Sales in the Philippines

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Reaching the Consumers

Marketing Opportunities

Consumer Behavior
The Filipino consumer does not like ostentatious expenditure, gives priority to his family life, and is rather conformist and spontaneous.
Consumer Profile and Purchasing Power
Giving precedence to spending for oneself over the family is still seen as bad taste. The Filipino consumer devotes a major part of his purchasing power to primary expenditure.
Consumers Associations
CUP , Consumer Union of the Philippines
Main Advertising Agencies
Mc Cann Erickson Philippines
Ogilvy and Mather Philippines
TBWA Santiago-Mangada-Puno
BBDO Guerrero Ortega
Ace Saatchi & Saatchi

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Distributing a Product

Evolution of the Sector
The majority of companies use the services of agents, distributors, and intermediaries for distribution, who distribute on the traditional channels.




Doing business in the Philippines requires going through a broad network of subcontractors.

Market Shares
Among its 642 013 stores, in 2007, the Philippines had 638 826 traditional grocers, 1 550 local stores, 1 157 supermarkets, 22 warehouse stores and 458 shopping malls. 9 306 pharmaceutical stores distributed in 7 481 traditional medical stores and 1 825 industrial stores (Nielsen, Retail and shopper trends Asia Pacific 2008).
Organizations in the Retail Sector
Distribution Management Association of the Philippines (DMAP)

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Market Access Procedures

Main International Economic Cooperation
Asia-Pacific Economic Council ( APEC), Asia Free Trade Agreement ( AFTA, free trade zone of the ASEAN), Asia Europe Meeting ( ASEM), Japan Philippines Economic Partnership Agreement ( JPEPA) and the ASEAN - China Free Trade Area.
Non Tariff Barriers
Imports generally enjoy a liberalised regime. However, imports of certain products are regulated and sometimes forbidden in accordance with the current laws, for reasons of health, national security, or international requirements or in order to protect the development of local industry. Imports are currently classified into three categories according to the degree of restriction they are subject to: freely imported products, regulated and forbidden products. For regulated products, an import license is necessary which can be obtained by applying to the authorities concerned (for example, certain foodstuffs or pharmaceutical products require the authorisation of the Food and Drug Authority). The third category comprises products which it is forbidden to import such as: explosives, firearms and war weapons, precious metals, narcotics, drugs, and coffee.
Customs Duties and Taxes on Imports

Customs Classification
The Philippine Customs system is based on the Standard International Trade Classification (SITC) of the United Nations (Revision 2). Duties are usually calculated ad valorem, and specified in the Philippines Customs Code. There is a programme of reduction and simplification of the duties in conformity with the liberalisation policy of the Philippine Government. A Customs system which will classify imported products into only two categories is envisaged: raw materials and finished products. For these categories, fixed rates of respectively 3% and 10% duty will be applied.
For the calculation of import duties, the Philippines currently use the system of value based on the price of domestic consumption. Besides, the Philippine government has a contract with the services of SGS SA (Société Générale de Surveillance), a Swiss company providing inspection and valuation of imported goods with value higher than 500 USD, so as to avoid any over-invoicing or under-invoicing.
Import Procedures
All imported articles invite import taxes, even those having been previously exported (except special mention envisaged in the Tariff and Customs Code or another regulation). The entry form must be filled in at the Customs Office in the 30 days following the unloading of the last package, failing to do which amounts to abandonment of the goods and ipso facto confiscation of the cargo.
For Further Information
Customs office
Department of Trade and Industry
Chamber of Commerce of the Philippines
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Organizing Goods Transport

Main Useful Means of Transport
Conveying products to the Philippines and everywhere in the country can prove to be a long and expensive process. As the country is an archipelago  and due to the bad condition of the highway network, the sea route is the primary mode of transport
(Manila) Ninoy Aquino International Airport
Mactan Cebu International Airport
(Angeles City) Diosdado Macapagal International Airport
Zamboanga International Airport
Sea Transport Organizations
Philippine Ports Authority
Air Transport Organizations
Air Transportation Office
Road Transport Organizations
Land Transportation Office
Rail Transport Organizations
Philippine National Railways

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Identifying a Supplier

Type of Production
Manufacturing of electronic components, textile industry, furniture making, food industry.
Business Directories
The Yellow Pages
Philippine Directory
Philippine Business
Exporters and manufacturers directory of the Philippines
Manufacturers Associations of the Main Industries
Cement Manufacturers' Association of the Philippines
Philippine Pharmaceutical Manufacturers Association
Philippine Constructors Association
Computer Manufacturers Distributors and Dealers of the Philippines
Trade Agencies and Their Representations Abroad
Chamber of Commerce and Industry of the Philippines
Enterprises Federation
Philippine Exporters Confederation
Federation of Philippine Industries
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