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Vietnam E-Commerce 2025 by TGM Research: The Rise of Social, Mobile & Platform Power

TGM Vietnam E-commerce Insights 2025 explores online shopping behaviors, mobile-first trends, and the evolving forces shaping how Vietnamese consumers browse, buy, and pay in the digital marketplace.

SINGAPORE, 19th June 2025 – Vietnam’s online shopping landscape is rapidly evolving, with mobile-first behavior, livestream shopping, and new payment preferences redefining the path to purchase. The newly released Vietnam E-Commerce Insights 2025 report by TGM Research highlights how Vietnamese consumers are engaging with e-commerce platforms, what drives their buying decisions, and how expectations are shifting across different shopper segments.

The report is based on a nationally representative study of 1,120 respondents in Vietnam. It uncovers major shifts in payment preferences, product discovery, platform loyalty, and promotional expectations. The findings aim to support brands, platforms, and agencies in making informed, locally relevant decisions in one of Southeast Asia’s fastest-growing digital economies.

“Vietnam’s e-commerce market is entering a new phase of growth. Shoppers are more confident, diverse, and digitally savvy — from how they browse to how they pay. This report helps businesses tap into these evolving behaviors and make smarter, shopper-first decisions.”
Greg Laski, CEO & Founder of TGM Research

Key Trends from the TGM Vietnam E-Commerce Insights 2025

Online Shopping Is Part of Weekly Life

50% of Vietnamese consumers shop online weekly
92% of online shoppers use smartphones for their purchases
Desktop usage trails behind at just 30%, with tablets at 13%

Top Categories Reflect Everyday Lifestyle

Clothing/accessories (63%), personal care (55%), and beauty products (48%) are the most purchased categories
Footwear, food, household goods follow closely behind

Livestream Shopping and New Behaviours Are on the Rise

35% of consumers have attended a livestream shopping event
27% have used AR or virtual tools during the shopping experience
Subscription models, second-hand purchases, and rental services are gradually gaining traction

Shopee Dominates, But Alternatives Are Gaining Ground

Shopee remains the top e-commerce platform in Vietnam
Lazada and TikTok Shop continue to grow in popularity
Platforms like Facebook, Tiki, and Sendo still hold significant consumer interest

Cash on Delivery Still Reigns, but Payment Preferences Are Diversifying

Cash on delivery (COD) remains the most preferred payment method
Bank transfers and credit cards are the next most-used options
Buy Now, Pay Later (BNPL) is gaining traction, cited by 49% of respondents as a behavior they’ve tried in the last 12 months

ACCESS THE FULL REPORT: For in-depth breakdown of shopper behaviours across demographics, frequency segments (light, moderate, and heavy shoppers), and platform usage patterns, access our full report at https://tgmresearch.com/vietnam-e-commerce-insights-2025.html

METHODOLOGY: TGM Research conducted 1,120 computer-assisted web interviews (CAWI) with Vietnamese adults aged 18–54 between 18th December 2024 and 22nd January 2025. The data was nationally representative by age and gender. All responses were verified, cleaned, and weighted for statistical reliability.

About TGM Research

TGM Research (TGM) is a global market research company specializing in first party data collection, online panel surveys and advanced research technology. The company delivers fast, high-quality insights to support better business decisions.

With a team of over 50 professionals working remotely across four continents, TGM combines global reach with local expertise. Its innovative approach ensures reliable data and flexible solutions for clients worldwide.

For more information, visit: tgmresearch.com

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