Fairness, transparency, and reliable service now matter more than price for Filipino online shoppers, a new study by Milieu Insight revealed.
The survey of 500 buyers nationwide showed that while discounts and low prices remain appealing, good service, clear policies, and dependable delivery are equally, if not more, important.
“Competitive pricing alone is no longer enough to win buyers,” said Milieu Insight Chief Marketing Officer and Co-Founder Juda Kanaprach. “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.”
The study also found that 88 percent of consumers are willing to pay higher fees for guaranteed on-time delivery. Most shoppers are indifferent about which courier delivers their orders, but 89 percent expect marketplaces to hold logistics partners accountable for speed, reliability, and costs.
An efficient return and refund system further drives loyalty, while practical innovations like buy now, pay later (40%), livestream shopping (35%), and easy returns (33%) are increasingly popular. Shoppers also want real-time support (55%), flexible returns (53%), and smarter product recommendations (43%) to enhance their online experience.