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Q&Me is online market research provided by Asia Plus Inc.
All about online shopping in Vietnam
Vietnam EC Market Survey
Background
In launching a product to Vietnamese consumer market, we often face the issue of “ where to sell.” In Vietnam, traditional channel is dominant while the cultivation takes time.
On the other hand, the rapid growth of the Internet and mobile usage helps e-commerce to be established as new channel rapidly. This report illustrates all the details about Vietnamese EC market and its consumers’ behaviors.
Contents
1. The Overview of Vietnamese EC Market
2. Purchasing Behaviors of EC Users in Vietnam.
3. Satisfaction Level of the Consumers and Remained Issues.
4. Facebook Shopping
5. Reference: data
1. The Overview of Vietnam EC Market
Market Size of VN EC and its Growth Rate
Market reached 4.07 billion (excluding C2C shopping demand of Facebook). The growth is double of the market of Japan
35% 37%
17% 15%
2014 2015
Growth Rate of EC Market
Vietnam
Japan
Sources: “Japanese Ministry of Economy, Trade and Industry” & “VECITA”
2.2
2.97
4.07
2013 2014 2015
EC-Market Size in Vietnam (billion USD)
Market Size of Vietnam E-Commerce
Vietnamese market size is 1%+ or approximately 4% compared with US and Japanese market respectively. It accounts nearly 3% of total retail channels
341.7
106.6
4.1
USA Japan Vietnam
EC Market Size in 2015 (Billion USD)
7.3% 4.4% 2.8%
92.7% 95.6% 97.2%
USA Japan Vietnam
EC Market Share out of Total Retailing Sales(%)
EC Retail Non-EC Retail
Sources: “US Commerce Department,” “Japanese Ministry of Economy, Trade and Industry” & “Vietnam E-Commerce Report 2015”
Major EC Sites in VN and Monthly Access
Hot Deal:(3.3M access/month)
Major shopping site that has extra-emphasis on service sector (travel/meals)
Tiki:(7.8M access/month)
Initially started with book-selling, this site has a wide range of books and e-books. Discounts on over 90% of all products.
Zalora:(1.1M access/month)
Shopping site that is specialized in fashion brands and popular particularly among young/female.
The Gioi Di Dong: (16M access/month)
Huge shopping site in Vietnam, specialized in electronics such as mobile phones and PC.
Mua Chung: (1.2M access/month)
Major shopping site that, like HotDeal, has extra-emphasis on service sector (travel/meals)
Sendo: (9.1Maccess/month)
Major shopping site, putting great efforts in fashion products and owning another small EC site called 123Mua.
Nhom Mua: (1.4M access/month)
Major shopping site that is filled up with fashion and service sector like meals.
Source: http://similarweb.com/
Lazada (24.4M
access/month) From Singapore, this major shopping site has a wide variety of products including luxurious ones. Only major site that has both English and Vietnamese.
2. Purchasing Behaviors of EC Users in Vietnam.
Research Background
• Number of Respondents: 500
• Male and Female, 18~39 Years Old.
• Places: Hanoi City and HCMC
• Conducted in July 2016
42%
16%
31%
10%
Age
18-24
25-29
30-34
35-39
49%
51%
Gender
Male
Female
46%
54%
Areas
Hanoi
HCMC
18%
35%
40%
4%
3%
Lower than 5,000,000 VND
5,000,001 VND - 10,000,000 VND
10,000,000 VND - 30,000,000 VND
30,000,001 VND - 70,000,000 VND
Higher than 70,000,000 VND
Household Income
Usage Rates of EC and Facebook Shopping
Q. How often do you use online shopping? / Have you ever bought a product via Facebook?
33% 67%
Used EC Before?
67% of Vietnamese in a city have shopped on EC. Among these people, nearly half of them have experienced Facebook shopping, which shows the high popularity of Facebook and its wide usage almost for everything in Vietnam.
47%
53%
Yes No
Yes
No
Used Facebook Shopping Before?
The Frequency of Online Shopping
Q. How often do you use online shopping? (Including Facebook)
50% of them shop online once a month or more. 23% are considered as heavy users who shop once a week or more often.
23%
27%
15%
7%
28%
25% 26%
9% 9%
32%
22%
27%
22%
4%
24%
once/week or more once/month once/2-3 months once/6 months less than once/6months
All 18-29 30-39
Purchased Products on EC
Top 3 are fashion, IT/mobile phone and kitchen/home appliances. Among 20s and male, IT/mobile phones and sport goods are popular. Among 30s and female, fashion, cosmetics and kitchen products are popular.
Q. Please choose ALL the products you bought online in the last 12 months.
FashionIT / Mobile
phones
Kitchen /home
appliances
Food /beverages
Books/stationeries
CosmeticsSportgoods
TicketingSPA /Beautyservices
Supplement /
Functionalfoods
Music /Video
flower/plants
All 46% 39% 35% 22% 20% 20% 13% 9% 7% 6% 5% 3%
Male 41% 54% 32% 19% 17% 7% 18% 9% 1% 7% 6% 3%
Female 53% 22% 38% 26% 23% 34% 7% 9% 14% 6% 4% 3%
18-29 41% 41% 32% 20% 22% 21% 15% 6% 7% 5% 7% 2%
30-39 54% 37% 39% 26% 16% 17% 10% 12% 7% 9% 2% 4%
Purchased Products on EC
Q. Please choose ALL the products you bought online in the last 12 months.
1.Fashion(46%)
2.IT/Mobile(39%)
3.Kitchen/Home App (34%)
4.Food/ Drinks (22%)
5.Books/Stationary(19%)
6.Cosmetics (19%)
41% 53% 52% 22% 32% 38%
19% 26% 17% 23% 7% 34%
Popular Online Shopping Sites
Laza
da
Face
book
HOT
DEALTiki
Cho
Tot
Mua
chun
g
Nhó
m
mua
The
Gioi
Di
Dong
Send
o
Zalor
a
Vatgi
a
Nguy
en
Kim
Shop
ping
FPT
Shop
Shop
ee
Vient
hong
a
Othe
rs
Female 49% 46% 44% 30% 20% 27% 24% 15% 18% 17% 15% 7% 8% 6% 4% 2%
Male 59% 39% 22% 18% 24% 15% 18% 23% 19% 17% 15% 13% 11% 7% 7% 2%
All 54% 43% 34% 24% 22% 22% 21% 19% 18% 17% 15% 10% 9% 7% 5% 2%
Most Used 24% 22% 9% 9% 6% 5% 4% 4% 3% 3% 2% 2% 1% 2% 1% 2%
Most Recently shopped 24% 23% 7% 11% 5% 5% 4% 6% 5% 1% 3% 2% 1% 2% 1% 1%
Lazada is dominant in every area. HOTDEAL is popular among female for its beauty services. Facebook is ranked as the 2nd channel of shopping
Q. Please choose ALL the service you have used before/ Please choose the service you use the most often/most recently.
Popular EC Sites (EC sites that were Used Before)
1.Lazada: 54%
2.Facebook: 48%
3.HotDeal: 34%
4.TIKI: 24% 5.Cho Tot:22%
6. Mua Chung: 22%
7.Nhom Mua:21%
8. The Gioi Di Dong: 19%
9. Sendo:16% 10.Zalora:17%
Lazada is very popular as an online shopping site although Facebook shopping is also popular.
Q. Please choose ALL the services you use for online shopping.
59% 49% 40% 56% 22% 44% 18% 30% 24% 20%
15% 27% 18% 24% 23% 15% 19% 18% 17% 17%
Devices used for Online Shopping
Smartphone usage is almost as many as PC already . In terms of Smartphone, half shop on a browser and the other half shop with a mobile app.
52%
47%
40%
29%
9% 6%
31%
25% 23%
17%
2% 1%
Home PC Smartphone(browser)
Smartphone(app)
Office PC tablet (browser) tablet (app)
All Mostly used
Q. Which devices do you use for online shopping? & the most often?
Major Shopping Apps
Lazada(B2C)
Dominantly popular shopping site in Vietnam. The moible app users get 50,000 VND at the time of app installment and more promotions afterwards.
Cho Tot(C2C)
Able to trade among individuals. Cars and houses are sold as well. Buyers contact the sellers through chatting, telephone, SMS and e-mail. Payment and delivery method is up to them.
iCheck(Shopping App)
One of the many barcode-reading-apps. This app tells you so much information about your products such as fake/real, harmful to health, shops that have the products etc.
Quà tặng Galaxy(Shopping App)
App that sends coupons to the users. Not only fashion and meals but also karaoke and dental treatment are on discount on this mobile app.
Number of Downloads is from Google Play in July 2017.
10M – 50M Download
1M – 5M Download
1M – 5M Download
1M – 5M Download
Reasons for Using E-Commerce
“Order it anytime/anywhere” and “wide variety of products” are the top reasons. Now that the number of large retailers is limited in Vietnam, the product variety adds its attractiveness
Q. What are the reasons that you use online shopping in general? (users only
order itanytime
order itanywhere
widevariety ofproducts
No need tocarry bymyself
Strongpromotions
goodpricing
membership / point
programs
Mobilephonefriendly
Quickdeliverytiming
uniqueproducts
Goodcustomersupport
All 47% 41% 40% 35% 29% 27% 22% 19% 18% 15% 10%
Male 51% 41% 36% 38% 26% 27% 20% 16% 20% 16% 9%
Female 43% 41% 42% 32% 31% 26% 23% 21% 17% 14% 10%
18-29 45% 39% 38% 34% 31% 28% 24% 20% 19% 14% 11%
30-39 50% 44% 42% 35% 26% 24% 18% 17% 16% 16% 8%
Reasons for Not Using E-Commerce
concerns onproductquality
securityconcern
high prices delivery costcomfortableto physically
shop
slowdelivery time
difficult toshop
lack ofspecialgoods
Notavailable in
my area
lack ofpaymentmethods
All 57% 25% 20% 17% 16% 11% 11% 6% 5% 3%
Male 55% 27% 22% 23% 27% 10% 10% 7% 7% 3%
Female 59% 24% 19% 14% 8% 12% 12% 5% 3% 2%
18-29 56% 30% 18% 13% 12% 14% 13% 3% 2% 4%
30-39 59% 17% 24% 26% 22% 6% 7% 11% 9% 0%
Q. Why do you not use EC? only non EC users
The biggest concerns of non-users is “product quality.” It is not rare that shoppers complain that the product looks different from a photo on the web, which could lead to the concerns of “Is the product right?”
Average Spending per Order
36% is less than 300,000VND (about 14USD), while 33% is between 300,001 and 500,000VND(about 14~24USD). Overall spending per order is relatively low.
Q. How much did you pay for that order?
36% 27%
49% 35% 36%
33%
34%
35% 43%
28%
10% 13%
8% 6%
13%
8% 9%
6% 7% 8%
5% 6%
4% 6% 4%
8% 12% 5% 4%
11%
All (614,000VND) Male(704,00VND) Female (549,000VND) Heavy User (540,000VND) Light User (656,000VND)
Less than 300,000 VND 300,001 - 500,000 VND 500,001 - 800,000 VND
800,001 - 1,000,000 VND 1,000,000 - 2,000,000 VND More than 2,000,000 VND
Actions before Purchasing a Product
3%
2%
3%
6%
19%
20%
47%
Others
TV commercials orprograms
Window shopping(physical store)
Friend`s/Family`srecommendation
Social Network such asFacebook
Browing EC site
Net surfing
Product Recognition
4%
3%
9%
10%
14%
23%
39%
45%
61%
Others
Buy straight
Check product at physicalstores
Check pricing of the othercountries
Ask friends for advice
Check the pricing atphysical stores
Search product detail onweb
Product review check
Compare at other EC site
Actions Before Ordering
“Net surfing” is very common way to initially recognize a product. Price comparison at other EC sites is the next major step. Common user behaviors are compare the pricing at online (international / domestic) and even offline.
Q. What was the first reason for knowing the product you purchased? Q. Please choose if you have taken any of the following actions before purchasing the product.
Purchase
Places where EC Users Order and Receive.
About 70% of EC users order and receive products at home. One-fourth of EC users order and receive products at an office. Although delivery place is decided during placing an order, it is very common that delivery staff will make a call in advance, to avoid unnecessary delivery loss.
Q. Where did you order the product from? & Where did you receive your product at?
HOME
OFFICE
HOME
OFFICE
66%
8%
74% 73%
19%
7%
26% 27%
3. Satisfaction Level of the Consumers and Remained Issues.
Satisfaction Level about EC-Sites
12%
52%
34%
1% 1%
Very satisfied
Satisfied
Average
Dissatisfied
Very dissatisfied
Two-third of EC users are either “satisfied” or “very satisfied” with EC sites that they are using.
Q. How much are you satisfied with this EC site?
Reasons for Satisfaction with EC
“Product variety” is the top reason. Product variety is even more satisfactory among 30s who often purchase fashion and cosmetics. Also, price satisfaction is equally as high as large players are aggressive on promotions.
Q. What are the things you are satisfied with?
product variety price delivery speedpaymentmethod
promotion/discount
deliverylocationflexibility
customersupport
product quality
All 52% 45% 35% 32% 30% 22% 20% 15%
Male 53% 50% 29% 32% 26% 18% 16% 13%
Female 51% 39% 41% 31% 34% 26% 24% 19%
18-29 46% 45% 37% 30% 26% 21% 20% 15%
30-39 60% 45% 31% 34% 33% 23% 19% 16%
Reasons for Dissatisfaction with EC
“Product quality” is the top reason. Common voices heard as “a product was different from picture.” Also, delivery cost is picked up as secondary, although major EC sites offer free-delivery from 100,000VND(5$). This implies the price sensitiveness of Vietnamese consumers
Q. What are the things you are satisfied with? (MA)
product quality delivery cost delivery speedcustomersupport
cancellationflexibility
pricepromotion/disco
untproduct variety
All 35% 22% 19% 11% 9% 8% 8% 6%
Male 34% 22% 22% 13% 8% 10% 6% 7%
Female 36% 22% 16% 9% 11% 6% 10% 4%
18-29 32% 23% 18% 9% 7% 11% 11% 5%
30-39 39% 20% 21% 13% 11% 5% 4% 7%
Payment Methods
85% of EC users choose cash on delivery as a payment method.
On the other hand, heavy users use credit/debit cards and bank transfer more often, so consumer`s concern about purchasing may lead to cash on delivery.
Also, high usage rate of cash on delivery results in high order cancellation rate in Vietnam.
Q. How did you make a payment for that order? ※”Heavy User” is someone who shops on EC once in 2/3weeks or more. “Light User” is someone who shops on EC once/month or less.
85% 76%
90%
6%
10%
4% 8%
14% 5%
All Heavy User Light User
cash on delivery credit card/debit card bank transfer
Credit Card Situation in Veitnam
Source: The State Bank of Vietnam
1.6
2.4
3.3
2012 2013 2014
Cumulative Number of Credit Card Issuance in Vietnam
(million)
The number of credit cards increases every year, and there are 3.3 million credit cards by the end of 2014. But this is only 1 in 30 people.
While credit card usage rate is very low, some businesses offer solutions to improving online payment process. Each business has a common strategy: cooperating with banks and credit card issuers and implementing online payment for EC users instead of those banks and credit card issuers. Hence, online payment service becomes better and easier, improves EC`s convenience and wipes out distrust towards the use credit cards.
About Order Cancellation
More than 30% of people have made cancellation. Although “product failure” is the biggest reason, this includes cases that a product was different from consumer`s intention. Also, a quite number of consumers have cancelled their orders due to their change-of-mind
36%
27%
22%
14%
13%
10%
7%
product failures
Change of mind
different from photo on web
Found betetr productbefore delivery
Late delivery
Found cheaper productbefore delivery
Others
Reasons for Cancellation
35%
63%
3%
Ever Cancelled an Order Before?
Yes No I tried but rejected
Q. Have you ever cancelled/returned the order? & Why did you cancel/return the product?
Order Flow and Timing of Cancellation (Lazada)
1.Order
• Fill out the form online.
• Necessary info are e-mail address, telephone number, and payment method.
2.Confirmation
•E-mail confirmation is given right after placing an order.
•Get another confirmation via call or SMS.
•Automatic cancellation if not replied within 24 hours.
3. Delivery
• Within 48 hours after placing an order, tracking service will be available.
4. Final Confirmation & Delivery •Call on the day of delivery (Eng is not usually available)
•Delivered by a staff with special Lazada uniform and a motorbike.Lazada
•Change is not available sometimes
5. Product
• The product was nicely wrapped with air cap and a paper bag.(product was exactly same as the photo on the web.)
Because cash on delivery is the main payment method, users are able to reject the order until they have it. Hence, many confirmations are carried out to decrease the delivery operation loss.
Major EC Sites` Cancellation Policies
While the cancellation conditions are not much different from other countries, it actually provokes many exceptional cases due to the bad penetration of the policy and operations.
Lazada:
•Cancellation is possible if you have an membership and cancel before delivery. •Returnable duration is within 7 or 14 days. Some products are returnable due to change of mind. •Returning process is either filling out an online form or going to the office directly. •Actual return is done by either Lazada`s pick up, shipping, or giving it to the office.
Hotdeal:
• Cancellation is possible if it`s within 7 days and if it’s the responsibility of a supplier. • Returning process is phone calling. • Actual cash back is charged to the user`s account for the next purchase.
Tiki:
• Cancellation is possible if you have an membership and cancel before delivery. • Cancellation is possible if it is within 30 days and if it’s the responsibility of a supplier. • Returning process is filling out an online form or phone calling. • Shipment by myself is the only returning option.
Mua Chung:
• Cancellation is possible if the payment is still incomplete. • Returning is possible if is the responsibility of a supplier. • Returning process is online chat or phone calling.
4.Facebook Shopping
Usage Rate of EC and Facebook Shopping
Q. How often do you use online shopping? / Have you ever bought a product via Facebook?
33% 67%
Used EC Before?
67% of Vietnamese in a city have shopped on EC before. Among these people, nearly half of them have experienced Facebook shopping. This tells that Facebook is an increasingly popular destination for online shopping.
47%
53%
Yes No
Yes
No
Used FB Shopping Before?
Popular Facebook Shopping Sites
Chalets (Fashion)
Specialized in female fashion. Seemingly luxurious clothes at reasonable price. Bank transfer is the only available payment method. https://www.facebook.com/Chalets.Shop/?fref=ts
Hoi Thanh Li TP HCMC (C2C)
Facebook group to buy and sell among individuals in HCMC. Fashion and child products are major. Group confirmation is necessary to shop. https://https://www.facebook.com/groups/td.quyen90/
La Beaute (Cosmetics)
Specialized in cosmetics and skincare products. Distributed via Instagram as well. Card payment and bank transfer are available payment methods. https://www.facebook.com/labeaute15hangmam/?fref=ts
Kun Kuns Furniture (Furniture)
A wide range of unique furniture. Bank transfer is the only payment method, but cash on delivery is available in Hanoi city. https://www.facebook.com/shopkunkuns/?fref=ts
415,000 Likes
138,000 Likes
249,000 Likes
136,000 member
# of Like / Members are during the time of July 2016.
Order Flow on Facebook Shopping(Chalets Shop)
1.Order
• Message via FB Messenger once you like a product on “Shop” page on Facebook.
• Check-out page does not exist.
2. Order via FB Messenger
• Because of no official form, we order via messenger or phone call.
• Details, address, phone number etc are told via chat.
• Response speed depends on each shop.
3. Payment(bank transfer
• Cash on delivery and bank transfer are major payment methods.(bank transfer is more popular due to high cancellation rate.)
• After payment, contact via Messenger or phone call.
4. Product
• Motorbike delivery is same, but a delivery staff with casual cloths came to deliver.
• Wrapping was rough with a normal plastic bag.
• Confirmation call is not given sometimes.
• A product is different from photo so eti es…
Ordering method and delivery process are different from normal e-commerce. Placing an order is done via Facebook Messenger or phone calling, and there is no effort of branding in a process of delivery.
Differences between EC and Facebook Shopping
EC Facebook
Product Wide variety of products and categories. Specialized in one category of products. Stock is not very good either.
Order Method Online form on EC site. Ordering process depends on each site.
Manual method via FB Messenger or phone calling. In a case of FB Messenger, a reply may late or not even be given.
Customer Support Large-scale customer operation including phone calling, e-mail and online chatting.
The quality of customer support is variable due to its small-scale operation. Even the owner of the shop could give customer support.
Payment Method Cash on delivery, credit card and bank transfer Cash on delivery or bank transfer. Many FB shops require bank transfer. Credit card payment is nearly none.
Order Confirmation SMS and phone calling are often given as a confirmation after placing an order and before actual delivery.
Confirmation is entirely dependant on each FB shop.
Delivery: Staff Large EC sites do their branding through official uniforms and motorbikes with their own logos.
Most cases are external delivery company or a part-time delivery staff. Even staffs themselves could deliver their products.
Delivery: Wrapping Their own branded wraps and boxes. Normal plastic bags and boxes.
Delivery time 1~3days (Many ECs offer express delivery if additional cost is paid.)
1~3days. (Many shops have one storage place, so delivery duration depends on a place of storage place)
Usage Rate of Facebook Shopping
8%
14%
8%
4%
17%
8%
10%
5% 5%
16%
9%
18%
12%
3%
19%
12%
10%
9%
4%
17%
4%
18%
6%
4%
17%
once/week andmore
Once / month once/2-3months
once/6 months less thanonce/6 months
The Frequency FB Shopping
All Male Female 18-29 30-39
Among EC users, nearly half of them have used Facebook shopping before. Usage rate among female is quite high(62%). The youth (18 – 29 years old) has higher frequency of shopping.
Q. Have you ever bought a product via Facebook? & How often do you shop via Facebook?
51% 43%
62%
52% 51%
49% 57%
38%
48% 49%
All Male Female 18-29 30-39
Used Facebook Shopping Before?
Have used Never used
Reasons for Facebook Shopping
“Easy order” and “Price is cheaper/negotiable” are the major reasons. Usually pricing at Facebook stores are negotiable, which is picked up as the reason why some like shopping in the channel.
Q. What are the reasons for shopping on FB and not on EC sites? ※ Hea y user is so eo e ho shops o ce i ~ eeks or ore. Light user is so eo e ho shops o ce i a o th or less/
easy to orderprice is
negotiable/cheaperMore updated info
about productsfamiliar with a
supplierfast delivery
good customercare
flexible returnpolicy
All 42% 36% 29% 21% 17% 10% 7%
Male 45% 38% 28% 14% 19% 14% 8%
Female 40% 34% 29% 27% 14% 8% 7%
18-29 44% 38% 28% 19% 17% 11% 7%
30-39 40% 33% 29% 24% 15% 10% 8%
Heavy FB User 40% 42% 27% 23% 19% 17% 8%
Light FB User 43% 33% 30% 20% 15% 7% 7%
Products Purchased via Facebook (Details)
56%
25% 24%
15% 13%
8% 5%
3% 3% 2% 2% 2% 2%
46%
20% 22%
39%
35%
13%
20%
7% 6% 9%
3% 5%
3%
EC
“Fashion” is the number one product in both Facebook and EC, and cosmetics follows after fashion. On the other hand, IT/Mobile is not so popular.
Q. What products have you ever bought via Facebook? (MA)
Products Purchased via Facebook
Q. What products have you ever bought via Facebook?
1.Fashion (56%)
2.Cosmetics (25%)
3.Food/ Drinks (24%)
4.IT/Mobile(15%)
5.Kitchen/Home App(12%)
6.Sport Goods (7%)
46% 63%
2% 31%
10%
38% 14% 33%
11% 14% 12% 4%
10%
Features of Online Shopping Users
FB&EC Shopper • Female has a higher ratio.
• Main reasons for using EC are “order anytime/anywhere” and “wide range of products”
• Main reasons for using FB shopping are “price is cheaper/negotiable” and “easy order”
• Fashion is popular in both, but books/stationary is more popular in EC
31% FB Shopper
• Female has a higher ratio.
• Casual communication with a FB shop staff and easy updates about new products are the main reasons for shopping on Facebook.
• Main products are fashion & cosmetics.
8%
Non-EC Shopper
• Low income households.
• Concerns on product quality and security are the reasons for not shopping online
• Also, many voices are concerned with cost, so many of the non-EC shoppers do not shop that often.
31% EC Shopper
• Male has a higher ratio.
• “Membership” and “fast delivery” are attractive to these users.
• Kitchen/home appliances and IT/mobile phones are very popular.
30%
The Summary of Vietnam EC Market
Fast growing market at a rate of 40% every year.
70% of urban residents use EC.
Half use Smartphone to order, fast transition to mobile.
Fashion for women IT products for men
Cash payment exceeds 80% of payment method.
Over 30% of users experienced in cancelling a product.
Facebook Shopping is very popular.
Huge concern with product quality.
Reference: data
1) Frequency of Online Shopping
7%
9% 9% 9% 10%
5%
20%
31%
6%
10% 9%
8%
6% 6%
21%
35%
7%
9% 9%
12%
16%
3%
18%
26%
several
times/week
once/week once/2-3 weeks once/month once/2-3 months once/6 months less than once/6
months
I have never
used online
shopping
All 18-29 30-39
Q. How often do you use online shopping? (including facebook)
2) Reasons for Shopping Online
order itanytime
order itanywhere
a widevariety ofproducts
No need tocarry bymyself
Strongpromotions
goodpricing
Goodmembershi
p / pointprograms
Mobilephonefriendly
Quickdeliverytiming
Handles aunique
products
Goodcustomersupport
Others
All 47% 41% 40% 35% 29% 27% 22% 19% 18% 15% 10% 3%
Male 51% 41% 36% 38% 26% 27% 20% 16% 20% 16% 9% 3%
Female 43% 41% 42% 32% 31% 26% 23% 21% 17% 14% 10% 3%
18-29 45% 39% 38% 34% 31% 28% 24% 20% 19% 14% 11% 3%
30-39 50% 44% 42% 35% 26% 24% 18% 17% 16% 16% 8% 3%
PC User 47% 39% 42% 33% 33% 29% 20% 16% 20% 16% 9% 2%
Mobile User 48% 44% 37% 36% 24% 25% 23% 22% 17% 14% 11% 2%
Heavy User 48% 47% 45% 37% 35% 34% 29% 24% 25% 17% 13% 1%
Light User 47% 37% 37% 33% 25% 22% 17% 16% 14% 14% 8% 4%
Q. What are the reasons for using online shopping in general? (MA)
3) Reasons for Not shopping Online
concernson product
quality
concernson security
high pricesconcerns
on deliverycost
comfortable to shop
at realshops
slowdelivery
time
difficult touse theservice
lack ofpremium
goods
Notavailable in
my area
lack ofpaymentmethod
Others
All 57% 25% 20% 17% 16% 11% 11% 6% 5% 3% 4%
Male 55% 27% 22% 23% 27% 10% 10% 7% 7% 3% 8%
Female 59% 24% 19% 14% 8% 12% 12% 5% 3% 2% 1%
18-29 56% 30% 18% 13% 12% 14% 13% 3% 2% 4% 4%
30-39 59% 17% 24% 26% 22% 6% 7% 11% 9% 0% 4%
Q. What do you Not use online shopping? (MA)
4) Usage Rate of each Shopping Site
Q. Please choose ALL the shopping sites you have used before.
LazadaFaceboo
kHotDeal Tiki Cho Tot
Muachung
Nhómmua
The GioiDi Dong
Sendo Zalora Vatgia
NguyenKim
Shopping
FPTShop
ShopeeVienthon
gaOthers
All 54% 43% 34% 24% 22% 22% 21% 19% 18% 17% 15% 10% 9% 7% 5% 2%
Male 59% 39% 22% 18% 24% 15% 18% 23% 19% 17% 15% 13% 11% 7% 7% 2%
Female 49% 46% 44% 30% 20% 27% 24% 15% 18% 17% 15% 7% 8% 6% 4% 2%
18-29 42% 39% 25% 23% 19% 15% 15.0% 15% 13.0% 10% 17% 7% 11% 4% 6% 1%
30-39 59% 41% 39% 23% 21% 26% 24.0% 20% 21.0% 23% 10% 12% 6% 9% 4% 2%
5) The Most Frequently Used Shopping Site.
LazadaFaceboo
kTiki HotDeal Cho Tot
Muachung
The GioiDi Dong
Nhómmua
Zalora Sendo Vatgia
NguyenKim
Shopping
ShopeeVienthon
gaFPTShop
Others
All 24% 22% 9% 9% 6% 5% 4% 4% 3% 3% 2% 2% 2% 1% 1% 2%
Male 29% 23% 7% 2% 7% 3% 5% 2% 5% 6% 2% 3% 2% 2% 2% 2%
Female 21% 21% 11% 15% 5% 7% 4% 5% 2% 1% 3% 2% 2% 1% 0% 2%
18-29 20% 19% 9% 9% 5% 3% 3% 4% 2% 4% 2% 2% 1% 0% 1% 3%
30-39 26% 23% 7% 7% 6% 7% 5% 3% 4% 2% 2% 2% 2% 2% 0% 2%
Q. Which service do you use the most often?
6) The Most Recently Used Shopping Site
LazadaFaceboo
kTiki HotDeal
The GioiDi Dong
Muachung
Sendo Cho TotNhómmua
Vatgia
NguyenKim
Shopping
Shopee ZaloraVienthon
gaFPTShop
Others
All 24% 23% 11% 7% 6% 5% 5% 5% 4% 3% 2% 2% 1% 1% 1% 1%
Male 29% 24% 6% 2% 7% 3% 9% 7% 2% 3% 2% 1% 2% 2% 2% 1%
Female 20% 22% 15% 11% 5% 7% 2% 4% 5% 2% 2% 2% 0% 1% 0% 2%
18-29 17% 19% 11% 6% 5% 5% 7% 5% 5% 1% 1% 1% 1% 0% 1% 1%
30-39 28% 23% 9% 6% 6% 5% 2% 4% 2% 4% 3% 2% 1% 2% 1% 2%
Q. Which service did you use for your most recent order?
7) Devices to Shop
HomePC
Smartphone
(browser)
Smartphone
(app)
OfficePC
tabletdevice
(browser)
tabletdevice(app)
All 31.10% 25.30% 22.70% 16.90% 2.30% 0.90%
Male 11% 36% 23% 29% 1% 1%
Female 24% 26% 28% 16% 4% 1%
18~29 8% 38% 26% 27% 1% 0%
30~39 28% 23% 25% 17% 3% 2%
Devices to Shop the MOST OFTEN
HomePC
Smartphone
(browser)
Smartphone
(app)
OfficePC
tabletdevice
(browser)
tabletdevice(app)
All 52% 47% 40% 29% 9% 6%
Male 57% 48% 48% 21% 9% 9%
Female 46% 46% 32% 38% 10% 4%
18-29 57% 47% 44% 19% 7% 4%
30-39 44% 48% 35% 42% 11% 9%
Devices to Shop in General
Q. Please choose ALL the devices you used. & the most often.
8) Kinds of Products bought on EC
FashionIT / Mobile
phones
Kitchen /home
appliances
Food andbeverages
Books/stationeries
CosmeticsSportgoods
TicketingSPA /
Beautyservices
Supplement /
Functionalfoods
Music /Video
(Blu-ray,DVD)
flower/plants
Others
All 46% 39% 35% 22% 20% 20% 13% 9% 7% 6% 5% 3% 3%
Male 41% 54% 32% 19% 17% 7% 18% 9% 1% 7% 6% 3% 2%
Female 53% 22% 38% 26% 23% 34% 7% 9% 14% 6% 4% 3% 4%
18-29 41% 41% 32% 20% 22% 21% 15% 6% 7% 5% 7% 2% 2%
30-39 54% 37% 39% 26% 16% 17% 10% 12% 7% 9% 2% 4% 5%
PC User 47% 38% 36% 22% 23% 18% 10% 8% 4% 7% 5% 3% 4%
Mobile User 47% 41% 34% 23% 17% 21% 15% 10% 10% 6% 5% 3% 2%
Heavy User 51% 42% 42% 32% 31% 29% 16% 11% 14% 13% 6% 5% 0%
Light User 43% 37% 31% 17% 13% 14% 11% 8% 3% 3% 4% 2% 5%
Q. Please choose ALL the products you have purchased before.
9) Initial Recognition of a Product bought on EC
From internetsurfing(browsin
g)
From windowshopping onthe EC site
Social Networksuch as
Friend`s/Family`s
recommendation
From windowshopping at thephysical store
From TVcommercials or
programs
Frommagazines/boo
ks
Ads set upoutside
(billboards etc)From radio Others
All 47% 20% 19% 6% 3% 2% 1% 1% 0% 0%
Male 56% 14% 16% 8% 3% 2% 1% 1% 0% 0%
Female 38% 28% 23% 3% 3% 2% 1% 1% 1% 1%
18-29 52% 16% 19% 4% 2% 3% 2% 1% 1% 1%
30-39 43% 25% 20% 8% 3% 1% 0% 1% 0% 0%
PC User 49% 24% 17% 5% 3% 0% 1% 1% 0% 1%
Mobile User 46% 17% 22% 7% 2% 3% 2% 0% 1% 0%
Heavy User 42% 26% 15% 5% 7% 2% 2% 0% 1% 0%
Light User 51% 17% 22% 6% 0% 2% 1% 1% 0% 1%
Q. What was the first reason for knowing the product you purchased?
10) Actions before Purchasing a Product
Check the pricingof the same
product at otheronline shops
Checked the reviewof the product
Searched theproducts on theweb to see more
detail
Check the pricingof the same
product at the store
Asked friends /colleagues aboutthe reputations of
the product
Check the pricingof the same
product in the othercountry
Checked theproduct at a
physical store
All 61% 45% 39% 23% 14% 10% 9%
Male 63% 42% 40% 27% 12% 8% 12%
Female 60% 49% 37% 18% 17% 12% 7%
18-29 62% 47% 36% 23% 15% 10% 12%
30-39 61% 43% 43% 23% 14% 10% 6%
PC User 67% 46% 39% 22% 16% 12% 10%
Mobile User 56% 45% 38% 23% 13% 9% 9%
Heavy User 61% 46% 38% 29% 15% 14% 11%
Light User 62% 44% 39% 19% 14% 7% 8%
Q. Please choose if you have taken any of the following actions before purchasing the product.
11) Average Spending per Order
Less than 300,000VND
300,001 - 500,000VND
500,001 - 800,000VND
800,001 - 1,000,000VND
1,000,000 -2,000,000 VND
More than2,000,000 VND
All 35% 32% 10% 7% 5% 8%
Male 26% 32% 12% 9% 6% 12%
Female 45% 32% 8% 6% 4% 4%
18-29 36% 34% 8% 7% 5% 7%
30-39 33% 31% 12% 8% 3% 10%
PC User 44% 32% 7% 6% 5% 4%
Mobile User 26% 32% 13% 9% 5% 12%
Heavy User 34% 42% 6% 6% 6% 4%
Light User 35% 27% 12% 8% 4% 11%
Q. How much did you pay for that order?
12) Satisfaction Level of an EC Site
Very satisfied satisfied soso dissatisfied Very dissatisfied
All 12% 52% 34% 1% 1%
Male 13% 53% 32% 2% 0%
Female 11% 51% 37% 1% 1%
18-29 13% 51% 34% 2% 1%
30-39 10% 54% 35% 1% 1%
PC User 12% 53% 35% 1% 0%
Mobile User 13% 51% 35% 2% 1%
Heavy User 15% 61% 22% 2% 1%
Light User 10% 47% 42% 1% 1%
Q. How much are you satisfied with EC?
13) Reasons for Satisfaction
productvariety
pricedeliveryspeed
paymentmethod
promotion/discoun
t
deliverylocationflexibility
customersupport
productquality
mobilesupport
membership/ pointprograms
cancellation
flexibility
24 hourorder
flexibility
deliverycost
Others
All 52% 45% 35% 32% 30% 22% 20% 15% 14% 13% 10% 10% 7% 1%
Male 53% 50% 29% 32% 26% 18% 16% 13% 15% 14% 10% 8% 6% 1%
Female 51% 39% 41% 31% 34% 26% 24% 19% 13% 11% 11% 12% 9% 1%
18-29 46% 45% 37% 30% 26% 21% 20% 15% 12% 13% 7% 8% 8% 1%
30-39 60% 45% 31% 34% 33% 23% 19% 16% 16% 12% 14% 12% 6% 2%
PC User 55% 42% 35% 35% 33% 22% 16% 16% 9% 13% 13% 10% 9% 1%
Mobile User 51% 48% 35% 29% 27% 22% 23% 15% 19% 13% 7% 10% 6% 1%
Heavy User 51% 47% 46% 39% 33% 22% 26% 22% 14% 16% 17% 14% 10% 0%
Light User 53% 43% 28% 27% 28% 22% 16% 12% 14% 11% 6% 7% 6% 2%
Q. What are the things you are satisfied with this EC site? (MA)
14) Reasons for Dissatisfaction
productquality
deliverycost
deliveryspeed
customersupport
cancellation
flexibilityprice
promotion/discoun
t
productvariety
membership/ pointprograms
paymentmethod
mobilesupport
deliverylocationflexibility
24 hourorder
flexibilityOthers
All 35% 22% 19% 11% 9% 8% 8% 6% 6% 5% 4% 3% 3% 3%
Male 34% 22% 22% 13% 8% 10% 6% 7% 2% 4% 3% 2% 2% 5%
Female 36% 22% 16% 9% 11% 6% 10% 4% 10% 6% 4% 3% 4% 1%
18-29 32% 23% 18% 9% 7% 11% 11% 5% 5% 5% 4% 2% 2% 3%
30-39 39% 20% 21% 13% 11% 5% 4% 7% 6% 5% 3% 3% 3% 3%
PC User 35% 23% 20% 15% 6% 10% 6% 5% 6% 4% 5% 5% 1% 2%
Mobile User 35% 21% 19% 7% 13% 6% 10% 7% 6% 6% 2% 1% 5% 3%
Heavy User 31% 30% 18% 13% 13% 6% 3% 6% 7% 5% 5% 2% 2% 1%
Light User 37% 17% 20% 10% 7% 10% 10% 6% 5% 5% 3% 3% 3% 5%
Q. What are the things you are satisfied with? (MA)
15) Frequency of Facebook Shopping
several times/week once/week once/2-3 weeks once/month once/2-3 months once/6 monthsless than once/6
monthsNever used
All 3% 5% 8% 6% 8% 4% 17% 49%
Male 3% 5% 5% 5% 5% 5% 16% 57%
Female 3% 6% 11% 7% 12% 3% 19% 38%
18-29 4% 8% 6% 4% 9% 4% 17% 48%
30-39 3% 1% 10% 8% 6% 4% 17% 49%
Q. Have you ever bought a product via Facebook? & How often do you shop via Facebook?
16) Kinds of Products bought on Facebook
FashionCosmetic
s
Food andbeverage
s
IT /Mobilephones
Kitchen /home
appliances
Sportgoods
Books/stationeries
SPA /Beauty
services
Supplement /
Functionalfoods
Ticketingflower/pla
ntsMusic /Video
Others
All 56% 25% 24% 15% 13% 8% 5% 3% 3% 2% 2% 2% 2%
Male 46% 10% 14% 31% 11% 12% 3% 0% 4% 1% 1% 1% 1%
Female 63% 38% 33% 2% 14% 4% 7% 6% 2% 3% 3% 2% 2%
18-29 53% 26% 20% 17% 10% 9% 2% 4% 2% 3% 2% 3% 2%
30-39 58% 24% 31% 13% 17% 7% 8% 1% 4% 1% 3% 0% 1%
Heavy FB User 50% 27% 37% 17% 14% 12% 2% 8% 2% 2% 2% 6% 0%
Light FB User 58% 24% 19% 14% 13% 6% 6% 1% 4% 3% 3% 0% 3%
Q. What products have you ever bought via Facebook? (MA)
17) Reasons for Facebook Shopping
easy to orderprice is
negotiable/cheaper
updatedinformation
about products
more familiarwith the supplier
fast deliverygood customer
careflexible return
policyOthers
All 42% 36% 29% 21% 17% 10% 7% 2%
Male 45% 38% 28% 14% 19% 14% 8% 0%
Female 40% 34% 29% 27% 14% 8% 7% 4%
18-29 44% 38% 28% 19% 17% 11% 7% 0%
30-39 40% 33% 29% 24% 15% 10% 8% 6%
Heavy FB User 40% 42% 27% 23% 19% 17% 8% 2%
Light FB User 43% 33% 30% 20% 15% 7% 7% 3%
Q. What are the reasons for shopping on FB and not on EC sites? (MA)
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