The Philippine digital economy is expected to grow to $36 billion in 2025 as more Filipinos shop online, use e-wallets, stream live selling, and book services through apps. The figures come from the latest Google e-Conomy SEA report by Google, Temasek, and Bain and Company.
Online shopping continued to lead the expansion. E-commerce is projected to grow from $20 billion in 2024 to $24 billion in 2025. A big part of this growth comes from video commerce, where shoppers buy products through live streams. Video commerce now accounts for 25% of e-commerce GMV. There are also more people selling through live streaming, with the number of sellers now at 475,000 and generating 1.2 billion transactions.
The e-Conomy SEA study began in 2016 as a research project by Google and Temasek, with Bain and Company becoming the lead research partner in 2019. The report combines insights from Temasek, Bain’s analysis, Google Trends data, research from partner organizations, expert interviews, and industry sources to track and explain how Southeast Asia’s digital economy is growing and changing.
“This (growth is) driven by high engagement and frequent live streaming,” said Bennett Aquino, partner at Bain and Company. “The concept of shoppertainment is important because it goes beyond people simply choosing video commerce once the door is unlocked. What we are seeing is that the strength of the connection between video commerce sellers and their audiences, as well as the quality and frequency of their engagement, plays a significant role.”
More Filipinos are also choosing digital payments. The report said digital payment transactions grew from $125 billion in 2024 to $150 billion in 2025. Cash use continues to drop, and 57% of monthly retail payments are now made through digital methods such as e-wallets. Digital lending is also becoming more common, reaching $5 billion in loan balance and helping underserved communities and small businesses.
App-based transport and food delivery services are growing as well. The industry increased from $2 billion in 2023 to $4 billion in 2025 and could hit $7 billion by 2030. Aquino said the growth is helped by loyalty programs, ads, more transport options, and cost savings from service providers.
Online travel returned to double-digit growth in 2025. However, international arrivals still did not meet expectations because of factors such as visa restrictions. Domestic travel remained strong, helped by holiday demand.
“International arrivals, notably from China, remain below pre-pandemic levels,” Aquino said.
Online media, which includes ads, gaming, music, and video, grew 20% year over year to reach $5 billion in 2025. Retail media or ads placed at the point of purchase is seen as particularly effective.
The report said e-commerce could potentially double by 2030 as Filipinos continue to embrace digital platforms in their daily lives.
“This growth really signals the robust digital transformation that is happening across the archipelago,” said Prep Palacios, country manager for the Philippines, Google. “So this isn’t just a temporary spike, it’s really a sustained, powerful shift that is where the digital economy is becoming truly ubiquitous.”