In the fast-growing world of e-commerce in the Philippines, customer expectations continue to rise. Filipino shoppers now expect reliable and convenient digital experiences, especially with more options of local and international online stores. They’re far less patient with websites that load slowly, are difficult to navigate, or offer limited payment options. If your online store creates even minor inconveniences, you could be losing potential customers without realizing it.
These small but impactful issues are known as customer friction, which are barriers or pain points in the online shopping journey that cause inconvenience, hesitation, or frustration. These frictions can also disrupt the user experience and lead shoppers to abandon their carts.
In this article, we’ll explore some of the most common customer friction red flags that Philippine e-commerce businesses should watch out for.
Red Flag #1: Inadequate Payment Options
One of the most common pain points among Filipino online shoppers is the lack of flexible and locally preferred payment methods. While credit and debit cards are established payment options, many Filipinos also prefer using e-wallets like Maya. When your online store doesn’t support these familiar and trusted payment channels, you risk losing a large portion of potential buyers.
Having said that, it’s essential to integrate payment options that cater to the local market. Using a reliable payment gateway in the Philippines, like Maya Checkout, ensures the checkout process is more inclusive. Aside from accepting established payment methods, the payment gateway also supports QR Ph payments, which have found increasing popularity since the QR standard was established by the Bangko Sentral ng Pilipinas. This also allows you to meet the increasingly diverse payment preferences of online shoppers. Additionally, you can easily set up Maya Checkout for your Shopify or WooCommerce store with our easy-to-use plugins.
Red Flag #2: Mandatory Account Registration
Another common red flag is forcing shoppers to register or create an account before they can proceed to checkout. While having registered users is helpful for marketing and loyalty programs, requiring it too early in the shopping process can drive users away. For many Filipino shoppers, especially those using prepaid data, additional steps and forms can feel like a hassle.
To reduce this kind of friction, businesses should allow guest checkout options that don’t require users to sign up. Additionally, enabling social logins through Facebook or Google can streamline the registration process for users who still want to create an account but prefer convenience.
Red Flag #3: Cluttered or Confusing Web Layout
The design and structure of your e-commerce website also play a crucial role in how easily customers can find what they’re looking for. A cluttered homepage with too many pop-ups, banners, or product categories can overwhelm visitors and create confusion. This can be particularly true for mobile users, who make up the majority of online shoppers in the Philippines. If it takes too long to locate a product or understand how to navigate your site, many users will simply exit and move to a competitor’s store.
Instead, aim for a clean and organized layout with intuitive navigation. Make sure your product categories are clearly labeled, menus are easy to access, and calls-to-action like “Add to Cart” or “Buy Now” are prominently placed. Also, use whitespace effectively and limit distractions so your visitors can focus on the most important content.
Red Flag #4: Lack of Clear and Concise Product Descriptions
Online shoppers rely on the information provided on product pages to make informed decisions. When product descriptions are vague, too technical, or missing entirely, customers are left with unanswered questions. This creates uncertainty, which can prevent them from completing a purchase.
To reduce this friction, write product descriptions that are clear, concise, and informative. Include key details such as product dimensions, materials, how it’s used, available sizes, color variants, and even common concerns. Adding frequently asked questions (FAQs) on the product page can also proactively address doubts and encourage trust.
Red Flag #5: Low-Quality Images
Since customers can’t physically examine the product, visuals are essential in online selling. If your e-commerce website features low-resolution or poorly lit photos, it can create a sense of distrust and raise concerns about product quality.
To enhance trust and engagement, always use high-resolution images that showcase the product from multiple angles. If possible, include zoom-in capabilities so customers can inspect details. Lifestyle photos that show the product in use or worn by real people also help customers visualize the product in their own lives.
Red Flag #6: Poor Mobile Experience
As already mentioned, a significant portion of online shoppers in the Philippines today access e-commerce sites via smartphones. So if your website isn’t mobile-friendly, users may struggle with small fonts, difficult navigation, or buttons that are hard to tap. This creates a frustrating experience that often leads to users abandoning their cart or avoiding future visits.
