SUMMER vacations in the West are traditionally known as a sales slump for merchants. However, this couldn't be further from the truth in the Philippines, as retailers see record purchases during the hotter, dryer season. While the Philippines has a healthy local retail market, consumers are rapidly turning to going online to bring in overseas goods.

Ever since the Covid-19 pandemic, Filipinos have swiftly embraced online shopping, with growth rates surpassing all other markets in Southeast Asia. Recent figures reveal the Philippines' total e-commerce sales are expected to reach a staggering $24 billion by 2025. Now looking at a compound annual growth rate of 9 percent, the Philippines' e-commerce sector is evidently benefiting from a stronger post-pandemic economy and an increased desire for global brands. Roughly half of the more than 70 million online users in the Philippines now order goods online from overseas, with food and beverage accounting for a fifth of these cross-border purchases.