Lazada Philippines shoppers shift towards trusted brands

ECOMMERCE platform Lazada Philippines said more Filipino shoppers have purchased items from trusted household brands during the platform’s 12.12 sale, aligning with the global 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 are becoming 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, among others, are the top-performing brands during the double-digit promotional sale.

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.

Meanwhile, the beauty and home category on LazMall had a “robust growth” in sales.

“This strong performance reflects how middle-class households are increasingly turning to e-commerce to improve their home environments,” the e-commerce platform said.

“Reliability, quality, and long-term value have become 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 majority 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.

In the Philippines, 77% of shoppers are showrooming, often due to better prices, exclusive promotions, voucher offers, and a wider range of products.

Beauty (76%), electronics (74%), and lifestyle and home (71%) are the most common categories sought after for showrooming.

To meet the demands caused by 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 home reflects how Filipino families now rely on eCommerce as a trusted channel for high-quality products,” Mr. Barrera said.

“We are 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 biggest virtual mall in Southeast Asia. — Almira Louise S. Martinez