Filipino online shoppers are emerging as the most active practitioners of “showrooming” in Southeast Asia, highlighting how digital commerce and physical retail are becoming increasingly intertwined.
Citing findings from the recent Cube Asia Report, e-commerce platform Lazada said as many as 77 percent of Filipino consumers engage in showrooming—visiting physical stores to inspect products before completing their purchases online.
This figure exceeds the regional average of 73 percent, underscoring the Philippines’ leadership in the trend.
The report showed showrooming is most prevalent in categories where quality and specifications matter most, including beauty products at 76 percent, electronics at 74 percent, and lifestyle and home items at 71 percent.
Lazada noted that the behavior is especially pronounced in price-sensitive markets like the Philippines, where shoppers actively compare value before buying.
According to Lazada, Filipino consumers are often motivated to complete purchases online due to lower prices, exclusive promotions, voucher deals, and access to a wider assortment of products that may not be available in brick-and-mortar stores.
These insights align closely with Lazada Philippines’ recent campaign performance. During the platform’s 12.12 sale, a notable shift emerged in shopping behavior, with Filipinos increasingly prioritizing quality, authenticity, and long-term value over impulse buying.
LazMall, Lazada’s curated marketplace for verified brands, has become a key destination for shoppers seeking trusted products and authentic brand experiences. During the 12.12 All Out Pasko Sale, electronics ranked as the top category, posting an 11-times gross merchandise value uplift versus business-as-usual, followed by beauty and home.
Filipino shoppers gravitated toward well-known global and household brands such as Samsung, Dyson, JBL, Nike, POCO, Colgate, UFC, BLK Cosmetics, and DDPAI.
The Cube Asia Report reinforced this shift, noting that nearly 90 percent of shoppers now actively engage with authenticated “Mall” environments, with a majority willing to pay a premium for guaranteed quality and authenticity.
