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Manila Bulletin devider Business devider Trade & Industry devider E-commerce enabler Great Deals sees record sales in June

E-commerce enabler Great Deals sees record sales in June

Published Aug 15, 2025 12:30 pm
One of Great Deals E-Commerce’s warehouse and fulfillment centers
One of Great Deals E-Commerce’s warehouse and fulfillment centers
Philippines’ largest e-commerce enabler Great Deals E-Commerce Corp. announced record-breaking revenues for June this year, surpassing its typical holiday season peak on the back of rapidly expanding customer base.
Steve Sy, Great Deals founder and chief executive officer, said on Friday, Aug. 15, that the company recorded ₱1.36 billion in revenues for June, beating its previous peak of ₱1.2 billion during the typically strong holiday months of November and December last year.
Sy attributed the recent surge to the exponential rise of TikTok Shop, along with their expanding customer base, which grew to 5.7 million shoppers in the first six months of this year from approximately three million a year earlier.
An e-commerce enabler is a company that provides a full suite of services to help other businesses, particularly brands and manufacturers, set up, run, and grow their online retail operations.
Great Deals’ clients include major global names such as Procter & Gamble, L’Oréal, Unilever, Nestlé, San Miguel Foods, among others.
“Our customer base really grew,” Sy told the Manila Bulletin, noting that Great Deals now processes more than two million orders and over 10 million items monthly, with an average basket size of five items per order.
TikTok Shop has emerged as a significant growth engine for Great Deals, Sy said, noting it increased its share of the company’s business from six percent to seven percent last year to 20 percent currently.
According to Sy, this rapid expansion has allowed TikTok Shop to surpass Lazada in Great Deals’ portfolio. Shopee remains the dominant platform, accounting for 48 percent to 49 percent of its business, and is also experiencing growth, albeit not at the triple-digit pace of TikTok Shop, which started from a smaller base. Lazada’s share has remained relatively flat.
Great Deals focuses on four primary product categories: mother and baby products (including milk and diapers), health and beauty, groceries, and pet food. The mother and baby segment alone accounts for 30 percent of the company’s business.
Sy, meanwhile, dismissed notions of a slowdown in the e-commerce industry, emphasizing that while some platforms may experience stagnant growth, others are successfully penetrating new markets, particularly in second-tier cities.
“The market penetration, especially on second-tier cities, is growing,” he stated.
The increased trust in online shopping, evolving consumer habits, and improved logistics are key factors driving the growth in shopper numbers, according to Sy.
Great Deals has also implemented “hyper-localization” strategies to enhance customer experience. This includes using regional languages like Bisaya for live selling on platforms like TikTok for customers in the Visayas, with deliveries routed from their Cebu warehouse to ensure next-day service and lower shipping fees.
Similar initiatives target the Mindanao market, featuring live sellers who cater to local cultural nuances.
Great Deals operates a main hub in Bulacan (40,000 square meters) for Luzon, a recently doubled 5,000-square-meter warehouse in Cebu for the Visayas, and a 3,000-square-meter facility in Davao for Mindanao.
A new 7,200-square-meter warehouse in Cabuyao, Laguna, has also been established to meet Great Deals’ growing operations. All of the company’s warehouses are leased.
Looking ahead, Sy said he is highly optimistic about sustained growth. Great Deals has seen a tenfold increase in revenue over the last five years, from ₱1.1 billion in 2019 to ₱12.71 billion. The company aims to achieve ₱100 billion in revenue by 2030.
This ambitious target aligns with the significant untapped potential in the Philippine e-commerce market. Sy pointed out that e-commerce currently accounts for only about four percent of total retail sales in the country, starkly contrasting with China’s over 40 percent penetration.
According to the e-Conomy SEA report by Google, Temasek, and Bain & Company, the Philippine e-commerce market to reach approximately $60 billion by 2030.
“We still have a lot of room to grow,” Sy said, citing improving internet speeds and logistics infrastructure in the country. “The e-commerce experience, the availability of products, our deliveries... you buy now, the next day you get the item. It’s not like before.”
Great Deals is among the top three e-commerce enablers in Southeast Asia and the largest operating solely in the Philippines.
The company continues to expand its capabilities and infrastructure to keep pace with the market's rapid evolution, Sy said.

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