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E-COMMERCE | Staff Reporter, Philippines

Philippines' e-commerce surge highest in SEA

Total sessions in its shopping apps reached 4.9 billion.

The Philippines has seen the biggest rise in the usage of shopping apps in Southeast Asia, with a 53% QoQ surge in Q2, according to a report from iPrice Group in collaboration with App Annie and Similar Web.

Data from App Annie revealed that the total sessions in shopping apps in the country reached 4.9 billion. The report noted that e-commerce players in countries that saw strict social distancing measures are expected to experience growth in mobile app usage/downloads. The report also highlighted the country’s hastened growth.

iPrice commented that the Philippines is now catching up to its regional peers in terms of digital adaptations, as e-commerce and digital services were not as accessible in the country.

"Brick-and-mortar stores still deemed to be more profitable. Given the country’s strict lockdown measures, however, the country’s economy is now forced to adapt," iPrice added.

Data from Statista also showed that 44% of Filipinos aged 35-44 bought more online during the pandemic. iPrice’s previous study also revealed that Filipinos were looking up Wifi adapters 500+%.

Overall, Southeast Asians are spending more money online in 2020, comparing H1 2020 with H1 2019. The average basket size also immensely rose in each country.

In particular, the Philippines notably recorded the highest growth in basket size (57%) compared with its neighbors. In iPrice’s platform alone, Filipinos now spend about PHP 1,311/month on average.

SimilarWeb's web traffic data also found that fashion retail sites are falling out of favor as clothing and apparel became less of a priority, whilst electronics and sports/outdoor products are gaining more attention.

In the Philippines, fashion sites’ web traffic collectively fell 30% compared to last year, while electronics sites rose 59%. Compared to other SEA countries, the Philippines had the highest web traffic increase in electronics sites, whereas e-sites in most other countries saw a decline in web traffic.

Further, out of all the other categories, sports and outdoor products obtained the highest growth in average orders, growing of 34% compared to last year. The average amount spent on these products is $28 (PHP1,361).

"The Philippines is known to survive with cash-based transactions and brick-and-mortar stores, but perhaps its inevitable adaptation to COVID-19 will allow the country’s digital world to catch up to its more developed Southeast Asian neighbors," iPrice said.

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