The document discusses the rapid growth of the e-commerce market in Vietnam, now valued at $4.07 billion, driven largely by increased internet and mobile usage. It includes insights into consumer behaviors, with 67% of urban Vietnamese having shopped online, particularly on platforms like Lazada and Facebook, highlighting purchasing trends and satisfaction levels. The report also identifies key challenges such as concerns over product quality and delivery issues that consumers face.

1. Q&Me is online market research provided by Asia Plus Inc.
All about online shopping in Vietnam
Vietnam EC Market Survey

2. Background
In launching a product to
Vietnamese consumer market, we
often face the issue of “ where to
sell.” In Vietnam, traditional channel
is dominant while the cultivation
takes time.
On the other hand, the rapid growth
of the Internet and mobile usage
helps e-commerce to be established
as new channel rapidly. This report
illustrates all the details about
Vietnamese EC market and its
consumers’ behaviors.

3. Contents
1. The Overview of Vietnamese
EC Market
2. Purchasing Behaviors of EC
Users in Vietnam.
3. Satisfaction Level of the
Consumers and Remained
Issues.
4. Facebook Shopping
5. Reference: data

4. 1. The Overview of Vietnam EC Market

5. Market Size of VN EC and its Growth Rate
Market reached 4.07 billion (excluding C2C shopping demand of Facebook).
The growth is double of the market of Japan
35%
37%
17%
15%
2014 2015
Growth Rate of EC Market
Vietnam
Japan
Sources: “Japanese Ministry of Economy, Trade and Industry” & “VECITA”
2.2
2.97
4.07
2013 2014 2015
EC-Market Size in Vietnam
(billion USD)

6. Market Size of Vietnam E-Commerce
Vietnamese market size is 1%+ or approximately 4% compared with US and
Japanese market respectively. It accounts nearly 3% of total retail channels
341.7
106.6
4.1
USA Japan Vietnam
EC Market Size in 2015
(Billion USD)
7.3% 4.4% 2.8%
92.7% 95.6% 97.2%
USA Japan Vietnam
EC Market Share out of Total
Retailing Sales(%)
EC Retail Non-EC Retail
Sources: “US Commerce Department,” “Japanese Ministry of Economy, Trade and Industry” & “Vietnam E-Commerce Report 2015”

7. Major EC Sites in VN and Monthly Access
Hot Deal:(3.3M
access/month)
Major shopping site that
has extra-emphasis on
service sector
(travel/meals)
Tiki:(7.8M
access/month)
Initially started with book-
selling, this site has a
wide range of books and
e-books. Discounts on
over 90% of all products.
Zalora:(1.1M
access/month)
Shopping site that is
specialized in fashion
brands and popular
particularly among
young/female.
The Gioi Di Dong:
(16M access/month)
Huge shopping site in
Vietnam, specialized in
electronics such as
mobile phones and PC.
Mua Chung:
(1.2M access/month)
Major shopping site that,
like HotDeal, has extra-
emphasis on service
sector (travel/meals)
Sendo:
(9.1Maccess/month)
Major shopping site, putting
great efforts in fashion
products and owning another
small EC site called 123Mua.
Nhom Mua:
(1.4M access/month)
Major shopping site that is
filled up with fashion and
service sector like meals.
Source: http://similarweb.com/
Lazada (24.4M
access/month)
From Singapore, this major
shopping site has a wide
variety of products including
luxurious ones. Only major
site that has both English and
Vietnamese.

8. 2. Purchasing Behaviors of EC Users in Vietnam.

9. Research Background
• Number of Respondents: 500
• Male and Female, 18~39 Years Old.
• Places: Hanoi City and HCMC
• Conducted in July 2016
42%
16%
31%
10%
Age
18-24
25-29
30-34
35-39
49%
51%
Gender
Male
Female
46%
54%
Areas
Hanoi
HCMC
18%
35%
40%
4%
3%
Lower than 5,000,000 VND
5,000,001 VND - 10,000,000 VND
10,000,000 VND - 30,000,000 VND
30,000,001 VND - 70,000,000 VND
Higher than 70,000,000 VND
Household Income

10. Usage Rates of EC and Facebook Shopping
Q. How often do you use online shopping? / Have you ever bought a product via Facebook?
33% 67%
Used EC Before?
67% of Vietnamese in a city have shopped on EC. Among these people, nearly
half of them have experienced Facebook shopping, which shows the high
popularity of Facebook and its wide usage almost for everything in Vietnam.
47%
53%
Yes
No
Yes
No
Used Facebook Shopping Before?

11. The Frequency of Online Shopping
Q. How often do you use online shopping? (Including Facebook)
50% of them shop online once a month or more. 23% are considered as heavy
users who shop once a week or more often.
23%
27%
15%
7%
28%
25%
26%
9% 9%
32%
22%
27%
22%
4%
24%
once/week or more once/month once/2-3 months once/6 months less than once/6
months
All 18-29 30-39

12. Purchased Products on EC
Top 3 are fashion, IT/mobile phone and kitchen/home appliances. Among 20s
and male, IT/mobile phones and sport goods are popular. Among 30s and
female, fashion, cosmetics and kitchen products are popular.
Q. Please choose ALL the products you bought online in the last 12 months.
Fashion
IT / Mobile
phones
Kitchen /
home
appliance
s
Food /
beverages
Books/stat
ioneries
Cosmetics
Sport
goods
Ticketing
SPA /
Beauty
services
Suppleme
nt /
Functional
foods
Music /
Video
flower/pla
nts
All 46% 39% 35% 22% 20% 20% 13% 9% 7% 6% 5% 3%
Male 41% 54% 32% 19% 17% 7% 18% 9% 1% 7% 6% 3%
Female 53% 22% 38% 26% 23% 34% 7% 9% 14% 6% 4% 3%
18-29 41% 41% 32% 20% 22% 21% 15% 6% 7% 5% 7% 2%
30-39 54% 37% 39% 26% 16% 17% 10% 12% 7% 9% 2% 4%

13. Purchased Products on EC
Q. Please choose ALL the products you bought online in the last 12 months.
1.Fashion(46%) 2.IT/Mobile(39%) 3.Kitchen/Home App (34%)
4.Food/ Drinks (22%) 5.Books/Stationary(19%) 6.Cosmetics (19%)
41%53% 52%22% 32%38%
19%26% 17%23% 7%34%

14. Popular Online Shopping Sites
Laza
da
Face
book
HOT
DEAL
Tiki
Cho
Tot
Mua
chun
g
Nhó
m
mua
The
Gioi
Di
Dong
Send
o
Zalor
a
Vatgi
a
Nguy
en
Kim
Shop
ping
FPT
Shop
Shop
ee
Vient
hong
a
Othe
rs
Female 49% 46% 44% 30% 20% 27% 24% 15% 18% 17% 15% 7% 8% 6% 4% 2%
Male 59% 39% 22% 18% 24% 15% 18% 23% 19% 17% 15% 13% 11% 7% 7% 2%
All 54% 43% 34% 24% 22% 22% 21% 19% 18% 17% 15% 10% 9% 7% 5% 2%
Most Used 24% 22% 9% 9% 6% 5% 4% 4% 3% 3% 2% 2% 1% 2% 1% 2%
Most Recently shopped 24% 23% 7% 11% 5% 5% 4% 6% 5% 1% 3% 2% 1% 2% 1% 1%
Lazada is dominant in every area. HOTDEAL is popular among female for its
beauty services. Facebook is ranked as the 2nd channel of shopping
Q. Please choose ALL the service you have used before/ Please choose the service you use the most often/most recently.

15. Popular EC Sites (EC sites that were Used Before)
1.Lazada:
54%
2.Facebook:
48%
3.HotDeal:
34%
4.TIKI: 24% 5.Cho Tot:22%
6. Mua Chung:
22%
7.Nhom
Mua:21%
8. The Gioi Di
Dong: 19%
9. Sendo:16% 10.Zalora:17%
Lazada is very popular as an online shopping site although Facebook shopping
is also popular.
Q. Please choose ALL the services you use for online shopping.
59%49% 40%56% 22%44% 18%30% 24%20%
15%27% 18%24% 23%15% 19%18% 17%17%

16. Devices used for Online Shopping
Smartphone usage is almost as many as PC already . In terms of Smartphone,
half shop on a browser and the other half shop with a mobile app.
52%
47%
40%
29%
9%
6%
31%
25%
23%
17%
2% 1%
Home PC Smartphone
(browser)
Smartphone
(app)
Office PC tablet (browser) tablet (app)
All Mostly used
Q. Which devices do you use for online shopping? & the most often?

17. Major Shopping Apps
Lazada(B2C)
Dominantly popular shopping site in Vietnam. The moible app users
get 50,000 VND at the time of app installment and more promotions
afterwards.
Cho Tot(C2C)
Able to trade among individuals. Cars and houses are sold as well.
Buyers contact the sellers through chatting, telephone, SMS and e-
mail. Payment and delivery method is up to them.
iCheck(Shopping App)
One of the many barcode-reading-apps. This app tells you so much
information about your products such as fake/real, harmful to health,
shops that have the products etc.
Quà tặng Galaxy(Shopping App)
App that sends coupons to the users. Not only fashion and meals but
also karaoke and dental treatment are on discount on this mobile app.
Number of Downloads is from Google Play in July 2017.
10M – 50M Download
1M – 5M Download
1M – 5M Download
1M – 5M Download

18. Reasons for Using E-Commerce
“Order it anytime/anywhere” and “wide variety of products” are the top reasons.
Now that the number of large retailers is limited in Vietnam, the product variety
adds its attractiveness
Q. What are the reasons that you use online shopping in general? (users only
order it
anytime
order it
anywhere
wide
variety of
products
No need to
carry by
myself
Strong
promotions
good
pricing
membershi
p / point
programs
Mobile
phone
friendly
Quick
delivery
timing
unique
products
Good
customer
support
All 47% 41% 40% 35% 29% 27% 22% 19% 18% 15% 10%
Male 51% 41% 36% 38% 26% 27% 20% 16% 20% 16% 9%
Female 43% 41% 42% 32% 31% 26% 23% 21% 17% 14% 10%
18-29 45% 39% 38% 34% 31% 28% 24% 20% 19% 14% 11%
30-39 50% 44% 42% 35% 26% 24% 18% 17% 16% 16% 8%

19. Reasons for Not Using E-Commerce
concerns on
product
quality
security
concern
high prices delivery cost
comfortable
to physically
shop
slow
delivery time
difficult to
shop
lack of
special
goods
Not
available in
my area
lack of
payment
methods
All 57% 25% 20% 17% 16% 11% 11% 6% 5% 3%
Male 55% 27% 22% 23% 27% 10% 10% 7% 7% 3%
Female 59% 24% 19% 14% 8% 12% 12% 5% 3% 2%
18-29 56% 30% 18% 13% 12% 14% 13% 3% 2% 4%
30-39 59% 17% 24% 26% 22% 6% 7% 11% 9% 0%
Q. Why do you not use EC? only non EC users
The biggest concerns of non-users is “product quality.” It is not rare that
shoppers complain that the product looks different from a photo on the web,
which could lead to the concerns of “Is the product right?”

20. Average Spending per Order
36% is less than 300,000VND (about 14USD), while 33% is between 300,001
and 500,000VND(about 14~24USD). Overall spending per order is relatively
low.
Q. How much did you pay for that order?
36%
27%
49%
35% 36%
33%
34%
35%
43%
28%
10%
13%
8% 6%
13%
8%
9%
6% 7%
8%
5%
6%
4% 6%
4%
8% 12%
5% 4%
11%
All (614,000VND) Male(704,00VND) Female (549,000VND) Heavy User (540,000VND) Light User (656,000VND)
Less than 300,000 VND 300,001 - 500,000 VND 500,001 - 800,000 VND
800,001 - 1,000,000 VND 1,000,000 - 2,000,000 VND More than 2,000,000 VND

21. Actions before Purchasing a Product
3%
2%
3%
6%
19%
20%
47%
Others
TV commercials or
programs
Window shopping
(physical store)
Friend`s/Family`s
recommendation
Social Network such as
Facebook
Browing EC site
Net surfing
Product Recognition
4%
3%
9%
10%
14%
23%
39%
45%
61%
Others
Buy straight
Check product at physical
stores
Check pricing of the other
countries
Ask friends for advice
Check the pricing at
physical stores
Search product detail on
web
Product review check
Compare at other EC site
Actions Before Ordering
“Net surfing” is very common way to initially recognize a product. Price
comparison at other EC sites is the next major step. Common user behaviors
are compare the pricing at online (international / domestic) and even offline.
Q. What was the first reason for knowing the product you purchased?
Q. Please choose if you have taken any of the following actions before purchasing the product.
Purchase

22. Places where EC Users Order and Receive.
About 70% of EC users order and receive products at home. One-fourth of EC
users order and receive products at an office. Although delivery place is
decided during placing an order, it is very common that delivery staff will make
a call in advance, to avoid unnecessary delivery loss.
Q. Where did you order the product from? & Where did you receive your product at?
HOME
OFFICE
HOME
OFFICE
66%
8%
74% 73%
19%
7%
26% 27%

23. 3. Satisfaction Level of the Consumers and
Remained Issues.

24. Satisfaction Level about EC-Sites
12%
52%
34%
1%1%
Very satisfied
Satisfied
Average
Dissatisfied
Very dissatisfied
Two-third of EC users are either “satisfied” or “very satisfied” with EC sites that
they are using.
Q. How much are you satisfied with this EC site?

25. Reasons for Satisfaction with EC
“Product variety” is the top reason. Product variety is even more satisfactory
among 30s who often purchase fashion and cosmetics. Also, price satisfaction
is equally as high as large players are aggressive on promotions.
Q. What are the things you are satisfied with?
product variety price delivery speed
payment
method
promotion/disco
unt
delivery
location
flexibility
customer
support
product quality
All 52% 45% 35% 32% 30% 22% 20% 15%
Male 53% 50% 29% 32% 26% 18% 16% 13%
Female 51% 39% 41% 31% 34% 26% 24% 19%
18-29 46% 45% 37% 30% 26% 21% 20% 15%
30-39 60% 45% 31% 34% 33% 23% 19% 16%

26. Reasons for Dissatisfaction with EC
“Product quality” is the top reason. Common voices heard as “a product was
different from picture.” Also, delivery cost is picked up as secondary, although
major EC sites offer free-delivery from 100,000VND(5$). This implies the price
sensitiveness of Vietnamese consumers
Q. What are the things you are satisfied with? (MA)
product quality delivery cost delivery speed
customer
support
cancellation
flexibility
price
promotion/disco
unt
product variety
All 35% 22% 19% 11% 9% 8% 8% 6%
Male 34% 22% 22% 13% 8% 10% 6% 7%
Female 36% 22% 16% 9% 11% 6% 10% 4%
18-29 32% 23% 18% 9% 7% 11% 11% 5%
30-39 39% 20% 21% 13% 11% 5% 4% 7%

27. Payment Methods
85% of EC users choose cash on
delivery as a payment method.
On the other hand, heavy users
use credit/debit cards and bank
transfer more often, so consumer`s
concern about purchasing may
lead to cash on delivery.
Also, high usage rate of cash on
delivery results in high order
cancellation rate in Vietnam.
Q. How did you make a payment for that order?
※”Heavy User” is someone who shops on EC once in 2/3weeks or more. “Light User” is someone who shops on EC once/month or less.
85%
76%
90%
6%
10%
4%
8%
14%
5%
All Heavy User Light User
cash on delivery credit card/debit card bank transfer

28. Credit Card Situation in Veitnam
Source: The State Bank of Vietnam
1.6
2.4
3.3
2012 2013 2014
Cumulative Number of Credit
Card Issuance in Vietnam
(million)
The number of credit cards
increases every year, and there
are 3.3 million credit cards by the
end of 2014. But this is only 1 in 30
people.
While credit card usage rate is very low,
some businesses offer solutions to
improving online payment process.
Each business has a common strategy:
cooperating with banks and credit card
issuers and implementing online payment
for EC users instead of those banks and
credit card issuers.
Hence, online payment service becomes
better and easier, improves EC`s
convenience and wipes out distrust towards
the use credit cards.

29. About Order Cancellation
More than 30% of people have made cancellation. Although “product failure” is
the biggest reason, this includes cases that a product was different from
consumer`s intention. Also, a quite number of consumers have cancelled their
orders due to their change-of-mind
36%
27%
22%
14%
13%
10%
7%
product failures
Change of mind
different from photo on web
Found betetr product
before delivery
Late delivery
Found cheaper product
before delivery
Others
Reasons for Cancellation
35%
63%
3%
Ever Cancelled an Order Before?
Yes No I tried but rejected
Q. Have you ever cancelled/returned the order? & Why did you cancel/return the product?

30. Order Flow and Timing of Cancellation (Lazada)
1.Order
• Fill out the
form online.
• Necessary info
are e-mail
address,
telephone
number, and
payment
method.
2.Confirmati
on
•E-mail
confirmation is
given right after
placing an order.
•Get another
confirmation via
call or SMS.
•Automatic
cancellation if not
replied within 24
hours.
3. Delivery
• Within 48
hours after
placing an
order, tracking
service will be
available.
4. Final
Confirmation
& Delivery
•Call on the day of
delivery (Eng is not
usually available)
•Delivered by a staff
with special
Lazada uniform
and a
motorbike.Lazada
•Change is not
available
sometimes
5. Product
• The product
was nicely
wrapped with
air cap and a
paper
bag.(product
was exactly
same as the
photo on the
web.)
Because cash on delivery is the main payment method, users are able to reject
the order until they have it. Hence, many confirmations are carried out to
decrease the delivery operation loss.

31. Major EC Sites` Cancellation Policies
While the cancellation conditions are not much different from other countries, it
actually provokes many exceptional cases due to the bad penetration of the policy
and operations.
Lazada:
•Cancellation is possible if you have an membership and cancel before delivery.
•Returnable duration is within 7 or 14 days. Some products are returnable due to change of mind.
•Returning process is either filling out an online form or going to the office directly.
•Actual return is done by either Lazada`s pick up, shipping, or giving it to the office.
Hotdeal:
• Cancellation is possible if it`s within 7 days and if it’s the responsibility of a supplier.
• Returning process is phone calling.
• Actual cash back is charged to the user`s account for the next purchase.
Tiki:
• Cancellation is possible if you have an membership and cancel before delivery.
• Cancellation is possible if it is within 30 days and if it’s the responsibility of a supplier.
• Returning process is filling out an online form or phone calling.
• Shipment by myself is the only returning option.
Mua Chung:
• Cancellation is possible if the payment is still incomplete.
• Returning is possible if is the responsibility of a supplier.
• Returning process is online chat or phone calling.

32. 4.Facebook Shopping

33. Usage Rate of EC and Facebook Shopping
Q. How often do you use online shopping? / Have you ever bought a product via Facebook?
33% 67%
Used EC Before?
67% of Vietnamese in a city have shopped on EC before. Among these people,
nearly half of them have experienced Facebook shopping. This tells that
Facebook is an increasingly popular destination for online shopping.
47%
53%
Yes
No
Yes
No
Used FB Shopping Before?

34. Popular Facebook Shopping Sites
Chalets (Fashion)
Specialized in female fashion. Seemingly luxurious clothes at reasonable
price. Bank transfer is the only available payment method.
https://www.facebook.com/Chalets.Shop/?fref=ts
Hoi Thanh Li TP HCMC (C2C)
Facebook group to buy and sell among individuals in HCMC. Fashion and
child products are major. Group confirmation is necessary to shop.
https://https://www.facebook.com/groups/td.quyen90/
La Beaute (Cosmetics)
Specialized in cosmetics and skincare products. Distributed via Instagram
as well. Card payment and bank transfer are available payment methods.
https://www.facebook.com/labeaute15hangmam/?fref=ts
Kun Kuns Furniture (Furniture)
A wide range of unique furniture. Bank transfer is the only payment
method, but cash on delivery is available in Hanoi city.
https://www.facebook.com/shopkunkuns/?fref=ts
415,000 Likes
138,000 Likes
249,000 Likes
136,000 member
# of Like / Members are during the time of July 2016.

35. Order Flow on Facebook Shopping(Chalets Shop)
1.Order
• Message via FB
Messenger once
you like a product
on “Shop” page on
Facebook.
• Check-out page
does not exist.
2. Order via FB
Messenger
• Because of no
official form, we
order via
messenger or
phone call.
• Details, address,
phone number etc
are told via chat.
• Response speed
depends on each
shop.
3. Payment(bank
transfer
• Cash on delivery
and bank transfer
are major payment
methods.(bank
transfer is more
popular due to high
cancellation rate.)
• After payment,
contact via
Messenger or
phone call.
4. Product
• Motorbike delivery is
same, but a delivery
staff with casual
cloths came to
deliver.
• Wrapping was rough
with a normal plastic
bag.
• Confirmation call is
not given sometimes.
• A product is different
from photo
so eti es…
Ordering method and delivery process are different from normal e-commerce.
Placing an order is done via Facebook Messenger or phone calling, and there
is no effort of branding in a process of delivery.

36. Differences between EC and Facebook Shopping
EC Facebook
Product Wide variety of products and categories. Specialized in one category of products.
Stock is not very good either.
Order Method Online form on EC site. Ordering process
depends on each site.
Manual method via FB Messenger or phone
calling. In a case of FB Messenger, a reply
may late or not even be given.
Customer Support Large-scale customer operation including phone
calling, e-mail and online chatting.
The quality of customer support is variable
due to its small-scale operation. Even the
owner of the shop could give customer
support.
Payment Method Cash on delivery, credit card and bank transfer Cash on delivery or bank transfer. Many FB
shops require bank transfer. Credit card
payment is nearly none.
Order Confirmation SMS and phone calling are often given as a
confirmation after placing an order and before
actual delivery.
Confirmation is entirely dependant on each
FB shop.
Delivery: Staff Large EC sites do their branding through official
uniforms and motorbikes with their own logos.
Most cases are external delivery company or
a part-time delivery staff. Even staffs
themselves could deliver their products.
Delivery: Wrapping Their own branded wraps and boxes. Normal plastic bags and boxes.
Delivery time 1~3days (Many ECs offer express delivery if
additional cost is paid.)
1~3days. (Many shops have one storage
place, so delivery duration depends on a
place of storage place)

37. Usage Rate of Facebook Shopping
8%
14%
8%
4%
17%
8%
10%
5% 5%
16%
9%
18%
12%
3%
19%
12%
10%
9%
4%
17%
4%
18%
6%
4%
17%
once/week and
more
Once / month once/2-3
months
once/6 months less than
once/6 months
The Frequency FB Shopping
All Male Female 18-29 30-39
Among EC users, nearly half of them have used Facebook shopping before.
Usage rate among female is quite high(62%). The youth (18 – 29 years old)
has higher frequency of shopping.
Q. Have you ever bought a product via Facebook? & How often do you shop via Facebook?
51%
43%
62%
52% 51%
49%
57%
38%
48% 49%
All Male Female 18-29 30-39
Used Facebook Shopping Before?
Have used Never used

38. Reasons for Facebook Shopping
“Easy order” and “Price is cheaper/negotiable” are the major reasons. Usually
pricing at Facebook stores are negotiable, which is picked up as the reason
why some like shopping in the channel.
Q. What are the reasons for shopping on FB and not on EC sites?
※ Hea y user is so eo e ho shops o ce i ~ eeks or ore. Light user is so eo e ho shops o ce i a o th or less/
easy to order
price is
negotiable/cheaper
More updated info
about products
familiar with a
supplier
fast delivery
good customer
care
flexible return
policy
All 42% 36% 29% 21% 17% 10% 7%
Male 45% 38% 28% 14% 19% 14% 8%
Female 40% 34% 29% 27% 14% 8% 7%
18-29 44% 38% 28% 19% 17% 11% 7%
30-39 40% 33% 29% 24% 15% 10% 8%
Heavy FB User 40% 42% 27% 23% 19% 17% 8%
Light FB User 43% 33% 30% 20% 15% 7% 7%

39. Products Purchased via Facebook (Details)
56%
25% 24%
15%
13%
8%
5%
3% 3% 2% 2% 2% 2%
46%
20%
22%
39%
35%
13%
20%
7% 6%
9%
3%
5%
3%
Facebook
EC
“Fashion” is the number one product in both Facebook and EC, and cosmetics
follows after fashion. On the other hand, IT/Mobile is not so popular.
Q. What products have you ever bought via Facebook? (MA)

40. Products Purchased via Facebook
Q. What products have you ever bought via Facebook?
1.Fashion (56%) 2.Cosmetics (25%) 3.Food/ Drinks (24%)
4.IT/Mobile(15%) 5.Kitchen/Home App(12%) 6.Sport Goods (7%)
46%63%
2%31%
10%
38% 14%33%
11%14% 12%4%
10%

41. Features of Online Shopping Users
FB&EC Shopper
• Female has a higher ratio.
• Main reasons for using EC are “order
anytime/anywhere” and “wide range of
products”
• Main reasons for using FB shopping
are “price is cheaper/negotiable” and
“easy order”
• Fashion is popular in both, but
books/stationary is more popular in EC
31%
FB Shopper
• Female has a higher ratio.
• Casual communication with a FB shop
staff and easy updates about new
products are the main reasons for
shopping on Facebook.
• Main products are fashion & cosmetics.
8%
Non-EC Shopper
• Low income households.
• Concerns on product quality and
security are the reasons for not
shopping online
• Also, many voices are concerned with
cost, so many of the non-EC shoppers
do not shop that often.
31%
EC Shopper
• Male has a higher ratio.
• “Membership” and “fast delivery” are
attractive to these users.
• Kitchen/home appliances and IT/mobile
phones are very popular.
30%

42. The Summary of Vietnam EC Market
Fast growing market at a
rate of 40% every year.
70% of urban residents
use EC.
Half use Smartphone
to order, fast transition
to mobile.
Fashion for women
IT products for men
Cash payment exceeds
80% of payment method.
Over 30% of users
experienced in cancelling
a product.
Facebook Shopping is
very popular.
Huge concern with
product quality.

43. Reference: data

44. 1) Frequency of Online Shopping
7%
9% 9% 9%
10%
5%
20%
31%
6%
10%
9%
8%
6% 6%
21%
35%
7%
9% 9%
12%
16%
3%
18%
26%
several
times/week
once/week once/2-3 weeks once/month once/2-3 months once/6 months less than once/6
months
I have never
used online
shopping
All 18-29 30-39
Q. How often do you use online shopping? (including facebook)

45. 2) Reasons for Shopping Online
order it
anytime
order it
anywhere
a wide
variety of
products
No need to
carry by
myself
Strong
promotions
good
pricing
Good
membershi
p / point
programs
Mobile
phone
friendly
Quick
delivery
timing
Handles a
unique
products
Good
customer
support
Others
All 47% 41% 40% 35% 29% 27% 22% 19% 18% 15% 10% 3%
Male 51% 41% 36% 38% 26% 27% 20% 16% 20% 16% 9% 3%
Female 43% 41% 42% 32% 31% 26% 23% 21% 17% 14% 10% 3%
18-29 45% 39% 38% 34% 31% 28% 24% 20% 19% 14% 11% 3%
30-39 50% 44% 42% 35% 26% 24% 18% 17% 16% 16% 8% 3%
PC User 47% 39% 42% 33% 33% 29% 20% 16% 20% 16% 9% 2%
Mobile User 48% 44% 37% 36% 24% 25% 23% 22% 17% 14% 11% 2%
Heavy User 48% 47% 45% 37% 35% 34% 29% 24% 25% 17% 13% 1%
Light User 47% 37% 37% 33% 25% 22% 17% 16% 14% 14% 8% 4%
Q. What are the reasons for using online shopping in general? (MA)

46. 3) Reasons for Not shopping Online
concerns
on product
quality
concerns
on security
high prices
concerns
on delivery
cost
comfortabl
e to shop
at real
shops
slow
delivery
time
difficult to
use the
service
lack of
premium
goods
Not
available in
my area
lack of
payment
method
Others
All 57% 25% 20% 17% 16% 11% 11% 6% 5% 3% 4%
Male 55% 27% 22% 23% 27% 10% 10% 7% 7% 3% 8%
Female 59% 24% 19% 14% 8% 12% 12% 5% 3% 2% 1%
18-29 56% 30% 18% 13% 12% 14% 13% 3% 2% 4% 4%
30-39 59% 17% 24% 26% 22% 6% 7% 11% 9% 0% 4%
Q. What do you Not use online shopping? (MA)

47. 4) Usage Rate of each Shopping Site
Q. Please choose ALL the shopping sites you have used before.
Lazada
Faceboo
k
HotDeal Tiki Cho Tot
Mua
chung
Nhóm
mua
The Gioi
Di Dong
Sendo Zalora Vatgia
Nguyen
Kim
Shoppin
g
FPT
Shop
Shopee
Vienthon
ga
Others
All 54% 43% 34% 24% 22% 22% 21% 19% 18% 17% 15% 10% 9% 7% 5% 2%
Male 59% 39% 22% 18% 24% 15% 18% 23% 19% 17% 15% 13% 11% 7% 7% 2%
Female 49% 46% 44% 30% 20% 27% 24% 15% 18% 17% 15% 7% 8% 6% 4% 2%
18-29 42% 39% 25% 23% 19% 15% 15.0% 15% 13.0% 10% 17% 7% 11% 4% 6% 1%
30-39 59% 41% 39% 23% 21% 26% 24.0% 20% 21.0% 23% 10% 12% 6% 9% 4% 2%

48. 5) The Most Frequently Used Shopping Site.
Lazada
Faceboo
k
Tiki HotDeal Cho Tot
Mua
chung
The Gioi
Di Dong
Nhóm
mua
Zalora Sendo Vatgia
Nguyen
Kim
Shoppin
g
Shopee
Vienthon
ga
FPT
Shop
Others
All 24% 22% 9% 9% 6% 5% 4% 4% 3% 3% 2% 2% 2% 1% 1% 2%
Male 29% 23% 7% 2% 7% 3% 5% 2% 5% 6% 2% 3% 2% 2% 2% 2%
Female 21% 21% 11% 15% 5% 7% 4% 5% 2% 1% 3% 2% 2% 1% 0% 2%
18-29 20% 19% 9% 9% 5% 3% 3% 4% 2% 4% 2% 2% 1% 0% 1% 3%
30-39 26% 23% 7% 7% 6% 7% 5% 3% 4% 2% 2% 2% 2% 2% 0% 2%
Q. Which service do you use the most often?

49. 6) The Most Recently Used Shopping Site
Lazada
Faceboo
k
Tiki HotDeal
The Gioi
Di Dong
Mua
chung
Sendo Cho Tot
Nhóm
mua
Vatgia
Nguyen
Kim
Shoppin
g
Shopee Zalora
Vienthon
ga
FPT
Shop
Others
All 24% 23% 11% 7% 6% 5% 5% 5% 4% 3% 2% 2% 1% 1% 1% 1%
Male 29% 24% 6% 2% 7% 3% 9% 7% 2% 3% 2% 1% 2% 2% 2% 1%
Female 20% 22% 15% 11% 5% 7% 2% 4% 5% 2% 2% 2% 0% 1% 0% 2%
18-29 17% 19% 11% 6% 5% 5% 7% 5% 5% 1% 1% 1% 1% 0% 1% 1%
30-39 28% 23% 9% 6% 6% 5% 2% 4% 2% 4% 3% 2% 1% 2% 1% 2%
Q. Which service did you use for your most recent order?

50. 7) Devices to Shop
Home
PC
Smartph
one
(browser
)
Smartph
one
(app)
Office
PC
tablet
device
(browser
)
tablet
device
(app)
All 31.10% 25.30% 22.70% 16.90% 2.30% 0.90%
Male 11% 36% 23% 29% 1% 1%
Female 24% 26% 28% 16% 4% 1%
18~29 8% 38% 26% 27% 1% 0%
30~39 28% 23% 25% 17% 3% 2%
Devices to Shop the MOST
OFTEN
Home
PC
Smartph
one
(browser
)
Smartph
one
(app)
Office
PC
tablet
device
(browser
)
tablet
device
(app)
All 52% 47% 40% 29% 9% 6%
Male 57% 48% 48% 21% 9% 9%
Female 46% 46% 32% 38% 10% 4%
18-29 57% 47% 44% 19% 7% 4%
30-39 44% 48% 35% 42% 11% 9%
Devices to Shop in General
Q. Please choose ALL the devices you used. & the most often.

51. 8) Kinds of Products bought on EC
Fashion
IT / Mobile
phones
Kitchen /
home
appliance
s
Food and
beverages
Books/stat
ioneries
Cosmetics
Sport
goods
Ticketing
SPA /
Beauty
services
Suppleme
nt /
Functional
foods
Music /
Video
(Blu-ray,
DVD)
flower/pla
nts
Others
All 46% 39% 35% 22% 20% 20% 13% 9% 7% 6% 5% 3% 3%
Male 41% 54% 32% 19% 17% 7% 18% 9% 1% 7% 6% 3% 2%
Female 53% 22% 38% 26% 23% 34% 7% 9% 14% 6% 4% 3% 4%
18-29 41% 41% 32% 20% 22% 21% 15% 6% 7% 5% 7% 2% 2%
30-39 54% 37% 39% 26% 16% 17% 10% 12% 7% 9% 2% 4% 5%
PC User 47% 38% 36% 22% 23% 18% 10% 8% 4% 7% 5% 3% 4%
Mobile User 47% 41% 34% 23% 17% 21% 15% 10% 10% 6% 5% 3% 2%
Heavy User 51% 42% 42% 32% 31% 29% 16% 11% 14% 13% 6% 5% 0%
Light User 43% 37% 31% 17% 13% 14% 11% 8% 3% 3% 4% 2% 5%
Q. Please choose ALL the products you have purchased before.

52. 9) Initial Recognition of a Product bought on EC
From internet
surfing(browsin
g)
From window
shopping on
the EC site
Social Network
such as
Facebook
Friend`s/Family
`s
recommendatio
n
From window
shopping at the
physical store
From TV
commercials or
programs
From
magazines/boo
ks
Ads set up
outside
(billboards etc)
From radio Others
All 47% 20% 19% 6% 3% 2% 1% 1% 0% 0%
Male 56% 14% 16% 8% 3% 2% 1% 1% 0% 0%
Female 38% 28% 23% 3% 3% 2% 1% 1% 1% 1%
18-29 52% 16% 19% 4% 2% 3% 2% 1% 1% 1%
30-39 43% 25% 20% 8% 3% 1% 0% 1% 0% 0%
PC User 49% 24% 17% 5% 3% 0% 1% 1% 0% 1%
Mobile User 46% 17% 22% 7% 2% 3% 2% 0% 1% 0%
Heavy User 42% 26% 15% 5% 7% 2% 2% 0% 1% 0%
Light User 51% 17% 22% 6% 0% 2% 1% 1% 0% 1%
Q. What was the first reason for knowing the product you purchased?

53. 10) Actions before Purchasing a Product
Check the pricing
of the same
product at other
online shops
Checked the review
of the product
Searched the
products on the
web to see more
detail
Check the pricing
of the same
product at the store
Asked friends /
colleagues about
the reputations of
the product
Check the pricing
of the same
product in the other
country
Checked the
product at a
physical store
All 61% 45% 39% 23% 14% 10% 9%
Male 63% 42% 40% 27% 12% 8% 12%
Female 60% 49% 37% 18% 17% 12% 7%
18-29 62% 47% 36% 23% 15% 10% 12%
30-39 61% 43% 43% 23% 14% 10% 6%
PC User 67% 46% 39% 22% 16% 12% 10%
Mobile User 56% 45% 38% 23% 13% 9% 9%
Heavy User 61% 46% 38% 29% 15% 14% 11%
Light User 62% 44% 39% 19% 14% 7% 8%
Q. Please choose if you have taken any of the following actions before purchasing the product.

54. 11) Average Spending per Order
Less than 300,000
VND
300,001 - 500,000
VND
500,001 - 800,000
VND
800,001 - 1,000,000
VND
1,000,000 -
2,000,000 VND
More than
2,000,000 VND
All 35% 32% 10% 7% 5% 8%
Male 26% 32% 12% 9% 6% 12%
Female 45% 32% 8% 6% 4% 4%
18-29 36% 34% 8% 7% 5% 7%
30-39 33% 31% 12% 8% 3% 10%
PC User 44% 32% 7% 6% 5% 4%
Mobile User 26% 32% 13% 9% 5% 12%
Heavy User 34% 42% 6% 6% 6% 4%
Light User 35% 27% 12% 8% 4% 11%
Q. How much did you pay for that order?

55. 12) Satisfaction Level of an EC Site
Very satisfied satisfied soso dissatisfied Very dissatisfied
All 12% 52% 34% 1% 1%
Male 13% 53% 32% 2% 0%
Female 11% 51% 37% 1% 1%
18-29 13% 51% 34% 2% 1%
30-39 10% 54% 35% 1% 1%
PC User 12% 53% 35% 1% 0%
Mobile User 13% 51% 35% 2% 1%
Heavy User 15% 61% 22% 2% 1%
Light User 10% 47% 42% 1% 1%
Q. How much are you satisfied with EC?

56. 13) Reasons for Satisfaction
product
variety
price
delivery
speed
payment
method
promotio
n/discoun
t
delivery
location
flexibility
customer
support
product
quality
mobile
support
members
hip/ point
programs
cancellati
on
flexibility
24 hour
order
flexibility
delivery
cost
Others
All 52% 45% 35% 32% 30% 22% 20% 15% 14% 13% 10% 10% 7% 1%
Male 53% 50% 29% 32% 26% 18% 16% 13% 15% 14% 10% 8% 6% 1%
Female 51% 39% 41% 31% 34% 26% 24% 19% 13% 11% 11% 12% 9% 1%
18-29 46% 45% 37% 30% 26% 21% 20% 15% 12% 13% 7% 8% 8% 1%
30-39 60% 45% 31% 34% 33% 23% 19% 16% 16% 12% 14% 12% 6% 2%
PC User 55% 42% 35% 35% 33% 22% 16% 16% 9% 13% 13% 10% 9% 1%
Mobile User 51% 48% 35% 29% 27% 22% 23% 15% 19% 13% 7% 10% 6% 1%
Heavy User 51% 47% 46% 39% 33% 22% 26% 22% 14% 16% 17% 14% 10% 0%
Light User 53% 43% 28% 27% 28% 22% 16% 12% 14% 11% 6% 7% 6% 2%
Q. What are the things you are satisfied with this EC site? (MA)

57. 14) Reasons for Dissatisfaction
product
quality
delivery
cost
delivery
speed
customer
support
cancellati
on
flexibility
price
promotio
n/discoun
t
product
variety
members
hip/ point
programs
payment
method
mobile
support
delivery
location
flexibility
24 hour
order
flexibility
Others
All 35% 22% 19% 11% 9% 8% 8% 6% 6% 5% 4% 3% 3% 3%
Male 34% 22% 22% 13% 8% 10% 6% 7% 2% 4% 3% 2% 2% 5%
Female 36% 22% 16% 9% 11% 6% 10% 4% 10% 6% 4% 3% 4% 1%
18-29 32% 23% 18% 9% 7% 11% 11% 5% 5% 5% 4% 2% 2% 3%
30-39 39% 20% 21% 13% 11% 5% 4% 7% 6% 5% 3% 3% 3% 3%
PC User 35% 23% 20% 15% 6% 10% 6% 5% 6% 4% 5% 5% 1% 2%
Mobile User 35% 21% 19% 7% 13% 6% 10% 7% 6% 6% 2% 1% 5% 3%
Heavy User 31% 30% 18% 13% 13% 6% 3% 6% 7% 5% 5% 2% 2% 1%
Light User 37% 17% 20% 10% 7% 10% 10% 6% 5% 5% 3% 3% 3% 5%
Q. What are the things you are satisfied with? (MA)

58. 15) Frequency of Facebook Shopping
several times/week once/week once/2-3 weeks once/month once/2-3 months once/6 months
less than once/6
months
Never used
All 3% 5% 8% 6% 8% 4% 17% 49%
Male 3% 5% 5% 5% 5% 5% 16% 57%
Female 3% 6% 11% 7% 12% 3% 19% 38%
18-29 4% 8% 6% 4% 9% 4% 17% 48%
30-39 3% 1% 10% 8% 6% 4% 17% 49%
Q. Have you ever bought a product via Facebook? & How often do you shop via Facebook?

59. 16) Kinds of Products bought on Facebook
Fashion
Cosmetic
s
Food and
beverage
s
IT /
Mobile
phones
Kitchen /
home
appliance
s
Sport
goods
Books/sta
tioneries
SPA /
Beauty
services
Suppleme
nt /
Functional
foods
Ticketing
flower/pla
nts
Music /
Video
Others
All 56% 25% 24% 15% 13% 8% 5% 3% 3% 2% 2% 2% 2%
Male 46% 10% 14% 31% 11% 12% 3% 0% 4% 1% 1% 1% 1%
Female 63% 38% 33% 2% 14% 4% 7% 6% 2% 3% 3% 2% 2%
18-29 53% 26% 20% 17% 10% 9% 2% 4% 2% 3% 2% 3% 2%
30-39 58% 24% 31% 13% 17% 7% 8% 1% 4% 1% 3% 0% 1%
Heavy FB User 50% 27% 37% 17% 14% 12% 2% 8% 2% 2% 2% 6% 0%
Light FB User 58% 24% 19% 14% 13% 6% 6% 1% 4% 3% 3% 0% 3%
Q. What products have you ever bought via Facebook? (MA)

60. 17) Reasons for Facebook Shopping
easy to order
price is
negotiable/chea
per
updated
information
about products
more familiar
with the supplier
fast delivery
good customer
care
flexible return
policy
Others
All 42% 36% 29% 21% 17% 10% 7% 2%
Male 45% 38% 28% 14% 19% 14% 8% 0%
Female 40% 34% 29% 27% 14% 8% 7% 4%
18-29 44% 38% 28% 19% 17% 11% 7% 0%
30-39 40% 33% 29% 24% 15% 10% 8% 6%
Heavy FB User 40% 42% 27% 23% 19% 17% 8% 2%
Light FB User 43% 33% 30% 20% 15% 7% 7% 3%
Q. What are the reasons for shopping on FB and not on EC sites? (MA)

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