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/year.
Spending on online shopping also tends to increase. While the percentage of customers spending less than 1 million VND for online shopping decreased, the percentage of customers shopping 1-3 million VND, 3-5 million VND and over 5 million VND recorded a high increase.
The types of products chosen by Vietnamese people are fast-moving consumer goods, footwear and fashion.
Notably, in the first half of 2021, Vietnam added 8 million new online shopping customers, with 55% coming 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, the percentage of people shopping in stores (offline) will decrease from 76% in 2019 to 67% by the end of 2021, according to a PwC report. While purchases through online platforms and smartphones (online) increased from 55% to 69%.
Most customers choose to shop online because it is more economical than other forms.
@ Cafef
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Source: Vietnam Insider