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Philippines B2C E-Commerce Market 2019

Philippines B2C E-Commerce Market 2019

Philippines online retail lags in Southeast Asia but is prepared for growth, says new yStats.com report

Philippine’s low share of online retail sale in SEA region expected to change in next decade.
Though the population of the Philippines is the second largest in the Southeast Asia region, its share of retail sales compared to other markets is low. However, the young population and growing middle class, couple with increased Internet connectivity especially through smartphones and government initiatives are combining to prepare the way for rapid growth. The yStats.com report includes forecasts of the Philippines surpassing Singapore and Malaysia in total online retail sales by the middle of the next decade.

Philippine Internet connectivity spurs online shopping.
Internet connectivity reached well over half of the Philippine population last year. With the growth in web connections through smartphone, well over half of online shopping in the country was done through mobile device in 2018, as cited in the yStats.com report. Shopping through social media is becoming more popular, with Facebook reaching the rank of third most used site for online purchases of some products.

Regional merchants dominate Philippine E-Commerce
Online shoppers in the Philippines have made two Singapore-based platforms the most popular sites for purchases. Lazada and Shopee were also the top two most used shopping applications in mobile commerce. The yStats.com report lists other merchants in the top five players as Zalora, Argomall, and eBay. Lazada and Zalora have recently announced plans to establish new distribution centers in the Philippines to help overcome the poor logistics infrastructure of the geographically dispersed nation.


1. Management Summary
2. Overview & International Comparisons
B2C E-Commerce Market Overview and International Comparisons, June 2019
Retail M-Commerce Sales Penetration, by Brazil, India, Indonesia, Mexico, Philippines, Russia and Vietnam, in % of Total Retail E-Commerce Sales, 2019e
B2C E-Commerce Sales, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, in USD billion, and CAGR, in %, 2018e & 2023f
Retail E-Commerce Sales, in USD billion, by Malaysia, Indonesia, Philippines, Singapore, Thailand, Vietnam, 2015, 2018e & 2025f, and CAGR, in %, 2018e-2025f
Digital Payment Service Penetration, Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, in % of Respondents, Q2 2018
Top 10 Most Visited E-Commerce Platforms, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, Q1 2019
Top 10 Shopping Apps by Most Active Monthly Users, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, Q1 2019
3. Trends
Breakdown of Internet Traffic by Device, in %, 2018
Breakdown of Devices Used for Online Shopping, in % of Online Purchases, 2018
Shopping-Related Activities Carried Out Online, in % of Internet Users, 2018
M-Commerce Sales, in USD billion and in % Year-on-Year Change, 2017 – 2021f
Cross-Border B2C E-Commerce Spending, in PHP billion, 2017 & 2018f
Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %, May 2018
Top 5 Drivers to Cross-Border Online Shopping, in % Cross-Border Online Shoppers in the Philippines, May 2018
Product Categories Purchased Cross-Border, in % Cross-Border Online Shoppers, May 2018
Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, 2018
Top 5 Payment Methods in Cross-Border Online Shopping, in % Cross-Border Online Shoppers in the Philippines, May 2018
4. Sales & Shares
Internet Economy Market Size, in USD billion, by Sector, 2015, 2018e & 2025f
B2C E-Commerce Spending, in PHP billion, 2017 & 2018e
B2C E-Commerce Share of Total Retail Sales, in %, 2018e
5. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2010 – 2018e
Breakdown of Online Shoppers, by Age Group and Gender, in %, 2018
Breakdown of Frequency of Online Shopping, by Gender, in % of Online Shoppers, 2018e
Breakdown of Spending per Online Purchase, by Gender, in % of Online Shoppers, 2018e
6. Products
Product Categories Purchased in E-Commerce, in % of Online Shoppers, July 2018
7. Payment
Payment Account Ownership, incl. E-Money Account, in % of Adults, February 2018
Top 6 E-Payment Providers, by Awareness, in % of Adults, February 2018
8. Delivery
Breakdown of Reasons of Preference to Shop on Lazada and Shopee, in % of Online Shoppers, May 2018
Top 5 Barriers to Cross-Border Online Shopping, incl. Delivery-Related, in % Cross-Border Online Shoppers in the Philippines, May 2018
9. Players
Overview of E-Commerce Players, June 2019
Top 10 E-Commerce Websites, by Average Monthly Visits, in millions, Q1 2019
Top 3 E-Commerce Platforms by Category, incl. FMCG, Beauty Products, Shoes, Apparel, Bags, Jewelry and Accessories, in % of Online Shoppers, July 2018

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