The Philippines has the highest proportion of “Savvy Shoppers” among six Southeast Asian markets surveyed, with 36% of Filipino consumers falling under the classification, according to a study by research firm Cube in partnership with Lazada.
The 2026 eCommerce Savvy Shopper Report classified another 22% of Filipino online shoppers as “Near-Savvy,” a category covering consumers becoming more deliberate in their purchasing decisions.
The study assessed shopping behavior across four areas: verification, value optimization, confidence and protection, and digital fluency. These cover how consumers check products and sellers, maximize value, use digital shopping tools, and consider buyer protection.
According to the report, Filipino consumers are looking beyond discounts and low prices, placing greater importance on product authenticity, seller credibility, and safeguards against online shopping risks.
The findings come ahead of the year-end shopping season, when consumers buy gifts, household essentials, electronics, and other products.
Lazada Philippines is holding its 11.11 sale from 8 p.m. on Nov. 6 until Nov. 13, offering advertised discounts of up to 90% on selected LazFlash Deals and vouchers worth up to P3,000 off eligible purchases.
Alongside the promotion, the company is highlighting LazMall’s authenticity guarantee for purchases from participating brands and authorized sellers, as well as its 30-day return policy and delivery guarantees.
Lazada also offers shopping assistance through its AI-powered chatbot LazzieChat and other in-app tools.
