Fairness, transparency, and reliable service now outweigh price in Philippine e-commerce, results of a study released by global market research and data analytics company Milieu Insight showed.
Study results released last September 12 showed that while Filipino online shoppers still value bargains and low prices, good service, transparent policies, and reliable delivery now carry just as much, if not more, importance.
Milieu Insight’s latest study surveyed 500 buyers nationwide.
“Competitive pricing alone is no longer enough to win buyers," Milieu Insight Chief Marketing Officer and Co-Founder Juda Kanaprach said.
“Value today goes beyond low prices—Filipino shoppers are looking for fairness, transparency, and respect at every step. Our findings show that 55% would buy more from sellers who communicate responsively and give timely updates, while almost half return to those who consistently deliver quickly. Companies that recognize this shift and put effort into service are the ones who will win loyalty in 2025,” added Kanaprach.
Results of the study revealed that Filipino consumers are also willing to pay more when it leads to better outcomes.
According to Milieu Insight, 88 percent said they are open to paying higher fees if these guarantee on-time delivery.
While most shoppers do not mind which courier delivers their orders, 89 percent of surveyed buyers believe that marketplaces should hold logistics partners responsible for speed, reliability, and costs, and hold them accountable when their service falls short.
“Filipino shoppers are less concerned about which courier brings their orders and more focused on whether deliveries are safe and on time. That said, they still expect marketplaces to hold their logistics partners accountable in delivering on their promises,” Kanaprach said.
The study further showed that an efficient return and refund policy helps drive customer loyalty.
Milieu Insight, meanwhile, said that Filipino shoppers are also calling for meaningful innovations that enhance their buying experience.
Popular tools include buy now, pay later (40 percent), livestream shopping (35 percent), and easy return or refund features (33 percent).
Moving forward, buyers want practical solutions such as real-time customer support (55 percent), flexible returns (53 percent), and smarter product recommendations (43 percent).
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