The Philippine marketplace is a fast-growing, mixed economy dominated by services, with a rapidly digitizing retail sector. E-commerce is booming, led by Shopee and Lazada, while social commerce (Facebook/TikTok) is extremely popular. Key features include high reliance on digital payments (GCash, PayMaya) and, traditionally, cash-on-delivery, alongside vibrant, traditional, community-centered wet markets (palengke).

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