A new study by Milieu Insight finds that fairness, transparency and reliable service now outweigh low prices for online shoppers in the Philippines.
The study, which surveyed 500 buyers nationwide, highlights a shift in consumer behavior. While bargains are still important, good service, transparent policies and reliable delivery carry as much, if not more, importance. This change has significant implications for e-commerce sellers, platforms and policymakers.
Shoppers are rewarding businesses that prioritize transparent and user-centric practices with loyalty and increased spending, while abandoning those that fall short. This consumer-led shift is pushing platforms to raise their standards.
“Competitive pricing alone is no longer enough to win buyers,” said Juda Kanaprach, chief marketing officer and co-founder of Milieu Insight.
“Value today goes beyond low prices—Filipino shoppers are looking for fairness, transparency and respect at every step,” she said.
Kanaprach noted that 55 percent of respondents would buy more from sellers who communicate responsively and give timely updates, while nearly half return to those who consistently deliver quickly.
Poor service, however, comes with consequences. The most common frustrations are delayed orders (47 percent), slow shipping (43 percent) and damaged or missing items (37 percent). These setbacks affect long-term loyalty, with 46 percent of buyers stopping future purchases from the same seller and 39 percent leaving negative reviews.
The study also sheds light on cost-related concerns. While 87 percent of Filipinos now shop online monthly, rising delivery and hidden charges are causing many to rethink their purchases. Nearly six in ten (58 percent) said they would abandon their carts if unexpected fees appear at checkout, and 49 percent said higher delivery costs make online shopping less worthwhile.
Despite this, consumers are willing to pay more for better service. A striking 88 percent said they would pay higher fees if they guaranteed on-time delivery, underscoring that transparency and reliability in logistics matter as much as price savings. Interestingly, 52 percent of shoppers said the courier’s name is irrelevant, as long as packages arrive intact and on time.
“Filipino shoppers are less concerned about which courier brings their orders and more focused on whether deliveries are safe and on time,” Kanaprach said. “That said, they still expect marketplaces to hold their logistics partners accountable in delivering on their promises.”
A smooth returns and refunds process is now a baseline expectation for online shoppers and a powerful driver of seller success. The data shows that most buyers use these options for serious issues like damaged or incorrect items (70 percent), with only 5 percent admitting to taking advantage of the policies.
When handled well, returns build customer loyalty. In fact, 87 percent of shoppers rated their most recent return or refund experience positively, showing that efficient, buyer-friendly policies strengthen trust and encourage long-term relationships.
Filipino shoppers are also calling for meaningful innovations that enhance their experience. Popular tools include Buy Now, Pay Later (40 percent), livestream shopping (35 percent), and easy return/refund features (33 percent). Looking ahead, buyers want practical solutions such as real-time customer support (55 percent), flexible returns (53 percent) and smarter product recommendations (43 percent).
The study notes that 41 percent of respondents expressed interest in tools that allow them to virtually preview products, while 42 percent value platforms that support local sellers. This suggests that innovation works best when it is both useful and relevant to consumers.
Overall, the study highlights how Filipino shoppers are evolving from “bargain hunters” to “value seekers.”
Value in 2025 is defined by fairness, transparency and respect for the buyer journey. To deliver this, sellers should invest in service, platforms must strengthen logistics and user experience and policymakers can support growth by enabling fair practices and encouraging innovation, according to the study.
