See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
E-commerce acquisition costs in the Philippines ran well below the global benchmark in 2025, but the journey wasn’t smooth. Median cost per purchase swung from a sharp April peak to a midsummer trough, then stabilized into year-end. The story is one of lower country-specific ad costs paired with higher month-to-month volatility—an under-market profile with bursts of intensity. This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for E-commerce in the Philippines compared to the global benchmark.
Across 2025, median cost per purchase for E-commerce in the Philippines averaged $32.27, versus a $51.65 global average. The year opened at $27.45 in January and closed slightly lower at $25.28 in December (−8% from start to finish).
Highs and lows framed the year’s character. The market spiked to a $51.23 high in April, then reset to a $18.09 low in July—the most affordable month by far. Q2 was the costliest quarter (average $41.33) on the back of the April surge and a still-elevated May ($43.53). Q3 was the least expensive (average $25.29), as prices fell through July and stayed subdued into August and September. Q4 nudged up in October ($39.80) before easing in November ($27.23) and December ($25.28), for a quarter average of $30.77.
Volatility stood out. The Philippines saw an average absolute month-to-month move of roughly $8.9, far choppier than the global benchmark’s $1.6. Key swings included a +$17.64 lift from March to April, a −$14.30 reset from May to June, and a −$12.57 drop from October to November. Despite these shifts, the year’s overall direction was marginally downward.
The year began in the low $30s (Q1 average $31.68), climbed quickly in Q2, then cooled materially across Q3. Typical social auction seasonality—where costs often rise into Q4—was muted in the Philippines: October briefly elevated costs, but November and December returned to the year’s lower band. The rhythm, then, was a spring lift, midsummer softness, and a late-year fade.
Relative to Facebook Ads benchmarks worldwide, E-commerce in the Philippines was consistently below market throughout 2025. The gap averaged about 38% beneath global levels. The narrowest spread came in April, when the Philippines sat just 2% under the global median ($51.23 vs. $52.38). The widest gap hit in July, 63% below ($18.09 vs. $49.18). Most months landed 25–50% under the global benchmark.
Trend-wise, the global median declined about 10% from January to December ($53.15 to $47.62), while the Philippines eased 8% over the same span. But the Philippine profile was more volatile and skewed by a deeper H2 discount: H2 averaged $28.03, roughly 23% below H1’s $36.50. Globally, H2 was only 4% lower than H1.
In short, Facebook Ads cost-per-purchase benchmarks for E-commerce in the Philippines were structurally lower than the global norm in 2025, with sharper midyear swings and a pronounced Q3 trough. These country-specific ad costs and CPP trends provide a clear view of E-commerce industry ad performance in the Philippines versus the global pattern.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the E-commerce industry, Facebook ad costs can be varied, with peaks during holiday seasons and competitive product categories. For campaigns targeting Philippines, advertisers should consider local market factors and user behavior. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
Late November (Black Friday/Cyber Monday), December (Christmas and Rizal Day), June–August (Independence Day and National Heroes Day), Chinese New Year (January) and Eid observances
CPM and CPC might rise around Chinese New Year, Eid, and Independence Day for food, gifts, and travel categories. Late November–December retail campaigns see strong competition and elevated CPMs. Long weekend holidays could reduce weekday ad inventory while weekend awareness campaigns benefit from higher media consumption.
It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.
Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.
Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.
Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.
Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.
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Cost per lead across different markets
Average cost per purchase benchmarks across industries
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