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Consumer Trends in the Philippines for Business Success

Inquiro Posted on October 5, 2023

In bustling Manila, many shoppers browse through various online stores. With its vibrant economy and 100+ million population, the Philippines presents a dynamic and diverse consumer market for businesses.

In 2021, eCommerce sales reached $17 billion due to the 73 million users making purchases. In 2023, consumer behavior trends are evolving rapidly due to technology and shifting preferences.

For aspiring business owners in the Philippines, understanding and harnessing current consumer behavior trends is paramount. This infographic highlights critical Philippine consumer trends to propel your business.



Consumer Behavior in the Philippines: Facts and Statistics

In the dynamic geography of consumer behavior, the Philippines emerges as a vibrant and dynamic market with trends that shape business strategies. Understanding these changing consumer behavior shifts is pivotal for businesses aiming to thrive in the Philippines.

The Philippine eCommerce market demonstrates exponential growth, with projected sales poised to reach an impressive $24 billion by 2025. A digitally-savvy population fuels this trend, with many increasingly embracing online shopping.

Rising costs have also prompted approximately 68% of Filipinos to diligently check product prices before purchasing, reflecting a value-conscious mindset.

The Department of Trade and Industry (DTI) sets ambitious goals for the eCommerce sector, aiming for substantial growth. From 500,000 eCommerce businesses in 2020, the target is to reach 750,000 by 2021 and an even more staggering 1 million by 2022.

This drive underscores the government’s recognition of eCommerce’s potential to stimulate economic progress.

Mobile shopping is the dominant mode of purchase access, aligning with the Philippines’ high mobile penetration. In 2022, over 79 million Filipinos were internet users.

The payment landscape is changing, with card payments accounting for approximately 51% of transactions in 2022. This shift is driven by the convenience and security cards offer, closely followed by alternative payment methods.


Key Trends and Insights in Filipino Consumer Behavior


In the Filipino market, specific trends and insights stand out, shaping the preferences and choices of its consumers. These trends influence how businesses approach their strategies to successfully satisfy the growing demands of Filipinos.

1. Sustainable and eco-friendly products

A seismic shift towards sustainability is evident in Filipino consumer behavior. In 2020, a report underscored that 75% of consumers are willing to pay more for environmentally and ethically aligned products.

This growing conscientiousness pushes brands to embrace eco-friendly practices and align their offerings with these ethical considerations.

2. Healthier alternatives

Health consciousness has taken center stage in the minds of Filipino consumers, signifying a significant shift in their preferences and priorities.

This trend extends across various aspects of daily life, encompassing not only dietary choices but also the selection of beverages and personal care products. Consumers are increasingly mindful of the impact of their choices on their overall well-being.

3. Digital influence on purchasing behavior

The digital realm has become integral to Filipino consumers’ decision-making process. Online reviews, social media, and influencers significantly sway purchasing choices. Influencers have a considerable pull when convincing Filipinos what to buy. A study reported that 69% of respondents said they purchased a commodity because an influencer endorsed it.

4. Promotions and discounts drive users

While quality remains a priority, the value-conscious nature of Filipinos remains steadfast. Discounts, promotions, and bundled offers are pivotal in driving purchasing decisions.

5. Rise of social commerce

Social media platforms now serve as more than just communication channels. Nowadays, they are virtual marketplaces where Filipinos socialize and discover and purchase products directly. According to Statista, Facebook is the most prevalent platform where customers buy items as of February 2023. The most popular things users buy are clothes, bags, and shoes.


5 Ways to Tap into the Philippine Market


Entering and succeeding in the Philippine market requires a strategic tactic that aligns with the unique dynamics of this vibrant and diverse consumer base. As businesses aim for a strong presence, these proven methods ensure meaningful engagement and success.

1. Digital services and marketing

Engaging consumers through robust online platforms and digital marketing campaigns is essential in a digitally driven era.

As the Philippines embraces online engagement, businesses can leverage social media, content marketing, and search engines to establish a compelling digital presence. This presence allows brands to effectively reach their target audience and foster meaningful connections.

2. Cashless and online payment methods

The digitally inclined Filipino consumers favor secure and convenient payment options. Offering various cashless and online payment methods enhances their shopping experience. With online transactions on the rise, businesses that facilitate seamless payments gain a competitive edge.

3. Fashion eCommerce

Capitalizing on the booming fashion eCommerce trend presents a significant opportunity. A visually appealing fashion eCommerce website can captivate fashion-conscious Filipinos. High-quality imagery, detailed product descriptions, and user-friendly navigation contribute to an enhanced shopping journey.

4. Localized content and engagement

Building a connection with the Filipino audience requires more than just marketing; it necessitates resonating with their culture and values.

Tailoring content to the local context, using native language, cultural references, and imagery, creates a deeper emotional connection. Having a localized approach enhances your brand’s reliability and customer engagement.

5. Responsive customer support

In pursuing business success, excellent customer support stands as a cornerstone. Timely and helpful answers to customer questions and concerns foster trust and loyalty. Leveraging chatbots and automation while maintaining a human touch ensures customer satisfaction.


5 Ways to Leverage Consumer Trends for Your Business


Adapting to changing consumer preferences allows businesses to remain relevant, competitive, and positioned for success. As you navigate the shifting terrain, consider these practical approaches leveraging consumer trends to prop your business forward.

1. Understand your customer preferences 

The foundation of a successful business lies in understanding your customers deeply. By comprehending their behaviors and preferences, you can effectively tailor your products and services. This customer-centric approach enhances customer satisfaction and loyalty by delivering resonating offerings.

2. Innovate your products and services

Stagnation is the enemy of progress. To thrive in dynamic markets, you need continuous innovation. Adapting your offerings to match shifting consumer trends ensures your business remains relevant and appealing.

Whether through technological advancements, sustainability initiatives, or novel features, innovation allows you to stand out and capture consumer attention.

3. Monitor the market

The market landscape is in constant flux. Continuous monitoring of consumer feedback, reviews, and industry reports helps identify emerging opportunities and potential pitfalls. This ongoing vigilance allows informed decisions and agile adjustments to align strategies with shifting consumer preferences.

4. Personalize marketing campaigns

One-size-fits-all approaches no longer suffice. Personalized marketing campaigns that address your target audience’s unique needs and preferences are the new norm. Utilize data-driven insights to create tailored messaging, offers, and experiences that resonate deeply and lead to higher engagement and conversion rates.

5. Enhance customer engagement

In a connected world, fostering customer engagement is more critical than ever. Actively engage with customers through social media, surveys, and feedback platforms. This two-way communication builds community around your brand and provides valuable insights for refining your strategies.


Navigate Consumer Trends with Inquiro


From eCommerce to sustainability, Filipinos’ preferences are reshaping business avenues. Embrace digital transformation, personalize experiences, and adapt strategically for success in this evolving landscape.

To effectively harness these insights and trends, consider leveraging efficient data-driven solutions. Inquiro offers tailored strategies that empower businesses to capitalize on consumer behavior patterns and unlock their full potential.

Explore our solutions and let us know how we can help you on your path toward success.


Frequently Asked Questions


What are the primary industries in the Philippines? 

The major industries of the Philippines encompass a diverse range, including manufacturing, agriculture, services, and mining.

Key sectors contributing to the country’s economy include electronics, garments, food processing, tourism, and business process outsourcing (BPO).

This multifaceted industrial landscape positions the Philippines as a significant player in the Asia-Pacific region’s economic growth.

What is the biggest growing industry in the Philippines?

The BPO industry stands out as one of the fastest-growing sectors in the Philippines. You can find many BPO companies scattered throughout Metro Manila and other provinces.

The BPO industry in the Philippines provides cost-efficient services, including customer support, IT outsourcing, and back-office operations to global clients, thanks to its skilled workforce and English proficiency.

What are the challenges of the Philippine industry?

The Philippine industry grapples with significant challenges. High unemployment and poverty rates directly affect consumer spending potential.

Moreover, inadequate infrastructure creates logistical and connectivity hindrances, impeding efficient operations. Regulatory intricacies add further complexity for foreign companies seeking to establish themselves in the market.


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