eCommerce market in the Philippines

The Philippines is the 23rd largest market for eCommerce with a predicted revenue of US$20,333.4 million by 2025, placing it ahead of Argentina. Revenue is expected to show a compound annual growth rate (CAGR 2025-2029) of 15.6%, resulting in a projected market volume of US$36,310.3 million by 2029. With an expected increase of 19.2% in 2025, the Philippine eCommerce market contributed to the worldwide growth rate of 9.8% in 2025. Like in the Philippines, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Philippine eCommerce market. Electronics is the largest market and accounts for 23.8% of the Philippine eCommerce revenue. It is followed by Fashion with 19.2%, Hobby & Leisure with 18.7%, Furniture & Homeware with 11.8%, Grocery with 11.5%, Care Products with 7.9%, and DIY with the remaining 7.3%.

Monthly revenues

Monthly revenues in the Philippine eCommerce market

The monthly eCommerce revenue of the Philippine eCommerce market was US$1,597 million in January 2025. This refers to a growth of 10.2% compared to December 2024. Within the last 12 months, the monthly revenue share was the highest in July 2024 with 9.2% of the total 2024 revenue of the Philippine eCommerce market and the lowest in February 2024 with 7.7% of the total 2024 revenue.

Revenue Last Month

US$1,596.8m

The eCommerce revenue grew by 10.2% from December 2024 to January 2025.

01-2025+10.2%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20251-20252-20253-20254-20255-20256-20257-20258-20259-202510-202511-2025
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)87.665.770.249.628.730.588.510.592.698.192.298.1

Market development

eCommerce revenue development in the Philippines

The Philippines is the 23rd largest market for eCommerce with a predicted revenue of US$20,333.4 million by 2025, placing it ahead of Argentina. Revenue is expected to show a compound annual growth rate (CAGR 2025-2029) of 15.6%, resulting in a projected market volume of US$36,310.3 million by 2029. With an expected increase of 19.2% in 2025, the Philippine eCommerce market contributed to the worldwide growth rate of 9.8% in 2025. Like in the Philippines, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Philippine eCommerce market. Electronics is the largest market and accounts for 23.8% of the Philippine eCommerce revenue. It is followed by Fashion with 19.2%, Hobby & Leisure with 18.7%, Furniture & Homeware with 11.8%, Grocery with 11.5%, Care Products with 7.9%, and DIY with the remaining 7.3%.

eCommerce revenue development in the Philippines

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Philippines

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)58.53.794.920.516.553.097.28.8

Online share

eCommerce online share in the Philippines

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Philippine retail market, the online share is 8.2% and will increase by an average of 4.4% to 9.8% by 2029.

eCommerce online share in the Philippines

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)83.2%82.7%16.4%85.9%32.7%1.7%38.0%17.9%

Top stores

Top five online stores in the Philippines by net sales 2024

The biggest player in the Philippine eCommerce market is apple.com. The store had a revenue of US$148.6 million in 2024. Store rankings include every store that generates revenue in the Philippines. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in the Philippines was considered.

eCommerce net sales generated in the Philippines in 2024

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Philippines - All Categories Worldwide - All Categories

Payment Methods

Top 5 offered payment methods in the Philippine eCommerce market

The Philippine eCommerce market in 2024 in terms of offered payment methods is fragmented and highly competitive with GCash (E-wallets) covering the largest share with 65.9% of all online stores checked. Other offered payment methods in the Philippine eCommerce market in 2024 are Mastercard (Cards) with 60.2%, VISA (Cards) with 59.1%, and Cash on delivery (Cash on delivery) with 48.9%. With 43.2% Maya (E-wallets) still has a considerable market share amongst the offered payment methods compared to GCash (E-wallets).

Top 5 offered payment methods in the Philippine eCommerce market

in %

Note: A store can offer more than one payment method (Multi-pick), based on 88 stores in the Philippine eCommerce market

Source: ECDB analysis

See all stores offering

VISA Mastercard PayPal