In the Philippines, online shopping has become a huge part of everyday life. With so many social media platforms and online marketplaces available, it’s easy to browse items, catch live selling sessions, and even discover unique products all without leaving home. Each platform offers different perks, promos, and selling styles. Since the pandemic began, more and more Pinoys have turned to online selling, some as a full-time livelihood, others as a part-time hustle.

It’s quite obvious that most of us have tried online shopping, especially during times when we were stuck at home. And why not? It’s far more convenient. Instead of braving traffic or lining up at the mall, all it takes is a few taps on your phone, right from the comfort of your home. But as a buyer, have you ever stopped to wonder what your seller is going through while assisting customers like you?

In this article, we’re not just exploring the world of online selling in the Philippines, we’re also exploring the different types of buyers that most sellers encounter. And if you’re an online seller yourself, you’ll definitely want to keep reading. These insights might just help you understand and handle your customers a whole lot better.

Online Selling in the Philippines

The e-commerce industry in the Philippines has experienced massive growth over the past five years, especially since the onset of the COVID-19 pandemic. In fact, projections show that it’s on track to grow up to four times its pre-pandemic value by 2025– a clear sign of how quickly online selling and shopping have become part of everyday life for many Filipinos.

This surge in growth can also be attributed to the fact that Pinoys are naturally expressive and engaged buyers. Whether it’s out of compassion–supporting small online businesses– or simply wanting to keep up with the latest trends, many Filipinos go beyond just buying; they interact, share, and even promote what they love. 

Common Challenges Faced by Filipino Sellers

Below are some of the most common challenges faced by Filipino sellers:

1. Haggling culture 

Haggling or bargaining is a common part of the Filipino shopping culture, especially in online settings. It’s often driven by a desire to get the best value for money– maximum satisfaction at the lowest possible cost. In fact, it has become so common that it’s practically embedded in our shopping experience. 

2. Ghost buyers 

Another common problem for online sellers is dealing with difficult buyers– people who can quickly turn the tables, especially if you choose to expose their bad behavior publicly. This can backfire, as privacy laws protect everyone, even those that act unreasonably. Some of these buyers may have just been pulling a prank, or they may suddenly change their minds without warning, leaving the seller at a loss. 

Importance of Understanding Buyer Behavior

Understanding your buyers’ behavior might sound challenging, but it’s a necessary step if you want your business to grow. It’s not just about offering high-quality products– you also need to understand your customers and make them feel like you truly ‘get’ them. 

This is where emotional intelligence comes in. In sales, it’s essential to respond professionally and appropriately to different types of buyers, each with their own unique personalities and behaviors. When you approach buyers with empathy, patience, and strategy, you build trust– and ultimately, stronger customer relationships.

5 Types of Buyers Every Pinoy Seller Encounters

Listed below are five types of buyers that most sellers commonly encounter. While there are many more out there, these are some of the most familiar– and each comes with its own tips on how to handle them effectively. 

Buyer #1: The “Pa-presyong Kaibigan” Buyer 

This is a classic haggler who plays the friendship or family card to get a discount. It can be tricky to deal with, especially when the buyer is someone close to you– maybe even a relative or long-time friend. Often, this behavior stems from our strong cultural value of closeness and ‘pakikisama’, or sometimes from budget limitations, with the assumption that knowing you means getting a lower price. 

How to handle: Set clear, polite boundaries early on. Let them know you value the relationship, but your business also needs to be sustainable. If you want to meet them halfway, offer special promos or loyalty rewards, but avoid lowering your prices too much and risking your profit.

Buyer #2: The “Libre Mo Na ‘Yan” Buyer 

This type of buyer loves getting something extra with every purchase, whether it’s a small freebie or free shipping. They often justify it by saying they bought a lot, or that they’re located far away. While they may say it in a joking tone, they’re usually half-serious and are hoping you’ll give in. It’s another form of bargaining, but instead of asking for a discount, they aim for free items or added perks. 

How to handle: Match their humor with a polite and still professional tone. A light, friendly response can go a long way. You can also consider offering small bundled freebies (like stickers or small tokens) as part of a loyalty strategy– just make sure it aligns with your margins and doesn’t hurt your bottom line. 

Buyer #3: The “PM Sent” Buyer (a.k.a. Ghoster)

This buyer seems genuinely interested at first– they ask questions, request photos, inquire about details, then suddenly disappear. You can’t reach them anymore, or worse, they block you, delete their account, or just stop replying even when you see they’re online. It’s frustrating, especially when you’ve set aside the item or invested time entertaining them.

How to handle: Don’t waste too much time chasing them. It’s okay to send one or two polite follow-ups, but if there’s still no update, let it go and move on. As hard as it may be, this is part of the online selling game. Keep your energy for serious buyers. 

Buyer #4: The “Overthinker” Buyer 

This type of buyer asks every possible question– sometimes multiple times– but takes forever to decide. They may be indecisive, or they might simply not trust you yet. And to be fair, who can blame them? With all the online scams out there, it’s understandable why they want extra assurance. They often request photos, videos, reviews, comparisons, and anything else that can help them feel more confident in their purchase. 

How to handle: Practice patience. These buyers need reassurance, so offer them clear guarantees like return policies or proof of legitimacy, and respond with professionalism. Sometimes, all it takes is a little understanding to turn a hesitant buyer into a loyal one. 

Buyer #5: The “Suki” (Loyal Customer) 

Of course, let’s not forget everyone’s favorite– the loyal customer. These are the buyers who keep coming back for more and sometimes even promote your shop through positive reviews or shoutouts on their social media. They’re the kind of customers every seller dreams of: supportive, consistent, and appreciative. 

How to handle: Show your gratitude. Give them loyalty perks like small freebies, exclusive discounts, or early access to new products. Most importantly, thank them sincerely and let them know they’re valued. Make them feel as important to your business as they’ve made you feel with their continued support.

At the end of the day, understanding your buyer types helps you sell smarter. It’s okay to set respectful boundaries, especially when it comes to protecting your time, energy, and profit. Clear communication and consistency in your tone and customer service go a long way in building trust and professionalism.

Whether you’re dealing with a loyal suki or a last-minute ghoster, staying calm, strategic, and kind will always set you apart.