ECOMMERCE platform Lazada Philippines said more Filipino shoppers have purchased items from trusted household brands in the course of the platform’s 12.12 sale, aligning with the worldwide consumer behavior shift.
“This 12.12 All Out Pasko Sale clearly showed how Filipino consumers are evolving,” Lazada Philippines Chief Executive Officer Carlos Barrera said in a press release.
“They have gotten more intentional with their purchases and placing greater importance on quality, authenticity, and long-term value,” he added.
Samsung, Dyson, JBL, Nike, BLK Cosmetics, and Colgate, amongst others, are the top-performing brands in the course of the double-digit promotional sale.
Product listings from electronics have topped the general category, with 11x gross merchandise value uplift versus business-as-usual (BAU), as more shoppers spend money on technological devices and tools.
Meanwhile, the sweetness and residential category on LazMall had a “robust growth” in sales.
“This strong performance reflects how middle-class households are increasingly turning to e-commerce to enhance their home environments,” the e-commerce platform said.
“Reliability, quality, and long-term value have grow to be central to holiday shopping decisions,” it added.
Lazada noted that the shift in consumer behavior is evident across Southeast Asia, citing a recent study by data and insights firm Cube Asia.
Data from the firm found that 90% of buyers engage with authenticated online stores in e-commerce platforms, and the bulk are willing to spend on quality and authenticity.
The report also flagged the rise of “showrooming” behavior where customers often scout items from globally trusted brands in physical stores before purchasing online.
Within the Philippines, 77% of shoppers are showrooming, often as a result of higher prices, exclusive promotions, voucher offers, and a wider range of products.
Beauty (76%), electronics (74%), and lifestyle and residential (71%) are probably the most common categories wanted for showrooming.
To fulfill the demands attributable to the growing consumer trend, LazMall houses over 170,000 local and international brands that connect customers to guaranteed authentic and quality products.
“The strong performance of key categories like electronics, beauty, and residential reflects how Filipino families now depend on eCommerce as a trusted channel for high-quality products,” Mr. Barrera said.
“We’re proud to deliver an elevated, reliable, and rewarding shopping experience for Filipino consumers nationwide,” he added.
The LazMall, which was launched in 2018, is the most important virtual mall in Southeast Asia. — Almira Louise S. Martinez