According to data and analytics firm GlobalData, the Philippine e-commerce market is projected to reach P2.2 trillion by 2028.This upward trend is driven by a growing number of consumers who find online shopping more convenient and secure, along with the entry of more premium brands into the digital marketplace.
$75 billion by 2033
Carlos Barrera, chief executive officer of Lazada Philippines, says that the growth forecast for e-commerce in the local setting remains “extremely high.”
“Right now, we see that it's already a huge industry [at] $25 billion. It's been growing at a strong double digit for the past 10 or so years. We think that it will continue to grow at double digits. Maybe we can reach $75 billion (P4.4 trillion) by 2033,” he explains.
However, while the growth numbers are strong, overall e-commerce penetration in the Philippines continues to lag behind more mature markets.
“I think the potential of this industry is incredible. We're only scratching the surface. And over time what we expect is to really continue to grow. That's why we use these mega campaigns, these big events, to get everybody to understand what e-commerce is about and to experience it,” Barrera says.
11.11 Biggest Sale of the Year
With its 11.11 Biggest Sale of the Year, which runs from Nov. 10 to 13, Lazada is strengthening its position as a key player in the digital economy by bringing authentic brands and elevated shopping experiences closer to millions of Filipinos in the most festive time of the year.
To deliver a premium and intelligent online shopping experience, Barrera highlights key reasons why consumers should choose Lazada.
First is the wide assortment of the best deals at highly competitive prices. Shoppers gain access to over 2.3 million products across various categories, with every purchase guaranteed to be 100 percent authentic. Adding to the convenience, all orders come with fast delivery and a 30-day free return policy.
The trend reflects how Filipinos have become an increasingly digitally savvy, mobile-first generation that harnesses the power of the internet to discover products, compare options and maximize value for their purchases.
AI-powered chatbot
To further empower consumers, Lazada has introduced AI Lazzie, the platform’s first generative artificial intelligence-powered chatbot in e-commerce. Acting as a personal shopping assistant, Lazzie delivers customized product recommendations and maximizes savings through intelligent voucher stacking.
AI Lazzie is also introducing the new SmartStack feature, which helps shoppers automatically combine LazRewards and seller vouchers, ensuring they get the best possible deals without the hassle.
Innovation continues to be a key driver of growth in the e-commerce industry. This is evident in LazMall’s performance during the 9.9 sale, where its average order value in the Philippines rose by 40 percent, outpacing its regional counterparts, which recorded an average growth of 30 percent.
Largest virtual mall
LazMall, Southeast Asia’s largest virtual mall, has become a thriving marketplace for leading brands, achieving double- to triple-digit growth during major sales campaigns. In the Philippines, the platform’s top 20 sellers recorded a 110-fold increase in sales compared to the previous year.
Another key differentiator for Lazada is its gamified shopping experience, which integrates elements of play into the purchasing process.
Through coin collection, voucher maximization and other interactive features, Lazada enhances consumer engagement while enabling shoppers to achieve greater value from their purchases.
“We're one of the countries where everybody uses every partner voucher, every coin, every mechanic. During 9.9, we saw people disbursing more than P10 million worth of coins,” Barrera adds.
Lazada also empowers an ecosystem of partners and creators. Through its LazAffiliates program, the platform enables brands to reach new audiences by fostering authentic and impactful engagements.
Recently, Lazada announced a $25-million investment in its LazAffiliates program to further strengthen its ecosystem by providing higher commissions to affiliates who generate the most engagement.
Inventors and creators
Lazada recently signed a memorandum of understanding with the Department of Science and Technology (DOST) on Sept. 24 to empower Filipino microentrepreneurs.
The partnership aims to help innovators and creators bring their products and inventions to a wider market through Lazada’s e-commerce platform.
Alvin Ching, Lazada’s head of seller operations, emphasized that the partnership with the DOST aligns with its mission to support entrepreneurship.
Through this collaboration, the platform aims to help MSMEs gain access to the Philippine online market, leverage Lazada’s digital tools, and benefit from its marketing support to promote their brands.
“At Lazada, our story is about brand partnerships. We are trusted by brands as a partner for success because we invest in them. We are constantly reinforcing trust to provide a safe and secure e-commerce ecosystem where our partners can scale and grow,” says Ching.
“This 11.11, we celebrate how our commitment to innovation and collaboration continues to create a superior online shopping experience.”
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