The ecommerce Philippines market is experiencing a phenomenal growth surge, solidifying its status as one of Southeast Asia’s most dynamic digital economies. In this guide, Ecomobi provides a comprehensive look at the top platforms, the latest trends, and the powerful role of affiliate marketing in the Philippine ecommerce ecosystem.
The state of Ecommerce Philippines: A 2025 Snapshot
The fuel for this growth is a combination of high internet penetration and a mobile-first consumer base. With millions of Filipinos shopping online, the opportunities are immense.
- Massive user base: The Philippines has over 73 million active ecommerce users, a number that continues to grow.
- Market size: The ecommerce market Philippines is estimated to reach between $17.65 billion and $24.53 billion in 2025
- Mobile commerce dominance: A significant portion of all online transactions happen on mobile devices, making a mobile-friendly strategy essential.
- The rise of digital payments: E-wallets like GCash and Maya have become ubiquitous, streamlining the payment process and building consumer trust in digital transactions.
- “Shoppertainment” is King: Live selling and video-integrated commerce have captured the market. A stunning 74% of local businesses now consider live selling a core part of their strategy, highlighting a shift towards more engaging and interactive shopping experiences
For publishers, bloggers, and social media creators, the rise of ecommerce philippines presents a massive monetization opportunity. While there are many proven methods for publishers to earn money from a website, affiliate marketing stands out as one of the most effective and scalable strategies in the ecommerce space
The Top Ecommerce platforms in the Philippines: A Head-to-Head Comparison
Choosing the right ecommerce Philippines is the most critical decision for any online seller. Here’s a breakdown of the leading players dominating the market.
- For massive reach: Choose Shopee.
- For brand trust: Choose Lazada.
- For viral growth: Choose TikTok Shop.
- For a premium niche: Choose Zalora.
Shopee
As the undisputed market leader, Shopee attracts the highest volume of traffic. Its user-friendly interface, aggressive marketing, and famous double-day sales make it the go-to platform for small-to-medium businesses (SMEs) and C2C sellers targeting a broad, price-conscious audience.
- Best for: SMEs, C2C sellers, mass-market products, budget-conscious consumers.
- Primary audience: Broad mass-market, all age groups. Highly price-sensitive and deal-driven.
- Key features: User-friendly interface, strong logistics, and frequent promotional campaigns.
- Marketing & promotions: Double-day sales (9.9, 11.11), flash deals, vouchers, Shopee Live, Shopee Ads, affiliate marketing. High promotional frequency.
- Unique selling prop. Massive Traffic & Reach. The undisputed leader in user volume and market penetration in the Philippines.
- Advice for beginners: Selling on Shopee means casting the widest possible net. The sheer volume of users is its biggest advantage. If you are selling commodity items, trendy but affordable products, or are in a price-sensitive category, this is your arena. However, the competition is fierce. Success on Shopee requires active participation in campaigns, competitive pricing, and often, running ads to stand out from the millions of other sellers.
Lazada
A formidable competitor backed by Alibaba’s tech prowess, Lazada holds a 24% traffic share. Its LazMall feature, which guarantees product authenticity, makes it a trusted platform for official brands and larger retailers. Lazada offers excellent affiliate opportunities for creators.
- Best for: Official brands (LazMall), established SMEs, electronics & home appliances
- Primary audience: Slightly more mature and brand-conscious audience. Higher trust in authenticity.
- Key features: Advanced logistics, sophisticated seller tools, and a focus on brand visibility.
- Marketing & promotions: Birthday sales, double-day campaigns, flash sales, LazLive, Sponsored Solutions (ads), extensive voucher system.
- Unique selling prop.: LazMall’s authenticity guarantee and Lazada’s strong logistics network build high consumer confidence.
- Advice for beginners: Lazada has strategically positioned itself as a more premium and trustworthy marketplace. Its LazMall feature is a significant advantage for official brands and distributors. Consumers go to Lazada when they want assurance of authenticity, especially for high-ticket items like electronics and appliances. Read more: Lazada Affiliate Program: 7 Secret strategies to boost Earnings.
TikTok Shop
The fastest-growing player, TikTok Shop has masterfully blended social media and commerce, leveraging “shoppertainment”.
- Best for: Trend-driven brands, beauty & fashion, businesses strong in video content..
- Primary audience: Gen Z and younger Millennials (18 – 34). Highly engaged with trends and creators.
- Key features: Seamless integration of content and commerce, high potential for viral marketing.
- Marketing & Promotions: In-app live streams, short video integrations, creator collaborations (affiliate marketplace), TikTok Ads for Shop. Relies on “shoppertainment”.
- Unique selling prop.: The only platform where entertainment and shopping are fully integrated, leading to viral product potential (Content-Driven Commerce).
- Advice for beginners: TikTok Shop is not just a marketplace; it’s a cultural phenomenon. It bypasses traditional search-based shopping and relies on discovery through engaging content. If your product has a strong visual appeal, can be demonstrated in a short video, or aligns with current trends, the potential for explosive, “viral” sales is unmatched. Tiktok Affiliate marketing is ideal for businesses that are comfortable creating content and collaborating with creators. The initial low fees make it an attractive entry point, but be prepared for a content-first strategy.
Read more:
Zalora
Zalora is the leading online ecommerce Philippines for fashion, beauty, and lifestyle products. It offers a curated, premium shopping experience, making it the ideal platform for brands in these niches to connect with a dedicated and fashion-forward audience.
- Best for: Premium fashion, beauty, and lifestyle brands.
- Primary audience: Affluent, fashion-conscious consumers (25 – 45) looking for curated items.
- Marketing & Promotions: Major seasonal campaigns (Fashion Week, summer, newyear,…), brand-specific sales, influencer marketing, curated collection features. Less focus on deep discounts.
- Unique selling prop.: Offers a premium, clutter-free environment that protects brand image and attracts high-value customers.
- Advice for beginners: Zalora operates more like a high-end digital department store than an open marketplace. The high commission fee is a trade-off for access to a targeted, affluent audience that is actively looking for quality fashion and beauty items. Zalora handles much of the marketing and ensures your products are displayed in a premium, brand-safe environment. Getting listed is difficult, but for the right brands, it provides unparalleled access to the Philippines’ fashion-conscious market.
Ecommerce website Philippines: Other platforms
Beyond the big four, several other platforms and tools serve specific needs, including building your own ecommerce website philippines.
Shopify
An all-in-one commerce platform that allows businesses to create and manage their own independent online store. It’s ideal for brands that want full control over their branding, customer data, and user experience, rather than selling on a third-party marketplace.
Carousell Philippines
A leading C2C (consumer-to-consumer), business-to-consumer (B2C) and secondhand marketplace. While it started with pre-loved items, it has expanded to include new products, cars, and real estate,… It functions like a digital classifieds platform where users can easily list items for sale and communicate directly with potential buyers via a built-in chat feature to negotiate prices and arrange for delivery or meetups.
Facebook Marketplace
A massive social commerce platform integrated within the Facebook app. It connects local buyers and sellers for a vast range of new and used items, leveraging Facebook’s enormous user base for discovery. Transactions are typically arranged directly between users.
Temu
A fast-growing online marketplace known for its extremely competitive, factory-direct pricing on a wide array of goods. It competes aggressively on price and offers a gamified shopping experience to attract budget-conscious consumers. For content creators, Temu affiliate is currently one of the best affiliate platforms to make money, offering the highest commission rates in the market – up to 30%
Edamama PH
The leading parenting-focused e-commerce platform in the Philippines. Edamama PH offers a curated marketplace of trusted products and services for mothers, babies, and children, building a strong community around family needs.
Galleon.ph
A specialized cross-border e-commerce platform that allows Filipino consumers to purchase products from international online stores like Amazon, eBay, and other US-based retailers that do not ship directly to the Philippines.
Galleon.ph handles the entire process – from international shipping and customs clearance to final local delivery – presenting a single, all-inclusive price to the customer for a hassle-free global shopping experience.
The ecommerce Philippines landscape is ripe with opportunity. For entrepreneurs, success lies in choosing the right ecommerce website Philippines and building a trustworthy brand.
How to choose the right Ecommerce platform?
For any entrepreneur or SME in the Philippines, selecting the right ecommerce platform is the single most important decision you will make. Your choice of an ecommerce website Philippines depends entirely on your goals, products, and target audience.
Note: Fees and policies are subject to change. Always verify the latest rates on the respective platform’s seller center.
Which platform is right for you?
- If your priority is reaching the largest possible audience with competitive pricing, Shopee is your starting point.
- If you are an official brand or established retailer focused on building trust and reliability, Lazada is your ideal partner.
- If your business thrives on video content, trends, and engaging with a younger demographic, TikTok Shop offers explosive growth potential. Discover more way to earn money on Tiktok (Complete guide for Filipino creators).
- If you sell fashion, beauty, or lifestyle products and want a premium, curated environment, Zalora is the undisputed choice.
Actionable tips for new sellers:
- Start on one platform and master it before expanding.
- Align your product with the platform’s primary audience.
- What is your budget? Consider platform fees, commissions, and advertising costs.
- How will you handle logistics? Evaluate the platform’s integrated fulfillment and delivery services.
Monetizing with E-commerce through Affiliate Marketing
For publishers, bloggers, and social media creators, the rise of ecommerce Philippines presents a massive monetization opportunity. However, managing multiple affiliate programs comes with challenges.
- Juggling multiple affiliate dashboards.
- Meeting different payment thresholds for each platform.
- Difficulty tracking which content and links are performing best across platforms.
- Limited access to premium or exclusive brand campaigns.
While the challenges of going it alone are real, mastering affiliate marketing is a powerful solution. It has become one of the most popular ways to make money online in the Philippines for a reason: it allows creators to monetize their existing content and influence directly. Better yet, it offers a clear path to building a significant revenue stream, establishing itself as one of the best passive income opportunities for 2025.
The Ecomobi Solution
Ecomobi is your mission control for affiliate marketing. Instead of dealing with complexity, we provide a single, powerful platform to connect with top brands.
- One-Stop access: Instead of juggling separate accounts for Shopee, Lazada, and other top brands, Ecomobi provides access to all their campaigns from a single, powerful dashboard.
- Simplified analytics: Our platform offers clear, consolidated data, showing you which links are converting and which campaigns are most profitable, allowing you to optimize your strategy.
- Hassle-free payments: Forget chasing payments from different sources. Ecomobi consolidates your earnings into one hassle-free monthly payout.
- Exclusive offers & higher commissions: As a major partner, Ecomobi often secures exclusive deals and higher commission rates for our creators that aren’t available to the public.
Understanding the Filipino shopper: Key insight for success
Top selling product categories:
- Fashion & Apparel: Consistently a top-performing category, with items like midi dresses and tops being popular.
- Electronics: High demand for mobile devices and accessories like power banks and earphones.
- Health & Beauty: K-beauty skincare, wellness supplements, and personal care products are booming
- Home & Lifestyle: Driven by trends on platforms like TikTok, items like smart organizers and kitchen essentials are popular.
Consumer behavior:
- Filipino shoppers are value-driven and highly responsive to promotions and discounts
- There’s a growing preference for conscious spending, with a focus on quality and functionality.
- Trust is crucial; they rely on reviews and influencer recommendations.
- Major buying holidays: The top eCommerce Philippines organize double-digit monthly promotions and mega campaigns such as platform birthday, midyear, 9.9, 11.11, and 12.12 events. eCommerce platforms also offer campaign packages for participating retail companies.
Frequently Asked Questions (FAQ) about Ecommerce Philippines
What is the best ecommerce platform in the Philippines for beginners?
For most beginners, Shopee is the easiest platform to start on due to its simple onboarding process and large user base.
What is the most used shopping app in the Philippines?
Shopee is the most used and most popular shopping app in the Philippines. Shopee is the king of e-commerce in the country, attracting significantly more monthly visits than its closest competitor, Lazada.
Do I need a DTI registration to sell online?
While individuals can start on C2C platforms like Carousell or Shopee, registering your business with the DTI (for sole proprietorships) is highly recommended to build trust, access platform features like LazMall, and ensure legal compliance.
What are the typical fees for selling on Shopee or Lazada?
Fees generally include a commission fee (around 2-5%), a transaction fee (around 2.24%), and optional service fees for participating in marketing campaigns like free shipping. Always check the platform’s seller center for the latest rates.
Whether you’re an entrepreneur launching on an ecommerce Philippines or a content creator ready to monetize your influence, the digital landscape provides numerous legit ways to earn money online in the Philippines. Stop juggling multiple accounts and start maximizing your revenue. Sign up for Ecomobi today to connect with top ecommerce brands in the Philippines and turn your valuable content into a sustainable income stream.
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