The Philippines’ mobile commerce (m-commerce) sector is expected to surge by 20.4 percent year-on-year to $11.1 billion, according to UnaCash, a leading in-app and in-store financial solutions provider.
“Mobile commerce is reshaping consumer expectations in the Philippines, with BNPL [buy now, pay later] contributing to its impact. This growth signals a critical turning point for retailers, a move where adopting mobile-first strategies such as integrating BNPL options can not only capture the growing digital audience but also enhance customer satisfaction,” said UnaCash head of product Erwin Ocampo.
A key driver of the growth is the increasing popularity of BNPL options. About 30 percent of m-commerce transactions in 2024 are expected to utilize BNPL, particularly appealing to younger, tech-savvy Filipinos who prioritize financial flexibility.
UnaCash said several factors are contributing to the surge, including a 73.7-percent smartphone penetration rate, the rapid adoption of electronic wallets and the sustained use of e-commerce platforms.
Ocampo emphasized the importance of adopting mobile-first strategies for retailers. By integrating BNPL options and optimizing mobile experiences, retailers can capture the growing digital audience, enhance customer satisfaction, drive repeat purchases, and gain a competitive edge, he said.
M-commerce is expected to account for 13.2 percent of the Philippines’ total retail market by 2025. In 2023, the segment contributed $7.8 billion to the digital commerce revenue, representing a 37.3 percent year-on-year increase.
