By Philstar
The Philippines is emerging as one of the world’s fastest-growing e-commerce markets, helping drive Southeast Asia’s rapid expansion in online spending, according to new data from consumer intelligence firm NielsenIQ (NIQ).
The company said in a news release on Monday, November 17, Southeast Asia’s FMCG e-commerce market has doubled in size in the past five years and is expected to double again within the next five, with Thailand, Vietnam and the Philippines powering much of the region’s momentum.
Indonesia remains the anchor market, accounting for more than half of Southeast Asia’s total online FMCG sales. Collectively, Southeast Asia has become the third-largest e-commerce market in the world, underscoring its value for global manufacturers and retailers.
By 2030, 30% of all FMCG retail sales in Asia are projected to come from e-commerce, NIQ said, as consumers increasingly blend online and offline shopping habits.
Online-offline activity. The Philippines’ inclusion among the fastest-growing markets highlights the country’s accelerating shift toward digital retail. NIQ said consumers are now researching products online before buying in stores, or making final purchases digitally after in-store discovery—a pattern rapidly reshaping FMCG distribution in the region.
As part of its regional expansion, NIQ also announced the rollout of its enhanced FMCG E-commerce Measurement Solution in Indonesia, Singapore and Thailand. The service is designed to give brands a harmonized read of online and offline sales performance.
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