How Vietnamese people shop online: Price is not as important as freeship, most prefer paying COD, more than 70% prefer to use Shopee

TGM Research recently released the Global E-Commerce Survey 2022 report. This is the world’s largest independent survey detailing consumer behavior in e-commerce, conducted on 33 countries on 5 continents, including 12,200 consumers aged 18-64 participating.

In Vietnam, there were 313 respondents. The standout result is that within 12 months of the survey being conducted (October 1 – October 17, 2022), 74% said they shopped online more than once a month. 96% often buy things through smartphones.

The most purchased product within 12 months (whether in person or online) is clothing or accessories – 65%. In second place are personal care products with a share of 52%. The next two positions are footwear and beauty products, accounting for 50% and 47% respectively.

According to the survey results, Vietnamese consumers put low cost and free shipping on top when shopping online, with a rate of 46%. Prices follow at a rate of 45%. Other important factors taken into consideration are fast shipping, saving money on product purchases (e.g. discounts, cashbacks), easy returns, multiple payment options.

The most popular form of payment in Vietnam, accounting for 37%, is cash on delivery (COD). Second is bank transfer, accounting for 25%. Payment methods via e-wallets and credit cards both accounted for 11%. In addition, the prepaid postpaid service seems to be still new when it accounts for only 4%.

In terms of the most popular e-commerce platform, Shopee maintained its “throne” when winning the hearts of 73.9% of survey respondents, far ahead of second-place rival Lazada with 53%. The other “big man” is Tiki ranked third, accounting for 26.1%.

Regarding the favorite form of promotion, the survey shows that 47% of Vietnamese people want a percentage discount (such as 30% off the price of a product, 10% of the total bill).

In addition, 44% preferred an amount discount (e.g. a certain amount off the next purchase). 37% like to give free gifts according to the bill (for example buy 500,000 VND get a tote bag). The form of buy 1 get 1 free is quite popular, but only accounts for 16%.

The survey results of TGM Research are clear evidence for the rapid development of e-commerce. In Vietnam, 55% of survey respondents said that within the past 12 months they had ordered online and received through a carrier.

Besides, up to 38% have attended a livestream shopping event in the past 12 months. This number shows the attractiveness of sales forms that combine entertainment factors for Vietnamese consumers.