Price isn’t everything for Filipino online shoppers, study says
Cheap products are no longer enough to keep customers loyal, as shoppers now prioritize quality service, transparent policies and reliable delivery in an era when online shopping is rapidly evolving and vendors are facing fierce competition.
A study by global market research and data analytics firm Milieu Insight showed that 55 percent of Filipino shoppers would buy more from sellers who “communicate responsively and give timely updates.”
At the same time, almost half of the 500 respondents willingly return to sellers who consistently deliver quickly.
These highlight the need for platforms to come up with buyer-centric policies, as these will result in customer loyalty and increased spending, it said.
“Competitive pricing alone is no longer enough to win buyers,” Milieu Insight chief marketing officer and cofounder Juda Kanaprach said in a statement. “Value today goes beyond low prices—Filipino shoppers are looking for fairness, transparency and respect at every step.”
Filipino shoppers nationwide are most frustrated with delayed orders (47 percent), slow shipping (43 percent) and damaged or missing items (37 percent), Milieu said.
If they experience these, 46 percent of buyers are willing to stop buying from the same seller, while 39 percent leave negative reviews that can damage the seller’s reputation.
“For many consumers, dependable service has become the deciding factor in future transactions,” Milieu noted. “Sellers who rely on low prices but overlook consistency are at risk of losing repeat business.”
The fact that 88 percent of Filipino shoppers are willing to pay higher fees to guarantee on-time delivery supports this, signaling that transparency and reliability are equally as important as price savings.
An efficient return and refund process also plays a crucial role for both buyers and sellers. While sellers fear that lenient policies encourage abuse, Milieu found that 70 percent of buyers would also return or refund items that are damaged or incorrect, while only 5 percent admitted “taking advantage” of policies “whenever possible.”
Investing in tools that can enhance customer experience—including buy now, pay later, livestream shopping, real-time customer support and smart product recommendations—can likewise attract buyers, the study said.
