Vietnam E-Commerce Insights 2025

Vietnam E-Commerce Home & Living Insights 2025

How do Vietnamese consumers shop for home and living products online, and what influences their decisions? Discover behaviors, platform usage, and purchase motivations in Vietnam’s evolving home & lifestyle e-commerce landscape.

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 Home & Living Insights 2025, offering a deep dive into how consumers across the country shop online for furniture, décor, and household essentials—across age, gender, and shopper frequency.

From the broader TGM Vietnam E-Commerce Insights 2025 study, we segment respondents who purchased Home & Living items, covering household goods, home furnishings, and furniture, to better understand their lifestyle choices, home improvement needs, and functional or aesthetic preferences.

With more consumers turning to online channels for home-focused purchases, this report helps decision-makers tailor strategies, enhance platform experiences, and drive relevance in one of Vietnam’s steadily growing digital categories.

What Is Inside the Report?

Who They Are: Profiles of Home & Living shoppers by age, gender, and purchase frequency.
What They Buy: Key product categories including household goods, home furnishings, and furniture.
Where They Buy: Preferred online platforms and channel behaviors.
Why They Buy: Shopping motivations, expectations, and value perceptions.
How They Buy: Devices used, payment preferences, and promotional drivers.

Key Insights of The Vietnam E-Commerce Home & Living Report 2025

Smartphone is the new showroom: Nearly all Home & Living shoppers rely on smartphones for browsing and buying, underscoring the need for mobile-first e-commerce design.
Home essentials dominate carts: Household items and home furnishings are frequently purchased online, while furniture sees a hybrid online–offline journey.
Traditional payments still lead: Cash on delivery and bank transfers remain dominant, though cards and digital wallets are gaining traction, especially among younger consumers.
Value = Price + Practicality: Shoppers prioritize clear discounts and instant value, with free gifts and straightforward offers outperforming complex deals.