As a rising leader in Southeast Asia’s digital economy, the Philippines is transforming its retail and e-commerce sectors through innovative technologies and data-driven strategies. With consumers increasingly seeking personalised experiences, seamless payment solutions, and connected omnichannel journeys, businesses must adopt automation, advanced analytics, and collaborative marketing approaches to stay ahead of the competition.
To harness this momentum, retailers need to invest in flexible supply chains, strong cybersecurity frameworks, and compelling digital content that fosters trust and long-term customer loyalty.
Highlighting the evolution of the retail and e-commerce space in the Philippines, MARKETECH APAC–alongside its sister publication UpTech Media–has recently concluded its Retail & E-Commerce Innovation Marketing & Tech Summit: Philippines 2025, held on 12 August at Shangri-La The Fort, Manila.
The conference, held under the publications’ Retail & E-Commerce Innovation Marketing & Tech Summit series, brought together industry leaders, marketing professionals, and technology innovators to delve into emerging trends, cutting-edge strategies, and transformative technologies shaping the future of retail and e-commerce in the region.
For the morning part of the conference, the sessions focused on customer engagement, social commerce, and customer data–focusing on topics such as the post-checkout stage, creating active brand communities online and offline, as well as maximising success in retail and e-commerce.
Leading the conversations during the morning part included:
- Kat Costas, Marketing Director at Anko Philippines
- Roki Ferrer, Head of Data at dentsu
- Sriharsha Vavilala, Director of Revenue & Strategy at edamama
- John Benedict Agramon, Marketing and E-Commerce Director at FILA Philippines
- Nancy Almasco, Marketing Director at FlowerStore.ph
- Phil Tiongson, Head and General Manager for Data and Strategy at Havas Ortega
- Kai Xin Lee, Managing Director at Meetsocial
- Tiffany Batungbacal, Assistant Vice President at Primer Group of Companies
- Neelam Gopwani, President at Vision Express Philippines
Meanwhile, the afternoon part of the conference focused on supply chain management, customer experience, and partnership marketing – with topics including harnessing smart tech systems, exploring the new ‘shopping paradigm’, and how to decode the new wave of ‘omnishoppers’.
Speakers during the afternoon included:
- Emmanuel Cruz, Omnichannel Director at Avon Cosmetics Inc.
- Bea Atienza, Marketing Director, IBE at Colgate-Palmolive
- Lorent Adrias, Chief Marketing Officer at Epicurean Partners Exchange
- Eena Meloto, Head of Marketing at Human Nature
- Marx Benedict So, Associate Marketing Director, Digital & Commercial Insights at Mega Prime Foods Inc.
- Raffy Bariso, Chief Synergy Officer at MullenLowe TREYNA
- Giann Vega, E-Commerce Head & Digital Data Transformation Lead – Philippines at PepsiCo, Inc.
- Mark Gregory Balean, Supply Chain Director at Sunnies Inc.
The event also featured roundtable discussions, which allowed attendees to connect with industry peers, share valuable insights, and explore key retail & e-commerce topics shaping the future of the industry, including customer engagement, customer experience, artificial intelligence, omnichannel marketing, performance marketing, retail marketing, e-commerce platforms, and mobile commerce.
Moderating the sessions include:
- Janinna Mae Reyes, Digital Sales Manager at GCash (Customer Engagement)
- Raymund Jiggs Espadilla, Head of Marketing at Aboitiz Foods (Customer Experience)
- Phil Tiongson, Head and General Manager for Data and Strategy at Havas Ortega (Customer Experience)
- Romy Fresto, Country Manager at Telesign (Omnichannel Marketing)
- Jasmine Roubi, Chief Marketing Officer at Royale Business Club Int’l (Performance Marketing)
- Kyle Ussher, Regional Account Manager at MARKETECH APAC (Retail Marketing)
- Jannah Blanco, Digital Marketing Manager at LG Global Philippines (Mobile Commerce)
- Miguel Guerrero, Chief Executive Officer at B Coffee PH (Omnichannel Marketing)
- Kai Xin Lee, Managing Director at Meetsocial (E-Commerce Platforms)
- Eena Meloto, Head of Marketing at Human Nature (Customer Engagement)
- Alexia Lim, Business Development Director at Meetsocial (Artificial Intelligence)
The Retail & E-Commerce Innovation Marketing & Tech Summit: Philippines 2025 conference was made possible by sponsors Meetsocial, Proximus Global, and GCash for Business: Partner Solutions, as well as event partners Globe Business and Cebu Pacific Cargo.
A total of 156 delegates attended the event, representing brands such as Abenson Ventures Inc., ACE Hardware Philippines Inc, Bounty Plus Inc., Canon Marketing Philippines Inc., Chromaesthetics Inc, Converge ICT Solutions Inc, Emerson Electric, Firefly Electric and Lighting Corporation, FWD Life Insurance, Fully Booked (Sketch Books Inc), Golden ABC Inc., House of Branded Lifestyle Inc, Mail Boxes Etc. Philippines, Monde Nissin Corporation, Okada Manila, PC Worth, Tat Sing International Logistics Corporation, Travel Blue Accessories Philippines Inc, and Watsons Philippines.
This conference is the last summit that is part of the Retail & E-Commerce Innovation Marketing & Tech Summit, with the first one being held in Malaysia on 17 July at Sheraton Petaling Jaya.
Meanwhile, MARKETECH APAC is launching its inaugural Advertising Technology Asia conference series this year in the Philippines and Singapore, happening on 9 September and 15 October respectively.
For sponsorship opportunities on our conferences, please contact our sales team at [email protected].
For speaker opportunities, contact Kathleen Murata at [email protected], and Rosalie Cruz for registrations at [email protected].
