TGM Research invites you to explore the
Vietnam E-Commerce Fashion Insights 2025 research project, providing insight into consumer patterns in fashion shopping in Vietnam. From the broader
TGM Vietnam E-Commerce Insights 2025, we filtered only data on individuals who shopped for fashion products on online platforms, specifically focusing on clothing and accessories as well as footwear.
In light of the rapid development of Vietnam’s fashion industry, capturing consumer insights becomes a must-have. The report helps brands move beyond assumptions and better identify consumer needs, behaviors, and opportunities for targeted engagement. Additionally, audience segmentation is an ideal way to understand what motivates consumers and the differences across customer groups in one of Southeast Asia’s most competitive markets.
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Who They Are: Profiles of fashion shoppers by age, gender, and frequency.
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What They Buy: Top product types in online fashion carts.
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Where They Buy: Preferred channels and platforms.
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Why They Buy: Motivations, concerns, and decision triggers.
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How They Buy: Payment preferences and checkout behaviors.
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Mobile reigns supreme: Many Vietnamese fashion shoppers make purchases through their smartphones. Optimizing the UX design can become a competitive advantage for platforms.
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Heavy shoppers are rising: Over half of fashion buyers shop online at least once a week, creating frequent touchpoints for brands to engage.
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Fashion is king: Clothing and footwear are two of the most frequently purchased e-commerce categories. The overwhelming numbers prove their central role in driving Vietnam’s online retail economy.
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Payment flexibility matters: A split between cash-on-delivery and bank transfer means checkout flows must offer both trust and convenience.
Explore a snapshot of the report below.
Purchase the full report or
request a tailored version for your category.
We don't just deliver a trend summary, we create a strategic decision-making tool, delivering the data to back every move. The report goes beyond topline stats, delivering:
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Detailed shopper profiles.
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Platform-level behaviors and frequency tracking.
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Motivation and trigger mapping.
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Insights tailored for fashion marketers, CX leaders, and product teams.
