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Vietnam B2C E-Commerce Market 2015

Vietnam B2C E-Commerce Market 2015

Online Retail Is Gaining Momentum in Vietnam

According to the findings of the new report by Hamburg-based secondary market research company yStats.com, titled “Vietnam B2C E-Commerce Market 2015”, online retail in this country is catching on. The CEO and founder of yStats.com, Yücel Yelken, highlights that “B2C E-Commerce in Vietnam is driven by increasing Internet and online shopper penetration, but delivery and payment infrastructure are in need of improvement”.

Although Vietnam was ranked as the smallest B2C E-Commerce market in Southeast Asia in terms of sales two years ago, online retail is gaining momentum there. Growing Internet and online shopper penetration, as well as increasing online spending per shopper, are driving up online retail sales in Vietnam. In the next five years, the Vietnamese B2C E-Commerce market is expected to experience strong double-digit growth rates. Improvement in the two important infrastructure factors, payment and delivery, could give a further boost to B2C E-Commerce in Vietnam. Last year, close to two thirds of E-Commerce websites in Vietnam received complaints from online shoppers regarding delivery times. Furthermore, nearly half of Internet users who do not yet shop online admitted to not having a credit card to pay in online stores, while cash on delivery was by far the leading payment method among current online shoppers.

Social commerce is one of the most important trends in the online shopping market in Vietnam. Close to 90% of online buyers of fashion products made at least one online purchase from this category via Facebook. The shopping orders of items displayed via this social network are accepted via Facebook messages and phone calls, and paid for mostly by cash on delivery. With smartphone ownership increasing, M-Commerce is also becoming a trend. In 2014, a popular online shopping portal in Vietnam, Sendo.vn, received funding from Japanese investors in order to launch a smartphone shopping website.

Other leading players on the emerging online shopping market in Vietnam include online retailer and marketplace Lazada.vn, Vatgia.com’s marketplace, online classifieds websites such as 5giay.vn and Chotot.vn, and electronics merchant Mobile World JSC with its online store Thegioididong.com. As B2C E-Commerce in Vietnam grows, more companies, including local and foreign players, are entering the market and rivalry is intensifying.


1. Management Summary
2. Overview and International Comparisons
B2C E-Commerce Overview and International Comparisons, August 2015
Online Shopper Penetration, by Selected Emerging Markets, incl. Vietnam, in % of Adult Internet Users, May 2014
Share of Households Buying FMCG Products Online at Least Once in 2014, by Selected Countries Worldwide, incl. Vietnam, in %, 2014
Number of Internet Users in Asia-Pacific, by Country, incl. Vietnam, in millions, 2013 – 2018f
Internet Penetration in Asia-Pacific, by Country, incl. Vietnam, in % of Population, 2013 – 2018f
Share of Respondents who Made at Least One Purchase Online in the Previous Three Months in Asia-Pacific, by Selected Countries, incl. Vietnam, in %, Q4 2014
Mobile Shopper Penetration in Asia-Pacific, by Selected Countries, incl. Vietnam, in % of Respondents, 2012 – 2014
Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Selected Countries, April 2015
Internet Penetration in Southeast Asia, by Country, incl. Vietnam, in % of Population, 2014
B2C E-Commerce Share of Total Retail Sales in Southeast Asia, by Country, incl. Vietnam, in %, 2013
Devices Most Used for Online Shopping in Southeast Asia, by Country, incl. Vietnam, Compared to Global Average, in % of Online Shoppers, Q1 2014
Breakdown of the Last Online Purchase in Southeast Asia, by Device Used, in % of Online Shoppers, by Country, incl. Vietnam, 2014/Q1 2015
Activities Carried Out on Smartphones at Least Weekly in Southeast Asia, incl. Purchase, by Country, incl. Vietnam, in % of Smartphone Users, 2014/Q1 2015
Top 3 Drivers of Online Shopping in Southeast Asia, by Countries, incl. Vietnam, Q1 2014
Share of Internet Users Who Do Not Trust to Provide Credit Card Information Online in Southeast Asia, by Country, incl. Vietnam, Compared to Global Average, in % of Internet Users, Q1 2014
3. Trends
B2C E-Commerce Trends Overview, August 2015
Devices Used, incl. Mobile, in % of Respondents, April 2015
M-Commerce Share of Total B2C E-Commerce Sales, in %, 2018f
Breakdown of Frequency of Online Shopping via Smartphone, in % of Smartphone Users, November 2014
Share of Online Buyers of Fashion Products who Ordered Fashion Products Online via Facebook Pages, in %, December 2014
Product Categories Purchased Online via Facebook, in % Online Shoppers Who Purchase On Facebook, December 2014
Payment Methods Used When Purchasing Items on Facebook, by Age Group, in % Online Shoppers Who Purchase on Facebook, December 2014
Online/Offline Purchase Behavior after Online/Offline Research, in % of Internet Users,
2014/April 2015
4. Sales & Shares
B2C E-Commerce Sales, in USD billion, 2013 & 2014
B2C E-Commerce Share of Total Retail Sales, in %, 2014
B2C E-Commerce Sales, in EUR billion, 2013 & 2018f
5. Users & Shoppers
Internet Penetration, in % of Individuals, 2010 - 2014
Number of Internet Users, in millions, and in % Penetration, 2013 - 2018f
Online Shopper Penetration, in % of Internet Users, 2013 & 2014
6. Products
Product Categories Purchased Online, in % Online Shoppers, 2013 & 2014
Online Share of Total Modern Retail Sales of Grocery, in %, 2013 & 2014
7. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, 2013 & 2014
Factors Considered in Online Shopping, incl. Payment, in % of Online Shoppers, 2014
8. Delivery
Complaints Received by E-Commerce Websites, incl. Delivery, in % of E-Commerce Websites, 2014
9. Players
E-Commerce Player Overview, August 2015
Most Often Visited E-Commerce Websites, in % of Respondents, 2014
Websites Most Often Used for Online Shopping, in % of University Students Who Shop Online, February 2015
E-Commerce Websites Used to Purchase Fashion Products from, in % of Online Shoppers who Purchased Fashion Products, by Age Group, December 2014
Top 10 E-Commerce Websites by Visits, by Website Rank, August 2015
Breakdown of E-Commerce Marketplaces, by Market Share, in %, 2014

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