Insights into the growth of Filipino eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled


The Philippines is home to 103.32 million people with a total GDP of 304.91 billion USD and GDP per capita of 3,430 USD, which is expected to reach 4,937 USD by 2022.

Digital User Insights

There are currently 37.75 million eCommerce users in the Philippines, with an additional 18.02 million users expected to be shopping online by 2022. Four years from now, these 45.77 million eCommerce users will spend an average of 48.72 USD online.

FILO  Online

Internet usage

On average, 64.6 million people in the Philippines use the internet for 216 minutes every day

Product Categories

Total Filipino eCommerce revenue across all product categories is 1.49 billion USD, and is expected to grow to 2.62 billion USD by 2021. Electronics & Media is currently the leading product category in the Philippines, accounting for 618.6 million USD market share, followed by Toys, Hobby & DIY, which generates 336.5 million USD in sales.

By 2022, Electronics & Media will still be the most purchased online category, with an estimated value of 892.1 million USD, and second favorite, Toys, Hobby & DIY will have an expected worth of 629 million USD.FILO  Revenue


In 2016, the Philippines was ranked 71st in the World Bank Logistics ranking.

Preferred Online Payments

47% of Filipino shoppers like to pay with cash on delivery when shopping online.

FILO  Payments

Where does the Philippines buy from?

China supplies the Philippines with 29.8 billion USD in imports – ranging from cars to petroleum. The Philippines other key import partners are Japan ($10.3 billion), the United States ($8.2 billion), South Korea ($7.28 billion) and Singapore ($6.51 billion).

FILO  Imports 1

Internet and Device Usage

Internet penetration in the Philippines is currently 48.8%, and should reach 50.5% by 2022. Smartphone penetration is substantially less (32.2%), but is projected to grow to 40.2% in the next four years.

Monthly, 81.6% of Filipinos use a laptop or desktop computer, 81.4% use a smartphone and 49.3% use tablets. 

FILO  Devices


In 2018, 21% of the Philippines’ ad spend is projected to be spent on digital advertising.

FILO  Ad Spend 1

Social Media

38.49% of people in the Philippines are active social network users, thanks to Facebook, Messenger, Google+ and Yahoo! Messenger, which are the leading social networks.

FILO  Social

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.