E Commerce in Vietnam 2020

E-commerce in Vietnam
E-COMMERCE IN VIETNAM
Table of Contents
Table of Contents
01 Overview
Internet economy size SEA 2015-2025 02
GMV of the internet economy in Vietnam 2015-2025 03
E-commerce market value in Vietnam 2014-2020 04
E-commerce share of retail sales in Vietnam 2015-2020 05
Number of registered e-commerce sites in Vietnam 2019, by type 06
02 Business-to-consumer (B2C)
B2C e-commerce revenue in Vietnam 2012-2020 08
Leading domestic B2C e-commerce sites in Vietnam Q1 2021, by monthly visits 09
Leading international B2C e-commerce sites in Vietnam Q1 2021, by monthly visits 10
Leading B2C e-commerce sites for fashion in Vietnam Q4 2020, by monthly visits 11
Leading B2C e-commerce sites for electronics in Vietnam Q4 2020, by monthly visits 12
Table of Contents
03 Leading e-commerce players

Leading e-commerce sites in Vietnam 2019 14
Number of monthly web visits on Shopee in Vietnam 2020 15
Number of monthly web visits on Lazada in Vietnam 2020 16
Number of monthly web visits on Tiki in Vietnam 2020 17
04 Leading e-commerce categories

Leading e-commerce categories in Vietnam 2020 19
E-commerce spending in Vietnam 2020, by category 20
E-commerce spending growth in Vietnam 2020, by category 21
E-commerce value share of personal care categories in urban areas Vietnam 2018-2020 22
05 Consumer behavior
Preferred device to shop online in Vietnam 2016-2019 24
Table of Contents
Leading e-commerce payment methods in Vietnam 2020 25

Main factors that influence online purchases in Vietnam 2020 26
Main obstacles for purchasing online in Vietnam 2020 27
Reasons for repeating online and e-commerce purchases among consumers Vietnam 2020 28
06 Impact of COVID-19
Online shopping behavior shifts during COVID-19 in Vietnam 2020 30
Usage of retail outlets during COVID-19 in Vietnam 2021, by store type 31
Main reasons for increasing online purchases during COVID-19 in Vietnam 2020 32
Main products purchased more often online during COVID-19 in Vietnam 2020 33
Willingness to buy necessities and fresh products online during COVID-19 Vietnam 2020 34
Overview
Internet economy size in Southeast Asia from 2015 to 2025 (in billion U.S. dollars)
Internet economy size SEA 2015-2025
350
309
300
Market value in billion U.S. dollars
250
200
150
100 105
100
50 32
0
2015 2019 2020 2025*
Note(s): Asia; 2015 and 2019 to 2020

Further information regarding this statistic can be found on page 36.
2 Source(s): Google; Temasek Holdings; Bain & Company; ID 958419 Overview
Annual gross merchandise volume (GMV) of the internet economy in Vietnam in 2015 and 2019,
with a forecast for 2020 and 2025 (in billion U.S. dollars)
GMV of the internet economy in Vietnam 2015-2025
60
52
50
Internet economy value in billion U.S. dollars
40
30
20
14
12
10
0
2015 2019 2020* 2025*
Note(s): Vietnam; 2015 to 2019

3 Source(s): Bain & Company; Temasek Holdings; Google; ID 1193113 Overview
E-commerce market value in Vietnam from 2014 to 2020 (in billion U.S. dollars)
E-commerce market value in Vietnam 2014-2020
14
11.8
12
Revenue in billion U.S. dollars
10
8
8
6.2
6
5
4.07
4
2.97
0
2014 2015 2016 2017 2018 2020

4 Source(s): Ministry of Industry and Trade (Vietnam); Vietnam E-commerce Association; ID 986043 Overview
E-commerce share of total retail sales in Vietnam from 2015 to 2020
E-commerce share of retail sales in Vietnam 2015-2020
6.0%
5.5%
5.5%
Percentage of e-commerce sales
4.9%
5.0%
4.5%
4.2%
4.0%
3.6%
3.5%
3%
3.0% 2.8%
2.5%
2015 2016 2017 2018 2019 2020

5 Source(s): iDea; ID 1006835 Overview
Number of registered e-commerce sites in Vietnam in 2019, by type
Number of registered e-commerce sites in Vietnam 2019, by type
Number of registered sites

0 100 200 300 400 500 600 700 800 900 1,000 1,100
E-marketplace 999
Online promotion sales 145
Online auction sales 47
Note(s): Vietnam; 2019

6 Source(s): iDea; ID 1006980 Overview
Business-to-consumer (B2C)
B2C e-commerce revenue in Vietnam from 2012 to 2020 (in billion U.S. dollars)
B2C e-commerce revenue in Vietnam 2012-2020
14
11.8
12
10.08
Revenue in billion U.S. dollars
10
8.06
8
6.2
6
5
4.07
4
2.97
2.2
2
0.7
0
2012 2013 2014 2015 2016 2017 2018 2019 2020

8 Source(s): iDea; Ministry of Industry and Trade (Vietnam); ID 259775 Business-to-consumer (B2C)
Most popular domestic B2C e-commerce sites in Vietnam as of 1st quarter 2021, by monthly web
visits (in millions)
Leading domestic B2C e-commerce sites in Vietnam Q1 2021, by monthly visits
Number of monthly web visits in millions

0 5 10 15 20 25 30 35
The Gioi Di Dong 29.32
Tiki 19.02
Dien May Xanh 16.61
Sendo 8.14
FPT Shop 5.44
CellphoneS 5.42
Dien May Cho Lon 5.31
Bach Hoa Xanh 4.21
Hoang Ha Mobile 4.17
Meta 2.77
Note(s): Vietnam; Q1 2021

9 Source(s): iPrice Group; SimilarWeb; ID 1007105 Business-to-consumer (B2C)
Most popular international B2C e-commerce sites in Vietnam as of 1st quarter 2021, by monthly
web visits (in millions)
Leading international B2C e-commerce sites in Vietnam Q1 2021, by monthly visits

0 10 20 30 40 50 60 70
Shopee VN 63.7
Lazada VN 17.95
Yes 24 0.63
SHEIN 0.23

Most popular B2C e-commerce sites for fashion in Vietnam as of 4th quarter 2020, by monthly web
visits (in 1,000s)
Leading B2C e-commerce sites for fashion in Vietnam Q4 2020, by monthly visits
Number of monthly web visits in thousands

0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 2,200
Juno 1,909.4
Dong Ho Hai Trieu 662.5
Yame 474.7
Canifa 369.6
Dang Quang Watch 289.3

Most popular B2C e-commerce sites for electronics in Vietnam as of 4th quarter 2020, by monthly
Leading B2C e-commerce sites for electronics in Vietnam Q4 2020, by monthly visits

0 5 10 15 20 25 30 35
The Gioi Di Dong 31.43
Dien May Xanh 16.34
Dien May Cho Lon 6.4
FPT Shop 6.23
CellphoneS 5.66
Hoang Ha Mobile 4.88
Nguyen Kim 2.24
Mediamart 1.89
Di Dong Viet 1.8
Viettel Store 1.72

Leading e-commerce players

Most popular e-commerce sites for online shopping among online shoppers in Vietnam in 2019
Leading e-commerce sites in Vietnam 2019
Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80%
Shopee 75%
Lazada 62%
Tiki 59%
Facebook 47%
Sendo 46%
Zalo 26%
The Gioi Di Dong 23%
A day roi 20%
Dien May Xanh 19%
Now.vn 19%
Cho Tot 19%
HotDeal 12%
Bach Hoa Xanh 11%
Nguyen Kim 11%
Lotte VN 10%
Note(s): Vietnam; December 2019; 18-39 years; 535 respondents; online shoppers
14 Source(s): Q&Me; ID 977848 Leading e-commerce players
Number of monthly web visits on Shopee in Vietnam from 1st quarter to 4th quarter 2020 (in
millions)
Number of monthly web visits on Shopee in Vietnam 2020
75
70 68.59
65 62.7
60
55
52.49
50
45 43.16
40
Q1 2020 Q2 2020 Q3 2020 Q4 2020
Note(s): Vietnam; Q1 to Q4 2020

15 Source(s): iPrice Group; SimilarWeb; ID 1007173 Leading e-commerce players
Number of monthly web visits on Lazada in Vietnam from 1st quarter to 4th quarter 2020 (in
millions)
Number of monthly web visits on Lazada in Vietnam 2020
21.0 20.83
20.5
20.16
20.0
19.76
19.5
19.0
18.52
18.5
18.0
Q1 2020 Q2 2020 Q3 2020 Q4 2020

Number of monthly web visits on Tiki in Vietnam from 1st quarter to 4th quarter 2020 (in millions)
Number of monthly web visits on Tiki in Vietnam 2020
24.5
23.99
24.0
23.5
23.0
22.56
22.5 22.26
22.0
21.5
21.15
21.0
20.5
Q1 2020 Q2 2020 Q3 2020 Q4 2020

Leading e-commerce categories

Most popular online shopping categories according to online shoppers in Vietnam in 2020
Leading e-commerce categories in Vietnam 2020
0% 10% 20% 30% 40% 50% 60%
Food 52%
Clothing, footwear, cosmetics 43%
Home appliance 33%
Book, stationary, flower, gift 26%
Train and air tickets 26%
Technological and electronic devices 23%
Tour and hotel booking 21%
Movie and concert ticket 21%
Online consultation and education services 10%
Music, video, DVD, game 8%
Spa and beauty services 7%
Others 8%
Note(s): Vietnam; 2020; 1,078 respondents; among online shoppers nationwide

19 Source(s): iDea; Ministry of Industry and Trade (Vietnam); ID 560076 Leading e-commerce categories
E-commerce expenditure among internet users in Vietnam in 2020, by category (in million U.S.
dollars)
E-commerce spending in Vietnam 2020, by category
Value in million U.S. dollars

0 500 1,000 1,500 2,000 2,500 3,000 3,500
Travel, mobility and accommodation 3,180
Electronics and physical media 1,570
Fashion and beauty 1,440
Furniture and appliances 1,090
Food and personal care 1,020
Toys, DIY and hobbies 917.1
Digital music 215
Video games 16.15
Note(s): Vietnam; 2020; 16-64 years; among internet users

20 Source(s): We Are Social; Hootsuite; Statista Digital Market Outlook; DataReportal; ID 1112147 Leading e-commerce categories
Growth of e-commerce expenditure among internet users in Vietnam in 2020 compared to 2019, by
category (in million U.S. dollars)
E-commerce spending growth in Vietnam 2020, by category
Growth rate
-50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60%
Food and personal care 45.9%
Fashion and beauty 37.2%
Video games 35.3%
Toys, DIY and hobbies 34.9%
Furniture and appliances 33.6%
Digital music 33.2%
Electronics and physical media 32.6%
Travel, mobility and accommodation -40.5%
Note(s): Vietnam; 2020; 16-64 years; among internet users

21 Source(s): We Are Social; Hootsuite; Statista Digital Market Outlook; DataReportal; ID 1112153 Leading e-commerce categories
Value share of e-commerce of personal care products among urban consumers in Vietnam from
2018 to 2020, by category
E-commerce value share of personal care categories in urban areas Vietnam 2018-2020
2018 2020
35%
32.4%
30%
25%
25%
19.3%
Value share
20%
15%
12.2%
10.5%
10%
5.2%
5%
0%
Make up Female Skincare Total personal care
Note(s): Vietnam; 2018 to 2020; excluding gift, among respondents in Ho Chi Minh City, Ha Noi, Da Nang and Can Tho
22 Source(s): Kantar Worldpanel; ID 1221430 Leading e-commerce categories
Consumer behavior
Preferred device to shop online among consumers in Vietnam from 2016 to 2019
Preferred device to shop online in Vietnam 2016-2019
2016 2017 2018 2019
90%
79%
80%
72%
70%
59%
60%
55%
52% 52% 52% 53%
51%
50% 47%
42% 41%
40% 39% 40%
40%
29%
30%
20%
10%
0%
Smartphone (app) Home PC Smartphone (browser) Office PC
Note(s): Vietnam; December 2019; 18-39 years; 535 respondents; online shoppers
24 Source(s): Q&Me; ID 1010679 Consumer behavior
Most popular payment methods for online shopping according to online shoppers in Vietnam in
2020
Leading e-commerce payment methods in Vietnam 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Cash on delivery 78%
Domestic ATM cards 39%
Credit cards 20%
E-wallet 23%
Scatched cards 6%
Note(s): Vietnam; 2020; 1,078 respondents; among online shoppers nationwide

25 Source(s): iDea; Ministry of Industry and Trade (Vietnam); ID 560083 Consumer behavior
Main factors that influence online purchases in Vietnam in 2020
Main factors that influence online purchases in Vietnam 2020
0% 10% 20% 30% 40% 50% 60% 70% 80%
Website/app reputation 70%
Promotions 41%
Shipping and delivery 40%
Better price than physical stores 39%
Product variety and availability 34%
Quality of goods/services 34%
Easy order tracking 26%
Website design/user experience 21%
Timely and friendly customer service 20%
Offering livestream for product introduction 8%
Note(s): Vietnam; 2020; 18 years and older; 1,078 respondents; among online users
26 Source(s): iDea; ID 1006671 Consumer behavior
Main obstacles for online purchases in Vietnam in 2020
Main obstacles for purchasing online in Vietnam 2020
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Price 44%
Lacking quality of goods compared to advertisement 42%
Concerns about data security 33%
Poor shipping and delivery service 25%
Poor customer service 22%
Complicated payment process 19%
Unprofessional website design/user experience 14%
Confusing ordering process 13%
Others 1%
Note(s): Vietnam; 2020; 18 years and older; 1,078 respondents; among online users
27 Source(s): iDea; ID 1006947 Consumer behavior
Reasons for repeating purchases on e-commerce and online platforms among consumers in
Vietnam in 2020
Reasons for repeating online and e-commerce purchases among consumers Vietnam 2020
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
Satisfaction with prior purchase 19%
Convenience and speed of delivery 17%
Ease of conducting a transaction 15%
Pleasant customer service experience 15%
Clear returns/ refunds policy and process 11%
Loyalty programs 10%
Price discounts for returning customers 9%
Others 4%
Note(s): Vietnam; June to July 2020; 1,000 respondents; among households in Hanoi, Ho Chi Minh City, Can Tho and Da Nang
28 Source(s): Deloitte; ID 1222593 Consumer behavior
Impact of COVID-19
Change in online purchase behavior during coronavirus (COVID-19) among respondents in
Vietnam in 2020
Online shopping behavior shifts during COVID-19 in Vietnam 2020
0% 10% 20% 30% 40% 50% 60% 70%
I purchased more online 58.49%
No impact 25.12%
I purchased less online 9.07%
I do not make online purchases 7.32%
Note(s): Vietnam; May 7 to 30, 2020; 16 years and older; 3,209 respondents; among female and male respondents
30 Source(s): Rakuten Insight; ID 1128314 Impact of COVID-19
Change in usage of retail outlets among consumers during the COVID-19 pandemic in Vietnam in
2021, by store type
Usage of retail outlets during COVID-19 in Vietnam 2021, by store type
40%
31%
30%
21%
20%
11%
10%
1% 1%
0%
-10% -8% -8% -8% -8%
-15% -16%
-20%
Online Supermarket/ Convenience Coffee/ tea Wet market Specialty stores Ma & Pa shops Street vendors Vietnamese Fast food Bars/ night
shopping Hypermarket stores house restaurents outlets clubs
Note(s): Vietnam; 2021; 1,026 respondents; among consumers nationwide

31 Source(s): Infocus Mekong; ID 1200576 Impact of COVID-19
Main factors for increasing e-commerce activity during coronavirus (COVID-19) among
respondents in Vietnam in 2020
Main reasons for increasing online purchases during COVID-19 in Vietnam 2020
0% 10% 20% 30% 40% 50% 60% 70%
I/my family was/were practicing social distancing and wanted to minimize our time outside of
59.4%
the home
My country had imposed a closure of all non-essential businesses 43.9%
I wanted to avoid the queues in the supermarket and other shops 42.41%
I can purchase more items online than in a physical shop 38.31%
The items I wanted to purchase were only found online or on e-commerce sites 18.06%
I/my family was/were under quarantine and could not leave our home 10.18%
Others 1.81%
Main products that were purchased more often online during coronavirus (COVID-19) compared to
before among respondents in Vietnam in 2020
Main products purchased more often online during COVID-19 in Vietnam 2020
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Clothing, apparel, and fashion accessories 47.48%
Food and groceries (incl. non alcoholic beverages) 42.23%
Personal hygiene products (incl. toilet paper, hand sanitizer, and masks) 40.18%
Cosmetics and beauty products 33.73%
Household cleaning products 32.78%
Books and stationery 31.67%
Consumer technology and electronics 24.18%
Toys, games and puzzles 17.28%
Furniture and household items 17.18%
Sports equipment and apparel 16.68%
Medication 13.95%
Pet food and related supplies 13.01%
Movies, music and television entertainment 12%
Hobby and arts and craft supplies 7.77%
Alcoholic beverages 7.53%
Willingness to purchase basic necessities and fresh products online due to COVID-19 pandemic
among consumers in Vietnam in 2020
Willingness to buy necessities and fresh products online during COVID-19 Vietnam 2020
0% 5% 10% 15% 20% 25% 30% 35% 40%
Much more willing 20%
Somewhat more willing 38%
No change 34%
Somewhat less willing 6%
Much less willing 2%
Note(s): Vietnam; June to July 2020; 1,000 respondents; among households in Hanoi, Ho Chi Minh City, Can Tho and Da Nang
34 Source(s): Deloitte; ID 1222566 Impact of COVID-19
References
Internet economy size in Southeast Asia from 2015 to 2025 (in billion U.S. dollars)
Internet economy size SEA 2015-2025
Description
Source and methodology information
In 2020, the internet economy size across Southeast Asia was valued at approximately 105 billion U.S. dollars.
Source(s) Google; Temasek Holdings; Bain & Company This was forecasted to increase dramatically by 2025, in which the internet economy in Southeast Asia was
expected to reach 309 billion U.S. dollars.
Conducted by Google; Temasek Holdings; Bain & Company
Survey period 2015 and 2019 to 2020
Region(s) Asia
Number of respondents n.a.
Age group n.a.
Special characteristics n.a.
Published by Google
Publication date November 2020
Original source E-conomy SEA 2020, page 31
Website URL visit the website
Notes: *Forecast. The internet economy includes ride hailing, online media,
online travel and e-commerce markets.
Back to statistic
36 References
Annual gross merchandise volume (GMV) of the internet economy in Vietnam in 2015 and 2019,
with a forecast for 2020 and 2025 (in billion U.S. dollars)
GMV of the internet economy in Vietnam 2015-2025
Description
In 2019, the annual gross merchandise volume (GMV) of the internet economy in Vietnam reached 12 billion
Source(s) Bain & Company; Temasek Holdings; Google U.S. dollars. Due to Vietnam's growing internet economy, this figure was forecasted to be 14 billion U.S. dollars
in 2020 and 52 billion U.S. dollars in 2025. The internet economy includes four sectors of e-commerce, transport
Conducted by Bain & Company
and food, online travel, and online media.
Survey period 2015 to 2019
Region(s) Vietnam
Age group n.a.
Published by Bain & Company
Publication date November 2020
Original source e-Conomy SEA 2020, page 32
Notes: *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.
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37 References
E-commerce market value in Vietnam from 2014 to 2020 (in billion U.S. dollars)
E-commerce market value in Vietnam 2014-2020
Description
In 2020, e-commerce revenue amounted to approximately 11.8 billion U.S. dollars, accounting for approximately
Source(s) Ministry of Industry and Trade (Vietnam); Vietnam E-commerce 5.5 percent of the total retail sales of goods and services in Vietnam that year. Vietnam has one of the fastest
Association growing internet economy in Southeast Asian, with a growth rate of 36 percent in 2020.

Conducted by Ministry of Industry and Trade (Vietnam); Vietnam E-commerce
Key figures of e-commerce in Vietnam
Association

Survey period 2014 to 2020 The growth rate of retail sales on e-commerce between businesses and customers (B2C) continued to increase
by over 25 percent. This growth will be higher than the goal stated in the 2016-2020 plan for e-commerce
Region(s) Vietnam development. Overall, e-commerce will take up 8.1 percent of total retail sales in Vietnam. The forecasted
market size of e-commerce logistics for 2020 was at 268.8 million euros.
E-commerce development in Vietnam
Age group n.a.

Special characteristics n.a. The e-commerce boom in 2018 was supported by the improvements in electronic payment methods in 2019. In
that year, the Ministry of Industry and Trade also successfully organized an online shopping program, called
Published by Ministry of Industry and Trade (Vietnam) “Online Friday” to strongly promote the development of e-commerce and digital economy in Vietnam. “Online
Friday 2019” attracted more than 11.9 million interactions, 35 thousand mobile app downloads and 1.6 million
Publication date December 2020 QR code scans to participate in raffles and prize competitions.
Original source Report on industry and trade operations in 2020, page 32
Notes: Figures prior 2020 from previous reporting.
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38 References
E-commerce share of total retail sales in Vietnam from 2015 to 2020
E-commerce share of retail sales in Vietnam 2015-2020
Description
In 2020, e-commerce sales accounted for 5.5 percent of the total retail sales in Vietnam. In that year, the B2C e-
Source(s) iDea commerce market was valued at almost 12 billion U.S dollars in the country.
Conducted by iDea
Region(s) Vietnam
Age group n.a.
Published by iDea
Publication date July 2021
Original source Vietnam E-commerce sector report 2021, page 28
Notes: Figures prior to 2016 were from previous reporting.
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39 References
Number of registered e-commerce sites in Vietnam in 2019, by type
Number of registered e-commerce sites in Vietnam 2019, by type
Description
In 2019, the number of e-marketplaces amounted to 999 in Vietnam. Additionally, there were 145 online
Source(s) iDea promotion sales websites and 47 online auction sales websites.
Conducted by iDea
Survey period 2019
Region(s) Vietnam
Age group n.a.
Published by iDea
Notes: n.a.
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40 References
B2C e-commerce revenue in Vietnam from 2012 to 2020 (in billion U.S. dollars)
B2C e-commerce revenue in Vietnam 2012-2020
Description
In 2020, the B2C e-commerce revenue was at 11.8 billion U.S. dollars in Vietnam. In that year, e-commerce
Source(s) iDea; Ministry of Industry and Trade (Vietnam) revenue grew by 18 percent. It was estimated that approximately 49.3 million people participated in B2C e-
commerce in 2020, with each person spending about 240 U.S. dollars on average.
Conducted by iDea; Ministry of Industry and Trade (Vietnam)

Survey period 2012 to 2020 Most popular B2C e-commerce sites in Vietnam

Region(s) Vietnam The Gioi Di Dong was the most visited domestic B2C e-commerce site as of the first quarter of 2021 . The site
specializes in consumer electronics such as smartphones, tablets, laptops, accessories and watches. In terms of
Number of respondents n.a. international B2C e-commerce providers , Indonesian brand Shopee was the leader with over 63.7 million
monthly web visits as of the first quarter of 2021.
Age group n.a.

Mobile World Investment Corporation
Published by iDea
The e-commerce site The Gioi Di Dong belongs to Mobile World Investment Corporation (MWG) along with other
Publication date July 2021 e-commerce businesses such as consumer electronics seller Dien May Xanh, fresh food seller Bach Hoa Xanh
and smartphone seller BigPhone, all of which are popular among Vietnamese consumers. In 2019, MWG
generated a revenue of over 100 trillion Vietnamese dong.
Notes: Figures prior to 2016 were from previous reporting.
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41 References
Most popular domestic B2C e-commerce sites in Vietnam as of 1st quarter 2021, by monthly web
visits (in millions)
Leading domestic B2C e-commerce sites in Vietnam Q1 2021, by monthly visits
Description
As of the first quarter of 2021, The Gioi Di Dong was the most visited domestic B2C e-commerce website in
Source(s) iPrice Group; SimilarWeb Vietnam, having approximately 29.3 million web visits per month. Tiki ranked second among the list, with around
ten million monthly web visits fewer than The Gioi Di Dong.
Conducted by iPrice Group; SimilarWeb
Survey period Q1 2021
Region(s) Vietnam
Age group n.a.
Published by iPrice Group
Publication date June 2021
Original source iprice.vn
Notes: The source did not provide a date of publication. The date used here is
the access date.
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42 References
Most popular international B2C e-commerce sites in Vietnam as of 1st quarter 2021, by monthly
Leading international B2C e-commerce sites in Vietnam Q1 2021, by monthly visits
Description
As of the first quarter of 2021, Shopee VN was the most visited international B2C e-commerce website in
Source(s) iPrice Group; SimilarWeb Vietnam, with approximately 63.7 million monthly web visits. Lazada VN ranked second among the list, having
about 18 million web visits per month.
Region(s) Vietnam
Age group n.a.
the access date.
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43 References
Most popular B2C e-commerce sites for fashion in Vietnam as of 4th quarter 2020, by monthly web
visits (in 1,000s)
Leading B2C e-commerce sites for fashion in Vietnam Q4 2020, by monthly visits
Description
As of the fourth quarter of 2020, Juno was the most visited B2C e-commerce website for fashion retail in
Source(s) iPrice Group; SimilarWeb Vietnam, with approximately almost two million monthly web visits. Dong Ho Hai Trieu had over 662 thousand
web visits monthly during the same period, making the site the second most popular fashion e-commerce
website.
Region(s) Vietnam
Age group n.a.
Publication date February 2021
the date of last update.
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44 References
Most popular B2C e-commerce sites for electronics in Vietnam as of 4th quarter 2020, by monthly
Leading B2C e-commerce sites for electronics in Vietnam Q4 2020, by monthly visits
Description
As of the fourth quarter of 2020, The Gioi Di Dong was the most visited B2C e-commerce website for consumer
Source(s) iPrice Group; SimilarWeb electronics in Vietnam, with approximately 31.43 million monthly web visits. Dien May Xanh ranked second
among the list, having over 16 million monthly web visits in the same period. Dien May Cho Lon followed as the
third most popular electronics e-commerce site with 6.4 million monthly visits on its website.
Region(s) Vietnam
Age group n.a.
the date of last update.
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45 References
Most popular e-commerce sites for online shopping among online shoppers in Vietnam in 2019
Leading e-commerce sites in Vietnam 2019
Description
The statistic shows the result of a survey conducted in December 2019 about the most popular e-commerce
Source(s) Q&Me sites for online shopping in Vietnam. In the period examined, about 75 percent of the respondents stated to have
used Shopee as online shopping service.
Conducted by Q&Me
Survey period December 2019
Region(s) Vietnam
Number of respondents 535
Age group 18-39 years
Special characteristics online shoppers
Published by Q&Me
Publication date January 2020
Original source Vietnam EC market 2019-2020, page 22
Notes: Survey was conducted in the urban cities Ha Noi and Ho Chi Minh City
with female and male respondents. Original question: "Please choose ALL
the online services you use for online shopping."
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46 References
Number of monthly web visits on Shopee in Vietnam from 1st quarter to 4th quarter 2020 (in
millions)
Number of monthly web visits on Shopee in Vietnam 2020
Description
In the fourth quarter of 2020, Shopee's number of monthly visitors amounted to approximately 68.6 million.
Source(s) iPrice Group; SimilarWeb Shopee was the leading e-commerce website in Vietnam based on the visitor number that year.
Survey period Q1 to Q4 2020
Region(s) Vietnam
Age group n.a.
Notes: Figures have been rounded. The source did not provide a date of
publication. The date used here is the date of last update.
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47 References
Number of monthly web visits on Lazada in Vietnam from 1st quarter to 4th quarter 2020 (in
millions)
Number of monthly web visits on Lazada in Vietnam 2020
Description
In the fourth quarter of 2020, Lazada's number of monthly visitors amounted to approximately 20.83 million.
Source(s) iPrice Group; SimilarWeb Lazada was among the leading e-commerce websites in Vietnam based on the number of visitors that year.
Region(s) Vietnam
Age group n.a.
Notes: Figures have been rounded. The source does not provide a date of
publication. The date used here is the access date.
Back to statistic
48 References
Number of monthly web visits on Tiki in Vietnam from 1st quarter to 4th quarter 2020 (in millions)
Number of monthly web visits on Tiki in Vietnam 2020
Description
In the fourth quarter of 2020, Tiki's number of monthly visitors amounted to approximately 22.26 million in
Source(s) iPrice Group; SimilarWeb Vietnam. Tiki was among the leading e-commerce websites in Vietnam based on the number of visitors that
year.
Region(s) Vietnam
Age group n.a.
Notes: Figures have been rounded. The source did not provide a date of
publication. The date used here is the date of last update.
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49 References
Most popular online shopping categories according to online shoppers in Vietnam in 2020
Leading e-commerce categories in Vietnam 2020
Description
As surveyed in 2020, food products were the most popular online product categories according to online
Source(s) iDea; Ministry of Industry and Trade (Vietnam) shoppers in Vietnam. Clothing, footwear, and cosmetics ranked second with 43 percent of respondents having
purchased these items online.
Conducted by iDea
Survey period 2020
Region(s) Vietnam
Number of respondents 1,078
Age group 18 years and older
Special characteristics among online shoppers nationwide
Published by iDea; Ministry of Industry and Trade (Vietnam)
Notes: n.a.
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50 References
E-commerce expenditure among internet users in Vietnam in 2020, by category (in million U.S.
dollars)
E-commerce spending in Vietnam 2020, by category
Description
According to a report published by DataReportal , in 2020, e-commerce expenditure in Vietnam was the highest
Source(s) We Are Social; Hootsuite; Statista Digital Market Outlook; DataReportal for travel, mobility and accommodation at 3.18 billion U.S. dollars, followed by electronics and physical media,
fashion and beauty, and furniture and appliances at over one billion U.S. dollars each. In that year, e-commerce
Conducted by We Are Social; Statista Digital Market Outlook
spending growth was highest for food and personal care at 45.9 percent.
Survey period 2020
Region(s) Vietnam
Special characteristics among internet users
Published by We Are Social; Hootsuite; DataReportal
Original source Digital 2021: Vietnam, page 72
Notes: Figures based on full-year consumer spend for 2020.
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51 References
Growth of e-commerce expenditure among internet users in Vietnam in 2020 compared to 2019, by
category (in million U.S. dollars)
E-commerce spending growth in Vietnam 2020, by category
Description
According to a report published by DataReportal , in 2020, e-commerce spending growth in Vietnam was highest
Source(s) We Are Social; Hootsuite; Statista Digital Market Outlook; DataReportal for food and personal care at 45.9 percent. In that year, travel, mobility and accommodation recorded a
decrease of 40.5 percent compared to the previous year. Due to the COVID-19 pandemic and its related travel
Conducted by We Are Social; Statista Digital Market Outlook
restrictions, the overall spending on travel decreased significantly in 2020.
Survey period 2020
Region(s) Vietnam
Special characteristics among internet users
Published by We Are Social; Hootsuite; DataReportal
Original source Digital 2021: Vietnam, page 73
Notes: Figures based on full-year consumer spend for 2020. Digital music and
video games include streaming.
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52 References
Value share of e-commerce of personal care products among urban consumers in Vietnam from
2018 to 2020, by category
E-commerce value share of personal care categories in urban areas Vietnam 2018-2020
Description
In 2020, around 32.4 percent of the value of make-up products came from e-commerce in urban areas of
Source(s) Kantar Worldpanel Vietnam, indicating an increase in e-commerce value share of more than ten percent from 2018. Meanwhile, the
e-commerce value share of female skincare products was at 25 percent that year.
Conducted by Kantar Worldpanel
Region(s) Vietnam
Age group n.a.
Special characteristics excluding gift, among respondents in Ho Chi Minh City, Ha Noi, Da Nang
and Can Tho
Published by Kantar Worldpanel
Publication date March 2021
Original source Vietnam insight e-book 2021, page 33
Notes: n.a.
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53 References
Preferred device to shop online among consumers in Vietnam from 2016 to 2019
Preferred device to shop online in Vietnam 2016-2019
Description
The statistic shows the preferred device to shop online in Vietnam from 2016 to 2019. During the period
Source(s) Q&Me examined, 79 percent of the respondents stated that they preferred using smartphone apps to shop online. This
was the only category with an increase in popularity while smartphone browsers, home PCs and office PCs
Conducted by Q&Me
recorded a decline.
Survey period December 2019
Region(s) Vietnam
Number of respondents 535
Special characteristics online shoppers
Published by Q&Me
Original source Vietnam EC market 2019-2020, page 13
Notes: Original question: Which devices do you use for online shopping? Please
choose all the devices that you use.
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54 References
Most popular payment methods for online shopping according to online shoppers in Vietnam in
2020
Leading e-commerce payment methods in Vietnam 2020
Description
As surveyed in 2020, cash on delivery was the most popular payment method for online shopping in Vietnam, as
Source(s) iDea; Ministry of Industry and Trade (Vietnam) stated by 78 percent of respondents. Around 39 percent of respondents reported having used domestic ATM
cards for online shopping payment, making these cards the second most popular payment method.
Conducted by iDea
Survey period 2020
Region(s) Vietnam
Special characteristics among online shoppers nationwide
Published by iDea; Ministry of Industry and Trade (Vietnam)
Notes: n.a.
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55 References
Main factors that influence online purchases in Vietnam in 2020
Main factors that influence online purchases in Vietnam 2020
Description
As surveyed in 2020, 70 percent of Vietnamese respondents stated that the website or application reputation
Source(s) iDea was a factor influencing online purchases. Meanwhile, eight percent of them considered the offer of live
streaming for product introduction a factor for their online purchase decision.
Conducted by iDea
Survey period 2020
Region(s) Vietnam
Special characteristics among online users
Published by iDea
Notes: n.a.
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56 References
Main obstacles for online purchases in Vietnam in 2020
Main obstacles for purchasing online in Vietnam 2020
Description
As surveyed in 2020, 44 percent of Vietnamese respondents stated products prices were an obstacle for using
Source(s) iDea shopping online. Concerns about data security were also among the leading obstacles for online purchases,
according to 33 percent of them.
Conducted by iDea
Survey period 2020
Region(s) Vietnam
Special characteristics among online users
Published by iDea
Notes: n.a.
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57 References
Reasons for repeating purchases on e-commerce and online platforms among consumers in
Vietnam in 2020
Reasons for repeating online and e-commerce purchases among consumers Vietnam 2020
Description
As surveyed in Vietnam in 2020, 19 percent of respondents stated that satisfaction with prior purchases was
Source(s) Deloitte their reason for purchasing on e-commerce and online platforms again. Meanwhile, 17 percent of them chose to
repeat purchases on these platforms because of convenience and delivery speed.
Conducted by Deloitte
Survey period June to July 2020
Region(s) Vietnam
Age group n.a.
Special characteristics among households in Hanoi, Ho Chi Minh City, Can Tho and Da Nang
Published by Deloitte
Original source The Vietnam consumer survey 2021, page 36
Notes: n.a.
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58 References
Change in online purchase behavior during coronavirus (COVID-19) among respondents in
Vietnam in 2020
Online shopping behavior shifts during COVID-19 in Vietnam 2020
Description
According to a survey by Rakuten Insight on online shopping during COVID-19, 58.49 percent of respondents
Source(s) Rakuten Insight stated that they purchased more online. In the same survey, the majority of respondents claimed that they made
online purchases several times a month.
Conducted by Rakuten Insight
Survey period May 7 to 30, 2020
Region(s) Vietnam
Special characteristics among female and male respondents
Published by Rakuten Insight
Original source rakuten.com
Notes: Original question: How did your online purchase behavior change during
the COVID-19 pandemic? Other surveyed countries included China, Hong
Kong, India, Indonesia, Korea, Malaysia, Philippines, Singapore and
Taiwan.
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59 References
Change in usage of retail outlets among consumers during the COVID-19 pandemic in Vietnam in
2021, by store type
Usage of retail outlets during COVID-19 in Vietnam 2021, by store type
Description
As surveyed by Infocus Mekong in Vietnam in 2021, online shopping saw the highest growth in usage by
Source(s) Infocus Mekong consumers during the COVID-19 pandemic, followed by supermarkets and hypermarkets. By comparison, half of
the outlet types experienced negative growth in consumer usage, the largest decline among which belonged to
Conducted by Infocus Mekong
bars and nightclubs, and fast food outlets.
Survey period 2021
Region(s) Vietnam
Age group n.a.
Special characteristics among consumers nationwide
Published by Infocus Mekong
Original source IFM 2021 consumer confidence index, page 21
Notes: n.a.
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60 References
Main factors for increasing e-commerce activity during coronavirus (COVID-19) among
respondents in Vietnam in 2020
Main reasons for increasing online purchases during COVID-19 in Vietnam 2020
Description
Source(s) Rakuten Insight claimed that they increased the number of online purchases because they were practicing social distancing and
wanted to minimize their time outside of their home. In the same survey, 58.49 percent of respondents stated
that they purchased more online.
Region(s) Vietnam
Notes: Original question: Why did you increase your e-commerce activity/ made
more online purchases during this time? (up to three answers are allowed)
Other surveyed countries included China, Hong Kong, India, Indonesia,
Korea, Malaysia, Philippines, Singapore and Taiwan.
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61 References
Main products that were purchased more often online during coronavirus (COVID-19) compared to
before among respondents in Vietnam in 2020
Main products purchased more often online during COVID-19 in Vietnam 2020
Description
Source(s) Rakuten Insight said that they have purchased more clothing, apparel and accessories online during COVID-19 compared to the
time before the pandemic. In the same survey, 58.49 percent of respondents stated that they purchased more
online.
Region(s) Vietnam
Notes: Original question: What products did you purchase more frequently online/
on e-commerce sites during the COVID-19 pandemic, compared to before
the pandemic? (more than one answer is allowed) Other surveyed
countries included China, Hong Kong, India, Indonesia, Korea, Malaysia,
Philippines, Singapore [...] For more information visit our Website
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62 References
Willingness to purchase basic necessities and fresh products online due to COVID-19 pandemic
among consumers in Vietnam in 2020
Willingness to buy necessities and fresh products online during COVID-19 Vietnam 2020
Description
As surveyed in Vietnam in 2020, 20 percent of Vietnamese respondents stated that they were much more willing
Source(s) Deloitte to purchase basic necessities and fresh products online because of the COVID-19 pandemic. A further 38
percent of the respondents claimed to be somewhat more willing to do so. Meanwhile, according to 34 percent of
Conducted by Deloitte
the surveyed consumers, there was no change in their willingness to shop for these products online during the
Survey period June to July 2020 pandemic.
Region(s) Vietnam
Age group n.a.
Special characteristics among households in Hanoi, Ho Chi Minh City, Can Tho and Da Nang
Published by Deloitte
Original source The Vietnam consumer survey 2021, page 29
Notes: n.a.
Back to statistic
63 References

E Commerce in Vietnam 2020

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E Commerce in Vietnam 2020

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E-commerce in Vietnam

03 Leading e-commerce players

04 Leading e-commerce categories

Leading e-commerce payment methods in Vietnam 2020 25

Note(s): Asia; 2015 and 2019 to 2020

Note(s): Vietnam; 2015 to 2019

Note(s): Vietnam; 2014 to 2020

Note(s): Vietnam; 2015 to 2020

Number of registered sites

Online promotion sales 145

Online auction sales 47

Note(s): Vietnam; 2019

Note(s): Vietnam; 2012 to 2020

Number of monthly web visits in millions

The Gioi Di Dong 29.32

Dien May Xanh 16.61

FPT Shop 5.44

Dien May Cho Lon 5.31

Bach Hoa Xanh 4.21

Hoang Ha Mobile 4.17

Note(s): Vietnam; Q1 2021

Number of monthly web visits in millions

Note(s): Vietnam; Q1 2021

Number of monthly web visits in thousands

Dong Ho Hai Trieu 662.5

Dang Quang Watch 289.3

Note(s): Vietnam; Q4 2020

Number of monthly web visits in millions

The Gioi Di Dong 31.43

Dien May Xanh 16.34

Dien May Cho Lon 6.4

FPT Shop 6.23

Hoang Ha Mobile 4.88

Nguyen Kim 2.24

Di Dong Viet 1.8

Viettel Store 1.72

Note(s): Vietnam; Q5 2020

Leading e-commerce players

The Gioi Di Dong 23%

A day roi 20%

Dien May Xanh 19%

Cho Tot 19%

Bach Hoa Xanh 11%

Nguyen Kim 11%

Note(s): Vietnam; Q1 to Q4 2020

Note(s): Vietnam; Q1 to Q4 2020

Note(s): Vietnam; Q1 to Q4 2020

Leading e-commerce categories

Clothing, footwear, cosmetics 43%

Home appliance 33%

Book, stationary, flower, gift 26%

Train and air tickets 26%

Technological and electronic devices 23%

Tour and hotel booking 21%

Movie and concert ticket 21%

Online consultation and education services 10%

Music, video, DVD, game 8%

Spa and beauty services 7%

Note(s): Vietnam; 2020; 1,078 respondents; among online shoppers nationwide

Value in million U.S. dollars

Travel, mobility and accommodation 3,180

Electronics and physical media 1,570

Fashion and beauty 1,440