The shift underscores how eCommerce is evolving into a primary channel for higher-value and trust-driven purchases, particularly during the holiday season.
Why it matters
The trend signals a maturing digital consumer market, where Filipinos are increasingly willing to spend more on reliable brands and authenticated products, even amid price sensitivity and inflation pressures.
By the numbers
Lazada said the surge reflects how Filipino households are using eCommerce to upgrade home environments, from smart devices and entertainment systems to everyday appliances—placing a premium on reliability and durability.
Big picture
Middle-class consumers are increasingly relying on online platforms not just for deals, but for products that improve daily living.
Lazada said this behavior highlights a broader move toward “quality-first” shopping, especially during peak sale periods such as 12.12.
Trusted brands lead
Among the top-performing brands during the campaign were Samsung, Dyson, JBL, Nike, POCO, Colgate, UFC, BLK Cosmetics, and DDPAI.
Lazada said shoppers gravitated toward established global and household-name brands, supported by LazMall’s 100 percent authenticity guarantee, reliable delivery, and hassle-free returns—factors that helped drive confidence in higher-value purchases.
Regional context
The Philippines’ experience mirrors a wider Southeast Asian trend toward authenticity-driven eCommerce.
According to a recent Cube Asia report, nearly 90 percent of online shoppers in the region engage with authenticated “Mall” environments, with a majority willing to pay a premium for assured quality and authenticity.
Showrooming rises
Another key behavior shaping online purchases is showrooming—where consumers visit physical stores to assess products before buying online.
The Cube Asia report found showrooming to be particularly common in:
In the Philippines, up to 77 percent of online shoppers engage in showrooming, often motivated by better prices, exclusive vouchers, and wider product selections available online.
Creators influence buying
Lazada also reported a strong increase in affiliate- and creator-led engagement during the sale.
The launch of YouTube Shopping x Lazada drove a 30-percent increase in views of videos featuring tagged products, highlighting the growing role of creators and reviewers in guiding consumer decisions.
Lazada said trusted voices and in-depth reviews are increasingly shaping more informed, value-driven purchases—especially for LazMall products where authenticity and credibility matter most.
Membership effect
The 12.12 sale also showcased the impact of the newly launched Lazada Membership Program, which offers exclusive deals, enhanced daily vouchers, and personalized recommendations, particularly for higher-tier members.
“This 12.12 All Out Pasko Sale clearly showed how Filipino consumers are evolving,” said Carlos Barrera, CEO of Lazada Philippines.
“They are becoming more intentional with their purchases and placing greater importance on quality, authenticity, and long-term value.”
What’s next
As the holiday season continues, Lazada said the data point to a long-term shift: Filipino shoppers are no longer chasing discounts alone, but investing in brands and products they trust.
With LazMall, a growing creator ecosystem, and its membership program, Lazada is positioning itself at the center of a more premium, reliable, and customer-centric eCommerce experience for Filipino consumers. —Ed: Corrie S. Narisma
