Vietnam E-commerceInsights 2025

Explore how Vietnamese consumers shop online in 2025: from the platforms they prefer and what they buy, to how they pay and what influences their decisions along the way.

Download Mini Report

About the Report

Description

Vietnam consumer behavior is undergoing a rapid transformation, with online shopping becoming a natural part of daily life. About 1 in 2 now shop online weekly, with most using smartphones and prioritizing speed, price, and convenience. Shopping decisions are increasingly shaped by flexible payments, mobile experiences, and promotional content like flash sales and vouchers.

Livestreams and social platforms are playing a growing role in the path to purchase. Nearly half of Vietnamese online shoppers have tried shopping via livestream, and many rely on platforms like TikTok Shop for product discovery. These channels are blending entertainment with commerce, giving rise to new ways of engaging and converting consumers. Such trends capture the heart of consumer behavior in Vietnam, where shopping is as much about experience as it is about the product.

TGM Vietnam E-Commerce Insights 2025 report offers a grounded, data-led look at the habits and preferences shaping digital commerce in Vietnam. For platforms, brands, and agencies, it's an essential resource for understanding how e-commerce behavior is shifting in one of Southeast Asia’s most dynamic markets.

Report Content Overview

1. From Click to Habit: How Often and Where They Shop
- Frequency and habits of online shopping
- Devices used for shopping: smartphone, desktop, tablet
- Shopper segmentation: light, moderate, and heavy users
2. Inside the Cart: What They Buy and How
- Most popular product categories: fashion, personal care, beauty, etc.
- In-store vs. online shopping preferences
- Emerging behaviors: livestream shopping, subscription services
3. The Digital Marketplace: Where They Shop and Why
- Platform preferences: Shopee, Lazada, TikTok Shop, Tiki, etc.
- Key motivators for platform choice
- Cross-platform usage across shopper groups
- Promotion preferences by age group (discounts, gifts, loyalty offers)
4. Checkout Experience: Completing the Purchase
- Preferred payment methods: COD, e-wallets, BNPL, bank transfers
- How preferences vary by age, gender, and shopper type

Methodology

The TGM Vietnam E-Commerce Insights 2025 study is based on a large-scale quantitative survey designed to offer a localized perspective on Vietnam’s digital shopping habits. The research targets a nationally representative sample of Vietnamese adults aged 18 to 54, providing detailed insights by demographic and shopping behavior segments.

Survey Methodology: online interviews (CAWI – Computer-Assisted Web Interviewing)
Country Coverage: Vietnam
Sample Size: N=1120
Age Groups: 18–24, 25–34, 35–44, 45–54
Data Weighting: Results were weighted to reflect national demographics by gender and age for accurate market representation

Vietnam E-commerce Insights 2025 Report Detail Cover

REPORT DETAILS

TGM Vietnam E-Commerce Insights 2025
Language: English
Released: 06/2025
Pages: 36 with detailed references
Questionnaire: Download questionnaire
Format: PDF report
Access after purchase: please kindly check your email

DOWNLOAD MINI REPORT

Why Choose TGM Research?

Trusted by industry leaders

With 700+ downloads of TGM E-Commerce reports in 2022, clients in retail, fintech, and digital marketing turn to us for data that drives action.

Backed by reliable data

Built on responses from 1,120 verified Vietnamese consumers, this report offers high-quality data for confident decision-making.

Local depth with regional reach

TGM’s Vietnam research panels offers deep cultural insight and strong comparative value across Southeast Asia, helping brands adapt scalable strategy.

Actionable for your e-commerce goals

Whether you’re optimizing shopper journeys, testing campaign performance, or benchmarking platforms, TGM tailors research to your market needs.

Frequently Asked Questions

What are the e-commerce trends in Vietnam in 2025?

Vietnamese shoppers in 2025 are rewriting the online playbook. Their decisions are shaped by mobile-first habits, platform preferences, and a growing demand for value, convenience, and speed. Here are some standout consumer trends in Vietnam’s e-commerce industry to watch:

Smartphones drive the journey: Mobile shopping is the norm, with consumers expecting fast, seamless app experiences.
Social commerce is rising: TikTok Shop is gaining traction for product discovery and impulse purchases, especially among Gen Z.
BNPL goes mainstream: Nearly half of shoppers have used Buy Now, Pay Later, particularly Millennials and women.
Livestream shopping connects: Almost 1 in 2 consumers have made a purchase through livestream, blending entertainment and retail.
Shopee holds checkout power: Shopee remains the platform of choice for completing purchases, especially for heavy shoppers.
Delivery matters: Fast shipping and easy returns are core to shopper satisfaction, just after price.

Ready to explore these trends in full detail? Purchase the report today to dive deeper into what’s shaping Vietnam’s online retail experience in 2025. Or download a free mini report.

Who benefits from TGM e-commerce data?

For anyone seeking to truly understand Vietnam consumer behavior in e-commerce, this report reveals how people shop, pay, and stay loyal across platforms.

Retailers & Brands: Understand how Vietnamese consumers shop, compare platforms, and choose products, which is essential for product development and campaign planning.
E-commerce Platforms: Benchmark platform preferences, evaluate cross-platform usage, and track shopper loyalty trends to refine engagement and UX.
Payment and Fintech Providers: Identify payment behaviors like COD, e-wallets, and BNPL usage to better shape transaction flows and incentives.
Marketing and Media Agencies: Use behavioral insights to tailor creative, placement, and messaging for campaigns that connect across shopper segments.
Market Researchers and Consultants: Gain segmented data by age, gender, and frequency to support forecasting, benchmarking, and advisory for Vietnam’s digital retail market.

Does the report segment data by demographics or shopper types?

Yes, the report includes segmentation by key demographics such as age group and gender, helping you understand how different shopper segments behave online in 2025. The data also accounts for specific industry or shopping frequency (light, moderate, and heavy shoppers).

For brands and organizations looking for deeper insights, such as behavior by country, category-specific preferences, or platform usage by segment, we offer tailored reporting and custom analysis.

Contact us to explore how a personalized report can support your next strategic move.

What is the time frame of the data collection and analysis?

The data for this report was collected and analyzed between 18th December 2024 and 22nd January 2025. This ensures the insights reflect the most current consumer sentiments and consumer trends in Vietnam’s e-commerce landscape.

What are the quality measures?

The report follows strict quality standards to ensure reliable, accurate insights. It is based on a representative sample of 1,120 respondents in Vietnam. All responses were verified, cleaned, and processed in-house by TGM Research using rigorous quality controls, including error checking, response validation, and consistency reviews. These measures ensure that every insight in the report is statistically sound and decision-ready for use in today’s fast-moving travel market.

How will I receive the report after purchase?

You will receive the report via email shortly after purchase. Please check your inbox (including the spam/junk folder) after completing the registration form. If you encounter any issues, feel free to contact our support team for assistance.

Your Guide to
the Vietnamese Online Shopper in 2025

Be the brand that meets consumers where they click, and where they’re going next.

Contact for segment customization

Vietnam’s Top E-Commerce Categories and Shopper Behavior

Dive deeper into how Vietnamese shoppers browse, choose, and buy in 2025, broken down by industry.

Fashion

Who’s buying what? And why? Explore Vietnam’s online fashion shopping trends in clothing, accessories, and digital style.

Get the report →

Health & Beauty

Uncover the motivations behind skincare, supplements, and self-care spending in Vietnam’s thriving beauty market.

Get the report →

Home & Living

From furniture to home essentials, explore how Vietnamese consumers shop online to upgrade their living spaces.

Get the report →

Electronics

Which gadgets are in demand? Discover e-commerce insights into how Vietnamese shoppers choose electronics online.

Get the report →

E-commerce Booklet

Vietnam E-Commerce 2025: Fast-Forward into the Future

Discover Vietnam’s e-commerce revolution in one essential guide - packed with exclusive research, trend forecasts, and strategies from industry leaders.

GET THE BOOKLET

Expert Perspectives