eIQ Consumer Pulse: Uncovering the Value of Philippines' Top Online Platforms



About the Consumer Pulse the Philippines' E-Marketplace White Paper

The key challenge for brands looking to go online successfully in the Philippines is a lack of actionable data and insights into consumer behavior. Should they build their own platform or leverage existing sites?

Scraping together details of metrics like web sessions, device used, and peak shopping times give a generic and high-level overview of the industry but what’s more difficult to ascertain is the mapping of consumer segmentation; consumer income levels, demographics, popular categories, and other key takeaways brands can utilize when determining the go-to-market strategy.

Through an in-depth survey aimed at understanding the Filipino online consumer, ecommerceIQ pieced together a holistic understanding of how to do ecommerce successfully in the market.

There was a total of 1,253 online survey respondents spread across the breadth of the Philippines to represented the largest captive audience: people with existing access to the internet. They, in theory, would be more amenable towards buying online.

Some of the questions we set about to answer were related to overall demographics of online shoppers in the Philippines; age, location, gender, income levels, and type of products bought online.

We explored further to their e-marketplace of choice, which comes down to the big two players in the Philippines, namely Lazada and Shopee. The survey is expected to answer such questions as which website were they using and why? How did they initially find out about the site? How often did they transact on the site; what were they buying; and how much was their average basket size?

The final set of questions aimed to unearth the aspects of the overall user experience people were unsatisfied with. How were they paying for their purchases and how likely were they to recommend the site to others?


Key Takeaways:

  • Shopee’s customers value it for its cheap product price. Lazada’s strengths are spread across several categories. It scores better in fast delivery.
  • Facebook is by far the most dominant acquisition channel in the Philippines. TV and billboards ads are less effective than in neighboring countries.
  • The Philippines’ ecommerce landscape is dominated by female shoppers. On Shopee, the share of females is even higher than on Lazada, and they tend to come from lower income groups.
  • Online shoppers in the Philippines, in contrast to neighboring countries, are predominantly female. They are also very young, almost half are just 16-24 years old. Spending power is low, which makes for low average order values.
  • However, the market shows high potential especially for women-focused online shopping categories.

Table of Contents:

Chapter 1: Introduction to the Philippines' Digital Landscape
Chapter 2: Consumer Perspectives on Lazada vs Shopee
Chapter 3: How do Lazada and Shopee Acquire Customers?
Chapter 4: Who Shops Where? A look into customer profiles for each ecommerce platform
Chapter 5: What Defines the Filipino Online Shopper?
Author Credits

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