Vietnam E-Commerce Insights 2025

Vietnam E-Commerce Electronics & Appliances Insights 2025

How do Vietnamese consumers shop for electronics and appliances online, and what factors shape their decisions? Discover shopping behaviors and emerging purchase drivers in Vietnam’s evolving tech-focused e-commerce market.

TGM E-commerce Insights 2026 across 7 major markets

Written by

TGM Marketing Team

We're a team of storytellers, here to give you the strategic clarity you need to stay ahead in a constantly changing global market.

About The Report

TGM Research is excited to present the Vietnam E-Commerce Electronics & Appliances Insights 2025, offering a focused look at how consumers shop for tech products online—across age, gender, and shopper frequency.

From the broader TGM Vietnam E-Commerce Insights 2025 study, we segment respondents who purchased Electronics, specifically those who bought electronic devices and home appliances, to gain insights into their tech adoption, functionality expectations, and motivations behind high-involvement purchases.

As digital and home technology becomes more essential, understanding how and where consumers make these purchases is key to market growth. This report equips decision-makers to align strategies with buyer expectations, tailor the platform experience, and unlock new growth opportunities in Vietnam’s competitive e-commerce landscape.

What Is Inside the Report?

Who They Are: Demographic and behavioral profiles of electronics and appliance shoppers.
What They Buy: Top categories, from phones to home appliances and gadgets.
Where They Buy: Platform usage across demographics and device types.
Why They Buy: Emotional and rational drivers behind purchase decisions.
How They Buy: Checkout preferences, payment choices, and device usage.

Key Insights of The Vietnam E-Commerce Electronics & Appliances Report 2025

Mobile-first habits dominate: The majority of electronics shoppers use smartphones throughout the buying journey, signaling the need for mobile-optimized listings and UX.
Search leads the journey: Most electronics buyers begin online, making SEO, platform search, and comparison features crucial early touchpoints.
Trust drives payment behavior: While newer methods like BNPL are on the rise (especially among younger buyers), traditional options like COD and bank transfers remain dominant.
In-store still matters for appliances: Though electronics are heavily online-driven, many appliance purchases still involve offline components, highlighting the need for phygital strategies.