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Nhi Ho

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Key Insights from the TGM Vietnam E-commerce Report 2025

Top Factors Influencing Online Shopping Decisions in Vietnam

June 27, 2025

(Updated July 10, 2026)

From discounts to free gifts, see how value means different things to Vietnamese shoppers based on age, with insights from 2025 e-commerce trends.

In Vietnam’s fast-moving e-commerce market, price still rules—but it no longer acts alone. Today’s consumers are weighing not just what they pay, but also what they get in return: speed, trust, convenience, and personalization. And as expectations shift, the definition of “value” looks very different across age groups.

Key Takeaways

Nearly 1 in 5 Vietnamese shoppers cite price as the factor they value most when shopping online.
Shoppers aged 45 to 54 are the most price sensitive in Vietnam, with 26% selecting price as their most important purchase factor.
31% of Vietnamese online shoppers are drawn to percentage off or price off deals, making discounts the most powerful promotional hook in the market.
Gen Z shoppers aged 18 to 24 prefer percentage off discounts as their top promotional format.
Older Vietnamese consumers aged 45 to 54 lean toward free gifts with purchase.

Price Is Still the Anchor, But Not the Whole Story

Across generations, price continues to be the #1 factor influencing online purchases. According to the TGM Vietnam E-Commerce Insights 2025 (N=1141), nearly one in five Vietnamese shoppers cite price as what they value most when shopping online. But dig deeper, and a more layered picture of value begins to emerge, especially when age is considered.

Shoppers aged 45–54 are the most price-sensitive, with 26% selecting price as their most important factor. Meanwhile, younger consumers (ages 18–34) still seek good deals but are increasingly weighing other perks: free shipping, fast delivery, and easy returns. These layers of added convenience are reshaping what value means in the e-commerce space, not just saving money, but gaining a smoother, more rewarding shopping experience end-to-end.

Want to understand Vietnam’s online payment evolution? Explore how BNPL and CoD are reshaping shopper behavior in 2025.

Discounts, Gifts, and the Psychology of a Good Deal

31% of online shoppers are drawn to percentage-off or price-off deals.

This shift is also reflected in what types of promotions resonate most. Among the 1,142 respondents surveyed, discounts remain the most powerful purchase driver, with 31% of online shoppers attracted to percentage-off or price-off deals.

Gen Z (18–24) shoppers are particularly motivated by straightforward discounts, with percentage-off deals being their most preferred promotional format. Speed, clarity, and instant gratification matter to this cohort. On the other hand, older consumers (45–54) lean toward free gifts with purchase, showing a greater appreciation for added value and tangible bonuses that accompany their order.

This difference underscores a growing divergence in promotional appeal: direct discounts speak to younger shoppers looking for quick wins, while value-adds appeal more to older segments seeking a richer brand relationship.

Curious what’s shaping the next wave of Vietnam’s e-commerce market? Unpack the key shifts redefining Vietnam’s e-commerce landscape.

What’s Next: Evolving with the Value-Driven Shopper

As Vietnamese shoppers raise the bar, winning their attention means going beyond just slashing prices. It’s about showing the right kind of value—at the right time, in the right way. Whether it’s instant savings or thoughtful add-ons, promotions that reflect what each generation values most are far more likely to land.

Vietnam’s e-commerce market is dynamic, and payment trends are just one part of the story. To explore deeper insights on shopper segmentation, preferred payment methods, and behavioral shifts across categories, download the mini TGM Vietnam E-Commerce Insights 2025 report.

Methodology

The TGM Vietnam E-Commerce Insights 2025 study is based on a large-scale quantitative survey designed to offer a localized perspective on Vietnam's digital shopping habits. The research targets a nationally representative sample of Vietnamese adults aged 18 to 54, providing detailed insights by demographic and shopping behavior segments.

Survey Methodology: Online interviews (CAWI – Computer-Assisted Web Interviewing)
Country Coverage: Vietnam
Sample Size: N = 1,120
Age Groups: 18–24, 25–34, 35–44, 45–54
Data Weighting: Results were weighted to reflect national demographics by gender and age for accurate market representation.