Vietnam E-Commerce Insights 2025

Vietnam E-Commerce Health & Beauty Insights 2025

How do Vietnamese consumers shop for personal care and beauty online, and how are preferences evolving across generations? Explore digital shopping patterns in one of Vietnam’s fastest-growing e-commerce segments.

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 pleased to unveil the Vietnam E-Commerce Health & Beauty Insights 2025—a segmentation-focused deep dive into how consumers in Vietnam approach online shopping in categories such as skincare, cosmetics, wellness, and personal care.

From the broader TGM Vietnam E-Commerce Insights 2025 study, we segment respondents who purchased Health and Beauty products, specifically those who bought Beauty products, Personal Care products, and Medicine or Vitamins, to better understand their product preferences, purchasing triggers, and online shopping behaviors across demographics and usage frequency.

With health and beauty products increasingly forming a core part of Vietnamese consumers’ digital shopping habits, this report delivers data-backed insights to support smarter product positioning, campaign targeting, and omnichannel growth strategies.

What Is Inside the Report?

Who They Are: Profiles of health and beauty shoppers by age, gender, and frequency.
What They Buy: Popular product categories including personal care, beauty, and wellness.
Where They Buy: Key platforms and channel preferences.
Why They Buy: Purchase triggers, concerns, and emotional motivators.
How They Buy: Preferred devices, payment methods, and checkout behaviors.

Key Insights of The Vietnam E-Commerce Heath & Beauty Report 2025

Mobile leads the journey: The vast majority of health and beauty shoppers rely on smartphones for browsing and checkout, emphasizing the importance of mobile-optimized experiences.
Beauty buyers are frequent and diverse: A growing share of shoppers purchase health and beauty products weekly, with strong participation across genders and age groups.
Trust still drives checkout: Cash on delivery remains a popular option, but rising use of e-wallets signals shifting expectations toward convenience and flexibility.
Wellness is personal: Consumers show strong engagement in categories like skincare and personal care, but buying triggers vary by demographic, highlighting the need for tailored messaging and segmentation.

Mini Preview

Explore a snapshot of the report below. Purchase the full report or request a tailored version for your category.

Why Choose TGM’s Vietnam Health & Beauty E-Commerce Report?

We don’t just summarize trends; we turn them into actionable insights. This report provides:

Detailed shopper segmentation for beauty and personal care categories
Motivation mapping across age and gender
Cross-platform behaviors with a focus on trust and convenience
Strategic insights for health and beauty brands, CX leaders, and e-commerce teams