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Consumer Behavior Philippines: 5 Online Shopping Trends

Inquiro Posted on September 20, 2023

In Philippine online shopping, a transformative shift has occurred with eCommerce’s meteoric rise. Over the past decade, the nation has witnessed exponential growth in adopting digital commerce, reshaping how Filipinos shop.


Local businesses and retailers quickly grasped eCommerce’s potential, leading to a significant migration from traditional brick-and-mortar operations to online platforms. The Philippines, known for its robust social media culture, wholeheartedly embraced this transformation.


A striking testament to this shift is the eCommerce market’s rapid growth during the pandemic, expanding by 55% in its first year and sustaining momentum. This was coupled with a notable increase in digital buyers and higher average spending per online transaction.


This article showcases the various trends dictating the flow of Philippine consumer behavior to maximize eCommerce performance.


Consumer Behavior and Online Shopping in the Philippines


Understanding the factors steering consumer behavior towards online shopping unveils a fascinating narrative of change and adaptation.

1. Increased internet penetration and smartphone usage

Rising smartphone ownership, expected to hit 92.4 million by 2028, as well as widespread internet access, has driven the online shopping boom. As the number of Filipinos with access to the web grows, eCommerce platforms have become a 24/7 virtual marketplace accessible at their fingertips.

2. Convenience and accessibility

The allure of online shopping comes from the convenience it offers. The constant availability of online stores eradicates the constraints of traditional retail hours, travel time, and distance. The digital nature also provides more benefits. Filipinos enjoy comparing prices and reading reviews online to find the best deals without visiting physical stores.

3. Expansive product variety

Online shopping introduces an unmatched array of products, many of which might not be easily accessible through physical stores. This expansion of choices caters to niche interests and preferences, appealing to more diverse consumer segments.

It also overcomes borders for those willing to spend money on international shipping. For businesses, it opens opportunities to tap into global markets.

4. Trust and security considerations

Trust is paramount in online shopping. Online payment methods have evolved to ensure more secure transactions than ever before. This development has mollified concerns about customer data breaches.

Additionally, consumers have placed their faith in online retailers due to customer reviews and ratings. This feedback system helps keep businesses honest and appear more reliable, assuming they can score well.

5. Return and exchange policies

Filipino consumers are also becoming more comfortable with online shopping due to many eCommerce platforms’ flexible return and exchange policies. This assurance minimizes the perceived risk of purchasing items without physically examining them.

Reassurances like this and verified payment processors help consumers get over the challenges and risks of online shopping.


5 Online Shopping Trends in the Philippines


Consumer preferences and business strategies continuously evolve the online shopping landscape in the Philippines. This section highlights the dynamic shifts that have gained momentum in the country.

1. QR Codes for payment

The integration of QR codes for online shopping has introduced a streamlined payment method for Filipino consumers, partially driven by the need for contactless payments during the pandemic. This trend has become a convenient and secure way to conduct financial transactions.

An exemplary case of this trend is the partnership between the popular fast-food chain McDonald’s and leading e-wallet provider Maya. Customers can quickly pay by scanning QR codes at checkout, earning rewards points in a seamless blend of digital convenience and purchasing incentives.

2. Personalized shopping

The paradigm of personalized shopping has rapidly gained traction due to businesses increasing their focus on the customer experience. Tailored offerings that resonate with a consumer’s preferences are more effective at converting them into customers.

Fueled by data analytics and machine learning algorithms, eCommerce platforms now curate product suggestions based on customer profiling. The fashion sector, in particular, capitalizes on this capability, with online clothing retailers suggesting outfits that match a shopper’s style, size, and color preferences.

3. Social commerce integration

Social media platforms have long grown beyond mere networking hubs. Today, they seamlessly integrate shopping functionalities that capitalize on users’ engagement. The Philippines’ thriving social media culture is the ideal backdrop for this trend to flourish.

Major platforms have introduced “shop now” buttons and in-app storefronts, enabling users to explore and purchase products without leaving the app. Facebook Marketplace is the prime example, where customers receive ads or sponsored videos with direct links to product pages, allowing seamless shopping within their preferred content.

4. Sustainable and ethical shopping

Conscious consumerism is steering buyers towards sustainable and ethical shopping. Consumers are increasingly mindful of their purchase’s environmental and social impacts, prompting businesses to adopt transparent supply chains and eco-friendly practices.

Many local lifestyle brands, for example, highlight their use of ethically sourced materials and eco-conscious production methods. This visible advocacy resonates with consumers who seek businesses with quality products committed to responsible business practices.

5. Gamified shopping experiences

The convergence of gaming and shopping is becoming a defining trend, appealing to the entertainment-centric preferences of Filipinos. Online marketplaces are integrating gamification elements such as spin-the-wheel discounts, interactive challenges, and virtual treasure hunts.

Lazada’s success in the Philippines is fueled by gamification. Their app incorporates game-like features that let users earn discounts and rewards, creating an engaging shopping experience combining entertainment and commerce.


Reshape the Retail Landscape

Consumer buying behavior in the Philippines is undergoing a dynamic transformation, shaped by innovative trends, evolving preferences, and technological advancements. As businesses and consumers embrace this digital shift, the promise of enhanced experience and economic growth comes ever closer.


It’s best to explore these trends to stay ahead of the retail industry curve. Connect with the heart of the Philippine online shopping revolution through Inquiro. With our customer analytics services, you can confidently navigate and thrive in this era of digital commerce. Contact us today to discover this exciting journey of innovation and growth!


Interested to uncover new insights about the market? Get in touch with us today and let’s see what we can discover together. Email us at