Outland's Digital Transformation: A Filipino Brand Thrives in the E-commerce Era
MANILA — The Philippine digital economy continues to gain significant momentum as a key driver of national growth and development. As part of the government's ongoing efforts to bolster the Information and Communications Technology (ICT) sector through strategic regulatory reforms and sustained infrastructure investments, the digital economy is projected to contribute up to 12% of the country's Gross Domestic Product (GDP) by 2026. This translates to an estimated PHP 354 billion boost to the national economy, underscoring the sector's vital role in the country's economic landscape.
E-commerce as a Major Employment Driver
With e-commerce driving nearly 80% of jobs within the digital sector, local enterprises are increasingly finding innovative ways to scale their operations, enhance their offerings, and connect with a broader consumer base online. This shift is not just about survival but about thriving in a rapidly evolving marketplace.
Outland's Journey from Craftsmanship to Digital Leadership
For nearly three decades, Outland has stood as a proud symbol of Filipino craftsmanship, delivering premium leather footwear at accessible prices—from polished classics to everyday essentials. However, in an era defined by rapid digital transformation, longevity is no longer solely about heritage; it is fundamentally about adaptability and forward-thinking strategies.
This year, Outland is not merely surviving change; it is actively leading it. The brand's success story highlights how traditional Filipino businesses can pivot effectively to capitalize on digital opportunities.
Meeting Customers Where They Are: The Online Shift
Recognizing the profound shift in consumer behavior, General Manager Arlene Peña identified a strategic opportunity to meet shoppers where they were increasingly spending their time—online. This transition was evident years ago but accelerated dramatically in 2024, as Filipinos now shop online more than ever before, demanding seamless and trustworthy experiences from the brands they love.
"Dati, yung traditional way: magbubukas ka ng store, kukuha ng merchandiser. Pero as an online seller, mas mabilis at mas convenient na sa amin. In just one click, nakabili na ang customer," Peña shares, emphasizing the efficiency and convenience of digital sales channels.
By recognizing this shift early, Outland made a decisive strategic move to scale its digital presence through Lazada, joining the platform in 2014 and evolving alongside it. Today, their online store serves customers nationwide, powered by integrated logistics, data-driven insights, and Lazada's commitment to authentic, quality-first e-commerce.
"Tulong din sayo kasi [on the] expenses side," she adds, referring to the cost efficiencies that e-commerce enables, making it a smarter and more rewarding way to sell.
Leveraging AI for Peak Campaign Success
By embracing Lazada's AI-powered seller tools—from automated recommendations to personalized shopper insights—Outland has strengthened its ability to understand customer preferences and tailor offerings for maximum impact. This approach has proven particularly valuable during peak sales campaigns.
2024 marked a milestone year for Outland on Lazada. During the 11.11 Mega Sale, the brand achieved a significant sales uplift compared to the previous year, riding the wave of strong consumer demand across LazMall. Top brands experienced double-digit growth in orders and a notable increase in Average Order Value (AOV) within the first 24 hours of this sale campaign.
This success was not accidental. By leveraging Lazada's AI-powered tools, including automated product recommendations and real-time shopper behavior analytics, Outland refined its strategy to tailor promotions and inventory with precision, effectively matching customer needs.
That momentum carried well into the holiday season with the 12.12 All Out Pasko Sale, where Outland stood side-by-side with global names and trusted local sellers, offering discounts up to 90% and helping shoppers save big with up to PHP 2,000 in Lazada vouchers.
Building Trust and Loyalty in the Digital Marketplace
Outland's journey reflects the broader success of Lazada's brand-led strategy, where access, authenticity, and innovation fuel long-term growth. Lazada continues to invest in brands and sellers through LazMall upgrades, promotional pushes, and data-powered tools that help sellers operate more effectively and efficiently.
"Lazada helps brands like ours reach customers nationwide while keeping the experience seamless and secure," Peña says. "It's about building and maintaining trust and loyalty both in our products and in the platform."
Rooted in Craftsmanship, Ready for the Future
In a fast-moving digital economy, staying relevant means more than just keeping up; it requires anticipating change, embracing innovation, and never losing sight of what makes a brand authentic and distinctive.
As the Philippines enters a new chapter of economic growth and digital adoption, Outland is proving that Filipino brands do not just belong in the online marketplace—they are setting the pace and leading by example.
So in 2025, with every step forward, Outland walks with confidence, demonstrating how tradition and technology can harmoniously coexist to drive success in the modern era.
