Vietnam EC market 2020

Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
 Objective
Vietnam is considered the fastest-growing digital
economy in the region in which e-commerce is
extraordinary dynamic with support from both domestic
and foreign investors. The promising e-commerce market
in Vietnam is driven by its young population and high
internet/mobile penetration.

This survey was conducted in Oct 2020 amongst nearly

700 customers those who currently shopping online to
have an up-to-date understanding on Ecommerce market
in Vietnam.
 Shopper Profile (N – 671)
The online shopping reaches to both male & female, all HH income
level, all age groups and all locations with high distribution on 18 –
39 years old and HHI from 7.5 – 15 mil
Gender Age

33% 18-22 years old

35%
43% Male
23-29 years old
57% Female
30 - 55 years old
32%

Location HH Income
< 5 Mil VND
5 - 7.5 Mil VND
15% 15%
27% 7.5 - 15 Mil VND
HCM 12% 15 - 20 Mil VND
49% 18%
Hanoi
20 - 30 Mil VND
Others
24% 14% 26% > 30 Mil VND
 Key takeaway
More frequent online usage
The online shopping frequency has
increased compared with the previous
years. Monthly online user have increased
to 61%, from 47% of the previous year.
Online usage becomes as part of the
Vietnamese shopping life
Mobile app as the major usage
Mobile application becomes the dominant
media to enjoy online shopping. 59% use
mobile app the most, which is the huge
increase from 47% of the previous year.
Food popularity after Covid-19
As they had to stay home more during
Covid-19, the category usage has been
widened. Online usage for the food
category has increased during this period.
 Key takeaway
Increase of non-cash payment
Although cash is still dominant method,
there are increasing number of those who
use mobile payment in online shopping.
Non-cash penetration has gradually
increased compared with previous year.
Product / pricing + delivery
In addition to the common motivations of
pricing and product varieties, delivery
speed became one of the good
motivations to use online shopping. This
is the great improvement by the EC
providers
Further dominance by Shopee
Shopee increased its popularity in online
shopping due to the strong pricing and
product varieties, with good fun shopping
images. Other than the EC platform,
social platform also remains its popularity
 Shopping frequency and device to use
Online shopping is used more frequently, partially because of more penetrations of mobile app to receive
information more frequently.
Online shopping frequency is up Mobile app used by more than half of shoppers
Those who use online shopping monthly and more have Mobile app now is used by 59% of the shoppers. More app
increased from 47% to 61% in 2020 users, less browser users

13% 8%
26% 11%
35% 16%
20%
12%
23%
18%

39%
30% 61% 59%
47% 47%

17% 22%

2019 2020 2019 2020

Weekly and more Once - A few times / month Smartphone (app) Smartphone (browser) Home PC
Once / several months Never / Rarely Office PC Tablet

Q. How often do you shop online? (Including Facebook/ Zalo) (N=671) / Q. Which devices do you use the most for online shopping (N=671)
 Popular item bought online
Fashion, cosmetics are the main categories in online shopping.
The demand of food and beverage went up, due to the Covid-19

Fashion (clothes, shoes,...) 63%

Cosmetics 38%
Food and beverages 33%
Books/ stationaries 33%
IT / Mobile phones 31%
Sport goods 30%
Personal cleaning products 26%
Kitchen / home appliances 25%
Daily cleaning product/ (Washing powder,… 20%
Supplement / Functional foods 17%
SPA / Beauty services 15%
Mom & Baby products 13%
Consumer Electronics 13%
Ticketing (air / movies...) 12%

Q. Please choose ALL the products that you have bought online in the last 12 months (N=659)
 Category impacts during Covid-19
The purchase of foods online has increased due to Covid-19
impacts

Food and beverages 28%

• Dried foods: 56%
• Milk / diary: 55%
Cosmetics 26% • Cooked meals: 48%
• Vegetabls / fruts: 42%
• Soft drinks: 39%
Sport goods 22%

Fashion (clothes, shoes,

22%
accessories...)

Books/ stationaries 20%

IT / Mobile phones 17%

Personal care products 16%

Home care products 15%

Q. Please choose if there are anything that you increased the purchase during / after Covid-19 period
 Amount to spend
Although the frequency is high, half of the users spend less than
500,000 VND / month. There are 21% of high spenders who
consumes 1M VND and more monthly.

9% 7%

11%

25%

14%

14% 20%

Less than 100,000 VND 100,001 - 300,000 VND 300,001 - 500,000 VND
500,001 - 700,000 VND 700,001 - 1,000,000 VND 1,000,001 - 2,000,000 VND
Over 200,000 VND

Q. How much do you spend for online shopping a month in P3M (N=659)
 Location to receive goods
2/3 of the shoppers receive their order at home. The ratio from office
to home has increased probably due to Covid-19

3%
9%

22%

66%

My Home Office Friends’ / Relatives’ home Cafe/restaurants

Q. Where do you often receive your product at? (N=659)

 Online shopping motivations
The mix of the product variety and pricing / promotions are
the big motivations for the online shopping.

59% 57%

47% 46%
40%
36%
30%

Wide variety Good pricing Strong Mobile Order it Order it No need for
of products promotions phone anywhere anytime the delivery
friendly

Q. What are the reasons that you use online shopping in P3M? (N=659)
 Online shopping motivations
Product reviews and pricings are checked / compared
before the decisions.

Check product review 58%

Compare price with other

54%
online shops

Search for more products

41%
details

Check the pricing of the same

30%
product at the store

Asked friends / colleagues

about the reputations of the 25%
product

Checked the product at a

24%
physical store

Check the pricing of the same

10%
product in the other country

Q. Please choose if you have taken any of the following actions before purchasing the product. (N=659)
 Payment method
Online shopping witnesses the big changes in payment method.
Cash on delivery declines while mobile payment climbs up to 9%

5%
6% 9%
7%
7%

88%
75%

2019 2020

Others E-wallet Bank transfer Credit/debit card Cash on delivery

Q. How did you make a payment for your order (N=659)

 Online shopping satisfaction / dissatisfaction
In addition to the pricing and product variety, delivery speed came up as the 3rd highest satisfaction
factors. On the other hand, some had faced product quality issues

Satisfaction level Dissatisfaction

Promotion/discount 10%
17% Price 12%
Product variety 13%
Delivery speed 18%
Delivery cost 20%
Customer support 22%
46% Product quality 50%

Satisfaction

Payment method 28%

Customer support 29%
Product quality 31%
36%
Promotion/discount 36%
Delivery speed 48%
Product variety 50%
Price 59%
Very satisfied Satisfied So so
Dissatisfied Very dissatisfied

Q. How much are you satisfied with this EC site you use? (N=659) / What are the things you are satisfied with? (N=659) / What are the things you are dissatisfied with? (N=659)
 Popular EC channels
Shopee is used by the most followed by Lazada and Tiki. Facebook
comes as one of the most popular channels to purchase

75% Have used Use most

69%

56%

45%
42%
36%
28%
20%
12% 16%
11%
4% 2% 2%

Shopee Lazada Tiki Facebook Sendo TGDD Điện Máy

Xanh

Q. Please choose ALL the online services you use for online shopping (N=659)
Q. Please choose the online site that you use the most (N=659)
 EC Brand Imageries
Shopee has the images as good varieties, pricing and good information on site. Tiki has the unique
images of premium and trustful

Good variety of products 53% 27% 14%

Good pricing 44% 24% 19%

Good customer services 37% 20% 27%

Good delivery 39% 22% 26%

Good information on site 42% 25% 19%

Fun 43% 24% 21%

Premium 31% 22% 33%

Trustful 31% 22% 33%

Youth 44% 20% 21%

Adult 29% 27% 22%

Q. What EC brand comes up for each of the keyword below? (N=659)

 Social shopping popularity
45% of EC shoppers also use social network for online purchase. The image of social shopping is pricing
and fun shopping.

Social shopping users Images between EC and social shopping

5%
16% 18% 14%
24%

57% 55%
52%
48%
52% 59%
51% Neither
EC
Social shopping

43% 45% 42%

36%
30% 28% 26%

2019 2020 Price Fun shopping Good Fast delivery Product

customer quality
care

Q. How much are you satisfied with this EC site you use? (N=659) / What are the things you are satisfied with? (N=659) / What are the things you are dissatisfied with? (N=659)
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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
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
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