Fairness and reliability now trump price in Phl online shopping — study

Fairness, transparency, and reliable service now outweigh price in Philippine e-commerce, according to a new study released Friday by global market research firm Milieu Insight.

While Filipino online shoppers still value bargains, the survey of 500 buyers nationwide showed that good service, transparent policies, and dependable delivery carry equal or greater importance.

“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.”

The study found that 55 percent of buyers would purchase more from sellers who communicate responsively and provide timely updates, while nearly half return to sellers who deliver consistently and quickly. It also revealed that 88 percent are willing to pay higher fees if these guarantee on-time delivery, and 89 percent expect marketplaces to hold logistics partners accountable for speed, reliability, and costs.

Kanaprach stressed that efficient return and refund policies are now a driver of customer loyalty. “Filipino shoppers are less concerned about which courier brings their orders and more focused on whether deliveries are safe and on time.”

The study further showed growing interest in tools and innovations that enhance the buying experience, such as buy now, pay later schemes, livestream shopping, and easy return or refund features. Moving forward, shoppers want more practical solutions including real-time customer support, flexible returns, and smarter product recommendations.