E-Commerce News & Trends

Digital Economy Jobs Boom 21.2% 1 in 5 Filipinos Now Work Online

The Philippines’ digital transformation is accelerating rapidly, with more than one in five jobs now tied to the digital economy, signaling a major shift in how the country works and grows.

According to recent data, the digital economy employed around 10.39 million Filipinos in 2025, accounting for 21.2% of total national employment, a notable increase from previous years.

This surge highlights how digitalization is no longer limited to tech companies but is deeply embedded across industries, from e-commerce and logistics to IT services and digital media.

E-commerce Leads Employment Growth

Among all digital sectors, e-commerce dominates employment, contributing over 75% of digital jobs, making it the primary driver of digital workforce expansion.

Meanwhile, digital-enabling infrastructure, including ICT services and telecommunications, accounts for a significant portion of the remaining jobs, reinforcing the backbone of the country’s digital ecosystem.

Economic Contribution Continues to Rise

Beyond employment, the digital economy is also becoming a key economic pillar. In 2025, it generated approximately ₱2.74 trillion in gross value added, representing 9.8% of the Philippines’ GDP.

This steady growth reflects increasing digital adoption among businesses, the rise of online marketplaces, and the expansion of digital services nationwide.

A Structural Shift in the Labor Market

The data underscores a broader structural transformation in the Philippine labor market. Digital jobs are no longer niche, they are becoming mainstream, reshaping workforce demand and skill requirements.

As digital adoption continues, sectors such as fintech, logistics tech, digital marketing, and platform-based services are expected to create even more employment opportunities.

What It Means

The rapid expansion of digital employment signals both opportunity and urgency:

Opportunity for economic growth, innovation, and global competitiveness
Urgency for upskilling the workforce to meet digital demands

With over 20% of jobs already digital, the Philippines is positioning itself as one of Southeast Asia’s most dynamic digital economies.

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Leaders of e-commerce and retail are gathering under one roof: ELC GLOBAL

The global e-commerce platform WORLDEF is bringing together the leaders of the e-commerce and retail sectors under the “ELC GLOBAL” community. The launch of the community, which aims to build a corporate-based ecosystem, attracted great interest. WORLDEF CEO Ömer Nart said, “We are at the beginning of a structure where employers and leaders who speak the same language, carry similar responsibilities, and think at the same level come together.”

ELC GLOBAL, pioneered by WORLDEF and aiming to create an exclusive community that will shape the future of the e-commerce and retail sectors, was introduced with an official launch event attended by special guests. The program, held at Mandarin Oriental Bosphorus, was attended by leading figures from the e-commerce and retail ecosystems. At the beginning of the program, participants watched promotional videos of the WORLDEF ISTANBUL and WORLDEF DUBAI events. In addition, a presentation was made covering the platform’s structure, community model, and participation requirements.

Ömer Nart: Real power is being able to sit at the same table with the right people

WORLDEF CEO Ömer Nart said in his speech at the program, “We are at the beginning of a structure where employers and leaders who speak the same language, carry similar responsibilities, and think at the same level come together.” Pointing out that ELC GLOBAL is a closed-circuit network established in 2019, Nart said, “This structure is being revived today to bring together employers and leaders who truly have a say in the world of digital commerce and retail. It is necessary to be able to discuss the right topics with the right people on the right ground. Today, it is still very difficult to find a space in the business world where there is reliable, qualified, and open communication. ELC GLOBAL responds exactly to this need.”

Emphasizing that ELC GLOBAL is built on a model beyond the traditional understanding of networking, Ömer Nart stated the following: “It is a system where every contact is meaningful and every meeting produces a return. Through strategic roundtables, mastermind sessions, and carefully designed matches, we are building a structure where time is used in the most efficient way. From content production to stage positioning, we aim to increase the visibility and impact of our members in every area. Communication based on trust, mutual respect, and disciplined participation form the foundation of this structure. Because this place was established not to spend time, but to create value.”

Ömer Nart concluded his words as follows: “We believe this: Real power is being able to sit at the same table with the right people. Real impact is the implementation of what is discussed at that table. ELC GLOBAL is exactly the meeting point of employers and decision-making leaders who want to create this impact.”

Sezgin Şener: The winners will be those who manage quality, not quantity

ELC GLOBAL Advisory Board Chairman and ToptanTR CEO Sezgin Şener emphasized that e-commerce is undergoing a very serious development process compared to traditional commerce and said, “Almost one out of every five trades is now being conducted online. This attraction has naturally led to the emergence of many investments, many investors, many entrepreneurs, and more competition. When we look at it today, we are in a massive ecosystem with many players, including dozens of logistics companies, hundreds of software companies, and thousands of service providers. In other words, we are now in a period where quantity has reached its peak. This is exactly where ELC GLOBAL comes into play, and a breaking point begins here.”

Şener stated the following: “We say that from now on, the winners will be those who manage quality, not quantity. Because time is now very limited for all of us. The attention of our customers or target audience has become much more critical. In a world with a population of 8.1 billion, where everyone is speaking, we are together to create an ecosystem made up not of those who make noise by raising their voices, but of those who will truly make a difference by raising their value. We want to bring together the most qualified players in the sector.”

Cem Oğuz: The right leaders are together

Sürat Kargo General Manager Cem Oğuz stated that it is very important to come together with the right people and the right community and discuss the right topics, and noted the following: “The leaders of the e-commerce world here are truly leaders; the right leaders are together. How can we understand that this is the right time? We want to look only at the last 5 years of Sürat Kargo. I never forget our presence at WORLDEF; we started with a small booth in 2020. Today, we continue as the main sponsor. This shows our growth. I hope that these opportunities provided to us will be provided for everyone.”

Aytaç Akıncı: ELC GLOBAL will help enable successful transitions from export to e-export

Ship to More Founder Aytaç Akıncı said, “It is a great honor to see everyone who manages, grows, and shapes e-commerce in Türkiye here this evening. You are people who ship thousands of packages in Türkiye and have previously entered the homes of millions of people. I believe that ELC GLOBAL will increase the exports of those who export. It will also help those who do not export to make successful transitions from export to e-export.”

Sadem Pehlivan: It became a structure where very positive experiences were shared for the development of the ecosystem

eStar Global E-Commerce General Manager Sadem Pehlivan also said, “I was probably the most inexperienced e-commerce person in the closed-circuit ELC GLOBAL structure mentioned. Because I had no network at all. That is why, at the very beginning, I felt it was completely like a networking platform. At that time, it became a structure where we did business together and very positive experiences were shared for the development of the ecosystem. There are dozens of people here who are devoted to this sector. In this sense, being together will be valuable in terms of productivity and efficiency.”

ECOM BRANDS 100 Awards Ceremony was introduced

Meanwhile, at the launch, WORLDEF Vice President Orxan Isayev provided information about the “ECOM BRANDS 100” project, where the best of the e-commerce ecosystem are awarded. Isayev shared the methodology and vision of the award ceremony that will determine the giants of e-commerce. ECOM BRANDS 100 awards the most innovative and successful internet brands shaping the future of the sector. The ECOM BRANDS 100 Awards Ceremony will be held at the WORLDEF ISTANBUL 2026 event, which will take place at Yenikapı Event Area between June 11-13, 2026, following the announcement of candidate lists, public voting, evaluation with the Power Index, and the announcement of the winners.

About ELC GLOBAL

ELC GLOBAL aims to build strong connections among e-commerce and retail leaders, support strategic collaborations, and create an exclusive community that will shape the future of these sectors. Company owners with a minimum annual e-commerce turnover of 5 million dollars, decision-making executives of brands with a minimum turnover of 25 million dollars, and high-growth entrepreneurs with a growth rate of 400 percent or above can join the platform.

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Ozon Global Shares Strong Growth and New Seller Opportunities in Latest Update

Ozon Global Türkiye has announced a series of platform updates and performance highlights, reinforcing its rapid expansion and growing appeal among international sellers, particularly from Türkiye.

The company reported that 2025 marked a strong growth year, with total revenue reaching approximately $49.99 billion, representing a 45% increase year-over-year. At the same time, the total number of delivered orders climbed to 2.48 billion, up 69%, while average annual orders per customer rose to 38, reflecting stronger user engagement.

Marketplace Momentum Continues

The platform’s growth is also visible in seller performance. Turkish merchants recorded a 48% increase in revenue, highlighting rising cross-border demand and the effectiveness of Ozon’s marketplace tools.

In addition, the company strengthened its position in the regional tech ecosystem, ranking second among Russia’s most valuable internet companies, with a valuation of around $28 billion.

As one of the leading multi-category e-commerce platforms in the region, Ozon continues to leverage its extensive logistics network and marketplace infrastructure to expand internationally and attract new sellers.

New Logistics and Seller Tools

To further support cross-border commerce, Ozon Global introduced a new air cargo delivery channel via TT Express TR, enabling faster shipments from Türkiye to Russia.

Alongside logistics improvements, the company launched updated seller onboarding guides, focusing on product listing optimization and logistics models such as rFBS. These resources aim to simplify entry for new merchants and improve operational efficiency.

Community Engagement and Expansion

Ozon Global is also investing in its seller ecosystem through offline engagement. A recent networking event in Istanbul brought together over 100 participants, offering insights into the Russian market and opportunities for Turkish businesses.

Strategic Outlook

With continued investment in logistics, seller enablement, and marketplace growth, Ozon Global is positioning itself as a key gateway for cross-border e-commerce between Türkiye and Russia.

The latest updates underline a clear strategy:

expand international seller participation
enhance delivery infrastructure
and strengthen platform usability

As global e-commerce competition intensifies, Ozon’s combination of scale, logistics capabilities, and localized seller support is expected to play a central role in its next phase of growth.

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UAE E-Commerce Sees Strong 20% Growth as Digital Retail Accelerates

The UAE’s e-commerce sector has recorded a strong 20% increase since February 2026, reflecting a major shift in consumer behaviour as digital shopping becomes a central part of the country’s retail economy.

According to industry data cited by Khaleej Times, the growth has been supported by mobile-first shopping habits, faster delivery services and the UAE’s wider move toward cashless payments. Food and beverage delivery volumes rose by 18% over the past two months, while beauty and personal care increased by 15%. Fashion recorded 14% growth, and long-shelf grocery purchases rose by 11%.

The figures show that online retail demand is expanding across several categories, not only in essential goods. Consumers are increasingly using digital platforms for regular purchases, supported by strong smartphone usage, reliable logistics and broader trust in online payments.

Mobile Shopping Drives Consumer Demand

The UAE’s high internet penetration and advanced digital infrastructure continue to support e-commerce adoption. Mobile shopping has become one of the strongest drivers of this change, with consumers choosing faster, more flexible and convenient purchasing options.

The country’s cashless economy ambitions are also playing an important role. As digital payment usage grows, online transactions are becoming easier and more trusted for both consumers and businesses.

Retailers are responding by investing in omnichannel strategies, marketplace integration and data-led demand planning. These tools help brands manage inventory, improve availability and provide a smoother customer experience across online and offline channels.

UAE Strengthens Its Digital Retail Position

Government initiatives are also reinforcing the sector’s momentum. The UAE Digital Economy Strategy aims to increase the digital economy’s contribution to non-oil GDP to more than 20% over the coming decade. Logistics investments and smart infrastructure upgrades are also improving fulfilment speed and supporting cross-border trade.

With strong connectivity, consumer confidence and continued investment in digital commerce, the UAE is strengthening its position as one of the Middle East’s most advanced e-commerce markets.

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E-Commerce Has Become Mainstream in Türkiye; Online Card Payment Volume Grew 28 Times in 5 Years

As the development of e-commerce continues in Türkiye, growth figures in sectors connected to e-commerce draw attention. Online card payment volume in Türkiye, which was at the level of TL 260 billion in 2020, reached TL 7.3 trillion as of 2025, growing 28 times. While the average basket amount increased 9.4 times, the number of transactions rose from 848 million to 2.8 billion.

The “Türkiye E-Commerce Ecosystem Report,” prepared in collaboration with KPMG and ideasoft, has been published! The report shows that e-commerce has made a leap in the last five years. According to the report, online card payment volume, which was at the level of TL 260 billion in 2020, reached TL 7.3 trillion as of 2025, growing 28 times. In the same period, the average basket amount increased approximately 9.4 times, while the number of transactions rose from 848 million to 2.8 billion. The average amount per transaction increased from TL 306.7 to TL 2,607. These figures show that consumption habits in the country are shifting to digital.

46.2% of E-Commerce Sellers in Türkiye Are in Istanbul

According to the report, the internet usage rate in Türkiye increased from 79% in 2020 to 90.9% as of 2025. The rate of individuals shopping online increased from 36.5% to 55.7% in the same period. These figures reveal that digital consumption has now become mainstream. This transformation points to strong growth not only on the user side, but also in transaction volumes.

The timing of consumer behavior also draws attention in the report. During the day, e-commerce transaction density reaches its peak especially between 13:00 and 15:00, while on a weekly basis, shopping is seen to take place predominantly at the beginning of the week. When the geographical distribution is examined, 46.2% of e-commerce sellers in Türkiye are located in Istanbul. Ankara follows Istanbul with 9% and İzmir with 6.4%, while other cities show a more fragmented structure.

“E-Commerce Has Become an Area Managed with Insights”

ideasoft CEO Sinan Akdal stated the following in his assessment of the report: “Today, e-commerce has become an area managed with insights. The data we present in the report shows that while e-commerce in Türkiye has made great progress, it has also evolved into a more competitive structure. In particular, the changing balance between categories, the digitalization of daily consumption habits, and the strong increase in transaction volume are among the clearest indicators that the sector has moved into a new phase. Indeed, the 28-fold growth of card payments made only online from 2020 to 2025 clearly reveals the scale that e-commerce has reached.”

Türkiye Unveils Landmark Investment Reform Package to Reinforce Global Competitiveness

E-Commerce Tensions Rise: South Korea Calls for “Mutual Respect” in US Dispute

South Korea has called for “healthy” and mutually respectful relations with the United States as tensions escalate over an ongoing investigation into e-commerce giant Coupang.

Speaking at a cabinet meeting, President Lee Jae Myung emphasized the importance of maintaining strong alliances while addressing disputes through “common sense and principles.”

The remarks come amid growing friction between Seoul and Washington following a probe into Coupang, a US-listed e-commerce company, after a major data breach exposed the personal information of more than 33 million users.

E-Commerce Probe Triggers Lawmakers’ Pushback Against US Pressure

The issue has sparked political reaction inside South Korea. Around 90 lawmakers have criticized what they describe as US interference in domestic legal matters related to the investigation.

The group plans to formally protest to the US embassy in Seoul, insisting that the probe should proceed independently without external influence.

The dispute has also drawn attention due to Coupang’s lobbying activity in Washington. Reports indicate the company has spent over $1 million this year engaging with US policymakers, including the White House and Congress.

Data Breach at the Center of Diplomatic Friction

At the core of the conflict is a massive cybersecurity incident disclosed in 2025, which compromised sensitive customer data such as names, phone numbers, and delivery details.

The investigation into the breach has triggered broader geopolitical concerns, as US officials and lawmakers have raised questions about whether American firms are being unfairly targeted.

Recent developments suggest the situation is evolving beyond a regulatory issue into a diplomatic challenge, with both countries attempting to balance legal processes and strategic cooperation.

A Test for US–South Korea Economic Relations

The Coupang case highlights the growing intersection between e-commerce regulation, data security, and international relations. While both governments have reiterated their commitment to cooperation, the dispute underscores how digital economy issues can quickly escalate into broader geopolitical tensions.

For global e-commerce stakeholders, the situation serves as a reminder that data governance and cross-border business operations are increasingly tied to political dynamics, especially when major platforms operate across jurisdictions.

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40 Billion Boost EU Small Businesses Hit Record Amazon Sales Milestone

Small and medium-sized enterprises across Europe have reached a new level of scale, generating more than €40 billion in sales through Amazon. The figure marks a record milestone and reflects the increasing reliance of European businesses on digital marketplaces to expand beyond local economies.

The growth is closely tied to the continued rise of cross-border e-commerce within the European Union. A significant share of total sales comes from exports, with EU-based SMEs generating €17 billion in cross-border revenue. Of that, €13.5 billion was driven by trade within EU countries, highlighting the importance of regional integration in enabling digital commerce.

Marketplace Infrastructure Expands SME Reach

For many European sellers, Amazon has evolved from a sales channel into a core infrastructure layer supporting international expansion. By providing fulfillment networks, warehousing, delivery solutions, and localized storefronts, the platform allows SMEs to operate across multiple markets without establishing a physical presence in each country.

This shift has enabled smaller businesses to compete in ways that were previously limited to large enterprises. Instead of navigating fragmented logistics systems independently, sellers can rely on centralized operations that simplify shipping, inventory management, and customer service.

At the same time, the ability to reach customers across borders has contributed to a more diversified revenue base. Rather than depending solely on domestic demand, SMEs are increasingly building international customer portfolios, reducing exposure to local market fluctuations.

Cross-Border Trade Becomes Core Strategy

The strong export figures indicate that cross-border commerce is no longer a secondary growth lever for European SMEs. Instead, it is becoming a central component of their business models. Access to a broader customer base, combined with streamlined logistics, has lowered the barriers to international expansion.

This transformation is particularly important in a region like Europe, where multiple languages, currencies, and regulatory environments historically made cross-border trade complex. Digital marketplaces are helping to standardize many of these processes, making it easier for businesses to scale regionally.

Regulatory Complexity Continues to Challenge Growth

Despite the progress, structural challenges remain. European SMEs still operate within a fragmented regulatory landscape that includes varying VAT systems, compliance requirements, and environmental regulations across different countries.

These differences create additional administrative burdens, increasing operational costs and slowing down expansion efforts. For smaller businesses with limited resources, navigating these complexities can become a significant barrier to growth, even when demand exists.

Industry stakeholders continue to highlight the need for greater harmonization across EU markets. Simplifying tax structures and aligning regulatory frameworks could further accelerate cross-border trade and improve competitiveness.

A Defining Moment for European Digital Commerce

The €40 billion milestone underscores a broader shift in how European SMEs approach growth. Digital marketplaces are no longer supplementary tools but are becoming foundational to how businesses operate, scale, and compete internationally.

As infrastructure continues to improve and regulatory discussions evolve, the role of platforms like Amazon in shaping Europe’s e-commerce landscape is expected to expand further.

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Kenya to Establish State-Backed E-Commerce Platform for Small Businesses

Kenya has launched a feasibility study for a potential state-backed online marketplace for micro, small, and medium-sized enterprises (MSMEs). The project will enable millions of small businesses to access online trade.

According to a statement by Kenya’s State Department for Micro, Small and Medium Enterprises Development, the project is being carried out under the Kenya Jobs and Economic Transformation Project (KJET), a multi-component initiative supported by the World Bank. Accordingly, the government is seeking consultants to evaluate alternatives such as scaling up existing private digital marketplaces or developing a government-led or public-private partnership platform. The government is focusing on how MSMEs, which are the backbone of Kenya’s economy, can be integrated into formal digital commerce channels.

The feasibility study for the state-backed e-commerce platform has been structured to keep multiple implementation pathways open. Within this framework, the option of expanding existing private platforms by identifying policy, financial, and coordination mechanisms through which the government can increase MSME participation is being evaluated.

As part of the project, MSME segments will be profiled. Then, priorities will be determined, and demand for the digital marketplace will be analyzed within the scope of both sellers’ and buyers’ needs. In addition, mobile money use and the digital payment system will also be examined. The study will also evaluate the feasibility of an e-commerce marketplace to be established under government leadership or through a public-private partnership.

Evaluations Will Be Requested from the Consultant for the State-Backed E-Commerce Marketplace

The consultant who will evaluate the planned state-backed e-commerce marketplace in Kenya will be asked to estimate operational and financial costs, identify potential revenue streams, and determine the scale and duration of any public subsidies that may be required. The consultant will also be asked to analyze issues such as governance structures, oversight mechanisms and risk mitigation measures, licensing, registration requirements, consumer protection rules, data protection obligations, cybersecurity standards, dispute resolution mechanisms, and platform accountability.

One of the central components of the study will also be to assess Kenya’s readiness to support broader participation in digital marketplaces. In this context, connectivity and device access, interoperability of digital payments, hosting and cybersecurity capacity, and the effectiveness of last-mile logistics systems that remain uneven across the country will be examined.

According to data from the Central Bank of Kenya (CBK), there are approximately 7.4 million MSMEs in the country. These businesses employ an estimated 14–16 million people. The sector accounts for approximately 40 percent of GDP. Available data also shows that MSMEs in Africa are held back from the digital marketplace due to a lack of operational capacity to use e-commerce platforms and fear of fraud.

Top 3 Nordic Retailers Lead Europe’s Cross-Border Seller Ranking

Europe’s cross-border ecommerce market is being led by major Nordic multichannel retailers, with Ikea, Jysk and H&M ranking as the best-performing cross-border sellers in Europe. The ranking comes from the eighth edition of the TOP 500 B2C Cross-Border Retail Europe report by Cross-Border Commerce Europe.

The report evaluates companies based on several factors, including sales performance, SEO indicators, international market presence, cross-border visitors, brand authority and local customer options. Ikea kept its leading position, while Jysk moved up from fifth place to second. H&M remained in third place.

Retail Leaders Dominate Cross-Border Sellers in Europe

The top three companies all come from the Nordics and have strong physical retail backgrounds, showing that store-based brands continue to play a major role in online international commerce. Germany’s Zalando is the first pure online player on the list.

Cross-Border Commerce Europe estimates that cross-border ecommerce spending in Europe reached 108 billion euros in 2025, excluding travel. The TOP 500 companies generated 86 billion euros in cross-border online sales, marking 25 percent growth compared to the previous year.

Despite this growth, the market is entering a slower and more stable phase, shaped by macroeconomic pressure and a stronger focus on profitability and operational efficiency.

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L’Oréal Reported More Than $14 Billion in Sales in the First Quarter; E-Commerce Reached Double-Digit Figures

L’Oréal announced that its adjusted like-for-like sales increased by 6.7 percent throughout the first quarter of 2026. It also stated that this growth outpaced the wider global beauty market. The company’s e-commerce sales recorded double-digit growth in Europe and emerging markets.

L’Oréal reported $14.22 billion in sales in Q1 2026. The cosmetics group emphasized that growth was achieved across all divisions, regions, and sales channels. The company announced that adjusted like-for-like sales (LFL) increased by 6.7 percent throughout Q1. It stated that this was above the overall global beauty market.

Europe Made the Biggest Contribution to LOréal’s Sales; Professional Products Delivered the Strongest Performance

According to the data announced by L’Oréal, the company’s sales increased by 3.6 percent compared to the same period of the previous year. LFL growth stood at 7.6 percent. At constant exchange rates, revenue increased by 9.1 percent. However, exchange rate movements had a 5.5 percent negative impact on sales. Every division and every region made a positive contribution throughout Q1.

The biggest contribution came from Europe. Double-digit growth was seen in emerging markets. Professional Products was the strongest-performing division, with 13.1 percent growth. The performances of the other divisions were as follows: dermatological beauty (+10.2 percent), luxe (+5.6 percent), and consumer products (+4.1 percent).

E-Commerce Sales Recorded Double-Digit Growth

The main drivers of L’Oréal’s growth throughout Q1 2026 were fragrances and haircare products. The skincare division reached strong levels of innovation. E-commerce sales recorded double-digit growth, led by Europe and emerging markets. Geographically, Europe reported growth of 5.5 percent, while North America grew by 7.6 percent. North Asia increased by 4.8 percent, South Asia Pacific, Middle East and North Africa – Sub-Saharan Africa rose by 15.4 percent, and Latin America increased by 5.1 percent. On the other hand, North Asia sales declined by 9 percent.