연구정보
[기업] The Landscape of B2C e-commerce marketplaces in the Philippines
필리핀 국외연구자료 연구보고서 - ESCAP(Economic and Social Commission For Asia and the Pacific) 발간일 : 2024-02-27 등록일 : 2024-03-11 원문링크
The Philippines shows a low internet penetration rate (56%) and a moderate proportion of its population purchases goods online (41%). In addition, the density of B2C marketplaces is particularly low with a total of 163 B2C marketplaces for a population of 115.6 million (7.5% of the total traffic in the region studied).
Over the period 2019-2022, traffic on the 163 B2C marketplaces has grown significantly, rising from 960 million visits to 1.7 billion visits. Among them, classified sites account for the largest proportion of marketplaces (51.5%) but online shopping malls capture most of the traffic (85.2%).
The e-commerce market in the Philippines is dominated by international companies (77%), including first and foremost the United States (29%). Of the total 163 marketplaces, there is an important geographical diversity given the 23 other countries with companies holding B2C marketplaces.
The e-commerce market is highly concentrated with the Top 10 websites capturing 92.8% of the total traffic. This Top 10 is led by online shopping malls, 5 in total, of which two Singaporean companies (Shopee and Lazada) account for 75.4% of the total traffic. Only one company from the Philippines appears in 6th position with 1.7% of the total traffic.
Regarding the ease of selling on these B2C marketplaces, only 43% of them allow foreign sellers to operate and 64% offer open registration to online sellers. Only 39% of these marketplaces are fully transactional and, as a corollary, 42% require trading fees to sell online.
The Philippines has a larger proportion of generic B2C marketplaces (62%) compared to specialized marketplaces (38%). Among the 62 specialized marketplaces, 29% specialize in fashion, accessories, and shoes (capturing 18% of the traffic) and 29% in automotive parts (51.5% of the traffic). The traffic dynamics also show that consumer preferences lean towards groceries (23% of the traffic).
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