How to sell to customers in Philippines

How people pay online

• Digital wallets accounted for 41% of e-commerce value in 2025, cash on delivery 23% and account-to-account payments 13%. 1
• Credit cards took 11% and debit cards 7% of e-commerce payments in 2025. 2

Taking payments from abroad

• Antom lists GCash for Philippine buyers in PHP with merchant entities in Singapore, Hong Kong, the EEA, the US or the UK. 3
• Adyen supports GCash as a redirect wallet for shoppers in the Philippines paying in PHP, with refunds and recurring payments. 4

Import tax and duty on parcels

• Shipments worth PHP 10,000 or less pay no duties or taxes; the Philippines uses the FOB value, the value of the product alone. 5
• Under CAO 02-2025, from 15 June 2025 de minimis imports up to PHP 10,000 carry regulatory fees: PHP 50 up to PHP 2,000 in value, or 2.5% of value from PHP 2,000 to PHP 10,000, plus fixed form and stamp fees. 6

Where to reach buyers

• The Philippines had 95.8 million social media user identities in October 2025, 81.9% of the population. 7
• In late 2025, Facebook ads could reach 95.8 million people, TikTok 64.0 million adults, YouTube 59.6 million and Instagram 26.9 million. 7

Marketplaces

• Shopee ranked first by ecommerce GMV in the Philippines in 2025, and the market grew by double digits. 8
• Momentum Works says Lazada is seeing good traction in the Philippines. 9

Common questions

1. How do people in Philippines pay online?

   Digital wallets accounted for 41% of e-commerce value in 2025, cash on delivery 23% and account-to-account payments 13%. More on payments

2. Can a business outside Philippines accept the payment methods people there use?

   Antom lists GCash for Philippine buyers in PHP with merchant entities in Singapore, Hong Kong, the EEA, the US or the UK. More on taking payments

3. Do customers in Philippines pay import tax or duty on goods bought from abroad?

   Shipments worth PHP 10,000 or less pay no duties or taxes; the Philippines uses the FOB value, the value of the product alone. More on import tax

4. Where should a business advertise to reach buyers in Philippines?

   The Philippines had 95.8 million social media user identities in October 2025, 81.9% of the population. More on ads

5. Which online marketplaces are biggest in Philippines?

   Shopee ranked first by ecommerce GMV in the Philippines in 2025, and the market grew by double digits. More on marketplaces