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Vietnam B2C E-Commerce Market 2017

Vietnam B2C E-Commerce Market 2017

yStats.com: Social and mobile commerce on the rise in Vietnam

In Vietnam, online retail makes up about 1% of the total retail market. Various forecasts cited in the yStats.com publication predict that this number will significantly multiply by 2020. Drivers to this growth are an increase in smartphone and Internet penetration rates as well as growing customer openness to online shopping. Barriers still exist such as poor logistics infrastructure and the dominance of cash payments that stop E-Commerce from reaching full potential. Vietnam’s top players like the FPT Corporation, Mobile World, Lazada, and Tiki have decided to invest into developing their delivery and payment infrastructure to account for the growing demand.

Notably, Facebook has become one of the leading platforms for online purchasing in Vietnam. Surveys cited in the yStats.com report state that a double-digit share of online consumers have placed orders via this social network.

M-Commerce is another key trend in Vietnam’s online retail market. Information from the yStats.com report suggests that as of 2016, 3G connections increased to a medium double-digit figure in the millions, with this number expected to add several more millions by 2020. Over half of digital buyers use their smartphones for online purchases, but computers and laptops are still the most used devices.


1. Management Summary
2. Overview & International Comparisons
Overview of B2C E-Commerce Market and International Comparisons, April 2017
B2C E-Commerce Sales in Southeast Asia, by Country, incl. Vietnam, in USD million, 2015
Total Retail Sales and Retail E-Commerce Sales in Southeast Asia, by Country, incl. Vietnam, in USD billion, 2016
B2C E-Commerce Sales in Southeast Asia, by Country, incl. Vietnam, in USD billion, 2015 & 2025f
B2C E-Commerce Share of Total Retail Sales in Southeast Asia, by Country, incl. Vietnam, in %, 2015 & 2025f
Online Hotel and Airline Sales in Southeast Asia, by Country, incl. Vietnam, in USD billion and in % of Total Hotel and Airline Sales, 2015 & 2025f, and CAGR, in %, 2015-2025f
Online Ride Sales in Southeast Asia, by Country, incl. Vietnam, in USD billion, 2015 & 2025f, and CAGR, in %, 2015-2025f
Internet User Penetration, by Country, incl. Vietnam, in % of Individuals, 2015
Average Fixed Internet Connection Speeds in Southeast Asia, by Country, incl. Vietnam, in MB per Second, Q2 2016
Internet Users Growth in Southeast Asia, by Country, incl. Vietnam, in %, January 2017 Compared to January 2016
Internet Users in Southeast Asia, by Country, incl. Vietnam, in millions, 2015 & 2020f
Number of Internet Users Who Researched Products or Services Online, by Country, incl. Vietnam, in millions, 2015
Top 10 E-Commerce Platforms Preferred for Online Shopping, by Rank, by Country, incl. Vietnam, 2015
3. Trends
Overview of B2C E-Commerce Trends, April 2017
Mobile 3G Connections, in millions, 2013 –2016
Smartphone Users, in millions, and Penetration, in % of Population, 2015 – 2020f
Devices Used for Online Shopping, in % of Online Shoppers, August 2016
Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps, in %, June 2016
Online Shopping Channels, incl. “Social Network”, in % of Online Shoppers, 2015
Share of Online Shoppers who Have Used Facebook for Online Shopping, in %, July 2016
4. Sales & Shares
B2C E-Commerce Sales, in USD million, and Share of Retail Sales, in %, 2011 & 2016e
Retail E-Commerce Sales, in USD billion, 2016e & 2017f
E-Commerce Share of Total Retail Sales, in %, 2016e & 2020f
B2C E-Commerce Sales, in USD billion, 2015 & 2025f
B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2025f
5. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2010 – 2015
Number of Internet Users, in millions, 2011 & 2015
Online Shopper Penetration, in % of Daily Internet Users, 2014 & 2015
Barriers to Online Shopping, in % of Internet Users Who Do Not Shop Online, 2015
Breakdown of Frequency for Online Shopping, in % of Online Shoppers, August 2016
Breakdown of Online Spending per Purchase, in USD, in % of Online Shoppers, August 2016
6. Products
Product Categories Purchased Online, in % of Online Shoppers, 2015
Product Categories Purchased Online, in % of Online Shoppers, August 2016
Product Categories Purchased Online, in % of Online Shoppers, by Gender, Age Group and Total, July 2016
Product Categories Purchased Online, in % of Online Shoppers, and Share of Online Shoppers Who Buy These Categories Online More Frequently Than In-Store, in %, November 2016
Online Travel Sales, in USD billion, 2015 & 2025f
7. Payment
Payment Methods Used in E-Commerce, in % of Online Shoppers, 2014 & 2015
Breakdown of Payment Methods Used in E-Commerce, in % Online Shoppers, August 2016
Payment Methods Offered, in % of E-Commerce Companies, 2015
Top 5 Online Payment Service Providers, in % of E-Commerce Companies Accepting Online Payment, 2015
8. Delivery
Breakdown of Forms of Delivery Services Used by E-Commerce Companies, in % of E-Commerce Companies, 2015
Causes of Dissatisfaction when Shopping Online, in % of Online Shoppers, August 2016
Delivery-Related Factors That Would Encourage Online Shoppers to Buy Online, in %, November 2016
9. Players
Overview of B2C E-Commerce Players, April 2017
Breakdown of B2C E-Commerce Sales by Top 6 Players and Others, in %, 2015
Breakdown of Websites Most Frequently Used for Shopping Online, in % of Online Shoppers, July 2016
Awareness and Usage of Top 15 E-Commerce Websites, in % of Online Shoppers, August 2016
Top 10 Local B2C E-Commerce Websites, by Website Visits, in millions, incl. Vietnam’s Share of Website Visits, in %, and Estimated Number of Visits from Vietnam, in millions, February 2017
Top 5 Local C2C E-Commerce Websites, by Website Visits, in millions, incl. Vietnam’s Share of Website Visits, in %, and Estimated Number of Visits from Vietnam, in millions, February 2017
Top 10 E-Commerce Apps, by Popularity, by B2C/B2CB2C and C2C, by Platform, March 2017

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