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1、1THE LANDSCAPE OF B2C E-COMMERCE MARKETPLACES IN THE PHILIPPINESCountry Brief The Philippines|2THE LANDSCAPE OF B2C E-COMMERCE MARKETPLACES IN THE PHILIPPINESCountry Brief The Philippines|Executive summaryThe Philippines shows a low internet penetration rate(56%)and a moderate proportion of its popu

2、lationpurchases goods online(41%).In addition,the density of B2C marketplaces is particularly low with a total of163 B2C marketplaces for a population of 115.6 million(7.5%of the total traffic in the region studied).Over the period 2019-2022,traffic on the 163 B2C marketplaces has grown significantl

3、y,rising from 960 millionvisits to 1.7 billion visits.Among them,classified sites account for the largest proportion of marketplaces(51.5%)but online shopping malls capture most of the traffic(85.2%).The e-commerce market in the Philippines is dominated by international companies(77%),including firs

4、t andforemost the United States(29%).Of the total 163 marketplaces,there is an important geographical diversitygiven the 23 other countries with companies holding B2C marketplaces.The e-commerce market is highly concentrated with the Top 10 websites capturing 92.8%of the total traffic.This Top 10 is

5、 led by online shopping malls,5 in total,of which two Singaporean companies(Shopee andLazada)account for 75.4%of the total traffic.Only one company from the Philippines appears in 6th positionwith 1.7%of the total traffic.Regarding the ease of selling on these B2C marketplaces,only 43%of them allow

6、foreign sellers to operateand 64%offer open registration to online sellers.Only 39%of these marketplaces are fully transactional and,as a corollary,42%require trading fees to sell online.The Philippines has a larger proportion of generic B2C marketplaces(62%)compared to specializedmarketplaces(38%).