Local push propels Canva to 1-in-5 internet users in Philippines

Canva's user base in the Philippines has soared to new heights, with one in every five internet users in the country now actively using the online design platform, according to its country manager.

Yani Hornilla-Donato, who leads Canva's operations in the Philippines, said the country is the first globally to hit the platform's target of having one in five internet users onboard. In an interview with ABS-CBN News, she noted that the figure stood at roughly one in eleven in 2019, but growth had accelerated despite challenges such as the Covid-19 pandemic.

She attributed much of this growth to the company's "truly local" approach—an effort to shape the product around local behaviours, preferences and pain points.

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During their early localisation efforts, research revealed that Filipinos spent the most time online globally—around nine hours a day, with more than half of that time dedicated to social media. This insight prompted Canva to build online communities through Facebook groups to foster greater interaction with users.

Donato said that these ongoing interactions had enabled Canva to better understand local nuances, which in turn influenced product development. One such adjustment was the introduction of shorter-duration subscription plans. Instead of limiting Canva Pro access to monthly or annual options, the company began offering seven-day and even one-day plans to better align with local user behaviour.

Another major shift came when the company realised that many Filipinos did not have access to credit cards. This led to a partnership with GCash, enabling users to pay via the widely-used e-wallet—an initiative that significantly boosted Canva's traction in the local market.

The company's community-building efforts have also gained considerable momentum. Donato said the Facebook group for teachers had grown to about 150,000 members, while those for freelancers and business owners had each surpassed 100,000 members. She observed that word of mouth remained a powerful driver of user growth in the Philippines, even in the age of social media.

Globally, Canva now has 225 million monthly active users, underscoring its widespread appeal and strong momentum across diverse markets.

As of January 2025, the Philippines had 97.5 million internet users, representing an internet penetration rate of 83.8% of the total population. Among social media platforms, Facebook continues to dominate, maintaining its position as the country's most widely used network.

Canva is expanding in key Asia-Pacific markets such as China, India, Indonesia, and Japan. As part of its strategy, the company is exploring affordable plans and government partnerships to grow its user base and support local design communities.

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