The Philippines e-commerce market reached approximately USD 18.22 Billion in 2025. The market is projected to grow at a CAGR of 16.50% between 2026 and 2035, reaching a value of around USD 83.91 Billion by 2035.
Base Year
Historical Period
Forecast Period
By 2030, the Philippines’ digital economy will have a gross merchandise value of between USD 100 and USD 150 billion.
In 2022, the share of digital payments vis-à-vis total retail payments in terms of volume was 42.1%, an increase from 30.3% in 2021.
As per industry reports, in 2021, the smartphone household penetration reached about 74.1%, an increase of 2% from 2020.
Compound Annual Growth Rate
16.5%
Value in USD Billion
2026-2035
*this image is indicative*
The Philippines has more than 85.16 million internet users, with the digital economy growing by about 55% in 2020. The Philippines has a rapidly growing e-commerce sector in Southeast Asia because of its thriving economy and a significant population that is technologically adept.
As per the Philippines e-commerce market report, the major product categories purchased by the population via online websites include beauty, electronics, fashion, furniture, health, and household care. Moreover, consumer products from Asia-Pacific markets that have free trade agreements with the Philippines are also available for purchase on local e-commerce platforms like Shopee, Lazada, Zalora, and BeautyMNL.
The working population in the Philippines, particularly those aged 25-44, actively engages with e-commerce platforms using both desktop and mobile devices. Moreover, Filipinos spend a substantial amount of time on social media, averaging 10 hours of daily usage throughout the week. Some of the popular social media platforms used by Filipino consumers are Facebook (80.3 million users), YouTube (61 million users), Instagram (17.6 million users), and Twitter (11.8 million users). The changing consumer behaviour patterns and the increasing social media use are catering to increasing purchases from online channels, further contributing to the growth of e-commerce market in Philippines.
Rising smartphone penetration, 5G expansion, increased retail spending and investment in merging ecommerce startups are increasing the Philippines e-commerce market value.
Smartphone penetration is rapidly increasing in the Philippines, providing a flourishing ground for the expansion of ecommerce market. According to the World Bank, the country had recorded an overall cellphone subscriber base at 144 per 100 inhabitants which indicated the use of more than one cellphone per user. As this number grows further, ecommerce retailers will be able to reach a broader audience, facilitating seamless transactions by users.
Public and private players in the Philippines are contributing significantly towards the expansion of 5G network, which is expected to revolutionise the e-commerce experience for Fillipinos by providing faster internet speeds and more reliable connections. In a similar effort, Globe Telecom announced the launch of 256 new 5G sites across the country in the first half of 2024. Its enhanced connectivity will enable smoother browsing, quicker downloads, and better user experiences on e-commerce platforms, encouraging more consumers to shop online.
Increased retail spending, driven by rising disposable incomes and a growing middle class, is significantly contributing to the growth of ecommerce market in the Philippines. According to the Asian Development Bank, the country recorded a per capita retail spending of around USD 60.3 in 2022, one of the highest among major Asian economies. This indicates that consumers are willing to spend more on a variety of goods, encouraging both local and international retailers to capitalise on the trend through online offerings.
Major Fillipino ecommerce startups are receiving plenty of funds from national and international investors, fuelling their long-term growth and market stability. For instance, Philippines-based e-commerce platform enabler Etaily, which helps global brands use its end-to-end solutions to increase their ecommerce sales, received USD 17.8 million in Series A funding in November 2023 led by Chinese and Taiwanese PE firm SKS Capital. This influx of investment will not only foster competition but also drives technological advancements among ecommerce retailers in the country.
“Philippines E-Commerce Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
Market Breakup by Industry
Between 2019 and 2022, the number of visits to the 163 B2C e-commerce marketplaces in the Philippines surged from 960 million to 1.7 billion. Generic B2C marketplaces account for the majority (62%) of the total, while specialised marketplaces make up the remaining 38%. Among the 62 specialised platforms, 29% focus on fashion, accessories, and footwear, capturing 18% of the total traffic. Another 29% specialise in automotive parts, which draw 51.5% of the visits to specialised marketplaces in the country.
Market players are organising double-digit monthly promotions, mega campaigns, and campaign packages for participating retail companies to gain customers and increase their sales.
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The market reached approximately USD 18.22 Billion in 2025.
The Philippines e-commerce market is projected to grow at a CAGR of 16.50% between 2026 and 2035.
The market is estimated to witness a healthy growth during 2026-2035 to reach around USD 83.91 Billion by 2035.
The growth of the e-commerce market in the Philippines is primarily fuelled by increasing incomes, expanding middle-class population, rising internet penetration, and the increasing awareness regarding the convenience offered by online purchasing.
Business-to-consumer (B2C) and business-to-business (B2B) are the two types of e-commerce.
The major industries include beauty and personal care, fashion and apparel, consumer electronics, food and beverage, health and wellness, home décor, and household consumables, among others.
The major players in the market are Shopee Pte. Ltd., Lazada Group, eBay Inc., Ubuy Co, Global Fashion Group (ZALORA), BeautyMNL, Sephora Digital SEA Pte Ltd, Carousell-PH, Inc, and Kimstore Enterprise Corp, among others.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Type |
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| Breakup by Industry |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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