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Philippine, Vietnamese & Indonesian Consumer Online Shopping Behavior Survey

Philippine, Vietnamese & Indonesian Consumer Online Shopping Behavior Survey

International e-commerce brands have been seeking their place in the Southeast Asian market which have boasted to have three advantages: the population size, fair economic performance, and the high level of urbanization. For this reason, MIC (Market Intelligence & Consulting Institute) conducted an online questionnaire survey on consumer online shopping behavior in the fourth quarter of 2017 and collected 350 effective samples each from the Filipino, Vietnamese, and Indonesian consumers to understand how they behave toward online shopping.A detailed comparison of the online shopping behavior of consumers living in the Philippines, Vietnam, and Indonesia is also provided.


  • Key Research Findings
    • Key Behavioral Trends: Similarities (1/2)
    • Key Behavioral Trends: Differences (1/2)
  • Online Shopping Behavior Analysis- the Philippines
    • Smartphone is the Most Popular Consumer Electronics, Followed by Desktop PC
    • Filipino Consumers Aged 36-40 Have the Highest Smartphone, Desktop PC and Tablet Usage Rates
    • Product Information Received Mostly From Facebook, followed by TV Commercial
    • Facebook Usage is the Highest at All Ages; Youtube, IG, Blogger, and Internet Celebrity Show Certain Influence on Young People
    • Apparel and Boutique Purchases Happen Mostly at Department Store in the Philippines
    • Cosmetics Purchases Happen Mostly at Department Store; Consumer Electronics on e-Commerce Platform
    • Mobile Shopping's Share Reaches 63%, Higher than PC Shopping's 57%
    • Filipino Consumers Aged 30 and below Prefer Mobile Shopping; Aged 36-45 Favor PC Shopping
    • Top 3 Online Shopping Items: Consumer Electronics, Apparel & Accessories, Boutique
    • Lazada is the Most Popular Online Shipping Site in the Philippines, Followed by Shopee
    • 49% of Filipinos Sometimes Willing to Try New Online Shopping Platform
    • Cash on Delivery is the Most Popular Payment Methods in the Philippines
    • Filipino Consumers at All Ages Prefer "Cash on Delivery"; Aged 21-40 Have the Highest "Credit Card" Usage Rates
    • Home Delivery is the Most Common Delivery Method in the Philippines
    • Filipino Consumers at all Ages Show No Difference in Delivery Method Preferences
    • Quality and Delivery Issues are Top Concerns for Filipino Consumers
    • 87% of Filipino Consumers Show Positive Attitude toward Online Shopping
  • Online Shopping Behavior Analysis-Vietnam
    • Smartphone is the Most Common Consumer Electronics, Follows by Notebook PC
    • Vietnamese Consumers Aged 36-40 Have the Highest Mobile Phone, Desktop PC and Tablet Usage Rates
    • Product Information Received Mostly from Facebook, followed by Portal Site and TV Commercial
    • Facebook Usage is High at All Ages; Youtube, IG, Blogger & Internet Celebrity Show Certain Influence on Young People
    • Apparel and Boutique Purchases Happen Mostly at Shopping Mall
    • Cosmetics and Consumer Electronics Purchases Happen Mostly at Hypermarket
    • PC Shopping's Share Reaches 70%, Higher than Mobile Shopping's 61%
    • Vietnamese Consumers Aged 16-25 Prefer Mobile Shopping; Aged 26 and Above Favor PC Shopping
    • Top 3 Online Shopping Items: Consumer Electronics, Apparel & Accessories, Home Appliances
    • Lzazda is the Most Popular Online Shopping Website in Vietnam, Followed by Sendo
    • 57% of Vietnam's Consumers Sometimes Willing to Try New Online Shopping Platform
    • Cash on Delivery is the Most Common Payment Method in Vietnam
    • Vietnamese Consumers at All Ages Favor "Cash on Delivery"; Aged between 21-35 Favor "Bank Transfer" over "Credit Card"
    • Home Delivery is the Most Popular Delivery Method in Vietnam
    • Cash on Delivery is the Most Popular Delivery Method at All Ages in Vietnam
    • Quality and Delivery Issues are the Top Concerns for Vietnamese Consumers
    • 93% of Vietnamese Consumers Show Positive Attitude toward Online Shopping
  • Online Shopping Behavior Analysis-Indonesia
    • Smartphone is the Most Popular Consumer Electronics, Followed by Notebook PC
    • Indonesia Consumers Aged 36-45 Have the Highest Mobile Phone, Desktop PC, Tablet and Notebook PC Usage Rates
    • Product Information Received Mostly from TV Commercial, Followed by Search Engine
    • Youtube and IG Have Greater Influence on Ages 25 and Under than Facebook in Indonesia
    • Apparel Purchases Happen Mostly on e-Commerce Platform; Boutique at Department Store
    • Cosmetics Purchases Happen Mostly at Department Store; Consumer Electronics on e-Commerce Platform
    • Mobile Shopping's Share Reaches 75%, Higher than PC Shopping's 34%
    • Indonesia Consumers at All Ages Prefer Mobile Shopping in Indonesia
    • Top 3 Online Shopping Items: 3C, Apparel & Accessories and Boutique
    • Lzazda is the Most Popular e-Commerce Platform in Indonesia, Followed by Tokopedia
    • 64% of Indonesia Consumers Sometimes Willing to Try New Shopping Platform
    • Bank Transfer is the Most Common Delivery Method for Indonesia Consumers
    • Indonesia Consumers at All Ages Prefer "Bank Transfer"; Aged 30 and Below "Cash on Delivery"; Aged 31 and Above "Credit Card"
    • Home Delivery is the Most Common Delivery Method in Indonesia
    • Indonesian Consumers at all Ages Show Virtually No Difference in Delivery Method Preference
    • Quality and Delivery Issues are Top Concerns for Indonesian Consumers
    • 84% of Indonesia Consumers Show Positive Attitude towards Online Shopping
  • Comparison of Three Countries on Consumer Online Shopping Behavior
    • Smartphone Usage is the Highest in Three Countries; Notebook PC Usages in Vietnam is Much Higher Than the Other Two
    • Facebook Usage is the Highest in Three Countries, Followed by TV Commercial, Portal Website, and Search Engine
    • Filipino & Vietnamese Consumers Purchase Apparel at Physical Stores While Indonesia at e-Commerce Platforms
    • Consumers in Three Countries Usually Buy Boutique at Physical Stores
    • Consumers in Three Countries All Prefer to Buy Cosmetics at Physical Stores
    • Filipino Consumers Often Buy Consumer Electronics at eCommerce Platforms while Vietnamese & Indonesian at Physical Stores
    • Vietnamese Consumers Favor PC Shopping while Indonesian Consumers Prefer Mobile Shopping
    • Consumer Electronics & Apparel are Most Popular Online Shopping Items in Three Countries
    • Lazada is the Most Popular Online Shopping Site in Three Countries
    • Indonesian Consumers are Most Willing To Sometimes Try New Shopping Platform
    • The Philippines and Vietnam Prefer "Cash on Delivery" While Indonesia Favors "Bank Transfer"
    • Home Delivery is the Most Popular Delivery Method in All Three Countries
    • Quality and Delivery Issues are Top Concerns with Online Shopping in Three Countries
    • Consumers in Three Countries All Show Positive Attitude towards Online Shopping

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