How Do Vietnam's Consumers Shop Online? - eMarketer

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How Do Vietnam's Consumers Shop Online?

Mostly via desktop PC

August 24, 2016

Online shopping is experiencing a period of dramatic growth in Vietnam. eMarketer forecasts the country’s retail ecommerce sales will grow by more than 20% per year through 2017 to reach $2.08 billion. According to July research, the possibilities of digital shopping are most likely to be affecting the apparel and electronics sectors.

Product/Service Categories Purchased Digitally by Digital Buyers in Urban Vietnam*, by Demographic, July 2016 (% of respondents in each group)

Based on new July 2016 data from Vietnamese market research firm Q&Me, internet users in urban Vietnam are increasingly shopping online for items like fashion, technology and appliances. In Q&Me’s survey, 46% of respondents from Ho Chi Minh City and Hanoi had purchased a fashion product digitally, while another 39% mentioned they had purchased an IT product or mobile phone.

Kitchen and home appliances rounded out the top three most popular products, with 35% mentioning the category.

When it comes to the devices these same consumers used to make their digital purchases, many relied on a home PC or smartphone using the mobile web. Just over half (52%) of respondents in Q&Me’s survey used a home PC, while 47% used the browser on their smartphone. Smartphone-based mobile apps came in third, used by 40% of respondents.

Devices Used to Make Digital Purchases Among Digital Buyers in Urban Vietnam*, by Demographic, July 2016 (% of respondents in each group)

Yet even as more consumers in Vietnam purchase products online, Vietnamese retailers still face an uphill battle convincing more people to shop digitally. Despite the market’s increases, many sellers report they receive less than 50% of their revenues from online sources , and many shoppers express a lingering mistrust of the quality of products they purchase online.

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