Electronics market in the Philippines

The Philippine Electronics eCommerce market is predicted to reach US$4,186.4 million by 2024 and accounts for 24.5% of the total eCommerce market in the Philippines. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 12.8%, resulting in a projected market volume of US$6,779.7 million by 2028. Within the Electronics market ECDB considers the following two sub-markets: Consumer Electronics and Electrical Appliances.

Market development

eCommerce revenue development in the Small Kitchen Appliances market in the Philippines

The Philippine Small Kitchen Appliances eCommerce market is predicted to reach US$125.2 million by 2024 and accounts for 11.3% of the Household Appliances eCommerce market in the Philippines. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 11.9%, resulting in a projected market volume of US$196.4 million by 2028. The Small Kitchen Appliances eCommerce market is a sub-market of the Household Appliances market. Further categories within the Household Appliances market are: Cookers & Ovens, Dishwashers, Other Household Appliances, Refrigerators, Vacuum Cleaners, and Washing Machines.

eCommerce revenue development in the Small Kitchen Appliances market in the Philippines

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Small Kitchen Appliances market in the Philippines

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)83.566.220.181.912.338.615.385.7

Online share

eCommerce online share of the total Small Kitchen Appliances market in the Philippines

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Philippine Small Kitchen Appliances retail market, the online share is 36.7% and will increase by an average of 4.5% to 43.7% by 2028.

eCommerce online share of the total Small Kitchen Appliances market in the Philippines

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)10.1%67.0%14.9%53.7%41.6%34.7%8.6%33.1%

Market definition

Definition of the Small Kitchen Appliances market within the Electronics market

Market definition: Electronics > Electrical Appliances > Household Appliances > Small Kitchen Appliances The category Small Kitchen Appliances includes the online trade of toasters, electric kettles, microwave ovens, and more. This category does not cover lare household appliances, cleaning appliances or personal care appliances. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Toasters
  • Electric kettles
  • Microwave ovens
  • Airfryers
  • Coffee makers
  • Espresso machines
  • Blenders
  • Food processors (e.g. Thermomix)
  • Slow cookers and pressure cookers
  • Waffle makers and griddles
  • Juicers
  • Hand and stand mixers
  • Kitchen scales and timers
  • Ice cream and yogurt makers
  • Bread makers

Out-of-scope

  • Lare household appliances
  • Cleaning appliances
  • Personal care appliances

Market comparison

The Philippine Small Kitchen Appliances market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis

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