Short-video e-commerce becomes a core engine of Philippine e-commerce
Palmer 04 Dec 2025 11:29ENCopy link & title
According to a report cited by Philippine media, driven by the explosive growth of video commerce, the country's e-commerce continues its robust expansion, steadily progressing towards its goal of reaching a total gross merchandise volume (GMV) of US$36 billion by 2025.
Benefiting from a vibrant ecosystem of innovative platforms, a favorable regulatory environment, and increasingly AI-savvy consumers, the Philippine e-commerce sector has achieved an annual growth rate of 16%, accounting for over 60% of the country's digital economy.
Short-video e-commerce has become a key growth engine: the number of sellers has surged to 475,000, a year-on-year increase of 90%; the number of transactions reached 1.2 billion, a 35% increase compared to 2024.
Fashion, accessories, beauty, and personal care categories have performed particularly well, contributing half of the short-video e-commerce GMV. This trend is profoundly reshaping Philippine consumers' online shopping habits and accelerating the digital consumption transformation.
Benefiting from a vibrant ecosystem of innovative platforms, a favorable regulatory environment, and increasingly AI-savvy consumers, the Philippine e-commerce sector has achieved an annual growth rate of 16%, accounting for over 60% of the country's digital economy.
Short-video e-commerce has become a key growth engine: the number of sellers has surged to 475,000, a year-on-year increase of 90%; the number of transactions reached 1.2 billion, a 35% increase compared to 2024.
Fashion, accessories, beauty, and personal care categories have performed particularly well, contributing half of the short-video e-commerce GMV. This trend is profoundly reshaping Philippine consumers' online shopping habits and accelerating the digital consumption transformation.
