Pinoys’ online shopping appetite unwavering

Filipinos have become more comfortable with online shopping as they continue to patronize digital platforms even with the reopening of physical stores, based on a study by social media giant Meta.

In its recent Seasonal Holidays study, Facebook’s parent firm noted that 79 percent of respondents had made online purchases, higher than the 67 percent who had bought from physical stores.

Seven out of 10 shoppers “discovered and shopped” via social platforms, and intended to “spend more or the same” moving forward.

For this study, about 2,000 Filipinos aged 18 years old and above were surveyed in December 2021. The same research was conducted in other Asian countries.

With sales events held by e-commerce sites, majority of shoppers said they were likely to try a new brand in several categories, including food (55 percent), apparel and fashion (38 percent) and electronics (36 percent).

Hot sales events

Meta noted that 90 percent of respondents had purchased items during the major sales events last year, with November (11.11) and December (12.12) events generating the most volume.

Among those keen on social platforms, 80 percent discovered a product through a personalized ad that matched their preferences. About 76 percent also claimed they were “most likely to trust” a brand backed by a “trustworthy creator and influencer.”

More than 80 percent of shoppers had watched or clicked on a live shopping online event that led to purchase immediately. In social media, personal connections and recommendations; sponsored content; and video content are deemed as top “discovery drivers” as well.

“Brands need to start building for discovery and being part of the consideration well ahead of Mega Sale Days,”said John Rubio, country director of Meta.

He advised merchants to “be social and mobile-first and deliver personalized ads experiences” while connecting with consumers through instant messaging.

“Finally, brands need to find creative ways to communicate your brand values and purpose,” Rubio added, noting that consumers were increasingly mindful, which brands were “socially responsible.”