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Vietnam B2C E-Commerce Market 2019

Vietnam B2C E-Commerce Market 2019

New report from yStats.com suggests continued expansion of online retail in Vietnam

Online retail sales year on year to increase at a double-digit rate for next 6 years
Even though the logistics infrastructure presents challenges and digital payment options are limited, Vietnam is projected to have one of the Southeast Asia region’s fastest B2C E-Commence sales growth rates through 2025. The yStats.com publication cites information indicating that part of the background of this rapid growth is the young tech-savvy population and the growing number of smartphones that permits access to the Internet and web-based merchants.

Social and M-Commerce contribute to B2C E-Commerce growth
The smartphone’s role in increased online retail sales in Vietnam is reflected in the numbers of shoppers who make purchases through digital merchants’ apps. The yStats.com report also cites surveys indicating that social commerce is a driver of online retail sales as over forty percent of social media users purchased goods or services through social media such as Facebook.

Regional and global E-Commerce sellers compete in growing Vietnamese market
The recent expansion of online retail in Vietnam attracts the attention of merchants prepared to capture a share of the market. As cited in the yStats.com report, the most popular E-Commerce websites in the country were Shopee, Tiki and Alibaba-supported Lazada, which had been the leader until recently. Other players in the top five were local retailers Sendo and Thegiodidong.com. China’s JD.com has recently invested heavily in Vietnam’s Tiki.vn, an indication of the competition for attention of the growing number of online shoppers in the country.


1. Management Summary
2. Overview & International Comparisons
B2C E-Commerce Market Overview and International Comparisons, August 2019
B2C E-Commerce Sales, in USD billion, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, 2018e & 2023f, and CAGR, in %, 2018e - 2023f
B2C E-Commerce Sales by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, in USD billion, 2015, 2018e & 2025f, and CAGR, in %, 2018e - 2025f
Digital Payment Service Penetration, Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, in % of Respondents, Q2 2018
Top 10 Most Visited E-Commerce Platforms, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, Q1 2019
Top 10 Shopping Apps by Most Active Monthly Users, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, Q1 2019
3. Trends
Breakdown of Internet Traffic by Device, in %, 2018
Shopping-Related Activities Carried Out Online, in % of Internet Users, 2018
Devices Used for Shopping Online, in % of Online Shoppers, 2018
Devices Used for Shopping Online, in % of Online Shoppers, 2017 & 2018
Channels Used to Shop Online, in % of Online Shoppers, 2018e
Breakdown of Reasons to Use Social Media, in % of Social Media Users, September 2018
Product Categories Purchased Online via Social Networks, in % of Online Shoppers, 2018
Share of Companies Doing Business on Social Networks, and on E-Commerce Marketplaces, in %, 2018
Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, 2018
4. Sales & Shares
B2C E-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2014-2017 & 2020f
Internet Economy Market Size, in USD billion, by Sector, 2015, 2018e & 2025f
Retail E-Commerce Sales, in USD billion, 2018e & 2023f
B2C E-Commerce Share of Total Retail Sales, in %, 2012-2017 & 2020f
5. Internet Users & Online Shoppers
Internet Penetration, in % of Population, 2017-2022f
Online Shopper Penetration, in % of Internet Users, 2018e
Breakdown of Frequency of Shopping Online, in % Urban Internet Users, 2018e
Breakdown of Average Annual Online Spending, in % of Online Shoppers, 2018e
Barriers to Online Shopping, in % of Internet Users Who Do Not Shop Online, 2018e
6. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018e
Product Categories Purchased Online, in % of Online Shoppers, 2018
Share of Respondents Who Prefer to Purchase a Product Category Online Rather Than via Other Channels, by Product Category, in % of Respondents, 2018
E-Commerce Share of Total Retail Sales of FMCG in Urban Areas, in %, 2017 & 2018
7. Payment
Factors Most Important to Online Shoppers When Buying Online, in % of Online Shoppers, 2018e
Breakdown of Payment Methods Used in Latest Online Purchase, in % Online Shoppers, 2018
Breakdown of Preferred Payment Methods for Online Purchases, in % Respondents, 2018
Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016 & 2018e
Payment Providers Used, in % of E-Commerce Companies Using Payment Providers, 2017
8. Delivery
Breakdown of Perceptions on Online Shopping, incl. Delivery-Related, in % Respondents, 2018
Reasons to Shop and Not to Shop Online, incl. Delivery-Related, in % of Online Shoppers and Internet Users Who Do Not Shop Online, 2018
Reasons For Cancelling an Online Order, in % of Online Shoppers, 2017 & 2018
9. Players
Overview of B2C E-Commerce Players, August 2019
Top 10 B2C E-Commerce Websites, by Average Monthly Visits, in millions, Q2 2019
Websites Used for Online Shopping, in % of Online Shoppers, 2018
Breakdown of Websites Mostly Used for Shopping Online, in % of Online Shoppers, 2018
Top 4 Online Shops by Product Category, incl. “Fashion”, “Beauty Care”, “Food”, and “IT/ Electronics”, in % of Online Shoppers in Each Category, 2018

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