Why do Vietnamese like TikTok shopping

Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.

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 Overview
TikTok is presently one of the most frequently used
social networking platforms across various age groups.
Beyond serving as a hub for entertainment and creative
expression, TikTok has expanded its scope to include
commercial activities through its e-commerce platform
known as TikTok Shop. The purpose of this survey is to
delve deeper into the behavior of TikTok Shop users by
examining their profiles, thereby gaining a more
comprehensive understanding of how they interact with
the platform for both entertainment and shopping
purposes.

This survey was conducted among 300 males and

females who use online shopping from 16 to 34 years old
in Ho Chi Minh and Hanoi. The survey was conducted in
September 2023.
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 Popular social media
Facebook, Youtube and TikTok are Top 3 social media
platform used regularly at least once a week.

89%
83%

63%

46%

21%
14%
9%
4%

Facebook YouTube TikTok Instagram Twitter Pinterest LinkedIn Snapchat

Q. Which of the following social media platforms do you

use regularly (at least once a week)? (N=300) 3
 Regular shopping platform in use
Shopee is used the most for online shopping, followed by
Lazada, Facebook and TikTok. TikTok is used by 41% of the
online shoppers

72%

51%

41% 41%

30%
23%
18% 18%

Shopee Lazada Facebook TikTok Tiki Zalo Dien May The Gioi
Xanh Di Dong

Q. Which of the following platforms or services do you use

regularly for online shopping? (N=300) 4
 Online shopping platform usage change (in last 6 month)
Shopee remains the leading online shopping platform with majority increase
using it in the past 6 months, while Facebook and Tiki suffer a user decrease.
Decrease Increase

64%

36%
27% 27%
16% 12% 7% 8%
-5% -7% -9% -7% -9% -6% -7% -6%

Shopee Lazada Facebook TikTok Tiki Zalo Dien May Xanh The Gioi Di
Dong

Q. Which of the following platforms or services do you use regularly for online shopping? / Are there any platforms or services you’ve started
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using more frequently/ Less frequently in the past 6 months for online shopping? (N=300)
 TikTok user ratio and frequency
41% of online shoppers use TikTok for shopping, which account for 65% of total TikTok
users. 29% buy via TikTok once / week and more
TikTok user ratio TikTok shopper ratio Shopping frequency at TikTok

Non-user Non-user 12%

15%
37% 37%

17%
15%
Recognizer,
but non-shpper
22%
User
63% 41%
Shopper
41%
More than once / week Once / week 2, 3 times/ month

Once / month Less often

Q. Which of the following platforms or services do you use regularly for online shopping? (N=300) / Which of the following social media platforms
do you use regularly (at least once a week)? (N=300) / How often do you buy items online from TikTok? (N=122) 6
 Product to purchase from TikTok
Fashion Toys/ games and Mom & Baby categories tend to be purchased more
after being seen on TikTok.
TikTok shopping
70%
Regular online shopping
65%

56% 57%
52%

39%
36%
33% 33%
29% 30%
26% 25%
22%
18% 19%

Fashion Beauty / Food & Toys / games Health / Books, Music, Mom & Baby IT / Electronics
personal care Beverages wellness movies

Q. What kind of products do you usually buy online? (N=300) / What types of products have you bought or considered buying after seeing them on
TikTok? (N=122) 7
 Reasons using TikTok shopping
Good pricing, product variety and accessibility to reviews are
the 3 reasons why the users like TikTok shopping

Good user interface 20%

Good customer support 27%

Good product demonstration / presentation 27%

Influencer recommendations 28%

Exclusive deals/promotions 30%

Fun to watch contents 30%

Good delivery 32%

Product reviews 39%

A variety of products 46%

Good pricing / deals 61%

Q. What are the main reasons you use TikTok for online
shopping? (N=122) 8
 TikTok unique benefit
Promotion, product information and influencer / creators
impact are the 3 biggest motivations

Exclusive TikTok-only promotions/deals 45%

Quick product info 38%

Trust in influencers/creators 37%

Interactive and immersive shopping
36%
experiences
Entertaining content format 34%

Personalized product recommendations 30%

Authentic user reviews 30%

Visual demonstrations 25%

Diverse range of niche products 23%

Q. What makes TikTok unique or appealing for online

shopping compared to other platforms? (N=122) 9
 TikTok user ratio and frequency
Trust in the platform, product quality concerns and privacy / data concerns are the some
of the reasons that user hesitate to use TikTok for online shopping
TikTok user ratio TikTok shopper ratio
Reasons not to user TikTok for shopping

Non-user Non-user Bad delivery 19%

37% 37%
Lack of product variety 21%

Lack of product info 21%

Recognizer,
but non-shpper
22% Privacy/data concerns 24%

User
Prefer other EC platform 28%
63%
Shopper
41% Concerns about product quality 29%

Trust issues 33%

Q. Which of the following platforms or services do you use regularly for online shopping? (N=300) / Which of the following social media platforms
do you use regularly (at least once a week)? (N=300) / Are there any reasons you might avoid using TikTok for online shopping? 10
Respondent profile (N=300)
All the respondents are those who use online shopping in the past 3 month

Gender City
Age

Female, Male, 50% 26-34, 50% 16-25, 50% Hanoi, 50% HCM, 50%
50%

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Q&Me – About Online Market Research Services

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Age Gender City
31%

22% 19%

18%
44% 47%
14%
18%
56%

7%
6%
4%
3% 3%
1% 1%
0% 3% 3%

Ma le Female HCM Hanoi Can Tho Da Nang

4

-
<9

50
-1

-1

-2

-2

-3

9
-3

-4

-4
10

15

20

25

35

Hai Phong Dong Nhai Others

30

40

45

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Offline market research - Coverage
More than 300 well-educated fieldworkers nation-wide with the real-time
connections via our dedicated mobile app for higher quality data collections

Fieldworker deployment

Hanoi : 70 Hai Phong : 10

Da Nang : 40

Nha Trang : 20
Daklak : 10

HCM: 130
Can Tho: 40
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Our quality score by SSI
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
97% 91%
LOI (Lenght of Interview) 10 minutes

Success Criteria Overral score of 80% or higher

FACT CONSISTENCY SCORE THOUGHT
CONSISTENCY SCORE

THE RESULTS

89% 97% Overal score 93.5%

Average score 73%
in the industry
STRAIGHT-LINER/ FLAT- SPEEDERS SCORE
LINER SCORE

(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
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