ECOMMERCE听platform Lazada Philippines said more Filipino shoppers have听purchased听items from trusted household brands during the platform鈥檚 12.12 sale, aligning with the global consumer behavior shift.听
鈥淭his 12.12 All Out Pasko Sale clearly showed how Filipino consumers are evolving,鈥 Lazada Philippines Chief Executive Officer Carlos Barrera said in a press release.听
鈥淭hey are becoming more intentional with their purchases and placing greater importance on quality, authenticity, and long-term value,鈥 he added.听
Samsung, Dyson, JBL, Nike, BLK Cosmetics, and Colgate, among others, are the top-performing brands during the double-digit promotional sale.听
Product listings from electronics have topped the overall category, with 11x gross merchandise value uplift versus business-as-usual (BAU), as more shoppers invest in technological devices and tools.听
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Meanwhile, the beauty and home category on听LazMall听had a 鈥渞obust growth鈥 in sales.听
鈥淭his strong performance reflects how middle-class households are increasingly turning to e-commerce to improve their home environments,鈥 the e-commerce platform said.听
鈥淩eliability, quality, and long-term value have become central to holiday shopping decisions,鈥 it added.听
Lazada noted that the shift in consumer behavior is听evident听across Southeast Asia, citing a recent study by data and insights firm Cube Asia.听
Data from the firm found that 90% of buyers engage with authenticated online stores in e-commerce platforms, and the majority are willing to听spend on听quality and authenticity.听
The report also flagged the rise of 鈥渟howrooming鈥 behavior where customers often scout items from globally trusted brands in physical stores before听purchasing听online.听
In the Philippines, 77% of shoppers are showrooming, often due to better prices, exclusive promotions, voucher offers, and a wider range of products.听
Beauty (76%), electronics (74%), and lifestyle and home (71%) are the most common categories sought after for showrooming.听
To meet the demands caused by the growing consumer trend,听LazMall听houses over 170,000 local and international brands that connect customers to guaranteed authentic and quality products.听
鈥淭he strong performance of key categories like electronics, beauty, and home reflects how Filipino families now rely on eCommerce as a trusted channel for high-quality products,鈥 Mr. Barrera said.听
鈥淲e are proud to deliver an elevated, reliable, and rewarding shopping experience for Filipino consumers nationwide,鈥 he added.听
The LazMall, which was launched in 2018, is the biggest virtual mall in Southeast Asia. 鈥 Almira Louise S. Martinez听
