The survey found that 67% of Vietnamese internet users shop online. Lazada.vn has the largest market share at 23% and is known for good service. Clothes and accessories are the most popular product category purchased online at 46%. Over half of online shoppers are motivated by frequent promotions and discount programs. Lazada.vn and Hotdeal.vn have both high brand awareness and usage.
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E-commerce usage in Vietnam
1. July 2015
STUDY ABOUT ONLINE SHOPPING
BEHAVIOR IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)
2. 1
SCOPE OF WORK
The survey was conducted to study about E-commerce industry and
online shopping behavior of Vietnamese.
Methodology: Online survey
Fieldwork time: 3 days (17/07/2015 to 20/07/2015)
Sample size: N = 1277
Gender: Male and Female
Geography: Nationwide
3. 2
KEY FINDINGS
• 67% Vietnamese internet population are shopping online
• Doubt about the real quality and size is the main reason for don’t shop online
• Over 1/2 people know E-commerce sites through Facebook ads
• Lazada.vn dominates the e-commerce industry with 23% market share
• Lazada.vn owns highest customer satisfaction (top box 31%) as well as
customer loyalty (19%)
• 46% shop online for clothes & accessories
• 51% shop online cause of frequent promotion/ discount programs
• 1/3 shop online 2- 3 times/month and 43% spend around $10-$20/time
6. 5
FACEBOOK AD IS THE MAIN SOURCE OF BRAND AWARENESS
N= 1277
How do you know those E-commerce websites?
64% 64%
68% 69%
48%
47% 45%
48%
51%
43%
39%
36%
40%
45%
37%
34% 34%
36% 36%
27%26% 25% 26%
38%
20%
17%
13%
19%
30%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Total 18-25 26-29 30- 35 Over 35
Facebook ads Friends/relatives' suggestion
Web, forum ads TV ads
Recommended by Google Through smartphone applications
Ads newspaper/magazine See apps of these brands on app. stores
SMS/ email marketing Out door ads
7. 6
67% VIETNAMESE INTERNET POPULATION ARE SHOPPING ONLINE
N= 1277
Have you purchased anything online in past 3 months?
33% 31%
39%
67% 69%
61%
Total Female Male
Yes
No
33%
49%
35%
24%
29%
44%
67%
51%
65%
76%
71%
56%
Total Under 18 18-25 26-30 30- 35 Over 35
Yes
No
Female shop more frequent than male 26-35 shop more frequent than others
26-29
8. 7
7%
8%
11%
20%
25%
39%
51%
Others
I may disclose my personal information ( bank account,
mail,…)
I have never thought of buying things online
It is hard to exchange/ return products
High shipping cost
I prefer browsing for prices and look for new fashion
I am not sure about quality and size
If not, why didn’t you shop online?
N= 424
51% PEOPLE ARE DOUBT ABOUT QUALITY AND SIZE
OF PRODUCTS SELL ONLINE
9. 8
On which E-commerce sites, do you usually buy things online? (MR)
N= 853
A HALF ARE SHOPPING ONLINE AT LAZADA.VN E-COMMERCE SITE
Hotdeal.vn ( 62%) dominates Ho Chi Minh online shopping market
4%
1%
4%
6%
8%
9%
11%
15%
15%
25%
30%
32%
35%
36%
38%
44%
51%
Others
adr.vn ( adayroi.vn)
taobao.com
Chon.vn
chodientu.vn
amazon.com
ebay.vn
sendo.vn
cdiscount.vn
zalora.vn
tiki.vn
yes24.vn
muachung.vn
nhommua.com
cungmua.com
hotdeal.vn
lazada.vn
Total
3%
1%
4%
5%
6%
8%
8%
12%
16%
22%
35%
28%
40%
49%
54%
62%
46%
Ho Chi Minh
1%
1%
6%
6%
12%
15%
15%
14%
14%
25%
29%
29%
47%
35%
25%
41%
52%
Hanoi
9%
1%
3%
6%
9%
7%
12%
19%
14%
28%
24%
40%
20%
16%
22%
17%
57%
Others
10. 9
Which E-commerce website do you buy most frequently? (SR)
N= 853
LAZADA.VN IS LEADER OF E-COMMERCE INDUSTRY
WITH 23% MARKET SHARE
Hotdeal.vn is dominant E-commerce market in Ho Chi Minh
2%
1%
1%
1%
1%
1%
3%
4%
5%
8%
9%
10%
13%
16%
23%
Others
taobao.com
cdiscount.vn
chodientu.vn
amazon.com
ebay.vn
sendo.vn
zalora.vn
muachung.vn
nhommua.com
cungmua.com
tiki.vn
yes24.vn
hotdeal.vn
lazada.vn
Total
1%
0%
0%
1%
1%
0%
1%
3%
3%
11%
13%
10%
10%
26%
18%
Ho Chi Minh
2%
1%
1%
1%
4%
3%
2%
3%
17%
8%
3%
9%
8%
15%
24%
Hanoi
4%
1%
3%
1%
1%
2%
5%
7%
1%
3%
7%
11%
20%
4%
31%
Others
11. 10
Which E-commerce website do you buy most frequently?
N= 853
LAZADA.VN DOMINATES THE E-COMMERCE MARKET IN VIETNAM
People from 18- 25 shop at tiki.vn much more than other groups
2% 3% 2% 2% 1%
1% 1% 1% 2% 4%
2%1% 1% 2% 2%
3% 2%3% 3% 4%
2%4% 5% 4% 2%
3%
5% 4% 5%
11%
3%
8% 9%
6%
8%
11%
9% 8%
10%
11%
11%
10%
18%
4%
4%
0%
13%
12%
14%
11%
16%
16%
16%
18%
15%
17%
23%
18%
29% 26% 29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 30- 35 Over 35
lazada.vn
hotdeal.vn
yes24.vn
tiki.vn
cungmua.com
nhommua.com
muachung.vn
zalora.vn
sendo.vn
ebay.vn
amazon.com
chodientu.vn
cdiscount.vn
taobao.com
Others
26-29
12. 11
Do you know any E-commerce website listed below?
Which E-commerce website do you buy most frequently?
N= 853
LAZADA.VN & HOTDEAL.VN ARE THE TOP WELL-KNOWN
AND SHOPPED THE MOST E-COMMERCE SITES
78%
62% 61% 60% 59% 58%
52% 51%
47%
40% 39% 39%
35%
19% 18%
5%
23%
16%
4%
8% 9%
5%
13%
10%
1% 1% 1% 3% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Brand Awareness
Usage
13. 12
N= 853
Do you know any E-commerce website listed below?
Which E-commerce website do you buy most frequently?
LAZADA.VN LEAVES OTHER SITES FAR BEHIND IN BRAND
AWARENESS & USAGE
Awareness
Usage
high
highlow
low
lazada.vn
hotdeal.vn
zalora.vn
nhommua.com
cungmua.com
muachung.vn
yes24.vn
tiki.vn
0%
5%
10%
15%
20%
25%
40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 90%
14. 13
21% Good services
19% Quality products
16% Competitive price
8% Diversity
7% Frequent promotion
5% Poor quality
5% Expensive price
14% Competitive price
13% Quality products
11% Poor quality
10% Quick delivery
7% Diversity
6% Good services
23% Quality products
19% Good services
7% Diversity
6% Expensive price
7% Frequent promotion
6% Competitive price
6% High shipping cost
What do you think about your most used brand? (spontaneously)
N= 853
LAZADA IS APPRECIATED FOR GOOD SERVICE, HOTDEAL TAKE
ADVANTAGE IN PRICE & YES24 IS EVALUATED HIGH QUALITY PRODUCT
15. 14
4%
14%
16%
18%
17%
23%
20%
18%
31%
19%
26%
28%
32%
32%
28%
51%
26-29
N= 853
What did you buy at those E-commerce websites?
CLOTHES & ACCESSORIES ARE TOP BOUGHT PRODUCTS
4%
14%
14%
18%
18%
19%
20%
20%
23%
23%
26%
27%
31%
31%
31%
46%
Car, motor
Sports/ Picnic equipments
Travel ( Tour, hotel rooms,...)
Mobile phones, tablets
Computer, Laptop
Furniture
Beauty services
High technology products
Mom& baby care
Books, eBooks
Food and Beverage
Personal care
Cosmetics
Home appliances
Vouchers
Clothes & Accessories
Total
2%
9%
9%
12%
14%
9%
16%
16%
8%
26%
21%
21%
24%
21%
30%
39%
18-25
7%
30%
26%
32%
34%
36%
29%
34%
49%
33%
38%
42%
46%
51%
40%
58%
30- 35
7%
11%
17%
21%
22%
28%
22%
23%
24%
14%
33%
31%
32%
43%
31%
42%
Over 35
30 and over group has higher demand for home appliances and mom & baby care
16. 15
N= 853
What did you buy at those E-commerce websites?
BESIDE CLOTHES AND ACCESSORIES, MALE BUY
COMPUTER/LAPTOP WHILE FEMALE PREFER COSMETICS
4%
14%
14%
18%
18%
19%
20%
20%
23%
23%
26%
27%
31%
31%
31%
46%
Car, motor
Sports/ Picnic equipments
Travel ( Tour, hotel rooms, air ticket,….)
Mobile phones, tablets
Computer, Laptop
Furniture
Beauty services
High technology products ( TV,…
Mom& baby care
Books, eBooks
Food and Beverage
Personal care
Cosmetics
Home appliances ( washing machine,…)
Vouchers
Clothes & Accessories
Total
4%
17%
12%
23%
27%
15%
12%
25%
12%
17%
21%
20%
16%
24%
30%
36%
Male
4%
12%
15%
15%
15%
21%
23%
18%
27%
26%
28%
31%
37%
34%
31%
50%
Female
17. 16
What did you buy at those E-commerce websites?
N= 853
46% SHOP ONLINE FOR CLOTHES & ACCESSORIES
18%
18%
4%
14%
14%
18%
19%
20%
20%
23%
23%
26%
27%
31%
31%
31%
46%
Others
Computer, Laptop
Car, motor
Sports/ Picnic equipments
Travel ( Tour, hotel rooms, air ticket,….)
Mobile phones, tablets
Furniture
Beauty services
High technology products ( TV, camera,…)
Mom& baby care
Books, eBooks
Food and Beverage
Personal care
Cosmetics
Home appliances ( washing machine,…
Vouchers
Clothes & Accessories
Total
15%
36%
6%
21%
12%
41%
28%
17%
38%
34%
22%
26%
29%
35%
51%
23%
39%
lazada.vn
24%
9%
1%
4%
21%
5%
15%
25%
6%
15%
11%
47%
26%
21%
19%
58%
41%
hotdeal.vn
Lazada.vn is strong at home appliances ( 51%); Hotdeal.vn is at vouchers ( 58%)
19. 18
What did you buy at those E-commerce websites?
N= 853
NHOMMUA.COM & MUACHUNG.VN ARE BOTH STRONG AT
CLOTHES & ACCESSORIES
22%
3%
9%
9%
10%
15%
19%
19%
22%
24%
25%
33%
33%
34%
43%
45%
52%
Others
Car, motor
Computer, Laptop
Mobile phones, tablets
High technology products ( TV, camera,…)
Sports/ Picnic equipments
Furniture
Mom& baby care
Travel ( Tour, hotel rooms, air ticket,….)
Books, eBooks
Home appliances ( washing machine,…
Beauty services
Personal care
Cosmetics
Vouchers
Food and Beverage
Clothes & Accessories
nhommua.com
16%
5%
14%
9%
7%
19%
23%
33%
16%
16%
28%
26%
28%
30%
49%
35%
56%
muachung.vn
Muachung.vn is also strong at Mom& baby care (33%)
20. 19
26%
24%
31%
39%
43%
40%
43%
38%
44%
50%
52%
55%
51%
lazada.vn
Why do you buy at this E-commerce website?
N= 853
51% PEOPLE SHOP ONLINE CAUSE OF FREQUENT PROMOTION/
DISCOUNT PROGRAMS
21%
17%
23%
31%
34%
35%
35%
36%
40%
43%
45%
47%
51%
Others
Unique products
Convenient to return/ exchange products
Good quality
Easy to compare with other similar products (
prices, materials,…)
Quick delivery
Trusted brands
Good services
Competitive price
Be diverse in product types
Convenient payment method
Convenient/ Save time
Frequent promotion/ discount programs
Total
16%
11%
9%
16%
30%
30%
23%
30%
41%
41%
41%
41%
44%
hotdeal.vn
Lazada is highly appreciated for convenient and save time
21. 20
16%
14%
16%
45%
29%
48%
51%
47%
44%
40%
53%
58%
59%
tiki.vn
Why do you buy at this E-commerce website?
N= 853
BESIDE PROMOTION/DISCOUNT PROGRAMS, TIKI.VN IS HIGHLY
APPRECIATED FOR ITS SERVICE QUALITY
14%
11%
21%
30%
31%
32%
32%
33%
34%
35%
39%
42%
58%
Others
Unique products
Convenient to return/ exchange
products
Easy to compare with other similar
products ( prices, materials,…)
Good quality
Quick delivery
Good services
Competitive price
Trusted brands
Convenient payment method
Be diverse in product types
Convenient/ Save time
Frequent promotion/ discount programs
yes24.vn
26%
23%
31%
26%
28%
45%
26%
33%
38%
42%
47%
56%
58%
cungmua.com
22. 21
2% 2% 2% 0% 0% 4% 1% 3%
0%
28%
20% 20% 23%
30% 22%
36%
36% 44%
47%
47%
54% 54%
51% 55%
46% 44%
42%
22%
31%
24% 23% 19% 19% 16% 16% 14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Totally satisfied
Satisfied
Neutral
Dissatisfied
Totally dissatisfied
N= 853
Overall, how do you feel about the E-commerce site that you shop the most?
69% CUSTOMERS ARE SATISFIED WITH SERVICES OF
E-COMMERCE SITE THEY USED THE MOST
Lazada.vn has the highest top box satisfaction rate
23. 22
N= 853
Is there anything make you feel unhappy about this E-commerce website?
1/5 PEOPLE ARE DISSATISFIED WITH HIGH SHIPPING COST
22%
19%
15%
44%
17%
15%
10%
16%
43%
26%
28%
15%
12%
17%
20%
8%
13% 12%
14%
20%
14%
24%
10%
5%
14%
16% 16% 17%
8%
5%
8%
3%
12% 13%
9%
12% 11%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
High shipping cost Difficult to return/ exchange Delivery takes time
Expensive Poor quality Poor customer service
Products are NOT diverse/ fashionable Nothing makes me happy
Yes24.vn & Zalora.vn are considered to be expensive in shipping cost and product
price while hotdeal.vn and muachung.vn are evaluated as difficult to return/exchange
24. 23
What is your usage intention toward E-commerce site that you shop the most?
N= 853
ONLY 10% SHOPPERS ARE LOYAL WITH THEIR E-COMMERCE SITE
25%
19%
26% 18%
34% 34% 37%
21%
21%
33%
26%
33%
38%
21%
35% 31%
36%
46%
31%
36%
30% 29% 36%
24% 26%
39%
29%
10%
19%
12% 12% 9% 6% 6% 4% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
I will buy at this website
only
I will prioritize to buy at this
website
I will continue buy at this
website , but I will buy at
other in future
I will buy at this website
parallel with other websites
I will switch to other
websites
25. 24
Overall, how do you feel about the E-commerce site that you shop the most?
What is your usage intention toward E-commerce site that you shop the most?
LAZADA.VN LEAVES OTHER SITES FAR BEHIND IN CUSTOMER
SATISFACTION & LOYALTY
Satisfaction
Loyalty
High
HighLow
Low
lazada.vn
tiki.vn
zalora.vn
yes24.vn
cungmua.com
hotdeal.vn
muachung.vn
0%
5%
10%
15%
20%
25%
50% 55% 60% 65% 70% 75% 80% 85% 90%
26. 25
23%
23% 16% 22%
21%
22%
30% 32%
27%
43%
34% 37%
41%
43% 48%
47%
46%
51%
31%
43% 43%
37%
30% 27%
21% 19% 19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
I will recommend
definitely
I will recommend
I may recommend
I will not recommend
I will not recommend
definitely
What’s your ability to recommend this E-commerce website to others?
N= 853
74% PEOPLE ARE WILLING TO RECOMMEND THE BRAND THEY
USED MOSTLY TO OTHERS
27. 26
By which devices do you usually surf on E-commerce websites?
N= 853
MOST ONLINE SHOPPERS BROWSING ONLINE SITES
BY COMPUTER/ LAPTOP
81%
85% 83%
71%
74%
53% 53%
54% 55%
46%
21% 21%
24%
16% 18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total 18-25 26-30 30- 35 Over 35
Computer( PC)/ Laptop
Smartphone
Tablets
26-29
28. 27
How often do you buy online?
N= 853
NEARLY, 1/3 SHOP ONLINE 2- 3 TIMES/MONTH
10%
14%
7% 7% 7%
23%
26%
26%
15% 14%
22%
25%
16%
19%
33%
30%
26%
32%
40%
24%
10%
6%
11% 14% 18%
5% 4%
7% 5% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 30- 35 Over 35
More than once/ week
Once/ week
2- 3 times/ month
Once/ month
2- 3 months/ time
More than 3 months/ time
People from over 30 shop more frequently than younger group
26-29
29. 28
N= 853
On average, how much money do you spend on online shopping every time? ($)
13%
8%
19% 18%
12%
12%
10%
15% 15%
11%
16%
15%
19% 15%
14%
24%
26%
25%
16%
30%
19%
28%
12%
7%
18%
12% 8%
10%
28%
14%
2% 5%
1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 30- 35 Over 35
43% ONLINE SHOPPERS SPEND FROM $10- $20/ SHOPPING TIME
54% 18-25 spend $10-$20/time
28% 30-35 group spend $5-$10/time
12%
5% 7% 9%
35% 39%13%
5%
15% 14%
17%
20%
12%
9%
12%
18%
15%
10%
16%
10%
21%
22%
10% 7%
24%
27%
28%
24%
16%
12%
19%
38%
16%
11%
7%
12%
2%
7%
1% 1% 0% 0%
Total Under $200 $200-Under
$450
$450-Under
$700
$700-under
$1000
$1000 and
over
Under $5
From $5- $10
From $10- $15
From $15- $20
From $20- $25
From $25- $50
Over $50
26-29
The higher income the more spend on
online shopping
30. 29
How do you pay for every time you buy online?
N= 853
81% PEOPLE PAY CASH ON DELIVERY TRADITIONALLY
2%
17%
81%
Cash on delivery
Online payment ( online
transaction, ATM,…)
Others
31. 30
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992
32. 31
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654