BIZ BUZZ: Trust beats bargain in e-commerce

E-commerce has altered the way Filipinos approach their usual holiday shopping. But it is not just where they shop that has changed—it is how they shop, too.

Lazada said Filipino shoppers are becoming more deliberate, increasingly gravitating toward globally trusted brands even in the digital marketplace crowded with low-cost, third-party alternatives.

As such, one of the biggest winners in the 12.12 sale was brands in LazMall, the platform’s in-app virtual mall dedicated to branded products. Samsung, Dyson, JBL Nike, POCO, Colgate, UFC, BLK Cosmetics, and DDPA were the top-performing brands during the sale.

Citing a Cube Asia report, Lazada said e-shoppers across Southeast Asia are increasingly drawn to “mall” environments online, with 90 percent of customers now engaging with authenticated stores.

Shoppers are also willing to pay more in exchange for guaranteed product authenticity, the report noted.

“This 12.12 All Out Pasko Sale clearly showed how Filipino consumers are evolving. They are becoming more intentional with their purchases and placing greater importance on quality, authenticity, and long-term value,” said Carlos Barrera, CEO of Lazada Philippines.

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Lazada reported that electronics sales surged by as much as 1,100 percent compared to typical days, making them the top-selling category during the sale. This reflected how “middle-class households are increasingly turning to eCommerce to improve their home environments,” Lazada said.

In the crowded online marketplace, brand trust is emerging as a key factor in determining purchasing decisions for Filipino shoppers.