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2014 The Ultimate Guide to 
E-Commerce Statistics 
in Southeast Asia & Vietnam
Why they are here?
Beautiful beaches? 
Photo credits: Myshaadiwale
Source: World Bank 
Internet penetration in Singapore, Malaysia, Vietnam, 
Philipinnes is now growing faster than the worl...
In 2011, the Internet users in Southeast Asia was… 
17m 
4m 
36m 
11m 
28m 
22m 
Source: Euromonitor 
Total 118m Internet ...
21m 
In 2016, the Internet users in Southeast Asia will be… 
17m 
4m 
11m 
28m 
22m 
Source: Euromonitor 
21m 
80m 
43m 
3...
Source: Euromonitor 
In 2011… 
Retail Market E-Commerce Market 
0.8% 
0.33% 
2.30% 
0.25% 
0.30% 
0.6% 
% EC Penetration r...
Source: Euromonitor 
In 2016… 
Retail Market E-Commerce Market 
1.4% 
0.47% 
3.86% 
0.71% 
0.54% 
0.94% 
% EC Penetration ...
How’s southeast asia online users like? 
How’s southeast asia online users like? 
How’s southeast asia online users like? ...
Source: comScore 
Southeast Asia 
online populations 
are relatively young 
… who spend much 
of their time online
A Focus On Vietnam 
Photo credit www.internations.org
Source: We are Social, 2014
Source: We are Social, 2014
Source: We are Social, 2014
Source: We are Social, 2014
Source: We are Social, 2014
Conducting a myriad of online activities 
55% VN Internet Users search for products information and 33% of them are 
purch...
VN is ranked 4th in APAC for % Reach of Retail Category!
VN Digital Ad spend forecast to hit USD 900M in 2015!
Vietnam E-commerce market size
VN market size and forecast for 2015 
Vietnam 
Population 
Internet user 
penetration (% 
population) 
Average online 
pur...
Online Commerce Top Categories 
Source: Euromonitor 
In 2014… In 2016… 
This is exclude hotel booking, 
travel packages, o...
Popular Online Products on E-commerce Websites 
Source: Forecast by E-commerce and Information Technology Agency
Vietnam Online User Behavior 
2013
Online Business Nascent 
We have 5% Internet Users shop daily, 11% of which shop once a 
week, and 8% shop within 1 month
3 in 4 Online Consumers use to find new products and brand!
VN has heavy online internet users! 
Frequency of Internet using in 2013: 92% of 
VN Internet Users is online EVERYDAY! 
D...
61% of 20% Internet Users Buy from Sale E-commerce Sites! 
Purpose of accessing Internet 
Online Purchase Method
60% Buyers are Female, and are Manager/ Off. Staffs or Students! 
Online Purchase by Occupation 
Online Purchase by Gender
74% payment made through COD, and 96% of them are happy! 
Payment method for Online Shopping 
Satisfaction of Online Purch...
Buyers are unhappy with product quality and price! 
Obstacle of online shopping, which brings price comparison sites 
In V...
Although there are reasons, 88% online buyers want to buy again! 
Reason for people not shopping online 
Continue to purch...
Vietnam E-commerce Players
Source: comScore
International Sites Online Marketplace B2C / Specialty Store 
Ticketing / Travel 
Deal Sites 
Luxury Shopping 
Online Clas...
Online store model is still a popular model for VN EC Sites 
E-commerce service websites in operation models 
The types of...
Apparel, Gadget, Home Appliances are Popular products 
The types of products or services introducing on e-commerce website...
VN Payment gateway is a battle between Nganluong and Baokim! 
Online payment methods are chosen to use in business
Hotdeal.vn rocks the VN market up with 54% market share! 
Market share of online promotion website in terms of revenue
Affiliate % and Ads still occupied for the main revenue 
Revenue stream structure of e-marketplace
Lazada traffic grows fast, ranked 2nd after vatgia, but rev is bigger! 
Top 5 surveyed e-marketplace in terms of revenue
VN Auction sites are dying with just 5giay and ebay left! 
Market share of online auction websites surveyed in terms of 
S...
Q&A
Brought to you by 
Johnny Tri Dung/ vn.ecommercemilo.com 
E-Commerce Insights 
vn.commercemilo
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Vietnam e-commerce Pocket Guideline 2014

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Ultimate Guide to E-commerce Statistic in SEA and especially Vietnam market.

A must-have pocket but in-depth guideline you should read before entering Vietnam!

Published in: Retail
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Vietnam e-commerce Pocket Guideline 2014

  1. 1. 2014 The Ultimate Guide to E-Commerce Statistics in Southeast Asia & Vietnam
  2. 2. Why they are here?
  3. 3. Beautiful beaches? Photo credits: Myshaadiwale
  4. 4. Source: World Bank Internet penetration in Singapore, Malaysia, Vietnam, Philipinnes is now growing faster than the world’s average !
  5. 5. In 2011, the Internet users in Southeast Asia was… 17m 4m 36m 11m 28m 22m Source: Euromonitor Total 118m Internet Users In “Big 6” SEA countries
  6. 6. 21m In 2016, the Internet users in Southeast Asia will be… 17m 4m 11m 28m 22m Source: Euromonitor 21m 80m 43m 36m 36m Total 205m Internet Users In “Big 6” SEA countries
  7. 7. Source: Euromonitor In 2011… Retail Market E-Commerce Market 0.8% 0.33% 2.30% 0.25% 0.30% 0.6% % EC Penetration rate, not inclusive of services
  8. 8. Source: Euromonitor In 2016… Retail Market E-Commerce Market 1.4% 0.47% 3.86% 0.71% 0.54% 0.94% % EC Penetration rate, not inclusive of services
  9. 9. How’s southeast asia online users like? How’s southeast asia online users like? How’s southeast asia online users like? How’s southeast asia online users like? How’s southeast asia online users like? How’s southeast asia online users like?
  10. 10. Source: comScore Southeast Asia online populations are relatively young … who spend much of their time online
  11. 11. A Focus On Vietnam Photo credit www.internations.org
  12. 12. Source: We are Social, 2014
  13. 13. Source: We are Social, 2014
  14. 14. Source: We are Social, 2014
  15. 15. Source: We are Social, 2014
  16. 16. Source: We are Social, 2014
  17. 17. Conducting a myriad of online activities 55% VN Internet Users search for products information and 33% of them are purchase-intent
  18. 18. VN is ranked 4th in APAC for % Reach of Retail Category!
  19. 19. VN Digital Ad spend forecast to hit USD 900M in 2015!
  20. 20. Vietnam E-commerce market size
  21. 21. VN market size and forecast for 2015 Vietnam Population Internet user penetration (% population) Average online purchase value Online buyer penetration (% Internet Users) B2C E-commerce sales 90m ( 2013) 36% USD 120 57% USD 2.2B 93m (2015) 45% USD 150 60% USD 3.7B Source: Forecast by E-commerce and Information Technology Agency
  22. 22. Online Commerce Top Categories Source: Euromonitor In 2014… In 2016… This is exclude hotel booking, travel packages, online insurance, and movie tickets
  23. 23. Popular Online Products on E-commerce Websites Source: Forecast by E-commerce and Information Technology Agency
  24. 24. Vietnam Online User Behavior 2013
  25. 25. Online Business Nascent We have 5% Internet Users shop daily, 11% of which shop once a week, and 8% shop within 1 month
  26. 26. 3 in 4 Online Consumers use to find new products and brand!
  27. 27. VN has heavy online internet users! Frequency of Internet using in 2013: 92% of VN Internet Users is online EVERYDAY! Devices to Access Internet: PC/ Laptop is big, but Mobile is catching up fast
  28. 28. 61% of 20% Internet Users Buy from Sale E-commerce Sites! Purpose of accessing Internet Online Purchase Method
  29. 29. 60% Buyers are Female, and are Manager/ Off. Staffs or Students! Online Purchase by Occupation Online Purchase by Gender
  30. 30. 74% payment made through COD, and 96% of them are happy! Payment method for Online Shopping Satisfaction of Online Purchase
  31. 31. Buyers are unhappy with product quality and price! Obstacle of online shopping, which brings price comparison sites In VN a big chance to grow!
  32. 32. Although there are reasons, 88% online buyers want to buy again! Reason for people not shopping online Continue to purchase item online or not
  33. 33. Vietnam E-commerce Players
  34. 34. Source: comScore
  35. 35. International Sites Online Marketplace B2C / Specialty Store Ticketing / Travel Deal Sites Luxury Shopping Online Classified Online Grocery Online Food Delivery Baby B2C Sites Lifestyle Shopping
  36. 36. Online store model is still a popular model for VN EC Sites E-commerce service websites in operation models The types of advertisement on e-commerce websites
  37. 37. Apparel, Gadget, Home Appliances are Popular products The types of products or services introducing on e-commerce websites
  38. 38. VN Payment gateway is a battle between Nganluong and Baokim! Online payment methods are chosen to use in business
  39. 39. Hotdeal.vn rocks the VN market up with 54% market share! Market share of online promotion website in terms of revenue
  40. 40. Affiliate % and Ads still occupied for the main revenue Revenue stream structure of e-marketplace
  41. 41. Lazada traffic grows fast, ranked 2nd after vatgia, but rev is bigger! Top 5 surveyed e-marketplace in terms of revenue
  42. 42. VN Auction sites are dying with just 5giay and ebay left! Market share of online auction websites surveyed in terms of Successful transaction value
  43. 43. Q&A
  44. 44. Brought to you by Johnny Tri Dung/ vn.ecommercemilo.com E-Commerce Insights vn.commercemilo

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