REVIEW OF RELATED STUDIES (Local)

 Cruz et al., (2022) in his study revealed that online sellers encountered difficulties
in running their businesses on a daily basis as the result of the outbreak. In
addition to that, because they work from home and are also in duty for household
tasks, their work-life balance has been tough. The study is conducted to determine
the retailer’s lived experiences and challenges that they faced in midst of
difficulties. This research study used Interpretative Phenomenological Analysis; a
qualitative methodology that aims to provide comprehensive evaluations of
individual lived experiences. The study's respondents were 10 online retailers.
Therefore, the selection of a participant for this study was done with purposeful
sampling. To have the efficient and successful collecting of information, an
interview was employed in the study. In order to learn about the participants'
experiences, difficulties, and coping strategies as internet sellers, the interview
consisted of 26 questions. In order to delve further and examine the participant
responses, the interview was first tried on a minimum of ten internet vendors. One
of the respondents shared her experience as she tried selling her used clothes
online, enough to have an income for their everyday expenses which made her
continue in this kind of field. Based on the findings of the study, online retailers
experienced psychological challenges as a result of handling their business during
the pandemic, fraudulent purchases, unkind consumers, technological issues,
rejection, and unsuccessful business deals. These psychological challenges that
mainly have affected the retailers are when there are connectivity issues during
business communication with customers. It is recommended that all online sellers,
whether they are small- or medium-sized company owners, should receive
sufficient attention, assistance from local organizations, and their needs should be
considered and heard.

Cruz, R., Frontuna, E. J., Tabieros, L. G., Lanozo, J. G., Deato, E. J., & Tus, J. (2022).
Online sellers' lived experiences and challenges: A qualitative study amidst COVID-19
pandemic. International Journal of Psychology and Counseling, 12(1), 59-105.
https://www.researchgate.net/publication/357866281_Online_Sellers
%27_Lived_Experiences_and_Challenges_A_Qualitative_Study_Amidst_COVID-
19_Pandemic

A study by Santos (2020) encounters the benefits and difficulties of online business owners in
the field of the digital environment. It is well known that using digital platforms is a low-cost way
to promote a business especially fast fashion and trendy clothing brands. They do not need to
set up a physical store since social media can serve as their primary platform in marketing and
can easily direct customers in just by a click of an internet access. Moreover, they can also
communicate anytime and anywhere at their own pace. Descriptive method was used in this
study. In Nueva Ecija, 57 online business owners were surveyed by using likert-scale response
questionnaire. A total of 57 online business sellers (31 product-based, 17 service-based, and 9
combinations of both). An analysis of variance test, t-test, correlation, mean, weighted mean,
and other statistical techniques were used to examine the collected data. However, based on
the findings of the study, difficulties are that customers still prefer seeing and checking
personally the products that they are going to buy to ensure defect and prevent getting
damaged items. They are also hesitant in terms of the payment method transactions. Thus, it is
recommended that if a person wants to start an online business and will use a digital marketing
platform, they should know how customer perception works as sometimes, not everyone prefers
online transactions and still on the side of checking the items and services physically depending
on their accessibility, transparency, and the customer relationship between them. They should
have great business decision skills to be able to become prepared with what they will encounter
in the digital world of marketing.

Santos, K. E. S. (2020). Online marketing: Benefits and difficulties to online business sellers.
International Journal of Advanced Engineering Research and Science (IJAERS), 7(3), 94-97.
https://ijaers.com/detail/online-marketing-benefits-and-difficulties-to-online-business-sellers/

In a comprehensive study by Banera et al. (2022) in determining the emergence of online

clothing business to local businesses in Tuguegarao City. To investigate the impact of the rise
of online apparel enterprises on local businesses, the study used a descriptive research design.
One way to get data on the current situation is by conducting a descriptive study. The study
employed purposive sampling to identify participants based on convenient accessibility,
whereas respondents were local business owners operating apparel enterprises in Tuguegarao
City. Inferential and descriptive statistics were used to analyze the collected data. Frequency
and percentage analysis was used to examine the respondent profile as well as the company
profile. To assess the impact of the rise of online clothing businesses on local businesses'
financial performance, researchers employed a 5-point Likert scale with corresponding values to
assess financial performance both before and during the emergence of these businesses.
Based on the study's findings, it said that the rise of online clothing retailers can be considered
as negative effect to local businesses' ability to make money mainly affecting its key financial
performance metrics like sales, profit, working capital, and customer retention. The stores
employed alternatives to catch the eyes of the market by offering sales banter, discounts, and
exclusive deals to deal with the rise of online apparel retailers. It is advised that local
entrepreneurs may think about going into the online apparel market and using different social
media channels to market their goods.

Banera, J. D., Binarao, J. M. T., De Castro, J. F., Furigay, M. C. A., & Mosquito, R. J. M. (2022).
Emergence of online clothing business and its effect on local businesses in Tuguegarao City.
International Journal of Advanced Research in Management and Social Sciences, 11(2).
https://garph.co.uk/IJARMSS/Feb2022/G-2960.pdf

A study conducted by Cueto et. al (2022) states that the pandemic turned over the
entrepreneurial innovations into shifting businesses to online digital platforms making some
young business owners face challenges and difficulties despite their lack of digital marketing
knowledge. It is the skills barrier that made young entrepreneurs have a hard time in market-
related problems in digital platforms, availability of quality internet infrastructures, and the
pandemic restrictions. One of the biggest challenges facing fashion retailers is the industry’s
changing landscape. With advancements in technology and shifting consumer preferences,
traditional brick-and-mortar stores are facing intense competition from online retailers. (“E-
commerce Apparel Industry in the Philippines: Opportunities, Challenges and Solutions,”2023).
With the lockdown becoming the new normal, most businesses shifted to online platforms.
Several critical factors in the internal and external business environments relate to the resilient
MSMEs’ successes such as financial literacy, savings culture, and technology adaption. The
study comprised 46 young entrepreneurs, with a median age of 30, ages ranging from 15 to 50.
Of these, 46% were male, 52% were female, and 2% were other. Through an in-depth virtual
interview, the respondents were referred to in this study as "participants" as they shared their
experiences. Young entrepreneurs' answers to these extrinsic forces driving digital innovations
are indicative of a number of entrepreneurship theories, including effectuation, bricolage,
resilience, and dynamic capacities. The findings of the study revealed that digital innovations
during the economic downturn extrinsic (restrictions and market demand) and intrinsic (personal
and professional development, concern for others) motivations. MSMEs are the ones who are
mostly affected aside from the larger companies and firms in terms of financing, management,
and technology, and were unprepared for such problems that took longer than expected.
Despite the lack of support for MSMEs, young entrepreneurs faced these challenges needed for
doing online businesses and survived digital innovation.

Cueto, L. J., Frisnedi, A. F. D., Collera, R. B., Batac, K. I. T., & Agaton, C. B. (2022). Digital
innovations in MSMEs during economic disruptions: Experiences and challenges of young
entrepreneurs. Administrative Sciences, 12(1), Article 8. https://www.mdpi.com/2076-
3387/12/1/8

E-commerce apparel industry in the Philippines: Opportunities, challenges and solutions. (2023,
May 24). Unicommerce. https://unicommerce.com/blog/ecommerce-apparel-industry-
challenges-solutions-philippines/

Due to the implementation of the country’s strict measures that limited the capacity to operate
physical businesses nationwide, which resulted to online shopping as their primary source of
buying goods. This study examines the effect of e-commerce with the needs of the consumer
behavior and satisfaction. The researchers surveyed 385 citizens in Metro Manila. The study
employed many statistical techniques and instrumentation, such as predictive analysis,
significance difference testing, mean and standard deviation, correlation measures, and
descriptive analysis. They found out that the demographic factors such as age and financial
status play a big role in customer expectations and most people have similar needs from courier
service providers. Factors affecting the fashion and retail industry in the Philippines are the
shifts in consumer preferences, the economic fluctuations of the country, the changing
landscape of the e-commerce industry, the growing online penetration, increased competition,
and the ever-changing supply chain dynamics (“E-commerce Apparel Industry in the
Philippines: Opportunities, Challenges and Solutions,”2023). Findings of the study revealed that
the reliability, responsiveness, and assurance of delivery services have a huge significant
impact on both consumer satisfaction and purchasing behavior.

Dar, G. M., ESPINAS, J. M., Mabeza, L. A., Pigao, K. J., & Letrero, B. (2023). Affecting Factors
of E-Commerce Courier Services on Consumer’s Purchasing Behavior and Satisfaction Level.
 Journal of Business and Management Studies, 5(3), 97–113.
https://doi.org/10.32996/jbms.2023.5.3.9

 As most consumers know, buying from online shops and seeing what they would receive
is a make or break on whether they could purchase and recommend this shop to others.
In a study done by Jiang (2021), it investigates how online clothing shops’ quality
impacts a customer’s loyalty. The study aims to identify how customer satisfaction
affects their loyalty to clothing e-commerce. The study uses a causal research design
with a quantitative approach by using an online survey with a 5-point Likert scale which
was then given to Filipino consumers who have bought clothing online. It received 320
answers but only 301 valid answers as 1 respondent disagreed in joining the survey, 4
respondents were from other countries, and 14 respondents never bought clothes
online. Results from the survey show that one; service quality composed of tangibles,
reliability, responsiveness, assurance, and empathy has a positive impact on customer
satisfaction, especially reliability. Two; customer satisfaction has a great effect on
customer loyalty and has the most significant effect on clothing e-commerce. And three;
customer satisfaction significantly mediates the relationship between service quality and
customer loyalty. Factors such as reliability, responsiveness, assurance, and empathy
have a positive impact on customer satisfaction. This study shows that for businesses to
try and continuously maintain the same good quality is a challenge as it could possibly
make or break a customer’s trust in them and their shop as 46% of Filipino consumers
have thrown away clothes that are damaged.

Jiang, M. (n.d.). Impact of Service Quality on Customer Loyalty in Clothing E-commerce Industry.
https://www.researchgate.net/profile/Min-Jiang-54/publication/355106399_Impact_of_service_q
uality_on_customer_loyalty_in_clothing_e-commerce_industry_in_the_Philippines/links/
647d1db8d702370600d114a8/Impact-of-service-quality-on-customer-loyalty-in-clothing-e-
commerce-industry-in-the-Philippines.pdf

The perils of fast fashion. (n.d.). GMA News Online.

https://www.gmanetwork.com/news/specials/content/61/the-perils-of-fast-fashion/

 Due to COVID-19, jobs were heavily affected and thus the rise of online commerce
became
the “new normal.” In a study done by Nolasco et. al (2022), it aimed to know what were the lived
experiences of different online sellers during the COVID pandemic. A face-to-face interview was
conducted with eight participants (8) who use online selling as a part-time job. This study uses a
qualitative research design employing phenomenology as a strategy of inquiry allowing the
researchers to properly interpret and understand their experiences. According to the results of
this study, online selling allowed advantages for these sellers such as creating new connections
online, having fun while gaining additional income, and allowing for new strategies to be created
as it sparked their skills and creativity. However, struggles still come with this of course. The
study states disadvantages such as impatient and inconsiderate online buyers, unpredictable
stocks and prices of their suppliers, a competitive market, and the unguaranteed quality of the
items. Online selling has become the new normal nowadays due to the pandemic and because
of this, it has become a decent place as many people tend to shop more online than physically.
 Clothing being popular in online shopping as well due to it being easier to buy rather than going
to a mall outside of the comforts of your own home, as of January 2023, 65.07 % of 1,224
Filipinos bought fashion apparel online.

Nolasco, D. P., Gumayagay, M. J. E., Marquez, L. B., Hernandez, D. M. P., & Barayuga, S. J. R.
(2022). The perks of online selling: shared experiences and defying challenges. Journal of
Education, Society and Behavioural Science, 27–35.
https://doi.org/10.9734/jesbs/2022/v35i121192

Statista. (2024, April 29). Most popular items purchased online in the Philippines 2023.
https://www.statista.com/statistics/1381405/philippines-popular-items-purchased-online/

In a study done by Lirag (2022), a survey was done in Camarine Sur to determine the factors
affecting the e-commerce uptake of small entrepreneurs. With the advancement of the digital
world, some entrepreneurs have learned to adapt and take advantage of this by creating online
shops for better selling of their products through various apps and/or websites. A survey was
conducted and it gained ninety-six (96) respondents wherein it discussed factors affecting them
and how they use social media in their shops. Four entrepreneurs have their own websites while
the other ninety-two do not. When asked if they have plans of setting up their own websites,
almost half answered that they have no plan of creating their own, twenty-five percent plan to
set it up within the next 2 to 5 years, and the remaining entrepreneurs have no plans of
establishing their websites at all. Those who were not gonna set up their websites were asked
why and some of their reasons included: financial constraints, technical capability, not a priority
and slow internet connectivity. However, sixty-seven of them have been using social networking
sites such as Facebook, Twitter, and Instagram, Facebook being the largest as sixty of them
use it to promote their products or services the most. The nine others are making use of emails
for business correspondence. This study shows how with the growing technology, some
entrepreneurs find it difficult to advance with it, sticking to traditional social media sites, thus
they need training on how to properly take advantage of new digital business platforms. The
government may also play a role in this as they can spread awareness and campaigns to show
the benefits of new digital commerce.

Lirag, B. (2022). Probing small and medium enterprise’ (SMEs) uptake on ecommerce in Camarines
Sur, Philippines. Asian Journal of Economics, Business and Accounting.
https://www.researchgate.net/profile/Ma-Teresa-Lirag/publication/359215098_Probing_Small_a
nd_Medium_Enterprise'_SMEs_Uptake_on_Ecommerce_in_Camarines_Sur_Philippines/links/
622f4509ada85727da07572e/Probing-Small-and-Medium-Enterprise-SMEs-Uptake-on-
Ecommerce-in-Camarines-Sur-Philippines.pdf

 This study done by Argabioso et. al (2023) discusses the different lived experiences of
online sellers during COVID-19. This research aims to know what were the lived
experiences of sellers during lockdown, how they made sense of their lived experiences,
and how they foresee the future of their businesses. The research utilizes a qualitative
research approach with a hermeneutic phenomenology. Six (6) participants were chosen
through purposive sampling and snowball sampling for a semi-structured interview with
the researchers. Results from the interview answer the questions. First, their lived
experiences. These sellers engaged in online selling as they needed money for survival
during the pandemic. Most of their experience talked about their personal struggles as it
 seemed as if there was no clear line between their personal and business life since the
selling was done at home. Second, how they made sense of their lived experiences. The
sellers made sense of the situation with their resilience as they had to create new
strategies of resilience or stick with the traditional form of resilience. They shared about
how they needed to strategize their finances. They looked for investors who could
support their business and ways to properly distribute their finances so as to not acquire
negative financial issues in the present and in the future. Some experienced scams,
causing them to switch to cash-only payment and some took risks in taking money to
prolong the longevity of their businesses. They also discussed their most notable
experience such as a dramatic increase in their sales once they started posting about
their products on social media. And third, it answers the question of how they foresee
their business in the future. The majority of the participants foresee a future, wanting to
continue their businesses. Some wanted to enjoy the experience, to reach their end goal
which is the success of their business as they wanted to increase their reputation as a
trusted shop. They also state that they started a business to be able to support their
family. This study shows the determination of these sellers despite the losses that they
faced while they sold their products and/or services even throughout different crises.

Argabioso, N. M., & Orencia, A. J. B. (2023). Rising Amidst Turbulence: A phenomenological

exploration of online sellers’ lived experiences during the COVID-19 pandemic. International

Journal of Multidisciplinary, 4(7), 2382–2390. https://doi.org/10.11594/ijmaber.04.07.20

 Students have the knowledge to create online shops to support themselves and/or
others. This study done by Balmaceda and Ona (2023) unpacks the experiences of
senior high school students in their online part-time jobs. This study utilizes a qualitative
research design using a phenomenological approach by handing open-ended questions
to ten (10) senior highschool students who have online shops. First, they were asked as
to why they wanted to start an online shop, to which five (5) of them answered that they
needed extra income. They were also asked what problems they encountered, which
mostly consisted of the cancelation of orders and lack of clients in their shops. The
participants were then asked what strategies they used on how they handled being a
student and owning an online shop at the same time, to which all ten (10) participants
answered time management. And finally, they were asked what they gained from
starting an online shop. Answers ranged from experience, finance, fame, career plans,
socialization, knowledge, confidence, and even none.

Balmaceda, J. B., S., & Ona, C. (2023). The rise of E-Raketeras: unpacking the experiences of online

Part-Time senior high school students. https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?

article=1774&context=conf_shsrescon