A new study by Milieu Insight reveals that Filipino online shoppers in 2025 are placing greater value on service quality, fairness, and transparency than on low prices.
While affordability remains important, buyers now reward sellers and platforms that provide reliable delivery, responsive communication, and fair return/refund policies with loyalty and repeat purchases. According to the survey of 500 Filipino online buyers, 55% said they would buy more from sellers who provide timely updates, while nearly half said they return to those who consistently deliver quickly.
“Competitive pricing alone is no longer enough to win buyers,” said Juda Kanaprach, Chief Marketing Officer and Co-Founder of Milieu Insight. “Filipino shoppers are looking for fairness, transparency, and respect at every step. Companies that invest in service quality are the ones who will win loyalty in 2025.”
Service Failures Drive Customer Loss
Poor service remains a major pain point. Delayed orders (47%), slow shipping (43%), and damaged or missing items (37%) are the top frustrations, leading 46% of buyers to stop purchasing from the same seller and 39% to leave negative reviews that hurt reputations.
Willingness to Pay More for Reliability
Despite concerns about rising delivery fees and hidden charges, shoppers show a strong preference for reliability. Nearly 88% said they are willing to pay more for guaranteed on-time delivery. In fact, 89% believe e-commerce platforms should hold logistics partners accountable for speed, reliability, and costs.
Returns and Refunds as a Loyalty Driver
Returns and refunds have become a baseline expectation. The study shows that 87% of shoppers rated their most recent return/refund experience positively, proving that efficient, buyer-friendly policies build long-term trust rather than hurt profitability.
Innovation With Purpose
Filipino shoppers are also embracing innovations that improve convenience and trust. Popular tools include Buy Now, Pay Later (40%), livestream shopping (35%), and easy return/refund features (33%). Looking ahead, consumers want practical solutions such as real-time customer support (55%), flexible returns (53%), and product previews (41%).
From Bargain Hunters to Value Seekers
The findings highlight a clear shift: Filipino consumers are evolving from bargain hunters into value seekers, with value defined not just by price but by fairness, transparency, and respect across the buyer journey.
For businesses, this means investing in service quality, strengthening logistics, and implementing customer-centric policies will be key to winning loyalty and sustaining growth in the country’s e-commerce market.