E-commerce in Vietnam from 2015 to 2021 forecast 2025

DIGITAL & TRENDS
E-commerce in Vietnam

Table of Contents
1
01 Overview
04
Internet economy size SEA 2015-2025
05
GMV of the internet economy in Vietnam 2015-2025
06
E-commerce share of retail sales in Vietnam 2015-2021
07
E-commerce market value in Vietnam 2014-2022
08
Number of e-commerce sites in Vietnam 2018-2021, by type
02 Key indicators
10
GMV of the internet economy Vietnam 2022, by sector
11
GMV of online travel sector in Vietnam 2015-2025
12
GMV of online transport and food sector Vietnam 2019-2025
13
Number of users of e-commerce in Vietnam 2017-2027
14
Average annual revenue per e-commerce user on consumer goods 2019-2022
03 Leading e-commerce categories
16
Leading e-commerce categories in Vietnam 2021
17
Consumer goods e-commerce spending in Vietnam 2022, by category
18
Consumer goods e-commerce spending growth in Vietnam 2022, by category
19
Online travel and tourism e-commerce spending Vietnam 2022, by category
20
Online travel and tourism spending growth in Vietnam 2022, by category
21
Digital media spending in Vietnam 2022, by category
22
Digital media spending growth in Vietnam 2022, by category
04 Leading e-commerce sites
24
Leading domestic B2C e-commerce sites in Vietnam Q1 2022, by monthly visits
25
Leading international B2C e-commerce sites in Vietnam Q1 2022, by monthly visits
26
Leading B2C e-commerce sites for fashion in Vietnam Q1 2022, by monthly visits
27
Leading B2C e-commerce sites for electronics in Vietnam Q1 2022, by monthly visits
28
Number of monthly web visits on Shopee in Vietnam 2020-2021
29
Number of monthly web visits on Lazada in Vietnam 2020-2022
30
Number of monthly web visits on Tiki in Vietnam 2020-2021
05 Payment methods
32
E-commerce payment share Vietnam 2021-2026
33
Leading e-commerce payment methods in Vietnam 2021
34
Share of online shoppers who used COD shipping Vietnam 2017-2021
35
Main transaction types using e-payments among respondents Vietnam 2022
36
Most popular e-payment services used among respondents Vietnam 2022
06 Consumer behavior
38
Share of population making online purchases Vietnam 2023, by gender
39
Share of e-commerce activities of internet users in Vietnam Q3 2022

Table of Contents
2
40
Most popular online purchase incentives Vietnam 2022
41
Main obstacles for purchasing online in Vietnam 2021
42
Most preferred online buying channels Vietnam 2021
43
Online shopping satisfaction among Vietnamese 2019-2021

Description: In 2022, the internet economy size across Southeast Asia was valued at approximately 194 billion U.S. dollars. This was forecasted to increase dramatically by 2025, in which the internet economy in Southeast Asia was expected to reach 330 billion U.S.
dollars. Read more
Note(s): Asia; 2015 to 2022; *Forecast. The internet economy includes ride hailing, online media, online travel and e-commerce markets. Read more
Source(s): Bain & Company; Google; Temasek Holdings
Market
value
in
billion
U.S.
dollars
2015 2018 2019 2020 2021 2022 2025*
0
50
100
150
200
250
300
350
32
72
102
116
161
194
330
4
Internet economy size in Southeast Asia from 2015 to 2022, with a
forecast for 2025 (in billion U.S. dollars)
Internet economy size SEA 2015-2025

Description: In 2022, the annual gross merchandise volume (GMV) of the internet economy in Vietnam reached 23 billion U.S. dollars. Due to Vietnam's growing internet economy, this figure was forecast to be 49 billion U.S. dollars in 2025. The internet economy
includes four sectors of e-commerce, transport and food, online travel, and online media. Read more
Note(s): Vietnam; 2015 to 2022; *Forecast. Figures prior to 2022 were from previous reporting. Gross merchandise volume (GMV) is the total value of merchandise sold over a given period of time through a customer-to-customer (C2C) exchange site. Read more
Internet
economy
value
in
billion
U.S.
dollars
2015 2019 2020 2021 2022 2025*
0
10
20
30
40
50
60
3
12
16
21
23
49
5
Annual gross merchandise volume (GMV) of the internet economy in
Vietnam from 2015 to 2022, with a forecast for 2025 (in billion U.S. dollars)
GMV of the internet economy in Vietnam 2015-2025

Description: In 2021, e-commerce sales accounted for seven percent of the total retail sales in Vietnam. In that year, the value of retail sales of goods and services amounted to over 4,789 trillion Vietnamese dong. Since 2015, the e-commerce share of total retail sales
has doubled in the country. Read more
Note(s): Vietnam; 2015 to 2021
Source(s): iDea
Percentage
of
e-commerce
sales
2015 2016 2017 2018 2019 2020 2021
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
2.8%
3%
3.6%
4.2%
4.9%
5.5%
7%
6
E-commerce share of total retail sales in Vietnam from 2015 to 2021
E-commerce share of retail sales in Vietnam 2015-2021

Description: In 2022, e-commerce revenue amounted to approximately 16.4 billion U.S. dollars, accounting for approximately 7.5 percent of the total retail sales of goods and services in Vietnam that year. Vietnam has one of the fastest growing internet economy in
Asia, with a growth rate of 20 percent in 2022. Read more
Source(s): Ministry of Industry and Trade (Vietnam); Vietnam E-commerce Association
Revenue
in
billion
U.S.
dollars
2014 2015 2016 2017 2018 2020 2021 2022
0
2
4
6
8
10
12
14
16
18
2.97
4.07
5
6.2
8
11.8
13.7
16.4
7
E-commerce market value in Vietnam from 2014 to 2022 (in billion U.S.
dollars)
E-commerce market value in Vietnam 2014-2022

Description: In 2021, the number of registered e-commerce sites in Vietnam reached 1.45 thousand. In the same year, the number of e-commerce sites that were confirmed by the Ministry of Industry and Trade amounted to 43.4 thousand. Read more
Source(s): iDea
Number
of
sites
in
thousand
2018 2019 2020 2021
0
5
10
15
20
25
30
35
40
45
50
24.25
29.37
36.45
43.41
1.09 1.19 1.53 1.45
Recognized Registered
8
Number of recognized and registered e-commerce sites in Vietnam from
2018 to 2021 (in 1,000s)
Number of e-commerce sites in Vietnam 2018-2021, by type

Description: In 2022, the annual gross merchandise volume (GMV) of the e-commerce sector in Vietnam reached 14 billion U.S. dollars. The internet economy of Vietnam includes four sectors: e-commerce, transport and food, online travel, and online media. Read
more
Note(s): Vietnam; 2022
0 2 4 6 8 10 12 14 16
e-Commerce
Online media
Transport & food
Online travel
14
14
4.3
4.3
3
3
2
2
Internet economy value in billion U.S. dollars
10
Annual gross merchandise volume (GMV) of the internet economy in 2022,
by sector (in billion U.S. dollars)
GMV of the internet economy Vietnam 2022, by sector

Description: In 2022, the annual gross merchandise volume (GMV) of the online travel sector in Vietnam amounted to two billion U.S. dollars, indicating an increase from the previous year. In that year, the total GMV of the internet economy in the country amounted to
23 billion U.S. dollars. Read more
Note(s): Vietnam; 2015 to 2022; *Forecast. Figures prior to 2019 were from previous reporting. Gross merchandise volume (GMV) is the total value of merchandise sold over a given period of time through a customer-to-customer (C2C) exchange site. Read more
Value
in
billion
U.S.
dollars
2019 2021 2022 2025*
0
1
2
3
4
5
6
7
5
1
2
6
11
Annual gross merchandise volume (GMV) of the online travel sector in
Vietnam from 2015 to 2022, with a forecast for 2025 (in billion U.S. dollars)
GMV of online travel sector in Vietnam 2015-2025

Description: In 2022, the annual gross merchandise volume (GMV) of the online transport and food sector in Vietnam reached three billion U.S. dollars. In that year, Vietnam's growing internet economy had a GMV of 23 billion U.S. dollars. The internet economy
includes four sectors of e-commerce, transport and food, online travel, and online media. Read more
Note(s): Vietnam; 2019 to 2022; *Forecast. Gross merchandise volume (GMV) is the total value of merchandise sold over a given period of time through a customer-to-customer (C2C) exchange site. Read more
Value
in
billion
U.S.
dollars
2019 2021 2022 2025*
0
1
2
3
4
5
6
1
2
3
5
12
Annual gross merchandise volume (GMV) of online transport and food sector
in Vietnam from 2019 to 2022, with a forecast for 2025 (in billion U.S. dollars)
GMV of online transport and food sector Vietnam 2019-2025

Description: The number of users in the e-commerce market in Vietnam was forecast to continuously increase between 2023 and 2027 by in total 15.5 million individuals (+24.61 percent). According to this forecast in 2027, the user number will have increased for the
fourth consecutive year to 78.44 million individuals. Notably, the number of users of the e-commerce market was continuously increasing over the past years. Find further information concerning the users in the e-commerce market by looking [...] Read more
Note(s): Vietnam; 2017 to 2027; excluding B2B spend
Source(s): Various sources (DataReportal, We Are Social, Meltwater, Statista Digital Market Insights)
Number
of
people
in
millions
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
0
10
20
30
40
50
60
70
80
90
26.27
34.24
39.63
45.6
51.78
57.62
62.99
66.88
70.9
74.85
78.44
13
Number of users of e-commerce in Vietnam 2017-2027 (in millions)
Number of users of e-commerce in Vietnam 2017-2027

Description: In 2022, the average revenue per e-commerce user on consumer goods reached 222 U.S. dollars in Vietnam, indicating a decrease of 10 percent from the previous year. In the same year, there were over 57.62 million people using e-commerce for
consumer goods purchases in the country. Read more
Note(s): Vietnam; 2019 to 2022; excluding B2B spend
Average
revenue
in
U.S.
dollars
2019 2020 2021 2022
0
50
100
150
200
250
300
54
132
240
222
14
Average annual revenue per consumer goods e-commerce user in
Vietnam from 2019 to 2022 (in U.S. dollars)
Average annual revenue per e-commerce user on consumer goods 2019-2022

Leading e-commerce
categories
CHAPTER 03

Description: As surveyed in 2021, clothing, footwear, and cosmetic products were the most popular online product categories according to online shoppers in Vietnam. Home appliances ranked second, with 64 percent of respondents having purchased these items
online. Read more
Note(s): Vietnam; 2021; 4584 respondents; among online shoppers nationwide
Source(s): iDea; Ministry of Industry and Trade (Vietnam)
0% 10% 20% 30% 40% 50% 60% 70% 80%
Clothing, footwear, cosmetics
Home appliance
Technological and electronic devices
Book, stationary, flower, gift
Food
Train and air tickets
Tour and hotel booking
Movie and concert ticket
Streaming
Others
Online consultation and education services
Music, video, DVD, game
Coupons of platforms
Spa and beauty services
69%
64%
51%
50%
44%
27%
25%
22%
20%
20%
17%
14%
12%
10%
Share of respondents
16
Most popular online shopping categories according to online shoppers in
Vietnam in 2021
Leading e-commerce categories in Vietnam 2021

Description: In 2022, e-commerce expenditure on consumer goods in Vietnam was the highest in the electronics category at 4.52 billion U.S. dollars, followed by fashion at over two billion U.S. dollars, and toys at 1.78 billion U.S. dollars. Meanwhile, e-commerce
spending growth was highest for food at over 18 percent that year. Read more
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0
Electronics
Fashion
Toys, hobby, DIY
Furniture
Personal & household care
Food
Beverages
Physical media
4.52
2.23
1.78
1.55
1.21
0.95
0.33
0.24
Value in billion U.S. dollars
17
E-commerce expenditure on consumer goods among internet users in
Vietnam in 2022, by category (in billion U.S. dollars)
Consumer goods e-commerce spending in Vietnam 2022, by category

Description: In 2022, e-commerce spending growth on consumer goods in Vietnam was highest for food category at 18.9 percent. In contrast, e-commerce expenditure on furniture declined by more than six percent. The COVID-19 pandemic and related restrictions
have made more consumers turn to online channels for essential products in the country. Read more
0% 5% 10% 15% 20% 25%
-5%
-10%
Food
Personal & household care
Beverages
Fashion
Toys, hobby, DIY
Physical media
Electronics
Furniture
18.9%
6%
5.4%
5.1%
4.3%
-2.6%
-6%
-6.3%
Growth rate
18
Growth of e-commerce expenditure on consumer goods among internet
users in Vietnam in 2022, by category
Consumer goods e-commerce spending growth in Vietnam 2022, by category

Description: In 2022, the highest e-commerce expenditure in the online travel and tourism category in Vietnam was for flights, at over 1.27 billion U.S. dollars, indicating an increase of 26.3 percent from the previous year. In the same year, spending on hotels and
packages for holidays amounted to 720.3 million U.S. dollars and 501.7 million U.S. dollars, respectively. Read more
Note(s): Vietnam; 2022; excluding revenues associated with public transport, non-commercial flights, ferries, taxis, ride-sharing, ride-hailing, or chauffeur services
0 200 400 600 800 1,000 1,200 1,400
Flights
Hotels
Package holidays
Car rentals
Vacation rentals
Long-distance buses
Trains
Cruises
1,270
720.3
501.7
296.1
135.8
111.2
109.6
0.68
Value in million U.S. dollars
19
E-commerce expenditure on online and travel tourism among internet
users in Vietnam in 2022, by category (in million U.S. dollars)
Online travel and tourism e-commerce spending Vietnam 2022, by category

Description: In 2022, the cruises category recorded the highest growth in e-commerce expenditure on online travel and tourism in Vietnam, at 386 percent. In the same year, the e-commerce expenditure on vacation rentals and long-distance buses grew by 84.2
percent and 66 percent, respectively. Read more
Note(s): Vietnam; 2022; excluding revenues associated with public transport, non-commercial flights, ferries, taxis, ride-sharing, ride-hailing, or chauffeur services
0% 50% 100% 150% 200% 250% 300% 350% 400% 450%
Cruises
Vacation rentals
Long-distance buses
Package holidays
Car rentals
Trains
Hotels
Flights
386%
84.2%
66%
55.2%
52.1%
48.6%
36.2%
26.3%
Growth rate
20
Growth of e-commerce expenditure on online travel and tourism among
internet users in Vietnam in 2022 compared to 2021, by category
Online travel and tourism spending growth in Vietnam 2022, by category

Description: In 2022, the highest e-commerce expenditure in the digital media category in Vietnam was for video games, at around 460.3 million U.S. dollars, followed by video-on-demand services at 219 million U.S. dollars. Overall, e-commerce spending on digital
media amounted to 725.4 million U.S. dollars. Read more
Note(s): Vietnam; 2022; including content downloads and subscriptions to streaming services and online publishers, excluding physical media or user-generated content
0 100 200 300 400 500 600 700 800
Video games
Video-on-demand
E-publishing
Digital music
Total
460.3
219.5
24.88
20.74
725.4
Value in million U.S. dollars
21
E-commerce expenditure on digital media among internet users in
Vietnam in 2022, by category (in million U.S. dollars)
Digital media spending in Vietnam 2022, by category

Description: In 2022, video games had the highest e-commerce expenditure growth in the digital media category in Vietnam, at around 16.7 percent, followed by video-on-demand services at 15.7 percent. Overall, e-commerce spending on digital media in the country
increased by 15.9 percent from the previous year. Read more
Note(s): Vietnam; 2022; including content downloads and subscriptions to streaming services and online publishers, excluding physical media or user-generated content
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
Video games
Video-on-demand
Digital music
E-publishing
Total
16.7%
15.7%
10.9%
6.9%
15.9%
Growth rate
22
Growth of e-commerce expenditure on digital media among internet users
in Vietnam in 2022 compared to 2021, by category
Digital media spending growth in Vietnam 2022, by category

Leading e-commerce sites
CHAPTER 04

Description: As of the first quarter of 2022, The Gioi Di Dong was the most visited domestic B2C e-commerce website in Vietnam, having approximately 54 million web visits per month. Dien May Xanh ranked second among the list, with much less monthly web visits
than The Gioi Di Dong. Read more
Note(s): Vietnam; Q1 2022
Source(s): iPrice Group; SimilarWeb
0 10 20 30 40 50 60
The Gioi Di Dong
Dien May Xanh
Tiki
FPT Shop
CellphoneS
Bach Hoa Xanh
Hoang Ha Mobile
Dien May Cho Lon
Sendo
Meta
54.03
20.82
15.07
7.31
7.15
7.04
4.78
4.13
3.24
3.07
Number of monthly web visits in millions
24
Most popular domestic B2C e-commerce sites in Vietnam as of 1st quarter
2022, by monthly web visits (in millions)
Leading domestic B2C e-commerce sites in Vietnam Q1 2022, by monthly visits

Description: As of the first quarter of 2022, Shopee VN was the most visited international B2C e-commerce website in Vietnam, with approximately 85 million monthly web visits. Lazada VN ranked second among the list, having about 17 million web visits per month.
Read more
0 10 20 30 40 50 60 70 80 90
Shopee VN
Lazada VN
SHEIN
84.52
16.97
0.18
25
Most popular international B2C e-commerce sites in Vietnam as of 1st
quarter 2022, by monthly web visits (in millions)
Leading international B2C e-commerce sites in Vietnam Q1 2022, by monthly visits

Description: As of the first quarter of 2022, Dong Ho Hai Trieu was the most visited B2C e-commerce website for fashion retail in Vietnam, with approximately almost 854.6 thousand monthly web visits. Juno had over 670 thousand web visits monthly during the same
period, making the site the second most popular fashion e-commerce website. Read more
0 100 200 300 400 500 600 700 800 900
Dong Ho Hai Trieu
Juno
Hoang Phuc
Yame
Canifa
SHEIN
Dang Quang Watch
ARISTINO
854.6
670.7
605.9
408.3
231.6
182.6
151.6
102.4
Number of monthly web visits in thousands
26
Most popular B2C e-commerce sites for fashion in Vietnam as of 1st
quarter 2022, by monthly web visits (in 1,000s)
Leading B2C e-commerce sites for fashion in Vietnam Q1 2022, by monthly visits

Description: As of the first quarter of 2022, The Gioi Di Dong was the most visited B2C e-commerce website for consumer electronics in Vietnam, with approximately 54 million monthly web visits. Dien May Xanh ranked second among the list, having over 20.8 million
monthly web visits in the same period. CellphoneS and FPT shop followed as the third most popular electronics e-commerce sites with over seven million monthly visits each. Read more
0 10 20 30 40 50 60
The Gioi Di Dong
Dien May Xanh
FPT Shop
CellphoneS
Hoang Ha Mobile
Dien May Cho Lon
Nguyen Kim
Di Dong Viet
Mediamart
Dien May HC
54.03
20.82
7.31
7.15
4.78
4.13
2.75
2.15
2.09
1.83
27
Most popular B2C e-commerce sites for electronics in Vietnam as of 1st
quarter of 2022, by monthly web visits (in millions)
Leading B2C e-commerce sites for electronics in Vietnam Q1 2022, by monthly visits

Description: In the third quarter of 2021, Shopee's number of monthly visitors amounted to approximately 78 million. Shopee was the leading e-commerce website in Vietnam based on the visitor number that year. Read more
Note(s): Vietnam; Q1 2020 to Q2 2021
Number
of
monthly
web
visits
in
millions
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021
35
40
45
50
55
60
65
70
75
80
43.16
52.49
62.7
68.59
63.7
72.97
77.83
28
Number of monthly web visits on Shopee in Vietnam from 1st quarter
2020 to 3rd quarter 2021 (in millions)
Number of monthly web visits on Shopee in Vietnam 2020-2021

Description: In the first quarter of 2022, Lazada's number of monthly visitors amounted to approximately 17 million. Lazada was among the leading e-commerce websites in Vietnam based on the number of visitors that year. Read more
Number
of
monthly
web
visits
in
millions
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022
16.5
17.5
18.5
19.5
20.5
21.5
22.5
19.76
18.52
20.16
20.83
17.95
20.42
21.41
20.63
16.97
29
Number of monthly web visits on Lazada in Vietnam from 1st quarter
2020 to 1st quarter 2022 (in millions)
Number of monthly web visits on Lazada in Vietnam 2020-2022

Description: In the third quarter of 2021, Tiki's number of monthly visitors amounted to approximately 17.5 million in Vietnam. Tiki was among the leading e-commerce websites in Vietnam based on the number of visitors that year. Read more
Number
of
monthly
web
visits
in
millions
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021
16.5
17.5
18.5
19.5
20.5
21.5
22.5
23.5
24.5 23.99
21.15
22.56
22.26
19.02
17.19
17.5
30
Number of monthly web visits on Tiki in Vietnam from 1st quarter 2020 to
3rd quarter 2021 (in millions)
Number of monthly web visits on Tiki in Vietnam 2020-2021

Description: In 2021, cards and domestic payments were the leading payment method for purchases via e-commerce among people in Vietnam, accounting for 25 percent of the e-commerce payment share each. By 2026, mobile wallets were forecast to become one
of the leading payment methods for online shopping in the country. Read more
Note(s): Vietnam; 2021; *Forecast. ** Include both credit and debit cards ***Include real-time payment (RTP) schemes, local payments, and online banking transfers through a variety of platforms. Read more
Source(s): IDC
E-commerce
payment
share
2021 2023* 2026*
0%
20%
40%
60%
80%
100%
120%
25%
25% 27%
27% 30%
30%
25%
25%
27%
27%
28%
28%
21%
21%
26%
26%
30%
30%
2%
2%
4%
4%
29%
29%
18%
18%
8%
8%
Cards** Domestic payments*** Mobile wallets BNPL Others
32
Breakdown of e-commerce payments in Vietnam in 2021 with forecasts for
2023 and 2026
E-commerce payment share Vietnam 2021-2026

Description: As surveyed in 2021, cash on delivery was the most popular payment method for online shopping in Vietnam, as stated by 73 percent of respondents. Around 37 percent of respondents reported having used an e-wallet for online shopping payment,
making these online wallets the second most popular payment method and the most chosen one among cashless payment methods. Read more
Note(s): Vietnam; 2021; 4584 respondents; among online shoppers nationwide
0% 10% 20% 30% 40% 50% 60% 70% 80%
Cash on delivery
E-wallet
Domestic ATM cards
Credit cards
73%
37%
27%
24%
33
Most popular payment methods for online shopping according to online
shoppers in Vietnam in 2021
Leading e-commerce payment methods in Vietnam 2021

Description: As surveyed in 2021, around 73 percent of online shoppers in Vietnam chose cash on delivery (COD) as their shipping and payment method. COD has been the most popular payment method for online shopping in Vietnam despite the emergence of other
cashless payment methods. Read more
Note(s): Vietnam; 2021; 6219 respondents; 18 years and older; among online shoppers nationwide
Share
of
respondents
2017 2018 2019 2020 2021
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
82%
88%
86%
78%
73%
34
Share of online shoppers who chose cash on delivery (COD) as a payment
method in Vietnam from 2017 to 2021
Share of online shoppers who used COD shipping Vietnam 2017-2021

Description: According to a survey conducted by Rakuten Insight on e-payment usage in October 2022 in Vietnam, about 77.9 percent of e-payment users indicated that they used e-payment transactions to pay for online purchases. The same survey also revealed that
over 92 percent of Vietnamese respondents had made a transaction using e-payment services. Read more
Note(s): Vietnam; October 13 to 30, 2022; 2,806 respondents; 16 years and older; among respondents who had made e-payment transactions
Source(s): Rakuten Insight
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Paying for online purchases
Transferring money to friends and family
Paying bills
Paying for real-world services (e.g. transportation, food delivery, etc)
Paying for in-store purchases
Splitting bills with others when dining out
Others
77.87%
66.57%
65.9%
49.61%
47.97%
16.89%
1.14%
35
Main transaction types using e-payments among consumers in Vietnam as
of October 2022
Main transaction types using e-payments among respondents Vietnam 2022

Description: According to a survey conducted by Rakuten Insight on e-payment usage in October 2022 in Vietnam, about 76.2 percent of e-payment users indicated that they used MoMo for e-payment transactions. The same survey also revealed that over 92 percent
of Vietnamese respondents had made a transaction using e-payment methods. Read more
Note(s): Vietnam; October 13 to 30, 2022; 2,806 respondents; 16 years and older; among respondents who had made e-payment transactions
Source(s): Rakuten Insight
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
MoMo
ZaloPay
Viettel Pay
PayPal
VNPAY
E-payment services/e-wallets from banks
AirPay
Moca
Google Pay
Bao Kim
Payoo
Samsung Pay
Apple Pay
VTC Pay
Amazon Pay
76.23%
58.66%
36.1%
28.9%
24.59%
24.31%
17.64%
14.22%
6.42%
4.95%
4.24%
3.85%
3.85%
2.53%
1.82%
36
Major e-payment services used among consumers in Vietnam as of
October 2022
Most popular e-payment services used among respondents Vietnam 2022

Description: According to a report published in January 2023, more females made online transactions than males in Vietnam. The same report also showed that 16 percent of the population made or received digital payments in the past year. Read more
Note(s): Vietnam; January 2023; among population aged 15 and over that reported owning or using financial products and services
Source(s): Various sources (DataReportal, We Are Social, Meltwater, Worldbank)
Share
of
population
Male Female Total
0%
5%
10%
15%
20%
25%
17.6%
19.8%
18.7%
38
Share of population making a purchase on the internet in the past year in
Vietnam as of January 2023, by gender
Share of population making online purchases Vietnam 2023, by gender

Description: According to a survey among internet users conducted in Vietnam during the third quarter 2022, around 60 percent of respondents stated that they had purchased a product or service online. The survey also revealed that 27 percent of the respondents
had ordered groceries online. Read more
Note(s): Vietnam; Q3 2022; 16-64 years; among internet users
Source(s): Various sources (DataReportal, We Are Social, Meltwater, GWI)
0% 10% 20% 30% 40% 50% 60% 70%
Purchased a product or service online
Used an online price comparison service
Ordered groceries via an online store
Bought a second-hand item via an online store
Used a buy now, pay later service
60.7%
27.7%
27%
19.6%
19%
39
Share of e-commerce activities of internet users in Vietnam as of 3rd
quarter 2022
Share of e-commerce activities of internet users in Vietnam Q3 2022

Description: In 2022, around half of the survey respondents indicated that free delivery offer was the most popular driver for online purchases among Vietnamese internet users. Customer reviews. coupons, discounts, and easy returns were among the drivers online
shoppers in the country appreciated. Read more
Note(s): Vietnam; Q3 2022; 16-64 years; among internet users
Source(s): Various sources (DataReportal, We Are Social, Meltwater, GWI)
0% 10% 20% 30% 40% 50% 60%
Free delivery
Customer reviews
Coupon and discounts
Easy returns
Simple online checkout
Cash on delivery option
"Likes" and comments on social
Next-day delivery
Eco-friendly credentials
Loyalty points
Social media "buy" button
Exclusive content
Interest-free installment option
"Guest" check-out
Live-chat box
50%
37.9%
34.9%
32.8%
31.9%
30%
29.7%
25.8%
25.5%
24.4%
17.5%
16.9%
16.2%
15.1%
14.4%
40
Most popular online purchase drivers among internet users in Vietnam in
2022
Most popular online purchase incentives Vietnam 2022

Description: As surveyed in 2021, 68 percent of Vietnamese respondents stated that the lack of quality of goods compared to the advertised products was an obstacle for using shopping online. Concerns about data security were also among the leading obstacles for
online purchases, according to over half of them. Read more
Note(s): Vietnam; 2021; 4584 respondents; 18 years and older; among online users
Source(s): iDea
0% 10% 20% 30% 40% 50% 60% 70% 80%
Lacking quality of goods compared to advertisement
Concerns about data security
High delivery cost
Poor shipping and delivery service
Poor customer service
Price (high price or unclear price)
Confusing ordering process
Complicated payment process
Unprofessional website design/user experience
Others
68%
52%
41%
30%
28%
26%
16%
14%
13%
1%
41
Main obstacles for online purchases in Vietnam in 2021
Main obstacles for purchasing online in Vietnam 2021

Description: According to a survey conducted among Vietnamese households in 2021, e-commerce platforms were the most preferred online shopping channels, as suggested by 68 percent of respondents. The same survey also revealed that social commerce via
social media was also popular among respondents in the country. Read more
Note(s): Vietnam; Q4 2021; 1,000 respondents; among households in four major cities: Can Tho, Da Nang, Ha Noi, and Ho Chi Minh
Source(s): Deloitte
0% 10% 20% 30% 40% 50% 60% 70% 80%
E-commerce platforms
Social media platforms
Retailer websites
Mobile e-commerce applications
None of the above
68%
54%
13%
13%
30%
42
Most preferred online purchasing channels among Vietnamese people in
2021
Most preferred online buying channels Vietnam 2021

Description: As surveyed in 2021 in Vietnam, around 44 percent of the online shoppers were satisfied with their online shopping experiences. Meanwhile, two percent of them considered their online shopping experiences unsatisfied. Read more
Note(s): Vietnam; 2019 to 2021; 4584 respondents; among online shoppers nationwide; *The survey count refers to the figure of 2021. Read more
Share
of
respondents
Very satisfied Satisfied Normal Unsatisfied
0%
10%
20%
30%
40%
50%
60%
16%
55%
27%
2%
26%
40%
28%
7%
21%
44%
33%
2%
2019 2020 2021
43
Satisfaction of shopping online among consumers in Vietnam from 2019
to 2021
Online shopping satisfaction among Vietnamese 2019-2021

Sources
44
Bain & Company
DataReportal
Deloitte
Google
GWI
IDC
iDea
iPrice Group
Meltwater
Ministry of Industry and Trade (Vietnam)
Rakuten Insight
SimilarWeb
Statista Digital Market Insights
Temasek Holdings
Various sources (DataReportal, We Are Social, Meltwater, GWI)
Various sources (DataReportal, We Are Social, Meltwater, Statista Digital Market Insights)
Various sources (DataReportal, We Are Social, Meltwater, Worldbank)
Vietnam E-commerce Association
We Are Social
World Bank

E-commerce in Vietnam from 2015 to 2021 forecast 2025

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