Written by

Nhi Ho

A marketing professional working with consumer insights and market trends to create content that brings clarity to complex behaviors and evolving market dynamics.

Key Insights from the TGM Vietnam E-commerce Report 2025

Mapping Vietnam’s Online Shoppers in 2025: Key Segments & Trends

June 23, 2025

(Updated July 10, 2026)

Vietnam’s e-commerce market is booming—but not all digital shoppers follow the same path. According to the TGM Vietnam E-Commerce Insights 2025, shoppers fall into three segments: Heavy, Moderate, and Light. Each group brings different motivations, shopping rhythms, and platform behaviors to the table—making a one-size-fits-all marketing approach increasingly ineffective.

Key Takeaways

Vietnam's online shoppers split into 3 segments based on shopping frequency. Heavy Shoppers lead at 50% of the base, Moderate Shoppers follow at nearly one third, while Light Shoppers represent 16%.
Heavy Shoppers are the most digitally active segment, with 41% joining livestream events, 57% using buy now pay later, and 52% opting for courier drop offs.
Moderate Shoppers show early adoption of convenience features, with 23% using augmented reality tools while shopping and 11% trying retail subscription services.
Light Shoppers prioritize price as the top purchase factor, followed by monetary savings, low costs, and free shipping, with 45% still choosing Cash on Delivery.
Shopee leads platform usage across all 3 Vietnamese shopper segments. TikTok Shop is gaining strong traction among younger Light Shoppers aged 18 to 24 through entertaining content and attractive discounts.

The Heavy Shopper: Digital is Default

Making up 50% of online consumers, the Heavy Shopper is the backbone of Vietnam’s e-commerce economy (TGM Vietnam E-commerce Insights 2025, N=1120). These individuals shop online at least once a week, often more with online shopping seamlessly integrated into their everyday lives. A majority of this segment is female, and they frequently turn to platforms like Shopee and Lazada for purchases across fashion, beauty, and personal care.

Heavy Shoppers (N=186) are digitally mature and open to experimentation. They are the most likely to participate in livestream shopping events (41%) and more than half have used a buy now, pay later (BNPL) service. Delivery is a non-negotiable for this group, with 52% opting for courier drop-offs, and a growing number are trying out newer features such as augmented reality tools, subscription models, or virtual consultations.

Heavy shoppers are digital-first, experimental, and lead in livestream shopping, BNPL, courier delivery, and new features like AR and subscriptions.

For brands, engaging Heavy Shoppers means delivering seamless, personalized, and rewarding shopping experiences that cater to their pace and expectations. They are open to innovation, but only if it enhances convenience.

The Moderate Shopper: Intentional, Value-Oriented

Moderate shoppers show growing interest in convenience-driven features like AR and subscriptions, while favoring practical payment methods like bank transfers and COD.

Moderate Shoppers make up nearly a third of Vietnam’s online consumer base. While not as frequent as Heavy Shoppers, they still engage actively—typically shopping online two to three times per month. This group skews slightly male and is heavily focused on value, leaning into product categories like clothing, footwear, and personal care.

They’re open to digital enhancements when there's clear value. TGM latest Vietnam E-commerce report revealed that23% have used augmented reality tools while shopping, and 11% have explored retail subscription services for consumer goods, showing early but growing interest in convenience-focused features. Bank transfers and Cash on Delivery (COD) remain the most popular payment methods, reflecting a practical, deliberate spending approach.

While Shopee remains their preferred platform, Lazada and TikTok Shop are also part of their browsing mix—especially when paired with strong deals or added perks. To connect with Moderate Shoppers, brands should focus on value-first messaging, trusted influencer content, and smooth payment and delivery experiences. Seasonal bundles, free gifts with purchase, or clear cost savings go a long way with this intentional, comparison-minded group.

Want to go beyond the basics? Unpack the key shifts redefining Vietnam’s e-commerce landscape.

The Light Shopper: Cautious but Curious

Representing 16% of online consumers, Light Shoppers buy online occasionally or on a monthly basis, often driven by need rather than discovery or habit. Interestingly, a significant portion (35%) falls within the 35–44 age group, and many retain strong preferences for offline shopping, especially for everyday essentials like food and medicine.

That said, this segment is gradually warming up to digital commerce when the value is clear. Price and free shipping top their list of priorities, indicating a practical mindset shaped by savings. Shopee leads as the most used platform thanks to its familiarity and reliability, while TikTok Shop is gaining traction with younger Light Shoppers (18–24), drawn in by entertaining formats and attractive discounts.

Light shoppers value savings and free shipping, favor Shopee for reliability, and younger ones are drawn to TikTok Shop’s fun and discounts.

But trust remains non-negotiable. With 45% still opting for Cash on Delivery (COD), flexibility and reassurance are critical to winning their confidence. To engage this cautious yet curious group, brands should prioritize clarity, build credibility, and simplify the path to purchase. Straightforward messaging, visible COD options, and user-friendly experiences go further than flashy features. Gentle, timely prompts—like email nudges or seasonal deals—can help nudge them from browsing to buying without overwhelming them.

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 = 1,120
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.