E-commerce in the Philippines: Market Data, Platform Breakdown, and What Brands Need to Know in 2026
The Philippines is one of the most dynamic e-commerce markets in Southeast Asia and one of the most frequently misread. Platform rankings shift faster than most market guides are updated. Consumer behaviour is distinct from Indonesia and Thailand. And the headline GMV numbers obscure a platform-level story that matters far more for strategic decisions.
Cube tracks gross merchandise value (GMV) across Shopee, Lazada, and TikTok Shop in the Philippines on a monthly basis, covering all major physical goods categories. This article draws directly on that data to give brands, investors, and e-commerce teams an accurate and current picture of the market.
How large is the Philippines e-commerce market?
Based on Cube’s Tradewinds dataset, combined GMV across Shopee, Lazada, and TikTok Shop in the Philippines reached USD 22 billion in FY 2025, up 15% from USD 19 billion in FY 2024. These three platforms account for the dominant share of e-commerce activity in the country, though the figures do not capture the full market, including direct-to-consumer sites and other channels.
That growth headline conceals a market that is actively restructuring. Shopee grew 25% year-on-year. TikTok Shop grew 53%. Lazada contracted 34%. The market is not growing evenly. It is consolidating around two clear winners while Lazada’s share continues to erode. For brands, the platform-level trajectory matters far more than the aggregate.
Source: Cube Tradewinds Q4 2025 dataset. All figures are estimates covering physical goods GMV.
Platform breakdown: Who is winning in the Philippines
Shopee: Dominant, growing and tightening its operation.
Shopee holds 55% of the combined top platform GMV in FY 2025, up from 50% in FY 2024. With USD 12 billion in Philippines GMV and 399 million orders in 2025, it is not just the largest platform. It operates at a scale that the others are not close to matching.
What makes Shopee’s position harder to displace than the GMV share alone suggests is purchase frequency. Filipino shoppers on Shopee placed an average of 11 orders per person over the full year, which is one of the highest rates in Southeast Asia. This means Shopee is not just where Filipinos spend the most; it is where they shop most habitually. Habit is harder to disrupt than preference.
Q4 2025 reinforced this. Shopee captured 54% of the combined platform GMV in the peak quarter, with its Q4 total representing 31% of its full-year Philippines volume. Filipino shoppers default to Shopee during campaign events, and the 9.9, 11.11, and 12.12 windows are where annual GMV is disproportionately made or lost.
Two operational developments in the Philippines are worth noting for sellers. First, Shopee launched its Instant Mart programme at the end of Q4 2025, leveraging ShopeeFood infrastructure to offer sub-4-hour delivery from selected sellers from February 2026. Cube’s seller panel data shows that instant and same-day delivery orders carry higher AOVs than regular orders, and tend to be paid via digital rather than cash-on-delivery methods, which has positive implications for seller cash flow and platform monetisation. Second, Shopee notified Philippine sellers in early 2026 that J&T Express can no longer be selected as a logistics partner, consolidating fulfilment through Shopee’s own delivery network.
What Filipinos buy on Shopee: Fashion and apparel lead at 27% of GMV, followed by electronics and appliances at 24%, and beauty and personal care at 14% in FY 2025. The most notable category trend is beauty’s steady three-year decline, from 17% in FY 2023 to 14% in FY 2025 as TikTok Shop’s live-selling infrastructure draws beauty purchasing away from Shopee. Health and wellness has recovered to 8% in FY 2025, up from 6% in FY 2024.
TikTok Shop: The fastest-growing platform, and the one with the most reach.
TikTok Shop Philippines GMV reached USD 6 billion in FY 2025 (+53% YoY), holding 29% of the combined top platforms’ GMV, up from 22% in FY 2024 and 14% in FY 2023. It grew faster in FY 2025 than it did in FY 2024, which means this is not a platform decelerating after early adoption; it is still in active expansion.
But its average order value of PHP 198 is less than two-thirds of Shopee’s PHP 316 which reflects both its category mix and the impulse-driven nature of social commerce discovery.
In Q4 2025, TikTok Shop generated USD 2 billion in GMV in the Philippines, 35% of the platform’s combined GMV for the quarter, overtaking Lazada as the second-largest platform by quarterly sales.
What Filipinos buy on TikTok Shop: Beauty and personal care leads at 28% of GMV, making it TikTok Shop’s largest category and the highest beauty share of any platform in the Philippines. Fashion and apparel follows at 26%, then electronics at 12%, and health and wellness at 8%. The dominance of beauty, a category that requires demonstration to convert, is direct evidence of how effective live-selling has become as a discovery and purchase mechanism in the Philippines.
Lazada: A strategic pivot that has not yet stabilised GMV
Lazada Philippines GMV fell to USD 3 billion in FY 2025, down 34% from FY 2024. Its share of combined platform GMV dropped from 28% to 16%. In Q4 2025, the peak quarter, when every platform should benefit from seasonal demand, Lazada generated just 10% of the combined platform GMV. It is the only major platform that did not grow during a period of genuine market expansion.
What Lazada has retained is average order value. At PHP 416 per order, the highest of the three platforms, Lazada’s remaining GMV is concentrated in higher-ticket, branded purchases, particularly in electronics and appliances, which account for 26% of its GMV in the Philippines. This is where LazMall’s authenticity positioning is most valued by Filipino consumers. Lazada is not disappearing, but it is becoming a more specialised player with a narrower commercial role.
What does the category data mean for brands?
What does the category data mean for brands?
Combining the category-level GMV shares across all three platforms reveals a picture of the Philippines e-commerce platforms that no single-platform view provides.
Fashion and apparel is the top category on every platform with 27% on Shopee, 26% on TikTok Shop, 17% on Lazada but the purchasing behaviour is fundamentally different on each. TikTok Shop fashion is impulse-driven and trend-led, discovered through the algorithmic video feed at low price points. Shopee fashion is campaign-driven, tied to monthly sales events and repeat purchasing. Lazada fashion skews toward branded, higher-ticket items. A brand selling fashion across all three platforms is effectively operating three different channel strategies simultaneously.
Beauty and personal care is the category where the structural shift is most visible and most urgent for brands. TikTok Shop is now the dominant beauty platform in the Philippines at 28% of its GMV, the highest beauty share of any platform. Shopee’s beauty share has declined from 17% to 14% over three years. The migration is not random. It is driven by live-selling, where product demonstration converts at rates that static listings cannot match. Beauty brands that have not built a live-selling presence on TikTok Shop are competing for a share of Shopee’s beauty volume that is shrinking.
Electronics and appliances is Lazada’s most defensible ground, at 26% of its Philippines GMV, higher than Shopee’s 24% or TikTok Shop’s 12%. Electronics remains the category where Lazada’s LazMall authenticity infrastructure is most valued. Filipino consumers buying smartphones, laptops, or appliances online are more likely to check official brand stores and authenticity guarantees than in lower-ticket categories. Lazada’s narrowing strategy is most rational here.
Consumer behaviour: what Filipino shoppers do differently on e-commerce.
Consumer behaviour: what Filipino shoppers do differently on e-commerce.
Several characteristics of Filipino e-commerce behaviour are distinct enough to shape how brands should operate in the market.
Mobile is the default, not the fallback. The vast majority of Shopee sessions in the Philippines originate from mobile. Product listings, imagery, and checkout flows designed for desktop first will underperform in this market.
Live selling is not a tactic; it is the channel. The Philippines has one of the highest live selling adoption rates in Southeast Asia, and TikTok Shop’s beauty GMV share of 28% is the clearest proof. For beauty and fashion brands in particular, live selling is where discovery and conversion happen. It is not supplementary to the main channel. In many categories, it is the main channel.
Cash on delivery is still part of the equation. GCash and SPayLater have grown significantly, and across Shopee’s markets, Shopee-native payment methods accounted for around 40% of Shopee transaction volume in 2025, with SPayLater reaching mid-teens adoption. But COD retains a meaningful share outside Metro Manila. Brands need to account for the higher return and cancellation rates that come with it, particularly in provincial markets.
Q4 carries disproportionate weight. It accounts for nearly a third of annual combined platform GMV which is more than any other quarter, and Shopee captured 54% of combined platform GMV during that period alone. But the promotional calendar runs year-round. The 3.3, 6.6, 9.9, and mid-month sales events all contribute meaningfully to annual GMV, and brands that treat only Q4 as their commercial priority will find themselves losing ground in the quarters leading up to it. A competitive position in Q4 is built through consistent execution across the full year.
What this means for brands in 2026?
What this means for brands in 2026?
The platform data points to three clear strategic implications for brands operating in the Philippines.
First, the old channel allocation model no longer fits the market. A roughly equal split between Shopee and Lazada, which reflected reality in 2022, does not reflect FY 2025 GMV data. A data-led starting point for most brands would weight Shopee as the primary volume platform (55% of combined platform GMV), treat TikTok Shop as essential for beauty, fashion, and health categories (29% of combined platform GMV, largest shopper base, fastest growth), and allocate Lazada selectively based on category strength in electronics and premium branded goods (16% of combined platform GMV, highest AOV).
Second, Q4 is not one quarter; it is the quarter. Shopee’s Q4 alone represented 31% of its full-year Philippines GMV, while TikTok Shop’s Q4 represented 35% of combined platform volume for the quarter, making it the period where TikTok Shop’s weight in the market is most concentrated. Brands that enter Q4 under-stocked, under-promoted, or without live-selling infrastructure on TikTok Shop lose ground in the 10-to-12 weeks that drive more than a quarter of annual category sales.
Third, the category momentum data signals where to invest. Beauty and personal care is migrating from Shopee to TikTok Shop and its share on Shopee has declined steadily from 17% to 14% over three years while TikTok Shop beauty reached 28%, the platform’s largest category. Fashion remains dominant on both platforms but the discovery mechanisms are fundamentally different. Electronics is Lazada’s most defensible position. Health and wellness is recovering on Shopee, from 6% to 8% in FY 2025, after a period of decline.
DISCLAIMER:
The views expressed in this report are subjective and reflect the perspectives of the authors at the time of writing. They may change over time as new information becomes available. The data underlying these perspectives has been collected outside-in on a best effort basis. The sources used could not always be independently verifi ed, and the accuracy of this data is not guaranteed. This report is intended solely for informational purposes and does not constitute fi nancial or investment advice.
Track the Philippines e-commerce with Cube
Track the Philippines e-commerce with Cube
Track the Philippines e-commerce with Cube
Cube’s Tradewinds dataset provides monthly GMV and NMV estimates across Shopee, Lazada, and TikTok Shop for all six core SEA markets, including the Philippines, with historical data.
Our Astro category tracker provides brand and SKU-level sales tracking, competitive benchmarking, assortment insights, and pricing intelligence for brands operating across e-commerce platforms.
Frequently asked questions
Frequently asked questions
Frequently asked questions
What is the combined GMV of the top e-commerce platforms in the Philippines?
Based on Cube’s Tradewinds dataset, combined GMV across Shopee, Lazada, and TikTok Shop in the Philippines was USD 22 billion in FY 2025, covering physical goods only, up 15% from USD 19 billion in FY 2024, driven by strong growth at Shopee with +25% and TikTok Shop with +53%, partially offset by Lazada’s decline of 34%. Note that these three platforms represent the dominant organised e-commerce channels but do not capture the full e-commerce market.
What is Shopee's market share of combined platform GMV in the Philippines?
Shopee held approximately 55% of Philippines combined platform GMV in FY 2025, up from 50% in FY 2024 and 52% in FY 2023. In Q4 2025, Shopee’s share of combined platform GMV was 54%.
How fast is Shopee growing in the Philippines?
Shopee Philippines GMV grew 25% year-on-year in FY 2025 to approximately USD 12 billion, making it Shopee’s fastest-growing market across SEA-6 in FY 2025.
What are the top product categories on Shopee Philippines?
Based on Cube’s FY 2025 data, the top categories by GMV share on Shopee Philippines are fashion and apparel (27%), electronics and appliances (24%), and beauty and personal care (14%). Health and wellness recovered to 8% in FY 2025, up from 6% in FY 2024.
What is the average order value on Shopee Philippines?
PHP 316 per order in FY 2025, up from PHP 307 in FY 2024. For comparison, Lazada Philippines AOV was PHP 416 and TikTok Shop Philippines AOV was PHP 198. The difference reflects both category mix and the nature of purchasing occasions on each platform.
Is Lazada still relevant in the Philippines?
Yes, but in a narrower role. Lazada holds 16% of the combined platform GMV in FY 2025 and its overall volume has declined significantly. However, it retains the highest average order value of the three platforms (PHP 416) and the strongest position in electronics and appliances (26% of its GMV). For brands in higher-ticket, authenticity-sensitive categories, Lazada remains a channel worth maintaining.
Why is TikTok Shop growing so fast in the Philippines?
TikTok Shop grew 53% in the Philippines in FY 2025, driven primarily by its live-selling infrastructure. Beauty and personal care, a category that converts well through product demonstration, is TikTok Shop’s largest category at 28% of GMV. The platform’s algorithm-driven discovery model also allows brands with no existing follower base to reach buyers at scale, which has accelerated adoption among both new and established brands.
