Pinoy online shoppers prefer timely delivery over savings – study

MANILA, Philippines — Nearly nine out of 10 Filipinos are willing to pay higher online shopping fees if it will guarantee that their orders will be delivered on time, according to a study by a foreign research firm.

Singapore-based think tank Milieu Insight found that 88 percent of Filipino consumers it surveyed nationwide are willing to pay more when it leads to better outcomes.

In fact, half of Filipino online shoppers do not mind which courier will deliver their orders as long as their packages arrive intact and on time, according to the firm.

Furthermore, 89 percent of Filipinos believe that online marketplaces and platforms must hold their logistics partners responsible for speed, reliability and costs and hold them accountable when their services fall short, Milieu Insight said.

This concern by Filipino buyers is one of the characteristics in their shifting mindset on e-commerce – prioritizing service quality over price savings, based on the study.

“This signals that transparency and reliability in logistics matter just as much as price savings,” it said.

In its survey of 500 Filipinos nationwide, the think tank found out that online buyers are now “redefining” the concept of value.

Price bargains and affordable findings still matter to Filipinos, but good service, transparent policies and reliable delivery weigh just as the same, according to Milieu Insight.

At least 55 percent or half of Filipinos will buy more from sellers who are proactive in communicating to their customers and provide timely updates on their orders.

Almost half of Filipino e-commerce users would buy again from the same online seller if their orders are delivered quickly, the study added.

About 46 percent of the survey respondents said they would stop buying from the same seller if they experience delayed orders, slow shipping and damaged or missing items. Furthermore, 36 percent of Filipinos would opt to leave negative reviews that may damage the reputation of the sellers as a result of the poor service they experienced.

Filipino online shoppers are now also looking for meaningful innovations to enhance their ecommerce experiences such as the availability of Buy Now Pay Later Scheme, livestream shopping and easy return or refund mechanics, Milieu Insight said.

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

“Value today goes beyond low prices – Filipino shoppers are looking for fairness, transparency and respect at every step. Companies that recognize this shift and put effort into service are the ones who will win loyalty in 2025,” Kanaprach added.