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Ninja Van: A fifth of Pinoy e-shoppers drive half of e-commerce volume

The next wave of e-commerce growth will be driven by a small, but highly engaged and savvy group of e-shoppers, according to the latest white paper released by logistics company Ninja Van Philippines and parcel delivery firm Geopost. 

The Ninja Van study titled “What’s next for the future of e-commerce in Southeast Asia,” was conducted across six countries, including Singapore, Malaysia, Philippines, Indonesia, Thailand, and Vietnam, with over 9,000 participants to shed light on this group of avid e-shoppers or e-shopaholics.

The study finds that of all survey participants in the Philippines, 19% are considered e-shopaholics who contribute to almost half of the total e-commerce purchases in the country. 

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Most e-shopaholics are found to be early adopters of online shopping. As such, they are experts at navigating the e-commerce ecosystem and are highly proficient in navigating omnichannel to buy what they want. Online shopping is second nature to these e-shopaholics as they buy often and across multiple product categories or shopping twice as much as the average e-shoppers.


Across the region, e-shopaholics make up 15% of the Southeast Asia (SEA) e-shopper population, and they are responsible for 45% of the total e-commerce purchases. 

“Well-versed in the intricacies of online shopping, e-shopaholics have much higher standards than your average e-shoppers — from the initial browsing to receiving the parcel after the clicks and taps — each stage is essential to ensuring an e-shopaholic’s loyalty,” said Sabina Lopez-Vergara, chief commercial officer, Ninja Van Philippines. “Through our white paper on e-shopaholics, we hope to shed light on this group of avid e-shoppers to prepare SEA e-commerce sellers as we enter the next stage of e-commerce.” 

In the Philippines, 86% of e-shopaholics buy directly from social media. Of these, 54% buy directly from brands they already follow, while 44% buy from influencer recommendations. The top categories that Filipino e-shopaholics buy are Beauty and Healthcare, Fashion, and Small Furniture and Home Decor.