THE Philippine market is undergoing a transformative period, influenced by digital innovation, changing consumer behaviors, and economic pressures. Google, Temasek, and Bain & Company recently released their e-Conomy SEA 2024. Let us reconcile its findings with Synergy Market Research's MarketInsights Report, PwC CEO Survey 2024, Havas Ortega's reports "Is the Party Over?" and "Prosumer Trends 2024. These reports collectively provide a comprehensive view of the current market dynamics, highlighting opportunities and strategies for businesses in the retail, e-commerce and technology sectors.

E-commerce in the Philippines has seen remarkable growth, as highlighted in e-Conomy SEA 2024, which values the sector at $21 billion following a 23 percent increase. Video commerce has emerged as a significant driver, accounting for 20 percent of this growth, fueled by live streaming and short-form videos. Businesses can capitalize on this trend by investing in video-led strategies, such as live selling on platforms like TikTok and Facebook, and enhancing product listings with engaging visuals.

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