The pandemic has created new social media opportunities in the Philippines for brands to make a sale and connect with consumers who had previously preferred cash-based transactions. 

Why it matters

COVID-19 has sparked the shoppertainment and social selling trends in the Philippines, and with no end in sight for the country’s pandemic situation, brands must recognise and adapt to the shifts in consumer habits that will affect e-commerce, explain TBWA\SMP’s Jean Arboleda and RJ Paculan.