Filipino consumers are shifting priorities in the e-commerce space, placing greater weight on service, transparency, and trust—beyond just low prices.
This was the finding of new Milieu Insight study surveying 500 Filipino online shoppers nationwide. While affordable pricing remains important, 2025 buyers are increasingly rewarding sellers who offer clear communication, reliable delivery, and hassle-free returns.
“Competitive pricing alone is no longer enough to win buyers,” said Juda Kanaprach, CMO and Co-Founder of Milieu Insight. “Value today goes beyond discounts—Filipino shoppers want fairness and respect throughout the buyer journey.”
Over half of respondents said they would spend more with sellers who respond quickly and provide timely updates, while nearly half are loyal to those with consistently fast delivery. On the flip side, delays (47 percent)slow shipping (43 percent), and damaged or missing items (37 percent), lead to lost repeat business and damaging reviews.
Transparency is especially crucial at checkout.
Nearly 60 percent of shoppers abandon carts over hidden charges, and 49 percent say rising delivery fees reduce the appeal of online shopping. Still, 88 percent are willing to pay more for guaranteed on-time delivery—highlighting a shift toward reliability over rock-bottom pricing.
Returns and refunds have also become dealbreakers. A strong policy is no longer optional—87 percent of respondents said their last return experience was positive, and 70 percent use return options only for serious issues.
As shoppers become more discerning, innovations that prioritize usability over novelty are gaining traction. Features like real-time support (55 percent), flexible returns (53 percent), and smarter product recommendations (43 percent) top the wish list.
The message is clear: Filipino shoppers in 2025 are value seekers, not just bargain hunters. E-commerce players that deliver consistency, transparency, and buyer respect will earn long-term loyalty in a maturing digital marketplace.
To deliver this, sellers must invest in service, platforms must strengthen logistics and user experience, and policymakers can support growth by enabling fair practices and encouraging innovation. Together, these efforts will sustain a resilient and trusted e-commerce ecosystem in the country.
Milieu Insight is a global market research and data analytics company, headquartered in Singapore, dedicated to helping brands and businesses build consumer engagement ecosystems that deliver agile and actionable business insights
