According to research, the digital economy in the Philippines is expected to sustain its upward trajectory in 2024, with e-commerce playing a crucial role. The retail market in the country is fragmented owing to the presence of global and regional companies. Taking advantage of that is the Philippines’ 85.16 million internet users at the start of 2023 and the internet penetration stood at 73.1 percent. The growth of e-commerce in the country is, indeed, one of the most significant areas of digital readiness.