BIZ BUZZ: Filipino shoppers got pickier in Q1

Despite rising prices, Filipino online shoppers are not pulling back—they are just getting more deliberate.

New data from e-commerce giant Lazada Philippines show a clear shift in the first quarter, with consumers becoming more intentional in how they spend across campaigns and categories.

For instance, during Lazada’s March Birthday Sale alone, LazMall outpaced its regular performance, achieving a fourfold increase in gross merchandise value (GMV) as shoppers leaned into trusted and branded products.

Global names such as Adidas, Puma and Anta also drove up to threefold GMV growth during the 3.3 campaign, while brand stores recorded more than double the number of orders and over triple the GMV during the Birthday Sale.

At the same time, households doubled down on essentials, with LazMart—home to grocery and daily needs—seeing up to a threefold increase in GMV. Voucher usage also jumped fourfold as shoppers bundled purchases into bulk orders to maximize savings.

“We’re seeing a new kind of shopper emerge: intentional, value-conscious, and confident in choosing both authentic brands on LazMall and everyday essentials on LazMart,” said Carlos Barrera, CEO of Lazada Philippines.

Even decision-making is becoming more data-driven. Lazada said its artificial intelligence-powered features helped generate nearly $3 million in GMV regionally during the Birthday Sale, as more users used tools to compare products, find deals and complete purchases faster.