(VIETNAM) FB Bain Study 2020 Vietnam Full

Digital Consumers
of Tomorrow,
Here Today
A SYNC SOUTHEAST ASIA REPORT
This is SYNC Southeast Asia
A thought leadership series designed to keep business leaders
in tune with the consumers of tomorrow.
Facebook, with Bain & Company, offer deep insights into the
emerging trends in SEA and the opportunities businesses can
tap into to evolve together with their consumers.
Introduction
SYNC Southeast Asia series
2018 2019 2020
How Southeast Asia’s Riding the digital wave: Southeast Asia Digital consumers
emerging middle class Southeast Asia’s digital digital consumer of tomorrow,
is embracing the consumer in the trends that shape here today
digital world discovery generation the next normal
01 02 03
See new Meet your digital Steering the
market potential consumers of future
tomorrow
Disruption has put
SEA on fast forward
01. See new market potential
2020: The year of accelerated change
Home-centric Offline businesses De-globalisation

lifestyle disrupted
(12% CAGR)
~60M ~308M 96%

increase in digital Southeast Asians accessed the
consumers from accessed Internet on their
2018 to 2020 Facebook every smartphone
day as of Q1 2020
Estimates from: Forrester ForecastView, Forrester Analytics: Online Retail Forecast, 2019 to 2024 (Asia-Pacific, China, India, Southeast Asia, USA) by Forrester Research. Passport: Economies and
Consumers Annual Data 2018 to 2025, by Euromonitor. Digital 2019 (Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam) by Hootsuite, Jan 2019. Riding the Digital Wave:
Capturing Southeast Asia’s Digital Consumer in the Discovery Generation” by Bain & Company (Facebook-commissioned survey of 12,965 respondents from ID, MY, PH, SG, TH, VN), Jun 2019.
Five years of digital consumer

Average spend per digital consumer (US$)
adoption in a single year
Number of digital consumers $429
$392
3.5X
1.4X
340M
310M 310M
280M
$172
250M
$124 $135
2018 2019 2020F 2025F 2025F

Previous
forecast
2018 2019 2020F

2025F 2025F
Estimates from: Forrester ForecastView, Forrester Analytics: Online Retail Forecast, 2019 to 2024 (Asia-Pacific, China,
Previous New Previous India, Southeast Asia, USA) by Forrester Research. Passport: Economies and Consumers Annual Data 2018 to 2025, by
forecast forecast forecast Euromonitor. Digital 2019 (Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam) by Hootsuite, Jan 2019.
Riding the Digital Wave: Capturing Southeast Asia’s Digital Consumer in the Discovery Generation” by Bain & Company
(Facebook-commissioned survey of 12,965 respondents from ID, MY, PH, SG, TH, VN), Jun 2019.
01. See new market potential Total SEA-6 Population 15yo+
431M 437M 443M
Digital consumers will

310
280
make up 69% Southeast 250
Asia population (15yo+) by

end of 2020 2018 2019 2020F
57% 64% 69%

% of population
Have purchased online
Have Internet access but not purchased online

Estimates from: Forrester ForecastView, Forrester Analytics: Online Retail Forecast, 2019 to 2024
(Asia-Pacific, China, India, Southeast Asia, USA) by Forrester Research. Passport: Economies and
Consumers Annual Data 2018 to 2025, by Euromonitor. Digital 2019 (Indonesia, Malaysia, the Not online users
Philippines, Singapore, Thailand, and Vietnam) by Hootsuite, Jan 2019. Riding the Digital Wave:
Capturing Southeast Asia’s Digital Consumer in the Discovery Generation” by Bain & Company
More offline shoppers have moved online across all countries in SEA
2019
2020
21M (83%)
57M (74%)
137M (68%) 39M (68%) 4M
49M (65%) (79%)
119M 52M 46M 37M 20M 3.7M

(58%) (68%) (61%) (63%) (80%) (74%)
ID PH VN TH MY SG
203M 77M 75M 58M 25M 5M
SEA-6 population 15yo+ – 443M
Digital consumer Digital consumer Non-digital consumer

population in 2019 population in 2020 population
Estimates from: Forrester ForecastView, Forrester Analytics: Online Retail Forecast, 2019 to 2024 (Asia-Pacific, China, India, Southeast Asia, USA) by Forrester Research. Passport: Economies and Consumers Annual Data 2018 to 2025, by Euromonitor.
Digital 2019 (Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam) by Hootsuite, Jan 2019. Riding the Digital Wave: Capturing Southeast Asia’s Digital Consumer in the Discovery Generation” by Bain & Company (Facebook-commissioned
survey of 12,965 respondents from ID, MY, PH, SG, TH, VN), Jun 2019.
The power of digital consumer spend exceeding expectations,

online spend set to triple by 2025
2.8X Online retail GMV (US $)
2020F
2025F
$147b
2025F
$120b (previous forecast)
2.8X
$72b
3X 3.7X
$53b
$48b 2X 2.5X 1.8X
$26b $25b $24b

$22b $21b
$9b $9b $10b $9b $7b $8b $8b $7b
$4b $4b $4b
SEA ID MY PH TH SG VN
2020F
2019
4%
India
The contribution of
online commerce to
5%
SEA
total retail has already
overtaken India’s
31%
Estimates from: Forrester ForecastView, Forrester Analytics: Online Retail
Forecast, 2019 to 2024 (Asia-Pacific, China, India, Southeast Asia, USA) by
China
Forrester Research. Passport: Economies and Consumers Annual Data 2018
to 2025, by Euromonitor. Digital 2019 (Indonesia, Malaysia, the Philippines,
Singapore, Thailand, and Vietnam) by Hootsuite, Jan 2019. Riding the Digital
Wave: Capturing Southeast Asia’s Digital Consumer in the Discovery
Generation” by Bain & Company (Facebook-commissioned survey of 12,965
respondents from ID, MY, PH, SG, TH, VN), Jun 2019.
In Vietnam, online adoption increases across % Online penetration (2020F)
India China
categories, with Groceries seeing largest spike of 1.8x
84% Vietnam
71% Vietnam 2020 growth vs 2018
50%
1.4X
34% 1.4X 35%

1.6X
1.5X
23% 1.8X
9% 7% 8% 8% 8% 7%
5%
0.4 0.4%
%
Consumer electronics Clothing, footwear Personal care Household appliances
Groceries
and accessories and accessories and beauty and furnishings
$4.9B $10B $1.9B $9.6B $92.4B

Total retail spend (online and offline)
Expected SEA-6
Online CAGR (20-25F) 22% 26% 25% 19% 32%
Expected VN
Online CAGR (20-25F) 22% 29% 23% 19% 20%
Online shopping for essentials has gone mainstream,

especially for groceries
% respondents that shop online
81%
70% Typically least online-

penetrated categories
53% 51% 49%
35% 34%
29% 27% 25%
20% 18%
15% 13%
Clothing Electronics Personal Beauty Household Toys Groceries Non-alc. Groceries Home Alcoholic Other Baby Home
care appliances (packaged) beverages (fresh) office beverages household care gym
furnishing
Purchase
frequency 4.8 3.9 4.6 4.3 3.3 3.8 8.7 7.3 10.5 3.8 7.4 4.6 6.6 2.8
in last 3 months
Avg. spend per
online transaction 33 73 29 37 90 20 38 25 40 108 27 141 49 82
(USD)
Average number of categories

purchased online
1.4X 1.7X 1.3X 1.4X 1.3X 1.3X 1.3X
Vietnamese consumers 5.1 5.4

5.2
5.1 5 5
4.7
are purchasing more
categories online now
3.9
than ever 3.7 3.6 3.8 3.8 3.7
3.2
SEA TH VN ID MY SG PH
Estimates from: Forrester ForecastView, Forrester Analytics: Online Retail Forecast, 2019 to 2024 2019 2020
(Asia-Pacific, China, India, Southeast Asia, USA) by Forrester Research. Passport: Economies and
Consumers Annual Data 2018 to 2025, by Euromonitor. Digital 2019 (Indonesia, Malaysia, the
Philippines, Singapore, Thailand, and Vietnam) by Hootsuite, Jan 2019. Riding the Digital Wave:
Capturing Southeast Asia’s Digital Consumer in the Discovery Generation” by Bain & Company
01. See new market potential Most essential
The shopping cart for first-time online purchases Less essential
evolved over time, with latest surge in Groceries Least essential
Before Jun 2019 Dec ’19 to Feb ’20 Mar to May ’20
Food Home office Groceries

delivery (fresh)
Clothing Home gym Groceries

equipment (packaged)
Consumer Household Groceries

electronics furnishing (non-alcoholic drinks)
Household Household Groceries

appliances appliances (alcoholic drinks)
Beauty and Consumer Food

cosmetics electronics delivery
THE LAST 10 YEARS
Decade of getting consumers online
THE NEXT 10 YEARS
Decade of delivering excellent experiences

01 02 03
tomorrow
02. Shift with the digital consumer
Who we spoke to in Vietnam

Conducted a survey
with 3,505 Vietnamese respondents
50-59 60+ 16-18
40-49 19-24
Tier 2
35-39 Female Male

Tier 1 25-29
30-34
Tier Age Gender

Who we
spoke to
Interviewed executives
across the eco-system
Online has become
a way of life
Increased adoption of online as channel
for shopping across markets
Across SEA, % responses citing online as most used channel
preference to buy
from online channels 48
46 46
44 45 45
has seen a leap
35
32 33
30
28 28 28
25
46%
of Vietnamese
consumers switched to SEA MY ID VN SG TH PH
purchase mostly online
in the past year 1.5X 1.9X 1.6X 1.4X 1.6X 1.3X 1.3X
Source: “Digital Consumers of Tomorrow, Here Today" by Facebook and Bain &
Company. (A Facebook-commissioned survey of 16,491 respondents from ID,
MY, PH, SG, TH, VN. Survey data only includes digital consumers who are
defined as: Respondents who selected 2 or more online retail categories:
Consumer electronics and accessories; household appliances and furnishings; Online (2019) Online (2020)
clothing, footwear, and accessories; personal care and beauty; toys and baby
care; groceries and food delivery.) Data analysed by Bain & Company. Survey
conducted May 2020.
Yet, they don’t know

70%
what they want or
where to get it
of Vietnamese respondents don’t

know what they want or where to get
it when they shop online
Source: “Digital Consumers of Tomorrow, Here Today" by Facebook and Bain & Company. (A Facebook-commissioned
survey of 16,491 respondents from ID, MY, PH, SG, TH, VN.) Survey conducted May 2020.
That’s why we call them
The Discovery Generation
Who are they?

SEA online shoppers whose purchasing habits
are largely based on inspiration and openness
Digital discovery varies by category
More ‘planned’ buying More ‘discovery’ led
ESSENTIALS
Baby Groceries Groceries Personal Clothing / Toys Household Electronics

care (fresh) (packaged) care footwear appliances
Beauty Non-alcoholic Alcoholic Home Home Other household

beverages beverages gym office furnishing
Source: “Digital Consumers of Tomorrow, Here Today" by Facebook and Bain & Company. (A Facebook-
commissioned survey of 16,491 respondents from ID, MY, PH, SG, TH, VN.) Survey conducted May 2020.
1 Social media
Social media, messaging
and video are top activities
2 Messaging
done online daily for 3 Video streaming
Vietnamese consumers
4 Ecommerce
5 Email
Source: “Digital Consumers of Tomorrow, Here Today" by Facebook and Bain & Company. (A Facebook-commissioned survey of 16,491 respondents
from ID, MY, PH, SG, TH, VN.) Survey conducted May 2020.
Most watched: short Social media is the leading platform for

and medium-length videos short-length videos in Vietnam
Number of videos watched per day in Vietnam
Most preferred platform for viewing videos
Long
0.90 (2%) Short
1st 2nd 3rd
Social Messaging Others
media
Medium Short Medium 1st 2nd 3rd

16 (42%) 21 (56%)
Video Social Messaging
streaming media
Source: “Digital Consumers of Tomorrow, Here Today" by Facebook and Bain & Company. (A Facebook-commissioned
survey of 16,491 respondents from ID, MY, PH, SG, TH, VN.) Survey conducted May 2020.
Sources of discovering Short and Medium videos

(% of Vietnamese respondents)
Others Others
(2%) (4%)
Social media
is the primary
Search Search
channel for (35%)
Social
(37%)
Social
discovering videos media media

(63%) (58%)
Short video Medium video
Source: “Digital Consumers of Tomorrow, Here Today" by Facebook and

Bain & Company. (A Facebook-commissioned survey of 16,491
respondents from ID, MY, PH, SG, TH, VN.) Survey conducted May 2020.
% responses citing 'top’ online
channel for discovery
Social media and

Social media,
short video form the 45%
short video
largest source for
online discovery
Search led 12% Messaging
41%
Discovery led
47% 30% Medium video
Others
12%
4% Long video
Online engagement channels

% responses citing as 'top’ online

Ecommerce is channel for search
becoming a platform
for search or
64% Ecommerce
intentional buying
Search led
41% Browser
37%
Discovery led
47%
90%
Others
12%
of Amazon’s product views
come from on-site search
Online engagement channels

Source: “The Race is On: Jumpshot Releases The Competitive State of eCommerce Marketplaces
Data Report”, by Jumpshot. Sept 2018. Disclosure: Since data is older than 1 year, consider
changing market conditions before making business decisions based on this data. Source: “Digital Consumers of Tomorrow, Here Today" by Facebook and Bain & Company. (A
https://www.prnewswire.com/news-releases/the-race-is-on-jumpshot-releases-the- Facebook-commissioned survey of 16,491 respondents from ID, MY, PH, SG, TH, VN.) Survey
competitive-state-of-ecommerce-marketplaces-data-report-300707754.html conducted May 2020.
“
As a lot of ‘search’ shifts onto
ecommerce platforms, brands
could start using it as a key media
channel itself. Acquisitions
through in-platform marketing
and SEO/SEM, among others,
point a path to the future —
assuming platforms can offer
such features.”
Managing Director
Kimberly Clark, ASEAN-5
New norm =
new purchasing habits,
\
new expectations
Unique products and good deals drive interest
in new, different stores
% of respondents who tried new stores they never heard of before
2019 2020
ID 39% 40%
Vietnamese PH 36% 36% “I often buy from new
consumers are open stores if I find the
products interesting”
TH 58% 61%
to try different
online stores VN 53% 64%
MY 43% 40% “I buy from new stores
only when there are
good deals and
SG 38% 27% promotions”

Value and Reliability are driving
factors for switching
Reasons for switch in regular online stores
Value-for-money 41%
52% Better product quality 33%
of Vietnamese consumers Better availability 30%

switched across different online
stores in the past 3 months
More product info 29%
Better product selection 26%

02. Shift with the digital consumer Most cited reasons for switching brands
1st 2nd 3rd
Found more Want a more

In times of VN
Found
better product value-for-money premium brand
brand
uncertainty,
brand reliability ID Availability
offers reassurance
MY Found more Found
value-for-money better product
brand
69% SG
TH
of Vietnamese consumers switched
their most purchased brand
in the last 3 months Marketing appeal
PH of new brand

Trust/reliability 'Value’ Other
respondents from ID, MY, PH, SG, TH, VN.) Survey conducted May 2020. centric reasons reasons
E-wallets see increase in preference as cash reduces

% of preferred payment methods
69
60
Embracing the
contactless
way of life, 20
15
even in payments 9
13
7 6
E-wallet Credit/debit card Bank transfer Cash
+5% +4% -1% -9%

Bain & Company. (A Facebook-commissioned survey of 16,491 2019 2020
“
Brands need to enhance their value

proposition both online and offline, and
be flexible and adaptable to change,
now more than ever. We continue to
focus on bringing renewed excitement
and interest on our brands through
innovation at Nestlé; for healthier and
tastier foods, to suit changing
consumer behaviours and also towards
a more sustainable future. Within the
ecommerce space, we aim to ensure
strong digital content, product
availability online and a robust supply
chain. Our online selection prioritises
delivering convenience, bulk purchases
and limited editions.”
Phee Chat Chow
Executive Director
Marketing, Communications and Innovation
Nestlé Malaysia and Singapore
Time to relearn who your
digital consumers are
Who makes up the majority of online spend?
34% High Spenders segment

38% 37%
46% 45%
> 1x > $55*
59%
average spend
Mid Spenders segment
39%
39% 41% 0.7 – 1x $35-55*
34%
34% average spend
23%
Low Spenders segment
27%
23%
< 0.7x < $35*
20% 22% 22%
18%
average spend
*per online purchase for Vietnamese
ID MY PH SG TH VN
Source: “Digital Consumers of Tomorrow, Here Today" by Facebook and Bain & Company. (A Facebook-commissioned survey of 16,491 respondents from ID, MY, PH, SG, TH, VN.)
Survey conducted May 2020.
Evolved Shoppers
>5 Majority
from Tier
High Shops as the need arises categories 1 cities
Spenders
Segment
Lifestyle Shoppers
Prefer promotions
1-2 Majority
from Tier
categories 1 cities
Tier 1
Mid
Deal Event Shoppers
5+ and
Tier 2
Wait for sales seasons categories

Spenders
Segment Recent Adopters 1-2 Tier 1
and
Prefer promotions categories Tier 2
Targeted Shoppers 3+ Tier 1

and
Low Shops as the need arises categories Tier 2
Spenders
Segment
Gen Z 2-3 Majority
from
Mixed categories Tier 2
Evolved Shoppers High Spenders segment Lifestyle Shoppers
26% 1.9X 37% 1.1X 11%

of population avg. spend of population avg. spend of population
Recent Adopters Mid Spenders segment Deal Event Shoppers
24% 0.9X 41% 0.7X 17%

of population avg. spend avg. spend of population
of population
Targeted Shoppers Low Spenders segment Gen Z
8% 0.4X 22% 0.5X 14%

of population avg. spend avg. spend of population
of population
Source: “Digital Consumers of Tomorrow, Here Today" by Facebook and Bain & Company. (A Facebook-commissioned survey of 16,491 respondents from ID, MY, PH, SG, TH, VN.) Survey conducted May 2020.
Recent Adopters in Vietnam

have fast embraced digital
2019 2020
Low Spenders Mid Spenders
• Low income • Mid income

• 0.7X avg. spend • 0.9X avg. spend
• From Tier 2 cities • From Tier 1
and Tier 2 cities
Spending and digital activities vary across all
Evolved Lifestyle Recent Deal Event Targeted Gen Z

Evolved Lifestyle Shopper
Recent Shopper Deal Adopter
event Shopper
Targeted Shopper Gen Z
shoppers shoppers
Discover via social media, adopters shoppers shoppers
short videos, messaging 62% 70% 78% 68% 59% 79%
(% of those who are discovery-led)
Average spend per online

purchase
$82 $58 $51 $41 $25 $29
Frequency of online
purchase in the 6.1 4.8 4.4 4.8 4.1 4.7
last 3 months
Switched brands in the

‘last 3 months’
71% 60% 72% 71% 67% 64%
The gap between
Tier 1 and 2 cities
is closing
02. Shift with the digital consumer % of high spenders in Tier 1 and Tier 2 shoppers across countries
2020
2019
Slight decrease 48%

59%
54%
in Vietnamese high 44% 49%

46%
38% 44%
spenders across 41%
32%
41% 41% 40% 40% 41%
35% 35%
Tier 1 and 2 cities
34%
32%
29% 30%
28%
26% 25% 25%
18%
Tier Tier Tier Tier Tier Tier Tier Tier Tier Tier Tier Tier Tier
1 2 1 2 1 2 1 2 1 1 2 1 2
SEA ID MY PH SG TH VN
Tier 1 Tier 2
Don’t know what products they want 70% 71%
Tier 1 and Tier 2

Discover via social media, short videos,
shoppers exhibit messaging 59% 56%
even more similar (% of those who are discover-led)
behaviours in Search via eCommerce

62% 69%
Discovery, Spend (% of those who are search-led)
and Frequency
Average spend per online purchase $57 $40
Frequency of online purchase in the

last 3 months
5.2 4.1
Switched brands in the ‘last 3 months’ 68% 71%

What they buy
30% more categories

purchased online by
Vietnamese
2.7X
growth in online
grocery penetration
for SEA from 2018 to
respondents vs. 2019 2020
Vietnam’s
Where they shop
digital consumer
of tomorrow is here 40% more online shops
Vietnamese consumers 69% of Vietnamese respondents
have switched their most
purchased at frequent brand in the last
vs. 2019 3 months
How they engage and shop
70% of Vietnamese consumers

do not know what to buy 58% online discovery in Vietnam
happens on social media,
online short videos and messaging
Who they are
Source: “Digital Consumers of Tomorrow, Here Today" by Facebook and Bain & Company.
(A Facebook-commissioned survey of 16,491 respondents from ID, MY, PH, SG, TH, VN.)
Survey conducted May 2020.
+4M new digital consumers in
Vietnam from 2018 to >43% of Vietnamese
consumers are ‘high
2020 spenders’ across Tier 1
and 2 cities
01 02 03
tomorrow
03. Steering the future
Groceries
% respondents citing online as most used channel for purchasing
Purchasing from online

channels gaining traction
across all markets
40%
more Vietnamese 32% 31% 30% 32% 32%
25%
1.5X consumers make fresh
groceries purchases
online 21% 20% 19%
25% 26%
21%
11%

2020
2019
Clothing, footwear and accessories


across all markets
49% 48% 48% 48%
46% 46%
35%
more Vietnamese consumers
1.3X make clothing, footwear and
accessories purchases online 32% 34% 35% 36%
30% 28% 30%

2020
2019
Personal care

across all markets
49% 47%
43% 45%
41% 42%
35%
more Vietnamese
1.2X consumers make
personal care 36% 34%
29% 28% 28%
purchases online 25% 25%

2020
2019
Vietnamese digital consumers shop on
5.7 websites on average
2019 2020
SEA 3.8 5.2 1.4X
Vietnamese digital ID 3.8 5.1 1.3X
consumers shop-
hopped across even MY 4.2 4.8 1.1X
more sites in 2020 PH 3.2 4.3 1.3X
SG 5.1 5.1 1X
TH 3.2 5.5 1.7X

VN 4.0 5.7 1.4X
“
Customers understandably
are seeking discounts and
value due to that sensitivity,
platform stickiness
encounters significant
challenges.
Khanh Ngo
Group Vice-President
Tiki Vietnam
Relative market share (RMS)
Refers to the leader’s market share vs. the second largest player
1.5X 2019 2020

ID
1.2X
1.2X
MY
1.6X
1.6X A huge potential

Vietnam’s ecommerce PH
1.6X for brands in
landscape has grown, SG
1.7X SEA to grow
1.2X
but is still highly
1.1X
fragmented TH
1.3X
1.2X
VN
1.7X
US
6.6X

CH
3.3X
Average number of food delivery platforms used
In comparison,
food delivery sees TH 2.3 VN 2.0
a less fragmented
landscape
MY 2.0 PH 1.9
SG 1.8 ID 1.7

03. Steering the future Highest NPS score Lowest NPS score
67%
57%
55%
51%
Wide NPS
in food delivery = 32%
opportunity to win
consumer loyalty 12%
0%
51% 14% 12% 41% 38%
-19%

Bain & Company. (A Facebook-commissioned survey of 16,491 ID MY PH SG TH VN
In food delivery, delivery time improves customer satisfaction
Top 5 reasons cited by Vietnamese consumers for:
Positive NPS Negative NPS
1 Delivery time 1 Delivery fees
2 Availability 2 Price
3 Product variety 3 Brand assortment
4 Brand assortment 4 Product meets expectation
5 Product variety 5 Delivery time
Promoters make a difference:
They spend ~2X more than
detractors in ecommerce
2.1x 2x 2.3x 2.2x 1.4x

Consumer electronics Clothing Personal care Household Baby care
and accessories appliances
In ecommerce, reliability and value keeps customers returning
Top 5 reasons cited by Vietnamese consumers for:
Promoters Detractors
1 Price 1 Product quality
2 Product quality 2 Product meets expectation
3 Availability 3 Return process
4 Product range 4 Price
5 Information 5 Availability
The option for omnichannel
is no longer optional.
How can brands adapt?
A fully omni-channel audience calls for

brands to go fully digital by:
1 2 3 4
Developing Capitalising Harnessing Optimising

internal capabilities on online moments the power of tech, the shopper
or build partnerships that matter to give data and analytics journey and
to know their consumers what for innovation shaping the perfect
consumers better they need online experience
How to create Discover Search

excellent online Understand omnichannel Leverage product merchandising
shopping behaviour and visibility strategy
experiences? HOW TO: HOW TO:
Awareness/ Consumer Optimised Localised and

lead generation touchpoints visibility personalised
reach
Consider Buy
Provide right assortment of Optimise conversion and
products and tailored pricing ecommerce experience
HOW TO: HOW TO:
Assortment Customise Hyper- Deliver

Source: “Digital Consumers of Tomorrow, Here Today" by Facebook and Bain &
Company. (A Facebook-commissioned survey of 16,491 respondents from ID, MY, PH, planning prices product personalised efficient
SG, TH, VN.) Survey conducted May 2020.
to product buying services
“
Consumers are moving online now for many
categories. So, for all consumer-packaged
goods, ecommerce is even more important and
we devise more omni-channel strategies moving
ahead. It’s the growth lever for us, and not a
passive channel at all. We choose our partners
accordingly, based on category fit and the drive
they have to grow together.”
Hira Triadi
Head of Ecommerce
Unilever Indonesia
Sailing forward:
The age of enablers
Q1 2020: Investments still pouring into

72%
emerging internet, tech firms share of private equity and venture
capital funds in Southeast Asia have flowed into
internet and technology in Q1 2020
“
Deal value by sector of investment (USD B, Q1 2020)
$1.4b
Computer related
(5%) Food delivery (6%)
Utilities (6%)
Health (9%)
Financial services
(7%) Real estate (10%)
We are in the midst of a step change in
Ecommerce (12%) the growth of the digital economy, which
in turn drives a strong demand for digital
B2B Tech (13%)
financial services. As more consumers
and businesses shift to online, we see an
Internet and FinTech (16%)
technology increased need for both online payments
(82%) and various financial services, including
Ecommerce our businesses under SeaMoney.”
enabler
(34%)
Dr Santitarn Sathirathai
Group Chief Economist
Sea
Q1 2020 Q1 2020 Internet &
technology deals
Source: AVCJ (Asia Venture Capital Journal) transactions database (2019 to Q1 2020 PE/VC transactions in Southeast Asia)
“
The home-centric lifestyle has really
driven a huge surge in the uptake of
e-learning, gaming, ecommerce, and
food delivery platforms. There is
momentum for more disruptors to
thrive now. As consumers become
more open to disruption, we will add
more functionalities to our apps that
will support activities such as
gaming, stock-trading, and other
features to boost on-app usage.”
Prajit Nanu
Co-Founder and CEO
Nium
Healthcare, online entertainment and

education are emerging trends
• An efficient model to • Ability to manage a

on-board and acquire seamless offline and
Digital health Digital
customers at a low cost online experience
(telemedicine) education
• Explore exclusive distribution agreements with

Gaming Online high-quality streamers
live-streaming gaming
Five years of digital Social inspires
transformation fast discovery
forward in 1 year through video
2020 Brand reliability Omnichannel is

the year to hit matters now more no longer optional
than ever
fast forward
Necessary to stand Disruption is

out of the crowded now the norm
digital marketplace

(VIETNAM) FB Bain Study 2020 Vietnam Full

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

(VIETNAM) FB Bain Study 2020 Vietnam Full

Uploaded by

Copyright:

Available Formats

Digital Consumers

SYNC Southeast Asia series

2018 2019 2020

2020: The year of accelerated change

Home-centric Offline businesses De-globalisation

~60M ~308M 96%

Five years of digital consumer

2018 2019 2020F 2025F 2025F

2018 2019 2020F

431M 437M 443M

Digital consumers will

Asia population (15yo+) by

57% 64% 69%

Have purchased online

Have Internet access but not purchased online

119M 52M 46M 37M 20M 3.7M

SEA-6 population 15yo+ – 443M

Digital consumer Digital consumer Non-digital consumer

The power of digital consumer spend exceeding expectations,

$26b $25b $24b

In Vietnam, online adoption increases across % Online penetration (2020F)

71% Vietnam 2020 growth vs 2018

34% 1.4X 35%

$4.9B $10B $1.9B $9.6B $92.4B

Online shopping for essentials has gone mainstream,

70% Typically least online-

Average number of categories

1.4X 1.7X 1.3X 1.4X 1.3X 1.3X 1.3X

Vietnamese consumers 5.1 5.4

The shopping cart for first-time online purchases Less essential

evolved over time, with latest surge in Groceries Least essential

Food Home office Groceries

Clothing Home gym Groceries

Consumer Household Groceries

Household Household Groceries

Beauty and Consumer Food

Decade of getting consumers online

THE NEXT 10 YEARS

Decade of delivering excellent experiences

Who we spoke to in Vietnam

50-59 60+ 16-18

35-39 Female Male

Tier Age Gender

Yet, they don’t know

of Vietnamese respondents don’t

Who are they?

Digital discovery varies by category

More ‘planned’ buying More ‘discovery’ led

Baby Groceries Groceries Personal Clothing / Toys Household Electronics

Beauty Non-alcoholic Alcoholic Home Home Other household

Most watched: short Social media is the leading platform for

Medium Short Medium 1st 2nd 3rd

Sources of discovering Short and Medium videos

discovering videos media media

Short video Medium video

Source: “Digital Consumers of Tomorrow, Here Today" by Facebook and

Social media and

Online engagement channels

% responses citing as 'top’ online

Online engagement channels

Source: “Digital Consumers of Tomorrow, Here Today" by Facebook and

Reasons for switch in regular online stores

52% Better product quality 33%