A recent survey reveals that Filipino consumers are not choosing sides in the retail battle between online platforms and physical malls. Instead, they are strategically dividing their purchases across both channels, forcing retailers to adopt integrated omnichannel strategies to stay competitive.
What Filipinos Buy Online vs. In-Store
The latest study from global property consultancy Colliers Philippines, published on December 30, 2025, provides a clear snapshot of consumer preferences. Clothing and footwear lead online purchases, chosen by 20 percent of respondents. They are closely followed by beauty and body care products at 19 percent, and furniture and home appliances at 15 percent.
Other popular online categories include:
- Hardware and electronics (13 percent)
- Groceries (11 percent)
- Pet food and accessories (9 percent)
However, the survey highlights a strong caution for certain essential items. Products like medicines and automobile parts and accessories (each at 6 percent) are the least likely to be bought online. Shoppers still prefer the immediacy and ability to verify these items personally in a store.
The Enduring Power of Brick-and-Mortar Retail
This preference for in-person shopping is powerfully reflected in the data for physical stores. Medicines, along with furniture and home appliances, jointly ranked highest for in-store purchase preference, each at 20 percent. Groceries followed closely at 19 percent.
Sustained foot traffic in shopping centers confirms that physical retail is far from dead. It continues to play a central role in the overall consumer journey, especially for products that require tactile inspection or immediate possession.
Key Areas for E-commerce Improvement
The survey also pinpointed where online platforms need to improve to win more Filipino shoppers. The top demand, cited by 33 percent of respondents, is for better customer service and feedback mechanisms. This was followed by:
- More attractive discounts and promotions (26 percent)
- Faster logistics and delivery times (22 percent)
Payment options (11 percent) and product variety (9 percent) were also noted as areas for enhancement. Colliers analysts stress that improving responsiveness, offering compelling deals, and ensuring speedy delivery are critical for retaining the growing base of online customers.
The Rise of Omnichannel and Premium Experiences
Colliers concluded that the popularity of both channels makes a strong omnichannel strategy essential. "Amplifying omnichannel strategies is no longer optional," the firm stated. Retailers and mall developers must strengthen both their digital and physical presence to capture rising consumer spending.
Additionally, the survey noted a growing trend toward premiumization. Filipino shoppers are becoming more discerning, placing higher value on quality, service, and the overall retail experience. This shift occurs even as the broader property sector navigates recovery and consolidation phases.
The message for businesses is clear: to thrive in the Philippine market, they must seamlessly blend the convenience of online shopping with the tangible, experiential benefits of physical stores.
