Lazada-backed survey says Philippines has highest share of 'savvy' online shoppers in region

The Philippines has the largest proportion of 'Savvy Shoppers' among six Southeast Asian markets, according to the 2026 eCommerce Savvy Shopper Report released by research firm Cube in partnership with eCommerce platform Lazada, as reported by Mindanao Times.

The study surveyed 6,000 online shoppers across the region. It classified a respondent as a Savvy Shopper if they scored above the regional median in four areas: verification of products and sellers, value optimization, confidence and protection, and digital fluency. By that measure, 36 percent of Filipino respondents qualified. Another 22 percent were rated 'Near-Savvy,' meeting three of the four benchmarks.

According to the report, Filipino Savvy Shoppers said they spend 47 percent more per month than general shoppers. Across the region, the study estimated that Savvy Shoppers are 1.4 times more likely to be high spenders.

The findings suggest Filipino buyers weigh trust alongside discounts. Only 17 percent said they would buy from a less familiar seller for a bigger discount, 13 percent would accept fewer signs of authenticity, and 9 percent would accept weaker warranty, return or refund protection. Among Near-Savvy shoppers, confidence and protection was the most common gap, with 45 percent falling short on that dimension alone.

The report also said Savvy Shoppers commonly check reviews outside the marketplace, social commerce content, brand websites and AI-enabled search tools before buying.

Simon Torring, co-founder of Cube Asia, said savvy shopping "is not simply about price sensitivity" but about consumers becoming more deliberate and informed. Lazada Philippines chief executive Carlos Barrera said getting a good deal locally is about "having peace of mind," and pointed to the company's LazMall authenticity guarantees and return policies.

The report was produced in partnership with Lazada, which operates one of the platforms covered by the survey.