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A growing internet-penetration rate and consumers’ penchant for health and beauty products through direct selling and its variants have made the Philippines ripe for Market America Inc’s expansion here.

Market Philippines on Wednesday opened its local office at an 850-square meter space at the 15th floor of the Philam Life Tower on Paseo de Roxas, Makati City, its 6th expansion, as a prelude to a grand launch in April.

Market Philippines country manager Liz Tanchuco said the company eyes initially to sell $12 million in the first year of operations.

Built on the same business model as Market America’s US operations, Market Philippines will revolutionize the online retail business in the country while giving business opportunity to Filipinos, part time and fulltime.

Tanchuco said the potential for internet penetration in the Philippines is growing at a fast clip from the current 24 percent. There are 24 million Filipinos using the internet with 1,100 percent growth cited in the last nine years and 41 million Filipino users projected by 2014.

About 13 percent of internet users buy products and services online with total spending of $312 million.

The company also noted a growing number of Filipino "entrepreneurs" such as those who sell their products via social networking sites, and online resellers like Ayos Dito and Sulit.

"We will be the eBay and Amazon of the Philippines," Tanchuco said.

Tanchuco said the Market Philippines would initially be offering its top products for health, wellness and beauty such as like Isotonix-OPC3 Digestive Enzymes; Ultimate Aloe-Natural and Cranberry Apple; Heart Health Essential Omega III; Motives and; Royal Spa/Skintelligence. By next year, it would offer SNAP home care products.

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