Vietnam accounts for 15% of the total online shopping market in ASEAN. It is currently only behind Thailand (16%) and on par with the Philippines.
Vietnam excels in online orders with an average of 104 times/person/year. Meanwhile, the average number of users in 6 countries surveyed is 66 times a year.
Spending on online shopping is also increasing. While the percentage of customers who spent less than 1 million VND on online shopping declined, the percentage of customers who shopped at 1-3 million VND, 3-5 million VND and over 5 million VND recorded a strong increase.
The types of products chosen by Vietnamese people are fast-moving consumer goods, shoes, and fashion.
Specifically, in the first half of 2021, Vietnam added 8 million new online shoppers, of which 55% are from urban areas. Online shoppers are highly knowledgeable and experienced. The average age of customers on e-commerce platforms in Vietnam is 36.
In Vietnam, according to a report by PwC, the percentage of people shopping in stores (offline) will fall from 76% in 2019 to 67% by the end of 2021. While purchases via online platforms and smartphones (online) increased from 55% to 69%.
Most customers choose to shop online because it is cheaper than other forms.