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 52 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 10 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, 91 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 741 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 one percent of the total retail sales in the country as of 2018. 

According to a 2023 survey conducted in the Philippines, approximately 24.83 percent of respondents stated they made online purchases at least once a month. In comparison, 10.96 percent of respondents made online purchases several times a week.

Mobile phones dominate global digital commerce website visits and contribute to the largest share of online orders. As of the first quarter of 2025, smartphones constituted around ** percent of retail site traffic globally, responsible for generating ** percent of online shopping orders. Marketplace momentum Retail e-commerce has significantly increased globally over the past few years. Currently, the leading countries in retail e-commerce growth, such as the Philippines, have seen an increase of up to ** percent. In 2024, the majority of online purchases worldwide were made on online marketplaces, incurring around a ** percent share of consumer purchases. The top four retail websites for consumers to visit globally were all marketplaces, with the leading website being Amazon.com. Converting clicks When shopping online, website visits often do not end in purchases. This can be due to having second thoughts when online shopping, or simply due to consumers using the platforms to search for products. In 2025, the conversion rate of online shoppers globally was under * percent, with beauty & skincare incurring the highest conversion rate from online purchases. Across the globe, almost ** percent of all retail sales were conducted online. This figure is forecast to increase to at least ** percent by 2027.

According to a 2023 survey conducted in the Philippines, approximately 65.07 percent of respondents stated they purchased clothes and footwear online, making it their most popular online purchase. In comparison, nearly five percent of survey participants shopped luxury goods online.

Mobile phone users in the Philippines comprised about 65.3 percent of the total population in 2015 and will accelerate to 70 percent in 2020, according to forecasts. This result is a significant share of the total population, considering that the entire population in the country has grown substantially and forecasted to reach around 110 million in 2020.

 Mobile phone consumers

 In the Philippines, owning a mobile phone gives consumers the chance to access the internet. Although there are several devices available in the market, one of the main reason consumers prefer this device is the convenience of accessing the world wide web even when they are not at home. In 2018, individuals that accessed the internet in the country, with the use of their mobile phones were approximately 38.3 million This figure translates to about 36 percent of the total population in the country.

 Online activities

The mobile phone is a device that consumer use for a number of online activities, apart from making calls and send text messages. Buying smartphones is another option for consumers when they want to upgrade their online experience. Some of the most common online activities that are very popular with Filipinos right now are accessing social media platforms, shopping online, and watching videos. In fact, visiting their social media accounts was the leading activity among Filipinos in 2018.

The number of users in the e-commerce market in the Philippines was forecast to continuously increase between 2025 and 2029 by in total 15.9 million users (+101.02 percent). After the ninth consecutive increasing year, the number of users is estimated to reach 31.6 million users and therefore a new peak in 2029. Notably, the number of users of the e-commerce market was continuously increasing over the past years.Find further information concerning the number of users in the e-commerce market in Morocco and the average revenue per user in the e-commerce market in Germany. The Statista Market Insights cover a broad range of additional markets.

As of June 2023, it was estimated that about 35.6 percent of e-commerce users in the Philippines were between the age of 25 and 34 years old. In contrast, about 11 percent of e-commerce users were aged 45 to 54 years.

Internet sales have played an increasingly significant role in retailing. In 2024, e-commerce accounted for over ** percent of retail sales worldwide. Forecasts indicate that by 2029, the online segment will make up close to over ** percent of total global retail sales. Retail e-commerce Online shopping has grown steadily in popularity in recent years. In 2024, global e-commerce sales amounted to over ************** U.S. dollars, a figure expected to exceed **** trillion U.S. dollars by 2028. Digital development in Latin America boomed during the COVID-19 pandemic, generating unprecedented e-commerce growth in various economies across the region. So much so that Brazil and Argentina appear to lead the world's fastest-growing online retail markets. This trend correlates strongly with the constantly improving online access, especially in "mobile-first" online communities, which have long struggled with traditioe-comernal fixed broadband connections due to financial or infrastructure constraints but enjoy the advantages of cheap mobile broadband connections. M-commerce on the rise The average order value of online shopping via smartphones and tablets still lags traditional e-commerce via desktop computers. However, e-retailers around the world have caught up in mobile e-commerce sales. Online shopping via smartphones is particularly prominent in Asia. By the end of 2021, Malaysia was the top digital market based on the percentage of the population that had purchased something by phone, with nearly ** percent having made a weekly mobile purchase. South Korea, Taiwan, and the Philippines completed the top of the ranking.

In 2024, global retail e-commerce sales reached an estimated ************ U.S. dollars. Projections indicate a ** percent growth in this figure over the coming years, with expectations to come close to ************** dollars by 2028. World players Among the key players on the world stage, the American marketplace giant Amazon holds the title of the largest e-commerce player globally, with a gross merchandise value of nearly *********** U.S. dollars in 2024. Amazon was also the most valuable retail brand globally, followed by mostly American competitors such as Walmart and the Home Depot. Leading e-tailing regions E-commerce is a dormant channel globally, but nowhere has it been as successful as in Asia. In 2024, the e-commerce revenue in that continent alone was measured at nearly ************ U.S. dollars, outperforming the Americas and Europe. That year, the up-and-coming e-commerce markets also centered around Asia. The Philippines and India stood out as the swiftest-growing e-commerce markets based on online sales, anticipating a growth rate surpassing ** percent.

Ecommerce marketplace app Shopee started life out as a customer-to-customer marketplace, in the same vein as eBay, but over the past few years has remodelled itself as a b2c marketplace. That switch...

As of June 2023, most of the e-commerce consumers in the Philippines were males, making up approximately 57.2 percent of the customers, according to the Statista Consumer Market Outlook. The remaining 42.8 percent of e-commerce consumers were female.

In 2021, online shoppers in Vietnam showed the highest environmental awareness compared to ** other countries worldwide. According to a global survey, ** percent of online shoppers living in this Southeast Asian country reported very often or always buying eco-friendly products. India ranked second, with ** percent of online shoppers registering this purchasing habit, while the Philippines and China followed with ** percent each. Sustainable e-commerce on the rise As global concern about the environment becomes more prevalent in media, consumers now expect brands to disclose if and how sustainable their business practices are. Among global consumers, ** percent believe that one of the main obstacles to e-commerce is that it is bad for the environment. However, online retailers are trying to change this opinion. If not already engaged in such efforts, several e-commerce companies are beginning to invest in different sustainability initiatives globally. For example, over ** percent of brands reported they would invest in more easily recyclable products throughout 2022. Reduce, reuse, resale In 2022, the worldwide market value of secondhand apparel was estimated at *** billion U.S. dollars, and this figure is set to rise in the next years. In the United States, the online resale market is expected to grow at much faster rates than the offline channel this decade. These figures, as well as more and more brands paying attention to ethical consumerism and sustainability, attest to a foreseeably permanent spot for second-hand in the future of e-commerce.

In 2022, more than **** of consumers around the world intend to avoid buying new goods in order to limit their contribution to climate change. Instead, these individuals are considering whether or not they can acquire the product secondhand or if they could potentially fix the item(s) they already own. While less than ** percent of U.S. consumers intended to avoid buying new goods, nearly ** percent of those surveyed in China planned to take this approach over the course of the next year. When are consumers encouraged to buy sustainable products? A lot of consumers are inclined to do their bit to combat climate change. Often times, however, they will pull out if the sustainable option is simply too inconvenient or expensive. That is why it is important for these options to have external incentives, making them as accessible as possible. In late 2021, over a ***** of consumers worldwide said they would buy more sustainable products if the price of such items were comparable to similar non-eco-friendly products. Furthermore, a significant share of surveyed individuals stated they would be encouraged to buy the sustainable product if its quality transcended that of other products and brands. Online eco-friendly shopping In 2021, Vietnam, India, China, and the Philippines, were the frontrunners in terms of eco-friendly online shopping. For example, over ** percent of Vietnamese online shoppers reported buying sustainable products very often or even every single time. While e-commerce users in quite a few Asian countries had a habit of buying sustainable goods, only about a ***** of online shoppers in Japan did the same. Given that more and more people are trying to live and consume sustainably, also when shopping online, an increasing number of e-commerce brands are investing in sustainable initiatives.

As of the second quarter of 2022, Shopee was the most popular B2C e-commerce site in the Philippines, with around ** million monthly web visitors. Coming in second was Lazada with about ** million monthly visitors.

As of the third quarter of 2024, internet users in the Philippines spent an average of **** hours accessing the internet on various devices, according to a global survey. In terms of devices, most Filipinos have used their mobile phones to surf the web. Internet usage of Filipinos Being the population with the most time spent using the internet in the region, Filipino internet users have been taking advantage of the ease of communication and access to information and entertainment that the internet offers. Aside from just browsing the web, accessing social media has been popular among a large share of the Filipino population. As of the third quarter of 2023, Meta platforms such as Facebook and Instagram, along with TikTok, were the most used social media platforms in the country. These platforms were used to connect with friends and family, and to access news and information, stream video content, and find products and services to purchase. Level of internet security in the Philippines Since most activities have been digitalized, cybersecurity threats and online fraud have been a growing concern among internet users. In the Philippines, over ** million web threats have been detected in 2022. Among those who shop on social media, product fraud was identified as the most common fraud type, along with non-delivery of products or services and payment fraud. To address this, the national government amended its cybersecurity laws to ensure better security of internet users in the Philippines.

According to a survey conducted by Decision Lab in the second quarter of 2024, ** percent of Vietnamese internet users reported using Shopee for online shopping. Shopee has become the most popular e-commerce platform in Vietnam in recent years, followed by other platforms like Lazada and TikTok Shop. Shopee's success in Vietnam - loss and leadership Originally from Singapore, Shopee has established a strong presence across Southeast Asia, including Vietnam. As a late entrant to the Vietnamese market, Shopee initially focused exclusively on user and seller acquisition during its first few years of operation. Consequently, the company incurred losses from its market entry in 2016, only achieving profitability in 2022. Shopee now commands between ** to ** percent of the total gross merchandise value among the leading e-commerce platforms in Vietnam. This market has also become a crucial one for the Singaporean marketplace, with Vietnam ranking as the second-highest country in terms of Shopee app downloads, just behind Indonesia. The rise of e-commerce in Vietnam With the widespread use of the internet and shifts in consumer behavior, Vietnam's e-commerce sector has experienced significant growth in recent years. E-commerce has become a billion-dollar industry, accounting for an increasing share of the country's total retail sales. Along with Thailand, Vietnam is one of the fastest-growing e-commerce markets and has even surpassed the Philippines to become the third-largest e-commerce market in Southeast Asia in 2024. By 2030, Vietnam is projected to become the second-largest e-commerce economy in the region.

According to a survey on social media influencers conducted by Rakuten Insight in May 2023, ** percent of respondents from the Philippines stated that they had purchased an item or product because an influencer endorsed it. The same survey revealed they bought the item or product because the influencer's promotion convinced them.

As of March 2025, shopee.sg was the most visited e-commerce retail website in Singapore, with around **** million monthly web visits. Shopee is followed by the Singapore based e-commerce provider Lazada and AliExpress, with about seven million and five million visits, respectively. Shopee - Singapore's favourite e-commerce marketplace Shopee was founded by Sea limited in 2015 and is popular for being the first mobile centric online marketplace in Southeast Asia. The company started out as a marketplace for other retailers to sell their goods over the unified platform with almost no fees for the merchants. Through their risky but successful business strategy, Shopee is now available in almost all Southeast Asian countries and one of the main competitors of Lazada. Lazada - Alibaba in Southeast Asia Lazada was founded by Rocket Internet in 2012 and has set itself the goal of becoming “Southeast Asia’s next Amazon”. After four successful years, the company was sold to Alibaba with a market value of approximately two billion U.S. dollars. Since then, Alibaba has tried to steadily expand its market share. Lazada is now operating in six countries: Indonesia, Malaysia, Singapore, Thailand, Vietnam, and the Philippines.