For marketers, the market presents significant opportunities to engage increasingly omnichannel shoppers who move seamlessly between physical stores, social commerce platforms, online marketplaces, and brand-owned channels. 

At the same time, retailers are investing in technologies such as artificial intelligence, data analytics, cloud infrastructure, and automation to enhance customer experiences, optimise operations, and improve supply chain efficiency.

Within the backdrop of a constantly evolving retail and e-commerce landscape in the country, MARKETECH APAC and UpTech Media have joined forces to launch the second edition of the Retail & E-Commerce Innovation Marketing & Tech Summit: Philippines 2026 conference.

The event, happening on 10 September 2026 at Shangri-La The Fort, Manila, offers a sophisticated mix of high-level strategy and practical insights—from dynamic panels to high-impact keynotes. Moreover, the event will also deep dive into the innovative strategies and transformative technologies shaping the country’s rapidly evolving retail and e-commerce landscape.

The first lineup of speakers for the Retail & E-Commerce Innovation Marketing & Tech Summit: Philippines 2026 conference include:

• Hannah Pacaba, AVP, Marketing and Channels Revenue at Cocopan
• Beverly Maddul, Head of Performance Marketing and Customer Lifecycle Management at Concepcion Industrial Corporation
• Wendy Talan, Head of Ecommerce at Diageo
• Katrina Lee-Chua, Assistant Vice President Strategy & Insights and Digital at McDonald’s Philippines
• Giann Vega, E-Commerce Head & Digital Data Transformation Lead at PepsiCo

The Retail & E-Commerce Innovation Marketing & Tech Summit: Philippines 2026 is the second iteration of said conference in the Philippines under the Retail & E-Commerce Marketing & Tech Summit series. The first one was held on 12 August 2025 at Shangri-La The Fort, Manila, and united industry leaders, marketing experts, and tech innovators in exploring the latest trends, strategies, and technologies driving the evolution of retail and e-commerce in the region.

For more information on the summit, visit the official event page HERE.

For speaking opportunities, contact Rachele Ciabal at [email protected].

For sponsorship opportunities, reach out to our sales team at [email protected].

For registration queries, contact Rizza Mae Escio at [email protected].

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The online retailers, namely Seager Inc. (which operates Boarding Gate), Origin Sleep, and Light In The Box, were found displaying fake visitor counts, fabricated countdown timers, and false discount claims to create artificial urgency and demand around their products.

CCS said its investigation found that the website features were designed to pressure consumers into making faster purchasing decisions.

At Boarding Gate’s website, the message “XX people are looking at this product right now” gave shoppers the illusion of real-time visitor activity and high demand. However, when CCS examined the website’s source code, it discovered that these numbers were randomly generated. The site also claimed “XX people added this item to the cart” without any evidence to support these assertions.

Origin Sleep’s website used similar tactics, including messages such as “Other people want this. XX people have this in their carts now” despite the absence of real-time data. Its checkout pages also featured countdown timers stating, “Hurry! Your order is reserved for xx:xx minutes,” suggesting limited-time availability. CCS said these messages and timers had no impact on product availability or customers’ ability to complete purchases.

The retailer also promoted what appeared to be time-limited discounts of “Up to 40% off,” but CCS found these offers ran continuously for nearly two years under different labels. A “Flash Sale” in January was followed by a “Valentine’s Day Sale” in February, then a “CNY Sale”, and later a “3.3 Mega Sale”, among others, with no clear end to the promotions.

Light In The Box was flagged after CCS was alerted by a European regulator, underscoring how such practices can span multiple jurisdictions. The retailer displayed “Almost sold out” notices on products to suggest scarcity, despite operating a made-to-order model with little to no inventory.

CCS said these scarcity labels were applied in a random manner for promotional effect. The company also displayed discounted prices against higher “original” prices that were never actually offered, creating misleading impressions of savings.

The regulator also noted that one retailer said its website design was based on a template purchased from an overseas vendor. CCS stressed that businesses remain responsible for compliance with consumer protection rules regardless of whether their websites are built in-house or using third-party templates.

All three companies have provided formal undertakings to CCS, stopped the practices, and committed to avoiding unfair trade conduct going forward. Light In The Box has also removed the relevant claims from its Singapore-facing and European-facing platforms.

Commenting on the findings, CCS Chief Executive Alvin Koh said, “Dark patterns are insidious as they are difficult to detect and erode consumer trust in the digital marketplace. CCS will continue taking firm action to protect consumer trust and honest businesses from those who choose to compete unfairly.”

The enforcement action highlights Singapore’s efforts to curb online practices that create false impressions of popularity, scarcity, and urgency. It also points to how such tactics can spread across markets through standardised website templates and multi-market platforms.

CCS urged consumers who encounter unfair trade practices to report them to the Consumers Association of Singapore at 6277 5100 or through its online complaints portal.

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In a report by CNA, the Indonesian government is weighing a potential ban on e-commerce access for users under the age of 16, Communications and Digital Minister Meutya Hafid told AFP on Wednesday (May 6). 

“E-commerce (platforms) are next, because we found children who became scam victims through e-commerce,” Communications and Digital Minister Meutya Hafid said in an interview in Jakarta, without providing further details, as quoted by CNA.

In March, Indonesia began enforcing a social media ban for under-16s, aimed at protecting children from risks including online pornography, cyberbullying, and internet addiction.

Meanwhile, several platforms designated as high-risk under the new regulatory framework, including Google, YouTube, and Roblox, have reportedly signalled their willingness to comply with Indonesia’s requirements for a social media ban. 

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The new 3D Avatar Try-On Tool allows shoppers to create a digital representation of their body by entering details such as height, bust size, hip size, and body shape. The tool then generates a personalised 3D avatar onto which users can virtually fit any bra or panty from the brand’s range.

The feature is intended to replicate aspects of the in-store fitting experience for customers who prefer to shop from home, combining digital technology with guidance traditionally provided by sales assistants in physical boutiques.

Industry observers have long noted that many women continue to wear incorrect bra sizes, often because they rely on past measurements rather than reassessing fit as their bodies change over time. Factors such as weight fluctuations, pregnancy, hormonal cycles, and aging can affect bra fit, yet many consumers continue purchasing the same size out of habit.

According to the company, bras are also less frequently remeasured compared with other apparel items, as shoppers tend to stick with familiar styles and sizes across different life stages.

“Women often come to us convinced they need a different cup size, when the real issue is that no one has ever measured them properly,” says Tara Tan, Marketing Director at XIXILI. “The 3D Avatar Tool was built to give every woman that kind of guidance, whether she is in our boutique or shopping from her sofa.”

The company also encourages consumers to begin with basic measurements before using the tool. Its online bra size guide outlines how to measure the underbust and topbust at home, which are then used to inform the virtual fitting process.

XIXILI said the initiative is part of a broader effort to make accurate bra fitting more accessible, particularly for shoppers who may not have the opportunity or comfort level to undergo an in-person fitting.

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The new platform allows subscribers to browse and purchase products without leaving the Tune Talk app, positioning the service as part of the company’s broader strategy to evolve beyond traditional connectivity offerings. Through the feature, Tune Talk aims to shift its model from competing primarily on data pricing toward offering a wider digital ecosystem of services.

Tune Talk Shop enables access to more than 20,000 curated products, along with integrated in-app browsing, checkout, and payment. Users can also redeem Tune Talk Points as part of their purchases, while deliveries are handled nationwide. The telco manages the overall customer and payment experience, while Presto provides the backend infrastructure, including product catalogues and fulfilment capabilities.

The introduction of the e-commerce platform builds on the company’s efforts to expand its mobile app into a broader digital services hub. Since adding entertainment features such as games and drama content in May 2025, the company reported that average daily usage of its app has reached around 36 minutes, which it said is approximately 400% higher than global telco app benchmarks.

Tune Talk currently has more than 1.8 million subscribers in Malaysia. The company said the engagement levels within its app provide a foundation for integrating additional services, including commerce, to deepen user engagement and extend the platform’s functionality.

The move also comes as Malaysia’s digital commerce sector continues to grow. The market is estimated to have around 18.8 million online shoppers, with annual growth projected at roughly 10%. Malaysian consumers spend an average of RM182 per month online, reflecting the country’s mobile-first purchasing behaviour.

“This shift for Tune Talk reflects our commitment to our customers. We are moving beyond competing solely on GB for RM to providing the best plans and ever-evolving value that truly resonates with Malaysians. Tune Talk Shop is not just an e-commerce feature; it is a fully integrated platform that connects connectivity, rewards, and transactions into one seamless experience,” said Gurtaj Singh Padda, Co-founder and CEO of Tune Talk.

“We are proud to enable Tune Talk’s vision by providing the marketplace infrastructure and fulfilment capabilities behind Tune Talk Shop. This partnership allows Tune Talk to scale commerce within its ecosystem while maintaining full ownership of the customer experience,” said Prawn Cheng, CEO of Presto.

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The campaign features former international umpire Billy Bowden, whose distinctive on-field gestures are used as prompts for viewers to access deals on the platform. Each signal, such as those for a six or a wide, corresponds to specific product categories and offers.

The campaign was introduced alongside a promotional film in which Bowden appears as a coach training aspiring umpires. The film presents his signature gestures in a humorous setting, linking each one to different products available on the platform.

As part of the initiative, viewers are encouraged to capture an umpire’s signal during a live match and submit it via Flipkart’s WhatsApp bot. Users who correctly identify the associated product category receive a corresponding deal.

“Cricket in India today is a second-screen experience, with fans constantly engaging in real time. Our insight was to make that attention actionable. This campaign explores new-age commerce by blending cricket, culture, and technology, turning Billy Bowden’s iconic signals into real-time shopping triggers that link live moments with instant intent,” said Pratik Shetty, Vice President, Growth and Marketing, Flipkart.

Sachin Kamble, Chief Creative Officer at Leo South Asia, also added, “We wanted to take something every cricket fan instinctively recognises – the umpire’s signal and turn it into an interactive trigger for our audience. By gamifying these iconic gestures, the idea transforms passive viewing into active participation. Suddenly, every moment in the match becomes an opportunity not just to watch, but to engage and unlock value.”

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Consisting of multiple countries, cultures, and behaviors, brands typically struggle to bridge the gap between high-level strategy and ground-level execution. With this in mind, Intrepid Asia’s newly appointed regional head for performance marketing, Qaid Johar Gheewala, steps in, intending to move beyond marketplace management to becoming a holistic growth partner, not just for local brands but internationally.

Prior to this, Qaid served as the head of performance media for Publicis Groupe from 2022 to 2025, with prior experiences as director, performance marketing specialist, and business executive for Entropia, Denstu Aegis Network, and WPP Media, respectively. 

Precision, agility, and connectivity

When asked what pushed Qaid to take on the role, his response was centered on scaling growth. But beyond that, he pinpoints how essential it is for Intrepid Asia to drive growth with one element in mind: deep integration.

For Qaid, this means ensuring that their proprietary technology and localised expertise become integral components of their clients’ regional infrastructure.

Hence, the SEA region is never one to be taken as a linear landscape. Stepping into the role, Qaid described the market landscape as dynamic, with these three priorities in mind: precision, agility, and connectivity.

With this, he expounded on moving their company’s brand reach to high-intent and data-driven performance, prioritising ROAS, or return on ad spend impact, as well as strengthening their connected commerce strategy & capabilities.

This, according to him, would help them capture the ‘discovery-based’ shopping habits of their clients. This would eventually lead to ensuring that their presence across the SEA markets is seamlessly integrated, driving value despite market differences.

“The opportunity lies in the shift toward ‘Omni-channel 2.0.’ It’s no longer just about being on marketplaces (Shopee, Lazada, TikTok Shop); it’s about the convergence of digital touchpoints, offline-to-online (O2O) experiences, and direct-to-consumer (DTC) channels,” he emphasised.

However, he also noted the increasing challenge of the complexity of data privacy, attribution, and inflated customer acquisition costs. To stay ahead, he shared how they developed ‘customer-centric brand building’ and ‘performance media’ strategies, powered by market intelligence to predict trends rather than react to them.

Boots on the ground practice

In the next 6 months, Qaid looks forward to building digital commerce capabilities and operational excellence. “The aim is to solidify our internal processes and deeply integrate our proprietary tools to ensure every marketing dollar our clients spend is converting into business outcomes.”

Looking further, he also aims to spend his first year in the role by successfully defining strategic indispensability in the SEA region. To do so, he shared, “When a senior marketer thinks of Southeast Asia, Intrepid Asia should be at the top of mind as the growth partner behind their regional success story.”

To encapsulate regional success, Qaid highlighted the importance of brand consistency, especially in navigating the ‘glocal’ challenge. “Brand consistency is maintained through a unified regional framework, adapted to clients’ requirements, reporting with key metrics, quality of service, along with our core values.”

Qaid also highlighted how they exercise this by having their ‘boots on the ground’.

“Each of the six SEA markets has its own nuances in language, shopping behaviour, payment preferences, and festive seasons. We empower our local teams to ‘translate’ the global brand voice into the local vernacular, ensuring that while the brand’s identity remains intact, its message resonates at a street-level,” he elaborated.

Looking ahead, Qaid remains focused on positioning Intrepid Asia as a key growth partner for brands expanding across Southeast Asia. Through deeper technology integration and stronger connected commerce capabilities, he aims to help brands navigate the region’s complexities while unlocking long-term digital growth.

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Recognising the visionaries who are redefining the marketplace, MARKETECH APAC has officially launched the Retail & E-Commerce Excellence Awards Asia Pacific 2026. This prestigious awards programme is designed to be the definitive benchmark for innovation, honouring the brands, agencies, and technology providers that are setting new industry standards for commerce across the APAC region.

The newly-launch award series, which bear the tagline “Excellence Powering the Future of Retail & E-Commerce,” provides a platform for regional players to showcase how they have turned complex commerce challenges into transformative business opportunities.

The awards feature 50 diverse categories categorised into four key pillars to ensure every facet of the industry is recognised:

1. Marketing & Experience: Celebrating campaigns that excel in brand awareness, customer acquisition, and CX-driven storytelling.
2. Industry-Centric: Honoring the standout “Brand of the Year” across sectors like Fashion & Apparel, Beauty, Food & Beverage, Consumer Electronics, and Grocery.
3. Technology Innovations: Spotlighting the “backbone” of modern commerce, from AI & Machine Learning solutions and MarTech tools to Loyalty, Rewards, and Mobile Commerce technology.
4. Leadership & Teams: Recognising the human brilliance behind the screens, including “Retail Leader of the Year,” “CMO of the Year,” and “E-commerce Agency Team of the Year.”

The Retail & E-Commerce Excellence Awards Asia Pacific (REA) 2026 is open to all retail and e-commerce brands, agencies, and tech organisations operating within the Asia Pacific. To ensure a level playing field, submissions are evaluated by a panel of independent industry experts based on rigorous criteria.

The road to the gala night follows this timeline:

• Entries Deadline: May 22, 2026
• Judging Period: June 1–12, 2026
• Finalists Announcement: June 23, 2026
• Awards Night: August 2026

Eligible campaigns include those executed between April 1, 2024 and March 31, 2026, allowing for a comprehensive look at long-term strategies and recent breakthroughs alike.

Are you ready to claim your place among APAC’s finest? Visit the official Retail & E-Commerce Excellence Awards Asia Pacific 2026 website to download the nomination kit and start your entry today. Don’t miss the chance to have your work recognised on the grandest stage in Asia Pacific.

To submit your entries for the awards, please contact the MARKETECH APAC team at [email protected].

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The event brought together brands from multiple industries, including GQ Apparel, Sabina Thailand, MizuMi, WINK WHITE, BioActive+, Double Goose, and Haas Thailand. Bangkok governor Chadchart Sittipunt also attended the event and flagged off the race.

Sittipunt noted that the fun run aligns with Bangkok’s “Healthy City” positioning, encouraging residents and visitors to take part in wellness activities with the broader community.

“Initiatives like this show how digital platforms and creative communities can support social well-being while contributing to local economic activity by activating urban spaces for community engagement,” he said.

According to TikTok Shop, the activation comes amid rising consumer interest in sports and wellness products in Thailand, creating collaboration opportunities for local brands and creators.

“Compared to one year ago, new affiliate content featuring wellness and sport products posted daily has more than doubled, reflecting strong creator participation and rising consumer interest,” said Chawanrath Poochaiwatananon, head of fashion at TikTok Shop Thailand. “As these communities grow, Thai brands are able to grow alongside creators—launching products across key categories such as Fashion, FMCG, and Lifestyle, and building deeper engagement through authentic content.”

TikTok also highlighted its focus on maintaining a positive platform environment while enabling collaboration between local sellers and influencers.

“We remain committed to fostering a positive environment that encourages healthier lifestyles while opening new opportunities for Thai sellers and creators,” said Chanida Klyphun, director of public policy in Southeast Asia at TikTok.

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The launch brings Fynd’s full-stack retail ecosystem to local brands and retailers, covering in-store systems, e-commerce, marketplace integration, warehouse management and transport operations. The platform is designed to connect online and offline channels while streamlining inventory and fulfilment.

Its StoreOS supports point-of-sale, endless aisle and clienteling functions, while Storefront enables brand-led e-commerce sites. Through Fynd Konnect, sellers can integrate with major marketplaces including Shopee, Lazada and TikTok, managing multiple channels from a single dashboard. The company also offers warehouse and transport management systems aimed at improving inventory visibility and last-mile delivery.

Fynd is additionally rolling out Fynd Create, a design and production layer that includes design services, garment production support and AI-enabled photoshoot capabilities, aimed at shortening product development cycles for fashion brands.

The move comes as Indonesia cements its position as Southeast Asia’s largest e-commerce market, accounting for more than half of the region’s online transaction value. With a digital economy projected to surpass US$130b by 2025 and a population spread across more than 17,000 islands, retailers face increasing pressure to modernise infrastructure and address complex supply chain demands.

To support adoption, Fynd has partnered with Asosiasi Pengusaha Garmen dan Aksesoris Indonesia (APGAI), a government-supported association representing the country’s garment and accessories sector. Through the collaboration, the company will work with member organisations to advance digital capabilities and strengthen omnichannel operations.

Ronak Modi, chief business officer for global at Fynd, said, “Indonesia doesn’t need incremental e-commerce tools — it needs modern retail infrastructure. Our entry into Indonesia is about enabling the entire value chain with AI — from design and garment creation to unified commerce and intelligent fulfilment.” 

He added, “By partnering with APGAI and bringing our AI-native platform to the market, we aim to help Indonesian brands scale faster, operate more efficiently, and compete confidently on a global stage.”

The Indonesia launch expands Fynd’s regional footprint alongside its operations in India, the GCC and Africa.

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