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This study focused on the twenty resellers of buffalo dairy products in the Philippines amid the COVID-19 pandemic. It aims to discover the pivotal factors impacting resellers’ customer experience. We investigated how pricing strategies impact reseller customer experience and retention during the COVID-19 pandemic using interview data. Reasonable pricing aligned with product value boosted favorable opinions of the brand. However, production insufficiency led to frequent out-of-stock scenarios and affected customer satisfaction. Meeting reseller demand proved instrumental in shaping positive experiences. We also highlighted how production capacity and supply chain efficiency directly impact reseller operations and customer experience. We shed light on the intricate interplay among pricing, product quality, and supply chain efficiency during the pandemic-induced market shifts from individual customer focus to resellers, offering actionable insights for businesses navigating similar landscapes.