Philippine retailers accelerate digital transformation, AI integration

They also cited the need to balance digital and physical retail.

Retailers in the Philippines are embracing digital transformation and AI integration to stay competitive and meet evolving consumer demands. This trend was highlighted at the Retail Asia Summit – Philippines 2025, where industry leaders convened to discuss strategies for retail resilience in an increasingly digital landscape.

The summit opened with Agaton Teodoro Uvero, assistant secretary of the Department of Trade and Industry (DTI) Fair Trade Group, who spoke on the role of e-commerce in driving retail growth in the country. He underscored how digital platforms are expanding opportunities for businesses to reach new markets and consumers.

Lance Katigbak, principal at Boston Consulting Group, followed with a keynote presentation highlighting the impact of digital experiences, the growing importance of sustainability, and how retailers are adapting to evolving consumer expectations.

Steven Tan, president of SM Supermalls, shared insights on how artificial intelligence and experiential retail are changing the shopping journey for Filipino consumers. “As we embrace the future, we are driven by the three key forces shaping the industry, [namely] unleashing the power of tech innovation, harnessing AI driven retail and leading the digital revolution.”

During a panel session, industry leaders discussed how consumer behavior is shifting, with businesses adapting their strategies to meet new demands. The panel featured industry leaders Christopher Ang of SM Home, Isabel Falco of L'Oréal, Paul Birkett of Ayala Malls, and Michele de la Cruz of Lazada Philippines.

Additionally, Roberto Claudio, president of the Philippine Retailers Association and Chairman Emeritus of Quorum Holdings Corp., cited the need for innovation, stating, "We need to upscale our personnel and promote the use of AI. This, for me, is the biggest transformation which you should prepare."

Jeremiah “Jem” Pampolina, chief sustainability officer at Sta. Lucia Land Inc., also spoke about building sustainable communities in emerging growth centers to support retail expansion beyond urban areas.

The second panel session explored how businesses are leveraging digital channels to reach today’s connected consumers. Panelists Rohan Aggarwal of Edamama, Neelam Gopwani of Vision Express, Momoi Supe of Strokes Cosmetics Inc., Francis Flores of PICKUP COFFEE, and Denice Sy of Ever Bilena Cosmetics Inc. discussed how digital commerce is fueling growth across sectors.

Jaceline Go, manager at YCP Interactive Solutions, presented on the future of customer engagement, emphasising the need to balance digital and human touchpoints in retail.

Alice Liu, president and COO of GOLDEN ABC, Inc., and Life Dawn Cervero, head of Growth Partnerships at TikTok, also shared their perspectives on digital strategies for engaging modern consumers.

“Innovation is not just about technology or new business models,” said Liu. “It's about the courage to evolve, the resilience to overcome and the vision to shape the future.”

Moreover, Jose Victor Paterno, President and CEO of Philippine Seven Corporation, delivered insights on the evolving landscape of convenience retail in the Philippines.

The summit concluded with a panel, featuring Graham Coates of Megaworld Lifestyle Malls, Timothy Chuongco of Cosmetique Asia Corporation, Ma. Margarita Atienza of SSI Group, Inc., and Pavan Powar of SariSuki, citing the importance of collaboration between public and private sectors to create a thriving retail ecosystem.