Frequently Asked Questions – ASEAN Online Sale Day

Frequently Asked Questions

We’ve gathered the most frequently asked questions to help you get the most out of ASEAN Online Sale Day. Click on a question to see more details, images, or tips.

What is the ASEAN Online Sale Day?

The Association of Southeast Asian Nations (ASEAN) Online Sale Day (AOSD) is an annual event that aims to promote cross-border e-commerce among ASEAN countries. It serves a venue for continuous sales opportunities for participating businesses, helps improve consumer trust, strengthens partnerships between stakeholders, and raises awareness on ASEAN’s identity and solidarity in time with the celebration of the establishment of ASEAN (ASEAN Day), conducted around the 8th of August each year.

The AOSD this year is a three (3) day online sale period (08-10 August 2025) with the theme of “A Click to Prosperity”. The theme highlights the significance of e-commerce and the digital economy to ASEAN economic integration, reflecting ASEAN’s journey toward a connected, inclusive, and digitally empowered economic community.

The AOSD started in 2020 during the COVID-19 pandemic and has since celebrated and promoted e-commerce within the region, providing a platform for businesses to address challenges and opportunities. It has offered a unique opportunity for businesses across the region, regardless of their sizes, nationalities, and locations, to offer their services and goods to ASEAN peoples at discounted prices. The AOSD also reinforces the role of e-commerce as one of the key drivers of economic growth in the region, particularly through supporting businesses, including MSMEs, in promoting their products in global market.

The participating e-commerce businesses and platforms will offer online discounts and promotions on ASEAN Day and for the duration of the sale period. Filipinos can avail of discounts from all participating e-commerce businesses and marketplaces in ASEAN countries.

How to participate in the ASEAN Online Sale Day 2025?

Who can participate?

E-commerce businesses, marketplaces, and platforms:

Must be a Philippine-based enterprise selling goods and services online, either domestically in the Philippines (Tier 1) or to any ASEAN Member States (Tier 2), through a fully transactional website or a reputable e-commerce platform (e.g., Lazada, Shopee, etc.).
(Note: MSMEs who sell exclusively on Facebook and Instagram are not included)
Must be a legitimate business dealing in non-prohibited goods and services (Goods that are listed under the Bureau of Customs’ Regulated/Restricted/Prohibited Importations/Exportations, https://customs.gov.ph/prohibited-restricted-importations).

How to Apply?

Interested e-commerce businesses, marketplaces, and platforms may apply through the following steps:

Submit the Official Application Form through one of the following:
1. Online Submission: Complete the form via the Online Application Portal (https://forms.office.com/r/RzUV8Gs4i5).
2. Email Submission: Download the Application Form (https://shorturl.at/wZTAm) and submit it to the BMDPO via email at [email protected].
Participating marketplaces must provide their official company logo to the BMDPO via email at [email protected].
Upon review and confirmation by the DTI, participating businesses and marketplaces will receive the official ASEAN Online Sale Day logo and must display it on official websites and platforms on 08-10 August 2025.
Participating businesses are responsible for planning their own marketing strategies and discount offers for the ASEAN Online Sale Day. Details of the sales discount shall be forwarded to DTI for reference and to ensure compliance with the requirements.

As a government-led initiative, participating businesses are no longer required to secure a sales promo permit from the DTI.
Please verify your company’s listing on the dedicated ASEAN Online Sale Day microsite available on the DTI website.
The deadline for the submission of applications is August 05, 2025.

Expectations from Participating Businesses

During the event

The official event will be held on 08-10 August 2025.
Participating businesses are encouraged to use ASEAN-related words in their discount codes as part of the ASEAN Online Sale Day (e.g. AOSD2025). Sales discount and other promotions submitted by businesses and marketplaces to DTI in their application shall be honored by participating businesses and marketplaces as part of the requirement for the ASEAN Online Sale Day.
DTI shall monitor, receive, and process possible consumer complaints on the ASEAN Online Sale Day such as the application of discounts and non-delivery of purchased goods or services. The nominated focal points of participating businesses and marketplaces must coordinate and work with the DTI in resolving these complaints.

After the event

Participating businesses shall remove the official logo and other collaterals on 11 August 2025.
To measure the success of the ASEAN Online Sale Day and improve future iterations of the event, participating businesses and marketplaces will be invited to share the sales outcomes of the initiative on a voluntary basis.
A questionnaire will also be shared with all participating businesses and marketplaces to gather feedback on the event, where businesses can also

Why should businesses and online marketplaces participate in the AOSD?

Participating e-commerce businesses, marketplaces and platforms will benefit from:

Marketing boost from promotional campaigns in ASEAN Member States, which is home to more than 670 million consumers that are increasingly adapting to e-commerce. This includes marketing boost in ASEAN and DTI’s official publicity channels;
Use of official AOSD logo in their marketing collaterals;
Exemption from securing DTI promo permit for the duration of the AOSD.

Consumer Visibility of the ASEAN Online Sale Day

How to find participating businesses of the ASEAN Online Sale Day 2025?

A dedicated microsite on the DTI website will serve as the central hub for AOSD participants of the Philippines https://old-dti.beesites.net/aseansale/2025-participating-stores/. It will feature the logos and hyperlinks of participating businesses and marketplaces in the Philippines to direct traffic to participating businesses’ websites.
There will be a post issued by the ASEAN Secretariat listing the participating businesses from other Member States.
Common hashtags will be used through social media platforms in three phases pre, during, and post- AOSD 2025 with the hashtags of #AOSD2025 #ASEANOnlineSaleDay #ShopASEAN #DigitalASEAN ##iamDTIph #TatakPinoy #GawangPinoy #PHxASEAN #AOSDBenteBenteSingko. Consumers can use these to search for participating businesses during AOSD 2025.

What can I do as a consumer if I face issues during AOSD 2025?

National laws, rules and regulations on e-commerce consumer complaints of respective AMS will apply for transactions.

Consumer complaints arising from AOSD Tier 2 (cross-border e-commerce) transactions can be filed through the following mechanism: ASEAN Committee on Consumer Protection (ACCP) Complaints Platform (https://aseanconsumer.org/consumer-complaint).

Step by Step Guide in filing Consumer Complaint in the ACCP Complaints Platform:

Go to https://aseanconsumer.org/ https://aseanconsumer.org/consumer-complaint
Click the “File a Complaint” feature on the left side of the webpage;
Fill-up the form and generate a tracking code.
Click Preview and submit filled-up complaint form.

Note: All complaints including the supporting documents will be confidential. Each complaint is expected to be processed within 30 working days, subject to possible extensions.

For detailed reference on filing of consumer complaints in the ACCP Complaints Platform, you may refer to this link: https://www.aseanconsumer.org/docs/user-guide-consumer-complaint.pdf

Additional tips for online consumer safety may be accessed through: https://old-dti.beesites.net/aseansale/2025-consumer-corner/

Other Reference Materials:

ASEAN Online Business Code of Conduct

https://aseanconsumer.org/file/post_image/2020-02-26%20ASEAN%20COC%20(fin).pdf

ASEAN GUIDELINES ON CROSS-BORDER B2C DISPUTE RESOLUTION

https://asean.org/wp-content/uploads/2022/04/ASEAN-ODR-Guidelines-FINAL.pdf

[su_lightbox type=”inline” src=”#bles”]Blesila A. Lantayona[/su_lightbox]

Undersecretary and Supervising Head
Regional Operations Group (ROG)

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Undersecretary Blesila A. Lantayona is the Supervising Head of the Regional Operations Group (ROG). As member of the Department of Trade and Industry Executive Committee headed by DTI Secretary Ma. Cristina A. Roque, she is expected to contribute among others, to policy formulation in the development of the country’s MSME sector, trade and industry particularly bringing to core the regional/provincial viewpoints.

Under her supervision are some of the key bureaus and offices at the Head Office including the Bureau of Small and Medium Enterprise Development (BSMED), the Bureau of Market Development Promotions & OTOP (BMDPO), the DTI-Comprehensive Agrarian Reform Program Management Office, and the Negosyo Center Program Management Office. She supervises as well the Department’s 17- Regional and 81- Provincial Offices ensuring that the policies, programs and projects of DTI are understood and effectively implemented at the local level where our offices serve as the face of DTI, providing critical frontline services to its customers as they personify the agency’s core values of Passion, Integrity, Creativity, Competence, Synergy, and Love of Country.

Prior to her appointment as Undersecretary, Usec. Lantayona held various technical and managerial positions within the Department. She started in DTI Region XI (Davao Region) as technical staff, then moved up as Provincial Director of DTI- Davao Del Sur and Assistant Regional Director of DTI Region XI. She was eventually promoted to Regional Director in DTI Region III (Central Luzon) and Assistant Secretary of the DTI- Regional Operations Group based at the Head Office.

From 2019 to 2023, she was designated as Acting Chairman of the Small Business Corporation, Ex- Officio Board Member of the Cooperative Development Authority, Board Member of the Philippine Guarantee Corporation and the DTI GAD Focal. In 2023, Usec. Lantayona served as the Chairperson of the ASEAN Coordinating Committee on MSME (ACCMSME), a body comprised of high-level representatives from ASEAN Member States tasked to formulate policies, programs and activities on SME development and reports to the Senior Economic Officials Meeting under the mandate of the ASEAN Economic Ministers.

She also served briefly as Chief of Staff at the Office of the DTI Secretary under the leadership of Secretary Ma. Cristina A. Roque. Recently, Usec. Lantayona was

designated as the Supervising Undersecretary of the Rural Agro-Enterprise Partnership for Inclusive Development and Growth (RAPID Growth) Project, a value chain-based and market-driven initiative of the DTI, funded by IFAD.

Usec. Lantayona holds a Bachelor of Science degree in Agriculture, Major in Economics (Cum Laude) from Xavier University – Ateneo de Cagayan in Cagayan de Oro City; and an MBA in International Business from the European School of Management (Ecole Europeene des Affaires) in Paris, France as scholar of the EU-ASEAN Scholarship Program.

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[su_lightbox type=”inline” src=”#ablan”]Atty. Michel Kristian R. Ablan[/su_lightbox]

Assistant Secretary and Supervising Head
Management Services Group (MSG)

Department Legislative Liaison Officer
Liaison Office for Legislative Affairs (LOLA)

[su_lightbox_content id=”#ablan”]
Kristian Ablan is a career public servant, having been in government service for 18 years. He currently holds the post of Assistant Secretary and Supervising Head of the Management Services Group.

Prior to the Department of Trade and Industry (DTI),
Mr. Ablan was undersecretary for administration at the Department of Education (DepEd), and assistant secretary and undersecretary at the Presidential Communications Office (PCO).

His other government stints were at the Commission
on Elections (COMELEC), Public-Private Partnership Center (PPP Center), Provincial Government of llocos Norte, and Office of the Solicitor General (OSG).

Mr. Ablan concurrently serves as alternate director at the National Development Company (NDC), and the Philippine Guarantee Corporation (PHILGUARANTEE).

Kris is a lawyer by profession, and holds degrees from Ateneo de Manila University, the University of the Philippines, the University of Auckland, and the National Defense College of the Philippines. Kris holds the rank of CESO I and is a 2021 Presidential Career Executive Service awardee for his work in freedom of information (FOl). [/su_lightbox_content]

[su_lightbox type=”inline” src=”#roque”]Ma. Cristina A. Roque[/su_lightbox]

Secretary
Department of Trade and Industry

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Ma. Cristina A. Roque currently serves as the Secretary of the Department of Trade and Industry (DTI), where she is responsible for advising the President on trade and investment matters, establishing policies, supervising departmental activities, and ensuring effective operations across all DTI offices and attached agencies.

Ms. Roque’s leadership is characterized by her unwavering commitment to the growth and development of micro, small, and medium enterprises (MSMEs), recognizing their essential role in the Philippine economy. Her extensive experience in government and a 30-year entrepreneurial career uniquely position her to lead projects that foster a more inclusive and prosperous business environment for all Filipinos.

Before becoming the Secretary, Ms. Roque made significant contributions as Trade Undersecretary from February to July 2024. She led the MSME Development Group (MDG) and was instrumental in advancing MSMEs through various initiatives. She also managed key bureaus, including the Bureau of Small and Medium Enterprise Development (BSMED) and the Bureau of Marketing Development and Promotions (BMDPO), as well as the One Town, One Product (OTOP) Program Management Office and the Comprehensive Agrarian Reform Program Management Office (CARP-PMO). In addition, she supervised the Small Business Corporation (SBCorp), the Cooperative Development Authority (CDA), and the Philippine Trade Training Center (PTTC).

Ms. Roque introduced groundbreaking initiatives like the OTOP Retail and Learning Center, transforming OTOP hubs and Go Lokal stores into dynamic spaces that blend retail with mentorship. She is a champion of the DTI’s 5-Point MSME Agenda that advances digitalization, market diversification, enhanced access to financing, franchising, and a strong focus on mentorship and training. Her efforts are reshaping the MSME landscape, driving innovation and creating more export opportunities for the Philippine market.

Expanding market opportunities for local MSMEs, Ms. Roque pushed for digitalization and e- commerce in the DTI-Bagong Pilipinas National Food Fair and Trade Fair in 2024. She also launched the first-ever Beauty Fair organized by the DTI, offering new support and opportunities for MSMEs in the beauty and wellness sector.

As Chairperson of the Small Business Corporation, Ms. Roque implemented new policies to make SBCorp’s financing programs more accessible and beneficial for MSMEs. She also launched the DTI-Bagong Pilipinas Marketplace, the country’s largest B2B e-commerce platform, which promotes Filipino MSMEs’ products and services both locally and globally.

Looking ahead, she plans to establish more SME hubs through the Philippine Trade and Investment Centers and in close collaboration with our Embassies worldwide. These hubs will serve as platforms to showcase and market Filipino products to international audiences, thereby stimulating the manufacturing sector and contributing to job creation.

Ms. Roque holds a Bachelor of Science in Industrial Management Engineering with a minor in Chemical Engineering from De La Salle University.[/su_lightbox_content]

Portrait of ASec. Nylah Rizza D. Bautista

[su_lightbox type=”inline” src=”#nylah”]Nylah Rizza D. Bautista, MBA[/su_lightbox]

Assistant Secretary and Supervising Head
Competitiveness and Innovation Group (CIG)

Supervising Head
Center for International Trade Expositions and Missions (CITEM)

Film Academy of the Philippines (FAP)

Film Development Council of the Philippines (FDCP)

Philippine Trade Training Center (PTTC)

[su_lightbox_content id=”nylah”]

ASec. Nylah Rizza D. Bautista brings over 15 years of expertise in commercial retail management, operational strategy, and stakeholder relations. As a former executive of Ayala Land and the Ayala Malls Group, she led transformative initiatives that enhanced foot traffic, optimized operational expenses, and drove sustained revenue growth across multiple commercial centers and malls. Her strategic approach to tenant relations and marketing consistently exceeded annual sales targets.

An advocate for sustainability and innovation, ASec. Bautista spearheaded redevelopment and renovation projects that enhanced customer experiences while driving overall revenue growth. Known for her organized, results-oriented leadership style, she thrives in dynamic and fast-paced environments, delivering measurable outcomes with a focus on excellence.

She holds a bachelor’s degree in organizational communication from De La Salle University Manila and a master’s degree in business administration from Ateneo Regis, Rockwell. Dedicated to public service, ASec. Nylah Rizza D. Bautista combines her professional expertise with a commitment to fostering a balanced and active lifestyle.

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[su_lightbox type=”inline” src=”#uvero”]Atty. Agaton Teodoro O. Uvero[/su_lightbox]

Assistant Secretary and Supervising Head
Fair Trade Group (FTG)

Supervising Head
Construction Industry Authority of the Philippines (CIAP)

[su_lightbox_content id=”#uvero”]

Agaton Uvero is currently an Assistant Secretary of the Department of Trade and Industry (DTI) in charge of the Fair Trade Group as well as the Supervising Head of the Construction Industry Authority of the Philippines (CIAP). He has previously worked in various capacities in the House of Representatives, Senate, Department of Interior and Local Government (DILG) and Department of Finance (DOF).

Early in his career, he worked as an international trade manager at PricewaterhouseCoopers before setting up a consulting partnership which specializes in international trade, logistics and supply chain. He has provided advisory services and training for many of the Top 1000 corporations, multinational firms, professional and industry associations and business chambers.

He has worked on various technical assistance programs funded by the Asian Development Bank (ADB), Japan International Cooperation Agency (JICA) and USAID. In 2017, he authored the book “Understanding International Trade, Tariffs and Customs”. A lawyer and a licensed customs broker, he has degrees in Philosophy and Law (Juris Doctor) from UP Diliman and is an alumnus of East West Center (New Generation Program). He is a lecturer at the UP Law Center and Ateneo School of Law (MCLE Program) on topics such as international trade, tariff and customs.

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[su_lightbox type=”inline” src=”#gepty”]Atty. Allan B. Gepty[/su_lightbox]

Undersecretary
International Trade Group (ITG)

Supervising Head
Philippine International Trading Corporation (PITC)

[su_lightbox_content id=”#gepty”]
Allan B. Gepty is the Undersecretary for International Trade Policy Group (ITPG) at the Department of Trade and Industry (DTI) where he supervises the Bureau of International Trade Relations, Bureau of Import Services, and the Strategic Trade Management Office. From December 2018 to November 2023, he was the Assistant Secretary of the DTI’s Industry Development and Trade Policy Group (IDTPG) where his main portfolio was on trade policy and trade negotiations at the bilateral, regional and multilateral level. He is the country’s Senior Economic Official at the ASEAN.

He also served as the country’s chief trade negotiator in the Regional Comprehensive Economic Partnership (RCEP) Agreement, considered as the largest free trade deal in the world. Prior to his appointment at the DTI, he was a Commissioner of the Philippine Tariff Commission. From 2010 to 2017, he served as Deputy Director General of the Intellectual Property Office (IPO) of the Philippines, and from January 2015 to October 2015 as its OIC- Director General. As such, he represented the country at the General Assembly of the World Intellectual Property Organization (WIPO). He is a lawyer by profession with diverse experience in international trade, intellectual property, public international law, commercial law, and litigation.

He is a Senior Fellow in Public Service at the Lee Kuan Yew School of Public Policy, National University of Singapore. He is also a graduate of the Advanced Management Program at The Wharton Business School, University of Pennsylvania, U.S.A. He finished his law degree from the San Beda College, Manila in 1997, and his Master of Laws degree from the University of Santo Tomas, España, Manila, where he graduated Summa Cum Laude in 2016. He also holds a Bachelor’s Degree in Commerce major in Economics from the same university, where he graduated Cum Laude in 1992. He is a member of the Supreme Court of the Philippines Sub Committee for the Revision of the Rules of Procedure for Intellectual Property Rights Cases. He is an active member of the Academe at the College of Law and Graduate School of Law. He is an author of a book, Intellectual Property Law Compendium. He is a recipient of many awards including the prestigious Presidential Medal of Merit from President Ferdinand R. Marcos Jr., and the Gawad Dr. Pio Valenzuela for Government Service both in 2023. He is a reserved officer of the Philippine Air Force (PAF) with the rank of Major.
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Address

[su_gmap address=”Metro House Sen. Gil J. Puyat Ave Makati Metro Manila” responsive=”yes”]
2F Metro House Bldg. 345 Sen. Gil J. Puyat Ave., Makati City

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[su_lightbox type=”inline” src=”#Sunico”]Jose Edgardo G. Sunico[/su_lightbox]

Undersecretary
Communications Group (CG)

[su_lightbox_content id=”Sunico”]

Ed Sunico currently serves as the Undersecretary for Communications at the Department of Trade and Industry (DTI). In his capacity, he develops and implements strategic communication initiatives to promote the department’s policies and projects, enhancing the public image and reputation of DTI.

Since taking office, Usec. Ed Sunico has developed and executed the 1-DTI’s Communications Framework, guiding all departmental communications and aligning DTI’s leadership agenda with the country’s revitalized vision of a Bagong Pilipinas.

Undersecretary Sunico concurrently sits as a Member of the Board of Governors of the Board of Investments (BOI), the country’s primary industry development arm and lead investment promotion agency (IPA).

Prior to his current roles, Undersecretary Ed had an extensive career at Unilever, where he led the Communications and Corporate Affairs function across Southeast Asia. He was instrumental in positioning Unilever as a leader in sustainable business practices, driving growth, and fostering a purpose-led corporate culture.

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[su_lightbox type=”inline” src=”#pacheco”]Mary Jean T. Pacheco[/su_lightbox]

Undersecretary
Supply Chain and Logistics Group (SCLG)

[su_lightbox_content id=”pacheco”]

A highly motivated, dedicated Career Executive Service Officer (CESO) with significant contribution and experience in public sector management, specifically in planning, monitoring & evaluation, performance management, public administration, and public policy formulation. As a CESO, USEC Pacheco is a 2015 CES VIP (Very Innovative Person 2015) awardee for introducing innovation and institutionalizing good governance initiatives in the DTI and a Gawad CES nominee in 2023. Last 2021, she participated the Lee Kuan Yew Senior Fellowship in Singapore and became a Lee Kuan Yew Fellow. Lastly, on 2022, she received two significant awards from her alma mater, the University of Santo Tomas. First is the Commerce Outstanding Alumni 2022 by the College of Commerce Alumni Foundation (Cocafi) in the field of government service as a graduate the UST College of Commerce and Business Administration. Second as one Of the Most Distinguished Thomasian Alumna conferred by the UST Alumni Association and nominated by PMT/CAT alumni association. And just recently, she was an awardee of Institute for Solidarity of Asia’s (ISA) 2024 College of Fellows as champion and leader of governance reform.

Appointed last December 6, 2023 as DTI Undersecretary, Usec Pacheco now manages the DTI Supply Chain and Logistics Group (SCLG).

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[su_lightbox type=”inline” src=”#nograles”]Atty. Amanda Marie F. Nograles[/su_lightbox]

Undersecretary
Consumer Affairs and Legal Services Group (CLG)

[su_lightbox_content id=”nograles”]

Atty. Amanda Marie F. Nograles is the Assistant Secretary and Supervising Head of the Consumer Protection Group of the Department of Trade and Industry. Prior to DTI, she was also the Assistant Secretary for Legal and Legislative Affairs of the Department of Education.

Atty. Amanda graduated with second honors from Ateneo Law School. After taking the bar, she worked at Romulo Mabanta Buenaventura Sayoc & delos Angeles and thereafter at Nograles Law Offices.

She graduated from Ateneo de Manila, magna cum laude with a degree in Management Economics. She is set to complete her Masters in National Security Administration from the National Defense College of the Philippines by June 2024.
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	USD 2,269,859M
Total Trade (2015)

	628,937.3
Population (in thousand, 2015)

	USD 2,431,969M
GDP (current prices, 2015)

	10 ASEAN members
Members