Vietnam is considered the fastest-growing digital economy in the region in which e-commerce is extraordinary dynamic with support from both domestic and foreign investors. The promising e-commerce market in Vietnam is driven by its young population and high internet/mobile penetration. This survey was conducted in Oct 2020 amongst nearly 700 customers those who currently shopping online to have an up-to-date understanding on Ecommerce market in Vietnam.

1. Q&Me is online market research provided by Asia Plus Inc.
Vietnam EC market 2020
Asia Plus Inc.

2. Objective
Vietnam is considered the fastest-growing digital
economy in the region in which e-commerce is
extraordinary dynamic with support from both domestic
and foreign investors. The promising e-commerce market
in Vietnam is driven by its young population and high
internet/mobile penetration.
This survey was conducted in Oct 2020 amongst nearly
700 customers those who currently shopping online to
have an up-to-date understanding on Ecommerce market
in Vietnam.

3. Shopper Profile (N – 671)
33%
32%
35% 18-22 years old
23-29 years old
30 - 55 years old
57%
43% Male
Female
27%
24%
49%
HCM
Hanoi
Others
15%
12%
26%14%
18%
15%
< 5 Mil VND
5 - 7.5 Mil VND
7.5 - 15 Mil VND
15 - 20 Mil VND
20 - 30 Mil VND
> 30 Mil VND
Location HH Income
The online shopping reaches to both male & female, all HH income
level, all age groups and all locations with high distribution on 18 –
39 years old and HHI from 7.5 – 15 mil
Gender Age

4. Key takeaway
Mobile app as the major usage
Mobile application becomes the dominant
media to enjoy online shopping. 59% use
mobile app the most, which is the huge
increase from 47% of the previous year.
More frequent online usage
The online shopping frequency has
increased compared with the previous
years. Monthly online user have increased
to 61%, from 47% of the previous year.
Online usage becomes as part of the
Vietnamese shopping life
Food popularity after Covid-19
As they had to stay home more during
Covid-19, the category usage has been
widened. Online usage for the food
category has increased during this period.

5. Key takeaway
Product / pricing + delivery
In addition to the common motivations of
pricing and product varieties, delivery
speed became one of the good
motivations to use online shopping. This
is the great improvement by the EC
providers
Increase of non-cash payment
Although cash is still dominant method,
there are increasing number of those who
use mobile payment in online shopping.
Non-cash penetration has gradually
increased compared with previous year.
Further dominance by Shopee
Shopee increased its popularity in online
shopping due to the strong pricing and
product varieties, with good fun shopping
images. Other than the EC platform,
social platform also remains its popularity

6. Shopping frequency and device to use
Online shopping frequency is up
47%
59%
23%
20%
16%
11%
13% 8%
2019 2020
Smartphone (app) Smartphone (browser) Home PC
Office PC Tablet
Q. How often do you shop online? (Including Facebook/ Zalo) (N=671) / Q. Which devices do you use the most for online shopping (N=671)
Online shopping is used more frequently, partially because of more penetrations of mobile app to receive
information more frequently.
17% 22%
30%
39%
18%
12%
35%
26%
2019 2020
Weekly and more Once - A few times / month
Once / several months Never / Rarely
47%
Those who use online shopping monthly and more have
increased from 47% to 61% in 2020
61%
Mobile app used by more than half of shoppers
Mobile app now is used by 59% of the shoppers. More app
users, less browser users

7. Popular item bought online
63%
38%
33%
33%
31%
30%
26%
25%
20%
17%
15%
13%
13%
12%
Fashion (clothes, shoes,...)
Cosmetics
Food and beverages
Books/ stationaries
IT / Mobile phones
Sport goods
Personal cleaning products
Kitchen / home appliances
Daily cleaning product/ (Washing powder,…
Supplement / Functional foods
SPA / Beauty services
Mom & Baby products
Consumer Electronics
Ticketing (air / movies...)
Q. Please choose ALL the products that you have bought online in the last 12 months (N=659)
Fashion, cosmetics are the main categories in online shopping.
The demand of food and beverage went up, due to the Covid-19

8. Category impacts during Covid-19
The purchase of foods online has increased due to Covid-19
impacts
Q. Please choose if there are anything that you increased the purchase during / after Covid-19 period
28%
26%
22%
22%
20%
17%
16%
15%
Food and beverages
Cosmetics
Sport goods
Fashion (clothes, shoes,
accessories...)
Books/ stationaries
IT / Mobile phones
Personal care products
Home care products
• Dried foods: 56%
• Milk / diary: 55%
• Cooked meals: 48%
• Vegetabls / fruts: 42%
• Soft drinks: 39%

9. Amount to spend
Although the frequency is high, half of the users spend less than
500,000 VND / month. There are 21% of high spenders who
consumes 1M VND and more monthly.
7%
25%
20%14%
14%
11%
9%
Less than 100,000 VND 100,001 - 300,000 VND 300,001 - 500,000 VND
500,001 - 700,000 VND 700,001 - 1,000,000 VND 1,000,001 - 2,000,000 VND
Over 200,000 VND
Q. How much do you spend for online shopping a month in P3M (N=659)

10. Location to receive goods
2/3 of the shoppers receive their order at home. The ratio from office
to home has increased probably due to Covid-19
Q. Where do you often receive your product at? (N=659)
66%
22%
9%
3%
My Home Office Friends’ / Relatives’ home Cafe/restaurants

11. Online shopping motivations
30%
36%
40%
46%47%
57%59%
No need for
the delivery
Order it
anytime
Order it
anywhere
Mobile
phone
friendly
Strong
promotions
Good pricingWide variety
of products
Q. What are the reasons that you use online shopping in P3M? (N=659)
The mix of the product variety and pricing / promotions are
the big motivations for the online shopping.

12. Online shopping motivations
Q. Please choose if you have taken any of the following actions before purchasing the product. (N=659)
Product reviews and pricings are checked / compared
before the decisions.
58%
54%
41%
30%
25%
24%
10%
Check product review
Compare price with other
online shops
Search for more products
details
Check the pricing of the same
product at the store
Asked friends / colleagues
about the reputations of the
product
Checked the product at a
physical store
Check the pricing of the same
product in the other country

13. Payment method
Online shopping witnesses the big changes in payment method.
Cash on delivery declines while mobile payment climbs up to 9%
88%
75%
6%
7%
5%
7%
9%
2019 2020
Others E-wallet Bank transfer Credit/debit card Cash on delivery
Q. How did you make a payment for your order (N=659)

14. Online shopping satisfaction / dissatisfaction
In addition to the pricing and product variety, delivery speed came up as the 3rd highest satisfaction
factors. On the other hand, some had faced product quality issues
Q. How much are you satisfied with this EC site you use? (N=659) / What are the things you are satisfied with? (N=659) / What are the things you are dissatisfied with? (N=659)
36%
46%
17%
Satisfaction level
Very satisfied Satisfied So so
Dissatisfied Very dissatisfied
59%
50%
48%
36%
31%
29%
28%
Price
Product variety
Delivery speed
Promotion/discount
Product quality
Customer support
Payment method
Satisfaction
50%
22%
20%
18%
13%
12%
10%
Product quality
Customer support
Delivery cost
Delivery speed
Product variety
Price
Promotion/discount
Dissatisfaction

15. 75%
69%
56%
45%
42%
20%
16%
36%
28%
11% 12%
4% 2% 2%
Shopee Lazada Tiki Facebook Sendo TGDD Điện Máy
Xanh
Have used Use most
Popular EC channels
Shopee is used by the most followed by Lazada and Tiki. Facebook
comes as one of the most popular channels to purchase
Q. Please choose ALL the online services you use for online shopping (N=659)
Q. Please choose the online site that you use the most (N=659)

16. EC Brand Imageries
53%
44%
37%
39%
42%
43%
31%
31%
44%
29%
Good variety of products
Good pricing
Good customer services
Good delivery
Good information on site
Fun
Premium
Trustful
Youth
Adult
Q. What EC brand comes up for each of the keyword below? (N=659)
27%
24%
20%
22%
25%
24%
22%
22%
20%
27%
14%
19%
27%
26%
19%
21%
33%
33%
21%
22%
Shopee has the images as good varieties, pricing and good information on site. Tiki has the unique
images of premium and trustful

17. Social shopping popularity
45% of EC shoppers also use social network for online purchase. The image of social shopping is pricing
and fun shopping.
Q. How much are you satisfied with this EC site you use? (N=659) / What are the things you are satisfied with? (N=659) / What are the things you are dissatisfied with? (N=659)
42%
36%
30% 28% 26%
52%
48%
52% 59%
51%
5%
16% 18% 14%
24%
Price Fun shopping Good
customer
care
Fast delivery Product
quality
Images between EC and social shopping
Neither
EC
Social shopping
43% 45%
57% 55%
2019 2020
Social shopping users

18. Q&Me – About Online Market Research Services

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FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry
73%
(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.

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Retail

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