In 2025, Filipino online shoppers are redefining the concept of value. Bargains and low prices still matter, but good service, transparent policies, and reliable delivery now carry just as much, if not more, importance. That’s the key finding from the latest Milieu Insight study, which surveyed 500 buyers nationwide.

The findings highlight a shift in buyer behavior with major implications for sellers, platforms, and policymakers. Shoppers are rewarding businesses that prioritize transparency and user-centric practices with loyalty and increased spending, while walking away from those that fall short. These consumer-led shifts naturally push platforms to raise standards in response to buyer expectations.

“Competitive pricing alone is no longer enough to win buyers, ” said Juda Kanaprach, chief marketing officer and co-founder, Milieu Insight. “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.”

Poor service, however, comes with consequences. Delayed orders (47%), slow shipping (43%), and damaged or missing items (37%) are the most common frustrations. These setbacks affect long-term loyalty whereby, 46% of buyers stop purchasing from the same seller, while 39% leave negative reviews that can damage the reputation.

For many consumers, dependable service has become the deciding factor in future transactions. Sellers who rely on low prices but overlook consistency are at risk of losing repeat business.

Consumer Concerns Rising on Logistics and Accountability

The Milieu Insight study also sheds light on cost-related pain points. While e-commerce is now a routine activity for 87% of Filipinos each month, rising delivery fees and hidden charges are pushing many to rethink their purchases. Nearly six in ten (58%) said they would abandon their carts if unexpected charges appear at checkout. Another 49% said higher delivery costs make online shopping less worthwhile.

Still, Filipino consumers are willing to pay more when it leads to better outcomes. A striking 88% said they are open to paying higher fees if these guarantee on-time delivery. This signals that transparency and reliability in logistics matter just as much as price savings. Interestingly, most shoppers do not mind which courier delivers their orders—52% said the provider’s name is irrelevant, as long as packages arrive intact and on time. But expectations remain high: 89% believe marketplaces should hold logistics partners responsible for speed, reliability, and costs, and hold them accountable when their service falls short.

“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.”

Returns and Refunds: An Expected Standard That Drives Loyalty

Another area that reinforces the importance of buyer-centric policies is the returns and refunds process. A smooth returns and refunds process is no longer a “nice-to-have”. It’s a baseline expectation for online shoppers and a powerful driver of seller success. Contrary to some sellers’ fears that lenient policies encourage abuse, Milieu’s data shows that most buyers act responsibly: 70% said they only use return/refund options for serious issues like damaged or incorrect items, and only 5% admitted to taking advantage of such policies whenever possible.

When handled well, returns build customer loyalty and repeat purchases. In fact, 87% of shoppers rated their most recent return/refund experience positively, underscoring that efficient, buyer-friendly policies strengthen trust and encourage long-term relationships. For sellers, this means that strong return policies don’t erode profitability, but rather, they safeguard reputation, drive repeat sales, and are essential to competing in a crowded marketplace.

Innovation With Purpose

Looking past logistics and service, Filipino shoppers are also calling for meaningful innovations that enhance their experience. Popular tools include Buy Now, Pay Later (40%), livestream shopping (35%), and easy return/refund features (33%). Moving forward, buyers want practical solutions such as real-time customer support (55%), flexible returns (53%), and smarter product recommendations (43%).

Notably, 41% expressed interest in tools that allow them to preview products virtually, while 42% said they value platforms that support local sellers. This indicates that innovation works best when it’s both useful and relevant to Filipino consumers, not just flashy or new.

Overall, the Milieu Insight 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 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.

Read the full blog post “Better service tops the wish list for Filipino online shoppers in 2025” on the Milieu Insight website.