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Manila Bulletin devider Business devider Genuine online products see surge in 2024 as Filipino purchasing power increases

Genuine online products see surge in 2024 as Filipino purchasing power increases

Published Apr 22, 2025 05:59 am

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Filipino consumers are increasingly prioritizing authenticity and quality in their online purchases as household incomes rise and online shopping evolves beyond mere convenience.

In a statement, Jack Ng, head of commercial at Shopee Philippines, stated that they observed consumers shifting towards authentic products across all categories last year amid the evolving lifestyle choices of Filipino shoppers.

“We’re seeing a strong shift towards authentic products across all categories,” Ng said. “Filipino shoppers are making more thoughtful choices.”

In particular, Ng noted that in the beauty and Fast-Moving Consumer Goods (FMCG) sectors, there is a growing demand for holistic wellness products, with sun care, skin care, and sports nutrition posted substantial growth.

Notably, local beauty brands recognized as Shopee Mall Favorites, such as Happy Skin and BLK Cosmetics, are outperforming the market by 30 percent, while premium personal care and makeup brands like MAC have doubled their contribution.

Ng said the surge in demand was evident during the recent 3.3-3.15 Mega Shopping Sales, where skincare and makeup emerged as the top-selling categories on both Shopee Mall and the overall Shopee platform.

Ng said that flexible payment options, such as Buy Now, Pay Later (BNPL) services like SPayLater, are also a key factor driving consumer demand for higher-value purchases. These options provide consumers with greater flexibility in managing their finances, enabling them to make more considered purchases and access higher-priced items like electronics through installment plans. This, in turn, benefits brands by expanding their customer reach and increasing average order values.

Furthermore, Ng said Filipino consumers also set higher expectations for their online shopping experiences. Secure payment options, reliable delivery services, and guarantees of product authenticity are increasingly important factors for consumers when selecting online brands.

Shopee announced that Shopee Mall registered growth at twice the rate of the overall platform in 2024, indicating the increasing demand for authentic products and reputable brands in the Philippines.

Shopee Mall, a dedicated section within the Shopee platform, features genuine and high-quality products from well-known international and local brands.

In 2024, Shopee Mall saw a 25 percent increase in high-value buyers on the back of growing purchasing power and stronger engagement with brands.

Moreover, during the recent 3.3-3.15 Mega Shopping Sale, Shopee Mall orders surged by 4.5 times compared to an average day.

To maintain this growth, Shopee noted its ongoing efforts to strengthen its ecosystem by improving the buyer experience and supporting brand success.

Key enhancements include a 10 percent improvement in delivery speeds due to logistics infrastructure upgrades and expanded warehouse coverage in Visayas and Mindanao, leading to more efficient order fulfillment.

Shopee added that it is also utilizing AI-powered innovations to enhance the user experience by streamlining communication between buyers and sellers, personalizing product discovery, and improving delivery accuracy, thereby ensuring a smooth and intuitive shopping experience.

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