The survey found that online shopping in Vietnam is growing rapidly, increasing 49% annually from 2013 to 2015. Two-thirds of respondents had purchased a product online, with fashion being the most popular purchase category. While satisfaction levels were moderate, delivery speed and product quality were areas cited as needing improvement compared to a year ago. The rise of social commerce through Facebook was also noted, with 66% having made a purchase on Facebook before. Overall the online shopping market in Vietnam is expected to reach $10 billion by 2020 with continued innovation in payments and logistics.

1. Vietnam EC market 2017
Asia Plus Inc.

2. Respondent profile (N=966)
Gender
Male, 50%
Female,
50%
18-22, 33%
23-29, 33%
30-39, 33%
Age
HCM, 50%Hanoi, 50%
CityGender
The survey is to understand the online shopping
lifestyle of urban population

3. Vietnam EC Market Overview

4. Market is growing more rapidly than the retail
Sources: VECITA
2.2
2.97
4.07
2013 2014 2015
Vietnam online market

5. Market is growing more rapidly than the retail
Sources: VECITA
2.2
2.97
4.07
2013 2014 2015
Vietnam online market
2015: 4.07B USD
2020: 10B USD
49% growth annually

6. Consumer behaviors on online shopping

7. Online shopping usage
Yes, 67%
No, 33%
Q. Have you ever bought a product via Facebook? (N=805)
More people in use of online shopping
Yes,
83%
No, 17%
2016 2017

8. Online shopping frequency
17%=Frequent buyer. Female and rich shops online more
Total Male Female 18-22 23-29 30-39 HHI Rich HHI Middle HHI Low
Never / Rarely 36% 43% 29% 41% 33% 33% 25% 33% 46%
Once / several month 20% 20% 21% 22% 21% 17% 15% 23% 19%
Once - A few times / month 27% 22% 31% 23% 28% 29% 30% 29% 22%
Weekly and more 17% 16% 19% 14% 18% 20% 30% 15% 13%
17% 16% 19% 14% 18% 20%
30%
15% 13%
27%
22%
31%
23%
28%
29%
30%
29%
22%
20%
20%
21%
22%
21% 17%
15%
23%
19%
Q. How often do you use online shopping? (including facebook) (N=966), Rich=20M and more, Middle=7.5-20M, Low=7.5M and less

9. Why / Why not online shopping?
40%
47%
27%
41%
35%
58%
54%
51% 51%
43%
Product
variety
Order
anytime
Good
pricing
Order
anywhere
Logistic
easiness
Reason to shop (N=805)
2016 2017
Pricing is the main reason make people using online shopping more compare with 2016.
57%
16%
25%
11%
17%
49%
29%
22%
11% 10%
Concerns
on quality
Prefers
real shops
Security
concerns
Slow
delivery
Delivery
cost
Reasons not to shop (N=161)
2016 2017

10. Device to shop online
47%
52%
40%
29%
53% 52% 52%
41%
Smartphone
(browser)
Home PC Smartphone
(app)
Office PC
2016 2017
Smartphone on the increase
Q. Which devices do you use for online shopping? / Are there any devices that you
came to use more often in last 12 month for online shopping? (N=805)

11. What to buy on online shopping
Fashio
n
IT /
Mobile
phones
Cosmet
ics
Food
and
bevera
ges
Books/
station
aries
Kitchen
applian
ces
Ticketin
g
Consu
mer
Electro
nics
Sport
goods
Supple
ment /
Functio
nal
foods
SPA /
Beauty
service
s
Music /
Video
Flower/
plants
Ever bought 2017 73% 36% 33% 33% 28% 29% 22% 15% 22% 15% 9% 3% 4%
Buy most 2017 43% 15% 10% 9% 8% 5% 3% 2% 2% 1% 0% 0% 0%
Increase on fashion and cosmetics and food / beverages
Q. Please choose ALL the products that you have bought/buy the most online in the last 12 months. (N=805)

12. Purchased Products on EC
1. Fashion (73%) 2. IT/Mobile phones (36%) 3. Cosmetics (33%)65%81% 57%18% 13%51%
25%40% 23%35% 24%32%

13. Popular EC site
Increase on fashion and cosmetics and food / beverages
Q. Please choose ALL the products that you have bought/buy the most online in the last 12 months. (N=805)
84%
51%
42% 39% 38%
33% 33%
28%
24%
18% 15% 15%
10%
59%
42%
16%
8%
14%
3% 4% 2%
6%
1% 0% 1% 0% 0% 3%
Used before Use the most

14. Popular online shops (shops that comes up with each category)
Fashion Beauty care Food IT / Electronics
No.1
No.2
No.3
No.4
All: 52% / M: 59% / F: 47%
All: 14% / M: 9% / F: 19%
All: 9% / M: 9% / F: 10%
All: 9% / M: 8% / F: 10%
All: 34% / M: 44% / F: 27%
All: 11% / M: 12% / F: 11%
All: 6% / M: 6% / F: 7%
All: 5% / M: 6% / F: 5%
All: 22% / M: 28% / F: 18%
All: 15% / M: 14% / F: 16%
All: 8% / M: 5% / F: 10%
All: 5% / M: 4% / F: 6%
All: 38% / M: 42% / F: 35%
All: 19% / M: 16% / F: 21%
All: 8% / M: 7% / F: 9%
All: 7% / M: 7% / F: 8%

15. Ref: Popular online shops
18%
30%
19%
10%
Fashion Beaty Care Food &
Beverages
IT / Electronics
Those who named individual stores
Popularity are not only for the major shops. Many small
shops get the heart of online shoppers

16. Places where EC Users Order and Receive.
More than 1/3 of the orders are from / to the office
60%
37%
3%
Where to deliver from
My house My office Others
Q. Where did you order the product from? & Where did you receive your product at?
59%
38%
3%
Where to receive products
My house My office Others

17. 54%
36%
31%
22%
10%
6%
Internet surfing of non-EC site
Social network
Internet surfing of EC site
Others' post on social
Friend's/Family's
recommendation
Find product at retail stores
How recognized?
How do they buy

18. 54%
36%
31%
22%
10%
6%
Internet surfing of non-EC site
Social network
Internet surfing of EC site
Others' post on social
Friend's/Family's
recommendation
Find product at retail stores
How recognized?
How do they buy
74%
60%
47%
26%
25%
12%
Check the pricing of other
stores
Check reviews
Search web for product detail
Check retail store pricing
Ask friends for opinions
Check the pricing of other
countries
Actions Before Ordering

19. How do they buy
74%
60%
47%
26%
25%
12%
Check the pricing of other
stores
Check reviews
Search web for product detail
Check retail store pricing
Ask friends for opinions
Check the pricing of other
countries
Actions Before Ordering
3%
9%
30%
29%
28%
Actions after ordering
Always Often Sometimes Rarely Never
Good experience makes them share it

20. The rise of social commerce

21. Usage Rate of online shopping and Facebook Shopping
Yes, 66%
No /
Others,
34%
Q. Have you ever bought a product via Facebook? (N=805)
Using online shopping Using Facebook shopping
66% have purchased items over Facebook (Increase from 47% of 2016)
Yes,
83%
No, 17%

22. What to buy on social commerce
73%
36% 33% 33%
28% 29%
22%
15%
22%
15%
9%
3% 4%
68%
15%
28%
20%
11% 13%
6% 5% 7% 5% 5%
0% 2%
Online shopping
Social commerce
Fashion are the dominant, followed by the cosmetics
Q. Please choose ALL the products that you have bought/buy the most online in the last 12 months. (N=805)

23. Why social commerce?
67%
38%
37%
24%
22%
13%
12%
1%
Easy to order
More advertisements/information
available
Price is negotiable/cheaper
Fast delivery
I am more familiar with the supplier
Flexible return policy
Good customer care
Others
Easiness to order + Product exposures
Q. What are the reasons for shopping on FB and not on EC sites? (N=538)

24. Social commerce info source
60%
50%
36%
20%
8%
7%
0%
Facebook advertisement
From other posts
Friend/Family
From their website
Recommendations/links from
other sites
From their physical shops
Others
Advertisement on FB are most influential
Q. How did you know this Facebook store? (N=538)

25. EC vs Facebook
44% 45%
62%
35%
26%
45% 46%
30%
54%
51%
11% 10% 8% 11%
22%
Better price Fast delivery Fun shopping Good customer
care
Product quality
Facebook EC I am not sure
Social commerce – Fun shopping
Q. Which one do you think is more applicable to the following keyword?
(N=538)
Image of online shopping /
social commerce

26. Online shopping
issues

27. Satisfaction / dissatisfaction in online shopping
33%
51%
14%
Satisfaction level
Very dissatisfied Dissatisfied
Very satisfied Satisfied
Average
Product variety (60%)
Price (62%)
Delivery speed (45%)
Product quality (44%)
Delivery cost (33%)
Delivery speed (18%)

28. Online shopping improvement
(vs a year ago)
60%
34% 37%
29%
18%
24%
33% 31%
31%
27%
Easy to find Delivery speed Price Customer
support
Product quality
Better
Much better
Q. Please choose what is applicable to you compared with a year ago, about online shopping? (N=606)
Product quality is the lowest

29. Payment methods
Cash on delivery as dominant payment method
88%
6%
5%1%
Cash on delivery
Credit card/debit card
Bank transfer
E-wallet (ex: momo, ngan luong, bao kim)
Post office transfer
Q. How did you make a payment for that order? (N=805)

30. Order Cancellation
High cancellation result in the profitability issues for EC operators
36%
62%
2%
Cancel experiences
Yes No I tried to cancel but could not
Q. Have you ever cancelled/returned the order in last 12 month? / What are the reasons for that? (N=805)
33%
29%
28%
18%
12%
10%
27%
36%
22%
13%
14%
10%
Change of mind
Issues with product
Actual different from photo
Late delivery
Found alternative products
Found cheaper channel
Cancel reasons
2017 2016

31. Future online shopping market in Vietnam
1. Payment innovation
2. Logistic improvement
3. Operation improvement (staff knowledge)
1. Profit improvement opportunities for service providers
2. More online business opportunities for SMEs
3. Online shopping penetration in rural area
10B USD online shopping market in 2020
Required innovations
Impact
Expected results

32. Q&Me – About Online Market Research Services

33. Our Solution
Survey is conducted via mobile phone and the data is processed real-time
Affordable Quick High quality
Takes 24 - 48 hours for
most surveys, proving
real-time analysis
Superb real-time
analysis for flexible and
accurate data collection
1/3 of the competitor
pricing

34. Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 280,000 members as of Aug, 2017
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

35. Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 280,000 members as of Aug, 2017
Married Status Household income Smartphone ownership
Single,
72%
Married
, 25%
Others,
3%
26%
24%
14%
15%
9%
5%
3%
4%
< 5M VND
5 - 7.5M VND
7.5 - 10M VND
10 - 15M VND
15 - 20M VND
20M-30M
30-40M
<40M
27%
25%
18%
8%
8%
6%
15%
18%
Apple
Samsung
Nokia
LG
Asus
Sony
Others
Do not own

36. Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC,
Vietnam
Tel. +84 839 100 043