market Size, Growth, and Drivers: The Philippines E-commerce market, valued at USD 15.51 billion in 2025, is projected to expand at a CAGR of 13.78% during 2025-2033. The surge in internet penetration, smartphone adoption, and mobile payments drives the growth. Additionally, government initiatives like the Philippine E-commerce Roadmap 2022-2027 aim to enhance e-commerce infrastructure and foster consumer adoption. The market is segmented into B2C and B2B e-commerce, with the former dominating due to growing online shopping preferences among consumers. Fashion and apparel, consumer electronics, and beauty and personal care products are key B2C segments. Major Trends and Challenges: The Philippine E-commerce market is witnessing several trends, including the rise of social commerce, marketplace platforms, and omnichannel retailing. Consumers increasingly purchase products through social media platforms and online marketplaces. Omnichannel strategies are gaining traction, as retailers integrate online and offline channels to enhance customer experiences. However, challenges exist, such as logistics and payment infrastructure limitations, which can impact e-commerce adoption in remote areas. Additionally, concerns about data privacy and cybersecurity need to be addressed to maintain consumer trust in online transactions. Recent developments include: July 2022 - eBay and FedEx partner to strengthen delivery services in the Asia Pacific, offering service options at competitive prices. The partnership would allow eBay sellers to avail of premium delivery options through FedEx, including cross-border services like FedEx Ecletrocinc Trade Documents and FedEx Home Delivery for delivery and returns., June 2022 - Shopee expanded Shopee Xpress hubs across Mindanao, along with seller-onboarding initiatives. These new hubs were established in Davao Del Sur, Davao City, Davao Del Norte, and other areas, which implied a shorter time for Davao to Davao deliveries. The seller initiatives encouraged sellers to use the E-commerce platform for nationwide reach and business., May 2022 - Lazada Philippines partnered with GrabExpress to launch Same Day Delivery, starting from Metro Manila. The Same Day Delivery aims to reduce the standard waiting time of 3-5 days to receive the purchases to just a few hours, including commodities like groceries, party supplies, etc.. Key drivers for this market are: Growing Demand from Fashion Industry, Penetration of Internet and Smartphone Usage. Potential restraints include: Security Flaw Related to Hacking of Password Managers. Notable trends are: Fashion Industry to Dominate the Market Significantly.

The number of users in the e-commerce market in the Philippines was modeled to be 14.28 million users in 2024. Following a continuous upward trend, the number of users has risen by 7.4 million users since 2017. Between 2024 and 2029, the number of users will rise by 17.32 million users, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on eCommerce.

This chart provides a detailed overview of the number of Philippines online retailers by Number of Employee. Most Philippines stores' Number of Employee are Less than 10, there are 2.14K stores, which is 77.62% of total. In second place, 147 stores' Number of Employee are 20 to 50, which is 5.32% of total. Meanwhile, 104 stores' Number of Employee are 10 to 20, which is 3.77% of total. This breakdown reveals insights into Philippines stores distribution, providing a comprehensive picture of the performance and efficient of online retailer.

Philippines E-Commerce Transactions: Volume: E-Commerce & Shopping: E-Commerce & Shopping data was reported at 2.000 Unit in 12 Mar 2025. This records a decrease from the previous number of 8.000 Unit for 29 Jan 2025. Philippines E-Commerce Transactions: Volume: E-Commerce & Shopping: E-Commerce & Shopping data is updated daily, averaging 198.000 Unit from Dec 2018 (Median) to 12 Mar 2025, with 1969 observations. The data reached an all-time high of 2,813.000 Unit in 10 Nov 2020 and a record low of 1.000 Unit in 05 Nov 2024. Philippines E-Commerce Transactions: Volume: E-Commerce & Shopping: E-Commerce & Shopping data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s Philippines – Table PH.GI.EC: E-Commerce Transactions: by Category.

Philippines E-Commerce Transactions: Volume: E-Commerce & Shopping: Marketplace data was reported at 1.000 Unit in 09 Dec 2024. This records a decrease from the previous number of 2.000 Unit for 03 Dec 2024. Philippines E-Commerce Transactions: Volume: E-Commerce & Shopping: Marketplace data is updated daily, averaging 15.000 Unit from Dec 2018 (Median) to 09 Dec 2024, with 1849 observations. The data reached an all-time high of 454.000 Unit in 26 Apr 2021 and a record low of 1.000 Unit in 09 Dec 2024. Philippines E-Commerce Transactions: Volume: E-Commerce & Shopping: Marketplace data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s Philippines – Table PH.GI.EC: E-Commerce Transactions: by Category.

The Philippine retail industry, valued at $66.70 million in 2025, is experiencing robust growth, projected to expand at a compound annual growth rate (CAGR) of 7.56% from 2025 to 2033. This growth is fueled by several key factors. Rising disposable incomes, a burgeoning middle class, and increasing urbanization are driving consumer spending across diverse product categories. E-commerce penetration is rapidly accelerating, transforming the retail landscape and providing significant opportunities for online retailers. The expansion of modern retail formats like supermarkets and hypermarkets, alongside the continued presence of traditional markets and sari-sari stores, creates a dynamic and competitive environment. Key players such as SM Investments Corp, Puregold Price Club Inc, and Robinsons Retail Holdings Inc are leveraging technological advancements and strategic partnerships to enhance customer experience and expand their market reach. However, challenges remain, including infrastructure limitations in certain regions, competition from informal retail sectors, and potential economic volatility. The industry's segmentation, spanning food and beverage, personal care, apparel, electronics, and more, presents unique growth avenues within specific product categories. Furthermore, evolving consumer preferences, increasing demand for convenience and omnichannel experiences, and a growing focus on sustainability present both opportunities and challenges for the sector. The significant growth in the Philippine retail industry is expected to continue through 2033, driven by a young and growing population, increased tourism, and the government's focus on economic development. While challenges exist related to managing supply chains, maintaining competitive pricing, and adapting to changing consumer expectations, the market demonstrates considerable resilience. The successful players will be those who effectively adapt to the digital transformation, invest in logistical improvements, and understand the nuances of the diverse consumer segments across the archipelago. This strategic agility, along with a commitment to enhancing customer experience and providing value-added services, will be crucial for sustained success in this dynamic market. Recent developments include: February 2024: Rose Pharmacy, a prominent player in the Philippine healthcare retail sector, marked a significant milestone on January 29, 2024, with the inauguration of its 400th store. Strategically located at Nustar Resort and Casino in Cebu City, this new outlet stands as a comprehensive destination for health and wellness needs. Beyond offering a diverse range of medicines, Rose Pharmacy's newest store showcases an array of products from Guardian, a leading Southeast Asian health and wellness brand. Notably, Guardian is under the ownership of DFI Retail and enjoys exclusive distribution through Rose Pharmacy in the Philippines., January 2024: Robinsons Retail, a prominent player in the Philippine retail market, joined hands with DFI Retail to introduce Meadows, an acclaimed brand known for its premium food and beverages, home and kitchen essentials, and global health and beauty products. With a commitment to unbeatable value, Meadows made its debut in the Philippines through a flagship store at Shopwise, Paraguay City.. Key drivers for this market are: The Rising Demand for Packaged and Ready to Eat Food is Driving the Market, Increase in the Demand for Branded Goods Categories such as Apparel, Cosmetics, Footwear, Watches, Beverages, and Food. Potential restraints include: The Rising Demand for Packaged and Ready to Eat Food is Driving the Market, Increase in the Demand for Branded Goods Categories such as Apparel, Cosmetics, Footwear, Watches, Beverages, and Food. Notable trends are: The Philippines' Food and Beverage Sector: A Key Pillar of the Nation's Economy.

In Philippines, the estimated sales amount across various store categories provides key insights into the market's dynamics. Food & Drink, as a prominent category, generates significant sales, totaling $1.30B, which is 27.83% of the region's total sales in this sector. Apparel follows with robust sales figures, achieving $877.19M in sales and comprising 18.78% of the region's total. Beauty & Fitness contributes a considerable amount to the regional market, with sales of $670.15M, accounting for 14.35% of the total sales in Philippines. This breakdown highlights the varying economic impacts of different categories within the region, showcasing the diversity and strengths of each sector.

According to a 2020 survey among Filipino adults, ** percent of respondents stated that they shopped online through apps and websites for the first time during the coronavirus (COVID-19) pandemic. Among the leading B2C e-commerce sites in the country are Shoppee and Lazada.

This chart illustrates the estimated sales amounts generated by stores on various platforms within Philippines. Custom Cart shows a significant lead, with total sales amounting to $2.65B, which constitutes 56.81% of the region's total sales on platforms. Shopify reports sales of $728.21M, accounting for 15.59% of the total platform sales in Philippines. Salesforce Commerce Cloud also holds a notable share, with its sales reaching $422.97M, representing 9.06% of the overall sales amount. This data provides a comprehensive view of the market dynamics in Philippines, highlighting which platforms are driving the most sales.