As the e-commerce market is set to reach $39.5 billion (PHP 2.2 trillion) by 2028, digital platforms are becoming key to its growth. More Filipinos are turning to online shopping, highlighting the growing adoption of digital marketplaces for shopping needs. Online food and grocery delivery platform foodpanda Philippines is one of the major platforms with great potential to empower freelance riders, support micro, small, and medium enterprises (MSMEs), and help communities — further driving economic growth in the country.
Once seen as just a trend, e-Commerce in the Philippines has now become a dominant business model, creating vast new opportunities. “The market is growing rapidly, fueled by a young population, increased confidence in online payments, and government support,” said foodpanda Philippines Finance Director Leopoldo De Castro Jr. “By uplifting MSME vendors, freelance riders, and our app users, we’re not only improving their lives but also making a significant contribution to the growth of the economy and the e-Commerce industry as a whole,” he added.
Personalized marketing for local growth
With the Philippines being an archipelago, there are unique opportunities to tap into various regions and further boost local economies by promoting homegrown businesses and offering a wider variety of food choices for app users. “Each area has different demands and buying behaviors, so we tailor our promos and deals to meet local needs and build customer loyalty,” De Castro shared.
Hence, the upcoming Christmas season is also a key focus for the company. “We want to be the go-to partner for Christmas party food needs while offering exciting rewards. It’s not just a campaign, it’s a message that we’re here to make the season easier for our customers,” said De Castro.
On-the-spot assistance for Ka-pandas
In parallel to its localized campaigns, foodpanda’s delivery service provider, Delivery Hero Logistics Philippines Inc. (DHLPI), continues to support its freelance riders through the Rider Support Express—a mobile hub where Ka-pandas can get direct assistance for their questions and concerns. “This initiative is not only about helping existing Ka-pandas, but also encouraging aspiring delivery partners to join our growing community,” De Castro said.
He affirmed that livelihood opportunities are at the core of foodpanda’s expansion of its freelance rider community. “The freelance delivery rider community is a crucial part of the digital platform industry, and we’re committed to supporting DHLPI in nurturing and growing this group so that we can continue to deliver efficiently to our app users in the long run,” he added.
MSME financial support to vendors
The digitalization of micro, small, and medium enterprises (MSMEs) is another driver of the growth of the digital platform industry. With MSMEs contributing 40% to the country’s Gross Domestic Product (GDP), foodpanda is strengthening its partnership with small businesses nationwide.
“Recognizing the untapped potential that they face because of less access to financing opportunities, we want to prioritize financial empowerment to support these small Filipino businesses,” explained De Castro.
He added, “Most of our partner vendors are home-based food businesses and small local restaurants. The Negosyo Like a Panda Loans Caravan offers these vendors financing options, in partnership with local banks like BDO Network Bank (BDONB) and Jia Financing Inc., to help them grow their businesses.”
Sustainable food delivery ecosystem
The company is also giving back to communities through its flagship sustainability program, ‘Let’s Do Our Pau-rt’. Along with their advocacy to promote sustainable activities and mobilized donations & natural emergency assistance, the meal donation initiative focuses on fighting hunger and reducing food waste through meal donations.
“Sustainability is a big part of what we do at foodpanda. We’re not just about delivering food; we also want to make a real difference in the communities we serve.”
“With food being such a big part of who we are, we want to use our platform to help tackle hunger in the country,” De Castro said. Programs like ShareTheMeal, in partnership with the United Nations – World Food Programme (UN-WFP), let customers donate meals right after placing an order on the app, directly helping those in need.
Looking ahead, foodpanda is ready to dominate the e-Commerce space by balancing the needs of consumers, vendors, delivery partners, and communities. “Our aim is to continuously meet the ever-changing demands of the digital world and local market, and we’re here to stay to do just that,” De Castro concluded.
