VIETNAM MOBILE APPLICATION REPORT 2021

VIETNAM MOBILE APPLICATION
REPORT 2021
20
21

01. Vietnam - country profile & economy
02. The smartphone market
03. Mobile game
04.Mobile advertising
05. E-payment & e-commerce
06.Key highlights
OUTLINE
2 Vietnam mobile application report 2021

FOREWORD
“Vietnam mobile application report 2021” is the
next publication annually produced by Appota’s
market research team. This publication has con-
tent referring to the smartphone retail market,
smartphone market share in the Vietnamese
market according to different criteria. In addition,
the report provides information on the mobile
game market, mobile advertising and finally
payment & e-commerce in Vietnam.
The Covid-19 pandemic caused a lot of turmoil in
the economy, but when the pandemic declined
and the economy slowly recovered, it was time
for the economy to shift to digitization and to
business areas on the platform numbers will have
a chance to grow at a higher rate.
Consumer behavior also has a strong change
as the number of digital users in Vietnam
increases, making room for development for
industries surrounding the mobile phone eco-
system remains huge.
Appota hopes that with 9 years of working in the
digital entertainment industry, the report on the
smartphone and smartphone application market
in Vietnam in the second half of 2020 will provide
useful information for readers as well as partners,
the press. and business.
3
Vietnam mobile application report 2021

SUMMARY
The second half of 2020 witnessed the second wave
of Covid-19, however the impact level is no longer
as great as the first wave since the Government has
well controlled the epidemic. The gradual reopening
of the economy has made GDP in the third and fourth
quarter grow significantly. Vietnam ended 2020 with
positive GDP growth of 2.91%.
The second wave is not too much of a direct
influence, making the trends in smartphones
and mobile applications stay relatively unchanged
from the previous half of 2020. The Vietnamese
smartphone market is still led by two brands
Samsung and Apple, but Vietnamese people are
tending to download and use more applications
than in 2019.
The mobile games market is attracting a lot of new
users with strong revenue growth in the past 2020.
Especially role-playing games and eSports are the
most popular genres of mobile games.
The mobile advertising market does not have too
much change, the total amount spent on the digital
advertising market and mobile advertising has almost
no significant change compared to 2019. Vietnamese
users tend to download more applications, making
advertising on applications more important and
popular.
The e-payment market and e-commerce market,
although recorded as an explosive trend after the
pandemic and increasing a large number of new
users, have not seen strong growth in terms of
revenue. This can be explained by the economic
impacts caused by the pandemic which created
psychological instability of the users, making the
purchasing power of Vietnamese consumers
somewhat limited. The e-commerce market at
the end of the year becomes extremely vibrant
with the big shopping festivals taking place,
the e-commerce giants have made good use of
the golden time to compete and promote their
brands.

01
VIET NAM - COUNTRY
AND ECONOMIC
PROFILE
5

COUNTRY
PROFILE
Source: Worldometers
Population: 97,338,582 December 2020
10%
100+
95-00
90-94
85-89
80-84
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
10-14
5-9
0-4
10%
8%
Male 0.0%
0.1%
0.2%
0.3%
0.4%
0.7%
1.4%
2.1%
2.6%
3.0%
3.4%
3.6%
4.0%
4.4%
4.5%
3.6%
3.5%
3.8%
4.1%
4.3%
0.2%
0.4%
0.6%
0.7%
1%
0.0% Female
8%
6% 6%
4% 4%
2% 2%
0%
1.7%
2.4%
2.8%
3.0%
3.4%
3.6%
4.0%
4.3%
4.3%
3.4%
3.2%
3.5%
3.7%
3.8%

Source: Worldometers, PopulationPyramid
Vietnam urbanization rate
2005 2010 2015 2020
27% 31% 34%
38%
73% 69% 66% 62%
Urban population Rural population
7

VIETNAM ECONOMIC STATE IN
THE SECOND HALF OF 2020
In 2020, Vietnam’s economy growth rate was 2.91% compared to 7.02% of last year due to the impact of the
Covid-19 epidemic, which affects the economy in the negative way.
However, 2.91%is still a relatively positive number when compared to other countries in Southeast Asia as
well as in other continents.
Vietnam GDP growth 2011-2020
GDP growth rate in Asia
2011
Vietnam
Philipines Thailand Maylaysia Singapore Japan Indonesia
2013 2015 2017 2019
2012 2014 2016 2018 2020
6.24%
2.91%
-9.50% -6.10% -5.60% -5.40% -4.80% -2.07%
5.42%
6.68%
6.81% 7.02%
5.25%
5.98%
6.21%
7.08%
2.91%

VIETNAM ECONOMIC FORECAST
IN 2021
With effective measures to control the Covid-19 situation, as well as Vietnam economic structure does not
majorly depend on the affected industries. Vietnam has had positive growth in 2020, this is a very impressive
number and Vietnam melon ranks among the countries with the best GDP growth in the world. Therefore, many
of reputable economic organizations such as Fitch, World Bank ... have forecasted that Vietnam’s economy will
recover completely to its pre-pandemic level with a growth rate of 6-8% compared to GDP in 2020.
Vietnam economic forecast 2021
Annual GDP Growth
Fitch
Ratings
Standard
Chartered
HSBC World
Bank
ADB
10
8
6
4
2
0
8.6% 7.8% 7% 6.8% 6.3%
9

According to a survey from IFM, the consumer confidence index in Vietnam after the pandemic has reached the
lowest level ever seen in the past 20 years. This means that consumers are no longer optimistic about personal
income and the economic situation. This has led to a change in consumer spending habits, consumers tend to save
money and cut down on spending to avoid future risks.
The CPI during the second Covid-19 outbreak in Vietnam clearly demonstrated a change in consumer sentiment
in the second half of 2020. When the pandemic broke out, consumer spending declined during the second half of
2020. During the third quarter of 2020, consumers also have a more conservative mindset in spending and cut down
on unnecessary spending. Meanwhile, at the time of February 2021 near Tet, the purchasing power and spending
of consumers had a growth mainly due to the time of approaching Tet, causing CPI price to witness an increase
compared to the previous time.
2012 2014 2016 2018 2019 T1/2020 T5/2020 T7/2020
Source: IFM
Source: General Statistic Office
Before Covid-19 Outbreak Post Covid-19 Outbreak
92
92
51
68
91
84
22 27
CONSUMER SPENDING AND ECONOMIC
CONFIDENCE DECLINED IN 2020
0.60%
0.40%
0.07% 0.12%
0.09%
-0.01%
0.06%
1.52%
Jun 20 Jul 20 Aug 20 Sep 20 Oct 20 Nov 20 Jan 21 Feb 21

02
VIETNAM
SMARTPHONE
MARKET
11

GENERAL STATISTICS
SMARTPHONE
70%
70%
6,5 HOUR/DAY
64%
95%
3 HOURS AND 18 MINUTES
Smartphone
Internet
Of population use mobile phone
Of population has access to the Internet
Is the average daily internet usage
Of mobile subscription has 3G/4G connection
95% of population access to the Internet via mobile
Is the average mobile internet usage
Source: We Are Social, Appota, Vneconomy

INTERNET SPEED
IN VIETNAM
Mobile Internet speed in Vietnam (Unit: Mbps)
Average Internet cost per month (Unit:USD)
66.82
31.44
60.88
25.6
19.22
28.28
17.26
Mobile internet speed reached 60.88 Mbps, up 40.7% compared to 2019 Vietnam is
among the top 12 countries with the most affordable Internet fee globally, about $ 11.27 equivalent to 260,000
VND. The easy-to-access rates make the Internet widely available nationwide, especially mobile internet. In
addition, smartphones are being prioritized as the main connecting device thanks to the convenience and
popularity, the development of Internet infrastructure and quality in Vietnam has made mobile Internet speed
significantly improved, ranking second in Southeast Asia.
Ukraine
Syria
Russia
Bhutan
SriLanka
Iran
Kazkhstan
M
oldova
Belarus
Rom
ania
M
ongolia
Vietnam
$6,41 $6,69
$7,50
$8,71
$9,58 $9,60
$9,76
$9,95
$10,11 $10,59 $11,10 $11,27
Source: SpeedTest Global Index
13

VIETNAMESE INTERNET USER BY
AGE GROUP
Source: Statista
Generation Z and Millennials are the 2 generations that use the Internet the most in Vietnam
20%
8%
4%
17%
23%
28%
6-14 years 25-34 years 45-54 years
15-24 years 35-44 years 55 years and older
14

SOCIAL NETWORK
72 million people use social networks in Vietnam, equivalent to 73% of the population
2 hours 21 minutes is the average time used on social media
Source: We Are Social
FeMale FeMale FeMale FeMale FeMale FeMale FeMale
Male Male Male Male Male Male Male
13-17
years old
18-24
years old
25-34
years old
35-44
years old
45-54
years old
55-65
years old
65
years old
4.9%
12.5%
16.3% 16.3%
8.6% 9.2%
12.5%
4.3%
4.5% 2.2%
4.6% 2.4%
0.7%
1.1%
15

THE MOST USED SOCIAL MEDIA
PLATFORMS
In the group of users aged 16-64, Youtube and Facebook are still the two most popular social networks with a
rate of up to 91-92%.
For the category of messaging apps. Zalo has surpassed Messenger to become the most popular messaging
app in Vietnam.
YOUTUBE
FACEBOOK
ZALO
FACEBOOK MESSENGER
INSTAGRAM
TIKTOK
TWITTER
SKYPE
PINTEREST
VIBER
WHATSAPP
WECHAT
LINE
TWITCH
SNAPCHAT
92.0%
91.7%
76.5%
58.5%
47.6%
38.5%
27.6%
24.1%
22.9%
22.2%
21.2%
19.9%
18.3%
17.4%
16.7%

VIETNAMESE SMARTPHONE
RETAIL MARKET SHARE
In Q3/2020, the genuine smartphone market saw Xiaomi as a prominent name with a 114% growth compared to
Q2/2020.
Apple and Realme are two brands that were no longer in the Top 5 in Vietnam in Q3/2020.
In Q4/2020, Apple is the most prominent name with sales growth of 197% over the same period in 2019. In Vietnam,
iPhones retail sales increases and replace imported products as well as the success of the iPhone 12 series has made
Apple into the Top 4 smartphone brands in Vietnam with huge growth.
Smartphone retail share in Vietnam Q3/2020
Smartphone retail share in Vietnam Q4/2020
Source: Canalys
Source: Canalys
Samsung
33%
OPPO
15%
Xiaomi
12%
VIVO
9%
Vsmart
9%
Other carrier
22%
Vendor Unit share
24%
16%
11%
11%
1
2
3
4
STT Annual growth
-19%
-28%
+197%
N/A
Apple
17
AVAILALBE IN FULL VERSION

MARKET SHARE BY
OPERATING SYSTEM
Source: StatCounter
Source: StatCounter
In the second half of 2020, the market share of iOS is showing an upward trend. This can be explained by the
result of Apple having a good number of sales in Vietnam in the second half of the year. The success of Apple
in sales has dragged the iOS market share in Vietnam to an increase in Q4/2020.
Smartphone market share by OS
Q3/2020
Smartphone market share by OS
Q4/2020
31.26%
68.21%
0.14%
iOS
iOS
Windows Phone
Windows Phone
Android
Android
0.41%
34.53%
64.57%%

MARKET SHARE BY NUMBER
OF DEVICE
Source: StatCounter
Source: StatCounter
In terms of the actual number of devices, not too much has changed in the top 5 as Samsung, Apple, Oppo,
Xiaomi and Huawei are the five most popular brands. Nokia ranked 6th in the third quarter but got out of the
top 6 and made room for Vivo in the fourth quarter.
Smartphone market share by brand
Q3/2020
Smartphone market share by brand
Q4/2020
Samsung
Samsung
Xiaomi
Xiaomi
Apple
Apple
Huawei
Huawei
Oppo
Oppo
Nokia
Vivo
1.36%
2.51%
2.89%
2,89%
33.23%
3.,26%
13.85%
7.26%
34.53%
31.38%
12.36%
7.91%
19

TRENDS IN USING MOBILE
APPLICATIONS IN VIETNAM
Smartphone usage in a week Number of app used in a week
2019 2019
2020 2020
Source: QandMe
4.0
16.8
5.1
22.1
In a survey published by QandMe, the frequency of using smartphones of Vietnamese consumers has increased
significantly in 2020. Specifically, the average time per day of use increases by 25%
from 4 hours per day to 5,1 hour per day
The average number of applications used per week also increased 31% from an average
of 16.8 applications to 22.1 applications
The major reason leading to this increase in usage is the impact of Covid-19 which has changed the habits
and increased the time spent interacting with the world through smartphones among Vietnamese consumers.

Source: Applyzer
APPLICATION DOWNLOAD
BY CATEGORIES
Mobile games are still the most downloaded apps on both iOS and Android platforms, but Android users are
more inclined to play mobile games than iOS as the game category accounts for 64.5% of downloads on
Android compared to iOS (41.2%).
The most downloaded groups of apps on iOS
The most downloaded groups of apps on Android
Games
Entertainment
Photos and videos
Business
Utilities
Education
Finance
Other
Games Entertainment
Tools Other
Take a photo Social Network
41.2%
8.1%
6.7%
5.8%
5.3%
4.9%
23.1%
4.9%
64.5%
5.5%
4.9%
4.4%
3.8%
16.9%
21

POPULAR APPLICATIONS USED
IN VIETNAM
Types of common apps and usage
Social networks, movies and texting apps are the most popular types of applications that Vietnamese
consumers use.
Therefore, Facebook and Youtube are also the two applications that consumers spend the most time using
smartphones with 25% and 12% of their usage time respectively.
Source: QandMe
Social network Game
Watch movies/Videos Shopping
Texting, calling
Weather
Other
28%
23%
16%
15%
12%
3%
3%
25%
46%
12%
7%
6%
4%
Facebook YouTube Mesenger Other
Zalo Tiktok

SHORT VIDEO APP:
TIKTOK BOOMING IN 2020
TikTok’s number of downloads in 2020 (Unit: Million downloads)
Source: App Annie
With 30% of mobile users in Vietnam installed TikTok. The number of registered accounts reached 12 million people
in 2019. By 2020 TikTok has become the fourth most popular social network in Vietnam after Facebook, Zalo and
Instagram. However, TikTok has a more focused user base than other social networks, which is a young Gen Z with
the age of 16-24 years old.
If there are apps that benefit greatly from the social distancing from Covid-19, it is TikTok. Not only is it exploding
globally as a phenomenon, in Vietnam TikTok has also become a prominent trend in 2020. In Vietnam, particularly
during a time of social distancing, TikTok has become one of the most popular entertainment applications in Vietnam
as the number of downloads peaked in March and April with nearly 2 million downloads per month.
J
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1.45
1.76
1.91
1.94
1.5
1.25
1.43
1.28
1.05
0.97
0.87
0.78
0.9
1.2
TikTok in 2020
16 millionmobile downloads
5.6 milliondownloads during the first wave of Covid-19
160%increase in downloads on iOS in 2020
23

SHORT VIDEO APPLICATION WILL BE
THE TREND IN 2021
According to We Are Social, social networking and video viewing applications are the most popular applica-
tions among users aged 16-64 in Vietnam.
The success of TikTok as a short video format in 2020 is also proof that the short video application market will
continue to explode in the near future. Especially in 2021 when Youtube and Instagram will enter this market
with Youtube Shorts and Instagram Reels.
Instagram Reels has now officially updated this feature in Vietnam in the search box, and the Youtube Shorts
are currently in the testing process. With the advantage of being intergrated on Youtube and Instagram
platforms, which are already famous and own a large user base and a much larger number of content creators
than TikTok. So the short video feature of Youtube and Instagram, although entering the market late, will
certainly create fierce competition with TikTok.
Social media
apps
94.5%
Video & Entertainment
apps
83.4%

FOOD DELIVERY APPS BECOME
POPULAR IN 2020
Previously, food delivery applications were not popular in Vietnam because the demand and habits of the market
were not large. Since 2017, when ride-hailing apps have shifted and expanded into food and electricity delivery
services like Grab and GoJek. The food delivery market becomes vibrant with competition from many competitors,
and big promotions to attract users are launched continuously, making this a new trend.
In 2020, when the outbreak of Covid-19 epidemic broke out, it created a very strong push for this service industry. In
2016, the number of people using this service regularly (at least once a week) is only 20%, by 2020 it will reach 80%.
The special thing is that with the dense appearance of food ordering applications on smartphones, the way of
using this service has changed. Specifically, in QandMe’s 2020 survey, the rate of ordering food through a third-party
mobile application has reached 82% compared to only 58% in 2018. Direct calls to order were no longer popular with
a decline of 71% - 23%.
2011 - 2017 2020
Source: QandMe
Food delivery usage in Vietnam At least once per week
2016 2018 2020
2020
20%
58% 82%
80% 71%
23%
Smartphone app
Food delivery methods in Vietnam Direct phone order
25
Vietnam mobile application report 2021 25

(257.588)
(276.541)
(4.265)
(9.799
(10.610)
(216.823)
(230.125)
Source: Sensortower, Appota
APPLICATION
RANKINGS
Top apps by month on App Store
h
JULY 2020
OCTOBER 2020
AUGUST 2020
NOVEMBER 2020
SEPTEMBER 2020
DECEMBER 2020
1
1
1
1
1
1
2
2
2
2
2
2
3
3
3
3
3
3
4
4
4
4
4
4
5
5
5
5
5
5
Facebook, Inc.
Messenger
Facebook, Inc.
Messenger
Facebook, Inc.
Messenger
Facebook, Inc.
Messenger
Facebook, Inc.
Messenger
Archosaur Games
Dragon Raja - Funtap
Cross Forward Consulting, LLC
Widgetsmith
InnerSloth LLC
Among Us!
Cục Tin học hóa, Bộ Thông tin và Truyền thông
Bluezone - Phát hiện tiếp xúc
Zalo Group
Zalo
Zalo Group
Zalo
Facebook, Inc.
Facebook
Facebook, Inc.
Facebook
Facebook, Inc.
Facebook
Facebook, Inc.
Facebook
Facebook, Inc.
Facebook
TikTok Pte, Ltd.
TikTok
Google LLC
YouTube
Google LLC
YouTube
Google LLC
YouTube
Voodoo
Shortcut Run
(265.588)
(257.588)
(257.588)
(19.247)
(18.444)
(18.444)
(216.823) (216.823)
(227.988)
(1.230.331)
(2.523.627)
(2.523.627)
(2.676.045)
(9.448)
Zalo Group
Zalo
(18.444)
Zalo Group
Zalo
(22.092)
Zalo Group
Zalo
(22.716)
Facebook, Inc.
Messenger
(274.830)
Facebook, Inc.
Facebook
(216.823)
TikTok Pte, Ltd.
TikTok
(1.230.331)
TikTok Pte, Ltd.
TikTok
(1.350.448)
Google LLC
YouTube
(2.523.627)
Google LLC
YouTube
(2.709.152)

Top apps by month on Google Play
JULY 2020
OCTOBER 2020
AUGUST 2020
NOVEMBER 2020
SEPTEMBER 2020
DECEMBER 2020
1
1
1
1
1
1
2
2
2
2
2
2
3
3
3
3
3
3
4
4
4
4
4
4
5
5
5
5
5
5
Voodoo
Scribble Rider
Badsnowball Limited
Smash Colors 3D-Trò chơi âm nhạc
Archosaur Games
Instagram
Instagram
Lion Studios
Clue Hunter
GUU
WECARE Hỏi đáp-Review-Mua sắm
SayGames
Sushi Roll 3D- Cooking A SMR Game
MeetJoy Studios
Puppy Town-Hợp nhất & Chiến thắng
Garena Internatonl i Private Limted
Garena Free Fire: ngày Booyah
Gitter Star Studio
Soul Land: Đấu La Đại Lục-Funtap
Bytedance Pte, Ltd.
CapCut
Báo hay 24h
Báo hay 24h-Tin tức, đọc báo kiếm
Badsnowball Limites
Bear Shooter - Trò chơi nhịp điệu
Voodoo
Shortcut Run
(276.079)
54.334)
(17.571)
(108.048.630)
(144.345) (3.837)
(61.585)
(551.609)
(66.621.277) (66.621.277) (66.621.277)
(.)
(213.022)
(176.503)
(6.475)
(119.320)
Source: Sensortower, Appota
VNG Game Publishing
Huyền Thoại Runeterra
(13.530)
Ambrine Studio
MU: Vượt thời đại-Funtap
(12.325)
(95.837)
(95.837)
Focus apps
Brain Find -Thử thách trí tuệ đầy thú vị
Mathpresso
Qanda: Kho bài giải toán lớn nhất Việt
StarMaker Interactive
StarMaker: Cùng hát với 50 trieuj người
(11.283)
(204.597)
(1.315.748)
TikTok Pte, Ltd.
TikTok
(933.336)
IEC Games Australia
Imposter Solo Kill
(70.011)
SayGames
DOP 2: Delete One Part
(22.490)
InnerSloth LLC
Among Us!
(5.391.371)
InnerSloth LLC
Among Us!
InnerSloth LLC
Among Us!
(5.391.371)
(8.766.222)
TikTok Pte, Ltd.
TikTok
(933.336)
APPLICATION
RANKINGS
27

VIETNAM MOBILE
ECOSYSTEM
Mobile game publisher
* The units listed are for representative only
Advertising and Marketing
Social Network
OTT Ecommerce
Internet infrastructure
Technology vehicle and food delivery
Mobile carrier
Mobile payments
Livesteam museum background

03
MOBILE GAME
29

VIETNAM MOBILE GAME
MARKET 2020
Number of mobile games released
Number of mobile games downloads (Unit: billion)
2018 2019 2020 2021F
123
171
212
200
Source: Appota
In 2020, the number of core game launches in Vietnam is 212 games, witnessing a surge compared to 2019.
In 2020, Covid-19 had a strong impact on the market and caused the demand for mobile gaming to grow strongly
globally. Vietnam also shares this trend when all indicators of downloads and the number of games grow strongly
compared to 2019.
2018
2017
2019
2020
2021
1.39
1.35
1.38
1.50
1.55
(*) Only include hardcore games

MOBILE GAMES MARKET BOOMS
AFTER COVID-19
By 2020, the mobile games market will reach a revenue of 168 million USD and is forecast to reach 205 million USD by
2021.
The past year also saw a sudden increase in market revenue from a 40% increase compared to 2019. According to
Statista, this sudden increase was due to the impact of the Covid-19 epidemic that drove the game. Mobile play has
become more popular.
Revenue of mobile games via application store (Unit: Million USD)
Revenue per user via application store (Unit:USD)
2017 2018 2019 2020 2021F
72
93
29% 29%
40% 22%
120
168 205
Source: Statista
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2022
2021
2020
15.26
18.85
22.98
27.14
30.92
34.10
2019
2018
2017
(*) Revenue is only charged by paying for in-app purchases and in-app content purchases
(*) Revenue is only charged by paying for in-app purchases and in-app content purchases
Revenue Growth rate
31

SMARTPHONES ARE THE MOST POPULAR
GAMING DEVICES IN VIETNAM
Source: We Are Social 2021
Game equipment usage rate in Vietnam (*)
(*) Figures are based on the number of users aged 16 to 64 years
Smartphone Laptop/PC Tablet Console
85%
44%
22.60%
8.60%

87% OF MOBILE GAME APPS CONTAIN
ADVERTISING
Paid Mobile Games
Ads
In-App Billing
Vietnamese Paid Mobile Games
Overall Paid Mobile Games
2%
87%
40%
5%
73%
21%
87%of mobile games used in Vietnam contain advertising, making it the most popular form of commercialization.
In addition, paying for content in the application is also a popular form of commercialization and accounts for 40%
of the number of applications, due to the distribution and sale of virtual products and services in game has become
a typical revenue-generating form of video games.
33

MOBILE ESPORTS WITNESSED STRONG
GROWTH AFTER THE PANDEMIC
A survey by Appota found that about 80% of participants said they spent a lot of time playing and watching
eSports-related content after the pandemic. This can be explained by the fact that eSports became more
popular during the period of social gap at the beginning of the year. More specific:
is the average daily amount of
time playing eSports
2 hours 55 minutes 2 hours 10 minutes
is the average amount of time each day watching
livestreams or eSports tournaments
Spent more time playing eSports after Covid-19 Spent more time watching eSports after Covid-19
Are not
Have Are not
Have
79.4%
20.6% 19.8%
80.2%
Smartphone is the platform to approach eSports
Which device do you use most often to
play eSports
Smartphone has become the most popular device platform in the eSports community, account for 58,3%,
followed by PC/Laptop with 39,5%.
For eSports audiences, smartphone is the dominant device to watch eSports contents when accounted for
70,7%of respondents.
Which device do you use most often to
watch eSports
58,3%
39,5%
70,7%
22,3%
PC, Laptop
Console
(PlayStation,
XBox
Smartphone
Tablet
PC, Laptop
Smart TV
Smartphone
Other
Tablet

DOWNLOADS OF ESPORTS GAMES
IN 2020
2,393,392
3,578,816
4,385,471
1,699,399
2,174,935
2,089,548
2,940,457
3,658,747
1,291,327
727,375
1,575,051
2,491,505
3,393,248
1,056,193
285,364
PUBG MOBILE WILD RIFT
CALL OF DUTY
MOBILE
ARENA OF
VALOR
GARENA FREE
FIRE
MOBILE LEGENDS:
BANG BANG
1,194,332
1,111,181
2,058,949
2,422,505
683,916
Q1 Q3
Q2 Q4
PUBLISHER ESPORTS GAMES TỔNG LƯỢT TẢI NĂM 2020
PUBG Mobile 9,562,564
20,374,804
32,891,985
VNG
Garena
Call Of Duty Mobile 3,187,674
Wild Rift 1,194,332
Mobile Legends: Bang Bang 6,430,234
Arena Of Valor 14,648,543
Garena Free Fire 18,243,442
Source: App Annie
35

IOS APPS HAVE A HIGHER RETENTION
RATE THAN ANDROID
Source: AppsFlyer
According to statistics from AppsFlyer, users on iOS have a higher rate of loyalty to apps than on Android, especially
the Gaming apps on iOS had the highest retention rates on the first day.
According to statistics from Appota, in the second half of 2020, the most downloaded mobile games on iOS are
eSports titles, while the most downloaded games on Android are casual, role-playing games. As for Vietnamese
gamers, eSports games are very popular and usually have longer “lifespan”, which explains why Gaming apps on iOS
can retain more users than on Android apps.
35%
30%
25%
20%
15%
10%
5%
0
35%
30%
25%
20%
15%
10%
5%
0
iOS
Education Education
Entertaiment Entertaiment
Finance Finance
Gaming Gaming
Health/Fitness Health/Fitness
Android
Day 1 Day 3 Day 7 Day 14 Day 30 Day 1 Day 3 Day7 Day 14 Day 30

MOBILE GAME APPLICATION
TRENDS
Source: Sensortower
JULY 2020
OCTOBER 2020
AUGUST 2020
NOVEMBER 2020
SEPTEMBER 2020
DECEMBER 2020
1
1
1
1
1
1
2
2
2
2
2
2
3
3
3
3
3
3
4
4
4
4
4
4
5
5
5
5
5
5
HIGGS TECHNOLOGY CO., LIMITED
Tile Master - Classic Match
VNG Game Studios
PUBG MOBILE VN-KỶ NGUYÊN MỚI
RUBY OYUN VE YAZILIM DANISMANLIK
Doctor Care!
SayGames LLC
Brain Wash-Puzzle Mind Game
SayGames LLC
Brain Wash-Puzzle Mind Game
Funtap JSC
Tình Kiếm 3D-2 Năm Trọn Tình
Garena Mobile Private
Garena Liên Quân Mobile
(1.558.201)
(431.841)
(247)
(300.661)
(3.223) (2.449) (2.449)
(21.393)
App Store rankings on the App Store
(1.558.201)
(1.558.201)
(1.603.721) (1.603.721)
(1.558.201)
Garena Free Fire MAX
(3.213)
(431.841)
Garena Free Fire: Khởi đầu mới
(453.210)
(431.841)
Voodoo
Shortcut Run
(9.448)
(431.841)
VNG Game Studio
LMHT: Tốc Chiến
(28.391)
InnerSloth LLC
Among Us!
(10.665)
(247)
(247)
VTC Mobile
Phong Vân Chí
(161)
VNG Game Studios
(300.661)
VNG Game Studios
(300.661)
MPT Entertainment PTE.LTD
ZingPlay-Game bài - Game cờ
(1.563)
MPT Entertainment PTE.LTD
ZingPlay-Game bài - Game cờ
(1.834)
VNG Game Studios
(300.661)
Archosaur Games
(4.265)
37

MOBILE GAME APPLICATION
TRENDS
Source: Sensortower
JULY 2020
OCTOBER 2020
AUGUST 2020
NOVEMBER 2020
SEPTEMBER 2020
DECEMBER 2020
1
1
1
1
1
1
2
2
2
2
2
2
3
3
3
3
3
3
4
4
4
4
4
4
5
5
5
5
5
5
SayGames
Brain Wash-Amazing Jigsaw Thinking
SayGames
DOP 2: Delete One Part
Lion Studio
Clue Hunter
Lion Studio
Clue Hunter
(144.348)
(144.348)
(173.183))
(22.490)
Google Play game app rankings
Badsnowball Limited
Badsnowball Limited
miễn phí
(21.073)
(45.177)
VNG Game Publishing
Huyền Thoại Runneterra
Ambrine Studio
MU: Vượt thời đại-Funtap
(13.530) (12.325)
(66.621.277)
Glitter star Studio
(.)
(66.621.277)
Playcucky.com
Mr.Slice
78.306)
VOODOO
Scribble Rider
(276.079)
(431.841)
Voodoo
Shortcut Run
(9.448)
(66.821.277)
VOODOO
Cube Surfer!
(185.192)
SayGames
Sushi Roll 3D- Cooking A SMR Game
(61.585)
MeetJoy Studio
Puppy Town-Hợp nhất & Chiến thắng
(551.609)
InnerSloth LLC
Among Us!
InnerSloth LLC
Among Us!
InnerSloth LLC
Among Us!
(5.391.371)
(8.766.222)
(5.391.371)
CASUAL AZUR GAMES
VÙNG Giun Đất.io-Rắn phàm ăn
(1.672.042)
Badsnowball Limited
miễn phí
(54.334)
SayGames
DOP: Draw One Part
(203.471)
IEC Games Australia
Imposter Solo Kill
(70.011)
Glitter Star Studio
(.)
VOODOO
Spiral Roll
(149.719)
Focus apps
Brain Find-Thử thách trí tuệ đầy thú vị
(11.283)
Archosaur Games
(17.571)

VIETNAMESE MOBILE GAME
ECOSYSTEM
Mobile game publisher
Game developer
News/Media
Payment Stream/Broadcast
Nobile ads
Distribution
39

04
MOBILE
ADVERTISING
4

MARKET
SIZE
Since 2018, mobile advertising has become popular and received the attention of many advertisers. It is
forecasted that by 2021, the proportion of spending on mobile advertising in Vietnam will reach 227.4 million
USD, accounting for 68.1% of total digital ad spending.
The share of mobile ad spending compared to Vietnam’s digital advertising
Mobile advertising spending forecast in Vietnam (2018-2022) Unit: Million USD
Source: Adsota
Source: Statista
2018 2020
68.4%
68.1%
67.8%
67.1%
55.20%
2021F
2019
136.1
211.6 227.4
190.6
41

ADVERTISING IS STILL THE MAIN
MONETIZATION METHOD FOR APPS
Source: 42Matters
Pail Apps
Ads
In-App Billing
Vietnamese Paid Apps
Vietnamese Include Apps
Vietnamese In-App Billing
Overall Paid Apps
Overall Include Apps
Overall In-App Billing
9%
59%
18%
3%
38%
4%
According to statistics from 42Matters, as of December 2020. 59% of applications in Vietnam contain advertising,
which continues to be the most popular method of commercialization in Vietnam.
Ad occupancy rates for apps in Vietnam are also much higher than the global average, 59% versus 38%. Due to
Vietnamese users’ habit of using free and accepting ads, application developers need to consider commercializing
their applications.

MOBILE APP BECOME AN EFFECTIVE
ADVERTISING CHANNEL AFTER
COVID-19
Thanks to the high rate of cell phone ownership and good absorption, especially after
the Covid-19 pandemic, applications in Vietnam are enjoying distribution in application
stores. On average, each application in Vietnam is downloaded 170%more than the
average in the world.
Therefore, mobile applications are effective advertising places for brands that want to
reach a large audience in Vietnam. Application developers also benefit somewhat in
terms of revenue if applying this form of commercialization.
According to 42Matters:
Average downloads per
application in the world
Average number of downloads
per application in Vietnam
169,040 times
289,010 times
Source: 42 Matters
43

ADVERTISING OPPORTUNITY ON
MOBILE APPS
Reward videos continued to be the most effective form of advertising on iOS apps as eCPM increased sharply in the
fourth quarter. On the Android platform, Fullscreen Ads saw a spike in eCPM prices in the second half of the year, from
$ 0.6 to $ 1.01.
Source: Appodeal
Rew ard Videos Fullscreen Ads Banner Ads
Q3/2020
0.98
0.11
2.6
3.15
1.1
0.1
Q4/2020
eCPM rates on IOS in Vietnam (Unit: USD)
Rew ard Videos Fullscreen Ads Banner Ads
Q3/2020
0.6
0.11
1.08
1.14
1.01
0.11
Q4/2020
eCPM rates on Android in Vietnam (Unit:USD)
4

E-COMMERCE PLATFORMS HAVE
BECOME POPULAR ADVERTISING
CHANNELS
The digital marketing report 2020 shows that the percentage of agencies choosing an e-commerce
platform to place their ads is 63%, just behind Facebook 68%and YouTube 65%.
On the brands side, Facebook, Youtube and Google are still the three most applied advertising
platforms with 77%, 63% and 51% respectively.
Source: QandMe
Agency Brand
Twitter 5%
0%
5%
23%
18%
26%
63%
36%
48%
41%
30%
48%
50%
51%
65%
63%
68%
77%
14%
3%
CocCoc
Grab/Cojek etc
Zalo
Tiktok
Instagram
Google ads
YouTube
Facebook
Sponsored ads on EC
platform
45

TIKTOK ADS BOOM
IN 2020
Source: Statista
Source: AppsFlyer
Facebook
Youtube
Tik Tok
34%
29%
13%
Statista’s 2020 survey on the effectiveness of advertising on social networks shows that Facebook and Youtube are
the two social networks with the highest advertising efficiency. However, it is worth noting that TikTok, after strong
growth in the past year, surpassed Instagram and reached the Top 3 social networks with the highest advertising
efficiency in Vietnam in 2020.
Foreign ad networks with the highest app install conversions
TikTok Ads is also the foreign ad network with the strongest growth in the first half of 2020. The number of conversion
downloads through the TikTok Ads platform has increased by 175% in the past year and is especially the leader.
conversion rates for game & non-game application groups.
TikTol Ads
AdColony
Accesstrade
Vungle
VIVO
4

POPULAR FORMAT OF ADVERTISING
ON TIKTOK
In terms of being a social network, TikTok has a huge number of views and users, so it is understandable for brands to
place ads on the TikTok platform.
Full-screen banner
Hashtag challenge campaign
Hashtag Challenge is a form of advertising using simple and fun challenges for TikTok users. Each challenge will be
associatedwithaseparatehashtag,userswillperformthechallengeandattachthecorrespondinghashtag.Hashtag
Challenge is the most effective form to create a wave of response from the community as well as bring effectiveness
to the marketing campaign.
Branded Effect is a form of using stickers, filters ... to bring images of the brand itself to put into videos. Brands can
“order” themselves exclusive effects from TikTok. Users will use these funny effects in the video creation process. Effects
created will be prioritized to appear in “Hot”, “Trending” for the first 6 days and last for 2 months.
Branded Effect campaign
Top Views ads In-feed ads
47

OTT APPLICATIONS BECOME
EFFECTIVE ADVERTISING CHANNELS
ON MOBILE
WatchingmoviesandVODcontentbecameapopularformofentertainmentduringanepidemic.InVietnam,OTThas
grown rapidly and became even more popular during the period of social gap.
In Southeast Asian countries, smartphones are the most used device for OTT applications, accounting for 67%
of the share of devices.
Comparing mobile downloads, OTT Netflix apps and IQIYI (Two popular OTT mobile platforms) saw a huge
increase in mobile downloads in March and April 2020, also when the order was spaced. society in Vietnam is
applied.
Thanks to the popularity and bloom in 2020, OTT applications increasingly attract new people, with the major-
ity of users favoring OTT platforms free of charge but containing ads, this is gradually becoming one. Effective
advertising channel:
67%of viewers are using OTT platforms that contain ads.
86%are willing to see an ad in exchange for free content
35%Conversion rate for buying advertising on OTTs in Vietnam
Number of downloads of Netflix and IQIYI in Vietnam
M
a
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2
0
A
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r
2
0
M
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2
0
J
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2
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78
24
28
44
40
24
30
49
48 45
88
103
167 100
87 108 139 107 77
51 66 75
123
264
watched OTT contents
on smartphone
67%
Netflix IQIYI
4

MOBILE AD SIZE
OPTIMIZATION
Source: StatCounter
Smartphone screen size in Vietnam (Jan 2021)
360x460
360x780
414x736
412x892
375x667
375x812
414x896 360x760
412x869 320x568
13.54%
9.25%
7.43%
5.64%
5.61%
5.25%
4.40%
3.95%
2.65%
1.55%

VIETNAM MOBILE ADVERTISING
ECOSYSTEM
Digital advertising agency
Livestream platform
Agency Influencer Marketing
* Listed companies are only in representative terms
Ad Network
50

05
E-PAYMENT &
E-COMMERCE

GENERAL STATISTICS
IN VIETNAM
Of population has bank account
30.8%
Of population use credit card
4.12%
Of population use debit card
26.74%
Of banked population own a
savings account
69%
52

SOUTHEAST ASIA
MARKET
Bank account penetration in SEA by country (Unit:%)
Debit card penetration in SEA by country (Unit:%)
Singapore Thailand Indonesia Philipines Vietnam
Maylaysia
98% 85% 82%
49%
34%
Singapore Thailand Indonesia Philipines Vietnam
Maylaysia
49%
21%
10%
4% 2% 2%
31%
Source: Statista, Global Findex, PPro

ECONOMIC DECLINE
AFFECTS THE E-PAYMENT
SPENDING
Market Size (Unit: Million USD)
2017 2018 2019 2020 2021F
6.899 8.823 11.074 11.607 15.071
Source: Statista
According to Statista, the total value of digital transactions in Vietnam in 2020 reached
11,607 million USD
As financial and economic losses affect the purchasing power of consumers, transaction value in 2020 does not
witness a large growth compared to 2019.
However, it is forecasted that in 2021, when Vietnam’s economy recovers after the pandemic, the payment value will
increase by 30%, reaching the value of USD
15,071 million
Digital Commerce Mobile POS Payments
54

DIGITAL SPENDING WITNESSED
DECREASED DUE TO ECONOMIC
IMPACTS FROM COVID-19
Source: Statista
In 2020, total spending through
online channels in Vietnam
averaged $280.3 per
person, Of which,
transactions via mobile POS
accounts for 21.8%, online
transactions. accounting for
78.2%. However, before Vietnam
is expected to recover its
economy after the pandemic,
it is forecasted that total
spending per capita in 2021
will grow strongly, reaching the
value of $ 323.5 per
person
Đơn vị: USD
2017 2018 2019 2020 2021F
23.7 36.3
61.3
73.9
249.6
219.0
256.8
244.6
257.9
48.8
Mobile POS Payments Digital Commerce

PAYMENTS STARTUP ACCOUNTS FOR
THE MOST IN TOTAL NUMBER OF
FINTECH STARTUP IN VIETNAM
In 2020, there are 121 startups operating in the fintech sector in Vietnam, of which the e-payment sector has
the largest number of startups, accounting for 31%. Twice as high as the P2P lending sector with 16%.
This proves that the payment market is the largest market in fintech, but in contrast, there are also many
competitors.
Pay Blockchain/Crypto Asset Management Credit risk management
Technology insurance
P2P lending
SME finance
POS Comparative comparison Crowdfunding
Digital Bank
31%
16%
12%
7.5%
7.5%
6%
5%
4%
4%
3.5%
3.5%
121 Startups
56

A BOOMING YEAR
OF E-WALLET
With the Covid-19 wave and the promotion
of cashless payments by the government
in 2020, the leading e-wallets in Vietnam
have strongly benefited from the change in
payment habits at home and the number
of users. increased sharply over the past
year.
InSeptember2020,Momowalletannounced
20 million individual users, becoming the
most used e-wallet in Vietnam. Soon after,
in Google’s Economy SEA 2020 report,
the payment startup VNPay was valued
at over $ 1 billion, which meant that VNPay
was the second “unicorn” startup in Vietnam.

E-WALLET RISES AFTER THE FIRST
WAVE OF COVID-19
Comparing downloads between the three brands of e-wallet, Momo holds the position as the most down-
loaded e-wallet, peaking in February and March with 992,000 and 839,000 downloads respectively. ViettelPay
and ZaloPay are in fierce competition when ZaloPay made a strong breakthrough in Q4 with strong growth in
downloads. As of February 2021, ZaloPay’s number of downloads surpassed ViettelPay’s downloads.
Downloads of e-wallet app in Vietnam
Source: App Annie
Momo ViettelPay ZaloPay
J
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b
2
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2
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r
2
0
M
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2
0
J
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2
0
J
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2
0
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2
0
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0
N
o
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2
0
D
e
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2
0
J
a
n
2
1
F
e
b
2
1
58

VIETTELPAY HAS STRONG GROWTH
IN DOWNLOADS, MOMO IS THE MOST
COMMONLY USED WALLET
Momo ViettelPay ZaloPay
Awareness Currently using Currently using
94%
76% 72%
79%
32%
25%
61%
15%
6%
59
E-wallet applications benefit from the cashless payment promotion in Vietnam after Covid-19. Therefore, most
of the popular e-wallets are all recording huge growth in 2020.
The survey on e-wallet users shows that Momo is the most widely recognized e-wallet, and also has the largest
number of regular users (61%), much larger than other brands.
Downloads growth Downloads growth Downloads growth
↑61%compares with 2019 ↑50%compares with 2019 ↑40%compares with 2019
Source: QandMe
E-wallet usage survey in Vietnam

LICENSED PAYMENT
INTERMEDIARIES
PROVIDERS
Source: Fintechnews Singapore
60

E-COMMERCE
MARKET SIZE 2020
E-commerce market value
2015
14
12
10
8
6
4
2
0
2016 2017 2018 2019 2020
Source: Ministry of Industry and Trade
Revenue (B2C) Growth rate
40%
35%
30%
25%
20%
15%
10%
5%%
0%
Facing the impact of the Covid-19 epidemic, Vietnam’s e-commerce industry in 2020 will only achieve a growth
rate of 18% with a scale of 11.8 million USD. This is the lowest increase in the past 5 years of the industry.
8,06
6,2
5
4,07
10,08 11,8
37%
23% 24%
30%
25%
18%

MOBILE E-COMMERCE IS MORE
POPULAR THAN THE DESKTOP
Mobile Desktop
According to JP Morgan, Vietnam’s mobile e-commerce revenue reached 5.6 million USD in 2020 with an
compound annual growth rate of 18.6% per year. Accordingly, mobile e-commerce is showing dramatic
growth as it is accounting for nearly half of all B2C e-commerce revenue in Vietnam.
In terms of transaction rates, the mobile platform also showed a strong superiority over the desktop,
accounting for 62% of all transactions, while the desktop accounted for only 38%.
Revenue of mobile e-commerce in Vietnam (2019-2023)
E-commerce payment by device platform
2019 2020 2021F 2022F 2023F
Source: JP Morgan
$5.1 $5.6 $7 $8.5 $10.2
38%
62%

ONLINE CONSUMERS ARE ACCOUNTING
FOR A HIGH PROPORTION IN VIETNAM
Source: Facebook, Bain & Company
In 2020, Vietnam has 49 million online shoppers aged 15 and over (compared to 46 million in 2019), the 3rd
highest in Southeast Asia after Indonesia (137 million) and Philippines (57 million people). However, this figure
only accounts for about 65% of the total number of people aged 15 and over in Vietnam, a modest figure com-
pared to Malaysia (83%), Singapore (79%) and the Philippines (74%). This shows that the growth opportunities of
the payment market and e-commerce both in terms of number of users and purchase value in Vietnam in the
coming years are still potential.
Proportion of digital consumer in SEA by country 2020 (15 years old+)
Malaysia
Philipines Singapore
Vietnam
65% 74% 79% 83%

MILLENNIALS AND GEN X ARE THE
GROUP OF CUSTOMERS DRIVING
ONLINE SHOPPING
According the survey conducted by We Are Social, the age group from 25 to 54 years old is the age group
that participates most in, accounting for about 82 - 85% of the survey participants, while Generation Z
accounts for only 70.6%. This can be explained by the fact that Generation Z is the pioneer and easily
updated online shopping trends, but now the middle-aged customer group is also familiar with this form
and their possession. It is the stability that makes this group of customers who are promoting online
shopping.
Q: Have you shopped online at least once in the past month?
45-54 years old 55-64 years old
25-34 years old 35-44 years old
16-24 years old
70.6% 81.8% 85.3% 83.5% 75.3%
4

THE MOST PURCHASED ONLINE
CATEGORIES
Flight & hotel
21%
-40,5%
+33,6%
+37,2%
+34,9%
+32,6%
+33,2%
+45,9%
+35,3%
Travel mobility &
accommadation
Fueniture & appliances
Fashion & Beauty
Toys, Diy & hobbies
Electronics & Physical
media
Digital music
Food & Personal care
Video games
Fashion
11%
F&B
10%
Electronics
9%
Cosmetics
9%
The growth of categories in e-commerce channels

AFTER COVID-19, CASH WILL NOT
ALSO BE THE MOST POPULAR
PAYMENT
E-commerce payment methods in Vietnam
Forecasting the proportion of e-commerce payment forms by 2023
With the habit of non-cash payments gradually forming after the Covid-19 epidemic, JP Morgan has
predicted that by 2023, only 15% of e-commerce transactions will be paid in cash. Instead, bank transfers
and card payments will be the two most popular forms. E-wallets will also be a popular option at a rate
of 22%.
Source: PPro
Source: JP Morgan
Card
Card
Banking transfer
Bank transfer
Cash
Cash
Other
Other
Digital wallet
Digital wallet
34%
21%
26%
14%
5%
29%
15%
30%
22%
4%
66

SHOPEE CONTINUES TO LEAD
IN TERMS OF TRAFFIC IN THE
SECOND HALF OF 2020
Shopee continues to lead as the highest-visited e-commerce platform, and is the only e-commerce
platform to maintain the growth of visits throughout 2020.
In addition to Shopee, Lazada also experienced a slight growth compared to the beginning of 2020 with
about 20.8 million visitors in the fourth quarter. Two domestic e-commerce exchanges, Tiki and Sendo,
both witnessed a decline in traffic.
Web traffic of the four leading e-commerce platform 2020 (Unit: Million
visits)
Shopee Tiki Lazada Sendo
Q1/2020 Q2/2020 Q3/2020 Q4/2020
80
70
60
50
40
30
20
10
0
43
23
19 18 20 20
17
14 14
11
21 22 22
52
62
68

LAZADA ACCELERATES ON
MOBILE PLATFORMS
2020 is the year Lazada has a very strong investment in business to compete with rival Shopee. If Shopee
is the leader in website platform, then Lazada has made great strides on mobile platforms. Specifically,
in the first 3 quarters of the year, Shopee outperformed the number of downloads, but in Q4, Lazada had
a breakthrough, and surpassed Shopee in downloads since November 2020.
Specifically in the last 3 months of the year:
2,84 million downloads on mobile phones
40%↑ compared to the previous quarter
Downloads of e-commerce platform in Vietnam
1.4
1.2
1
0.8
0.6
0.4
0.2
0
Source: App Annie
Shopee Lazada Tiki Sendo
J
a
n
2
0
F
e
b
2
0
M
a
r
2
0
A
p
r
2
0
M
a
y
2
0
J
u
n
2
0
J
u
l
2
0
A
u
g
2
0
S
e
p
2
0
O
c
t
2
0
N
o
v
2
0
D
e
c
2
0
J
a
n
2
1
F
e
b
2
1
68

THE GOLDEN TIME FOR
ONLINE SHOPPING
11.11 SHOPPING EVENTS
The biggest shopping event on November 11 is an opportunity for e-commerce brands to launch massive
marketing campaigns. E-commerce brands did not want to miss the golden time of shopping in the year,
all four largest e-commerce players had massive promotion campaigns and cooperated with famous
KOLs. Especially this year, Lazada made a huge investment when choosing Lee Min Ho, a celebrity with
international influence along with Vietnamese singer Chi Pu.
Shopee collaborate with Bao Anh and
Chi Tai as ambassadors
Tiki promotes their events with rapper
Lang Ld
Lazada’s celebrity endorsement
with Chi Pu and Lee Min Ho
Sendo and Ninh Duong Lan Ngoc
during their 11.11 campaigns

LAZADA LEADS IN TERMS
OF REACH, SHOPEE IS MOST
MENTIONED ON SOCIAL MEDIA
Through the Social Listening tool, it can be seen that the two biggest brands Lazada and Shopee have
made strong investments during the 11/11 shopping festival, two domestic brands, Tiki and Sendo, are
behind in terms of efficiency online. society has also reaped good business results.
Social leads of the four e-commerce players during November
11 events
Number of mention on social media during the November
11 events
Sendo
Sendo
lazada
lazada
Tiki
Tiki
Shopee
Shopee
37,447,588
13,548
55,229,300
9,801
7,098,728
2,084
18,508,521
864

LAZADA LEADS IN TERMS
OF REACH, SHOPEE IS MOST
MENTIONED ON SOCIAL MEDIA
Shopee led the market in terms of mentions during the 11/11 sale this year, 138% higher than its
immediate competitor Lazada, thanks to flash sales and discount vouchers that appear continuously.
However, Lazada has the largest spread, 147% higher than Shopee, which can be explained by the
attraction of KOLs of international stature.
Source: Reputa
Săn mã freeship cho đơn 0đ, deal đồng giá 1.000đ, săn 11 triệu
voucher, đêm sale bùng nổ, siêu sao nữa giá 12h00, siêu sale flash
sale 1K, tung ưu đãi Premium cho tín đồ hàng hiệu
Sự kiện siêu sale Lazada 11.11, quảng bá gian hàng trên Lazada
Sự kiện siêu sale Shopee 11.11: Quảng bá gian hàng, Đếm ngược
ngày hội sale
Voucher siêu sale, các deal hấp dẫ, ưu đãi và săn deal
Shopee 11.11 Siêu show với các nghệ sĩ nổi tiếng Rhymastic, Bảo
Thuy, Isaac,...; Đề cập đến Lee Min Ho
Sự kiện SuperShow, Sân khấu 3D, các khách mời nổi tiếng: Sơn
Tùng M-TP, Trấn Thành - Hariwon,...
Khác: Single Day mua sắm
Đề cập đến các đại sứ thương hiệu: Lee Min Ho, Chi Phu
Siêu sale 1K, thanh toán qua ZaloPay
Khác
72.67%
21.33%
5.03%
0.97%
13.548
9.801
42.55%
32.72%
8.65%
5.36%
3.51%
7.22%
71

INTEGRATED LIVESTREAM FEATURES
CONTINUES TO BE INVESTED BY MAJOR
E-COMMERCE PLAYERS
Big names such as
Shopee and Lazada
continues to promote
their brands via music
shows that is held
continuously. These
events are streamed
online via the
livestream features
such as ShopeeLive or
LazLive.
These streams are
extremely attractive to
young audiences which
attracts high viewership
as well as high
conversion rates.

SHOPPING APPLICATION TRENDS
FOR THE SECOND HALF OF 2020
JULY 2020
OCTOBER 2020
AUGUST 2020
NOVEMBER 2020
SEPTEMBER 2020
DECEMBER 2020
1
1
1
1
1
1
2
2
2
2
2
2
3
3
3
3
3
3
4
4
4
4
4
4
5
5
5
5
5
5
Lazada Group GmbH
Lazada 11.11
Lazada Group GmbH
Lazada 11.11
Lazada Group GmbH
Lazada 11.11
Lazada Group GmbH
Lazada 12.12
Lazada Group GmbH
Lazada 11.11
Lazada Group GmbH
Lazada - Top#1 app mua sắm
Tiki Corporation
Tiki - Săn sale mọi nơi
Tiki Corporation
Tiki Corporation
Tiki Corporation
Tiki Corporation
Tiki Corporation
SENDO TECHNOLOGY JOINT STOCK COMPANY
Sendo: 11.11 Siêu sale 11k
Sendo: xả hàng cuối năm
Sendo: xả hàng cuối năm
CHO TOT COMPANY LIMITED
Chợ Tốt - Chuyên mua bán online
Taobao (China) Sojrware CO,.LTD Taobao (China) Sojrware CO,.LTD
SHOPEE COMPANY LIMITED
Shopee 11.11 Siêu sale
Shopee: Mua sắm online #1
Shopee: Mua sắm online #1
(375.292)
(375.292)
(375.292)
(419.907)
(375.292)
(433.566)
(882.078)
(882.078)
(882.078)
(961.262)
(882.078)
(978.048)
(129.076)
(129.076)
(129.076)
(180.595)
(129.076)
(171.676)
(227.074)
(227.074)
(227.074)
(230.696)
(227.074)
(231.424)
(15.224)
(1.346) (1.482)
(15.224)
(16.684)
(15.224)
App store ranking of shopping apps
Source: Sensortower
73

SHOPPING APPLICATION TRENDS
FOR THE SECOND HALF OF 2020
JULY 2020
OCTOBER 2020
AUGUST 2020
NOVEMBER 2020
SEPTEMBER 2020
DECEMBER 2020
1
1
1
1
1
1
2
2
2
2
2
2
3
3
3
3
3
3
4
4
4
4
4
4
5
5
5
5
5
5
Lazada Mobile
Lazada 11.11 Biggest One-Day sale
Lazada Mobile
Lazada 11.11 Biggest One-Day sale
Lazada Mobile
Lazada 11.11 Biggest one - day sale
Lazada Mobile
Lazada 12.12 Year End Sale
Lazada Mobile
Lazada 11.11 Biggest one - day sale
Lazada Mobile
Lazada Vietnam - Top#1 app mua sắm
Tiki Mobile Team
Tiki - Săn sale bí mật
SENDO TECHNOLOGY JSC
Chợ tốt
ShopBack
ShopBack -Mua sắm & Hoàn tiền
Cashbag Ltd
Cashbag: Hoàn tiền mua sắm & du lịch
OKXE
Okxe - Mua sắm xe trực tuyến
Chợ tốt
Chợ tốt
SHOPEEShopee 11.11 Siêu sale
SHOPEE
SHOPEE
SHOPEE
Shopee: mua sắm online #1
SHOPEE
SHOPEE
Shopee: mua sắm online #1
(661.613)
(661.613)
(661.613)
(717.679)
(661.613)
(734.878)
(7.288.217)
(7.288.217)
(7.288.217)
(7.736.052)
(7.288.217)
(7.834.246)
(154.378)
(360.128)
(90.392)
(222.702)
(5.256)
(1.288)
(92.867)
(92.867)
(360.128)
(360.128)
Sendo: 12.12 Siêu sale đậm
(370.200)
(360.128)
Sendo: Xả hàng cuối năm
(373.636)
Tiki Mobile Team
(154.378)
Tiki Mobile Team
(154.378)
Tiki Mobile Team
Tiki - 12.12 sale cực đỉnh
(171.079)
Tiki Mobile Team
Tiki - 12.12 sale cực đỉnh
(176.808)
Tiki Mobile Team
(154.378)
Google Play Shopping App ranking
Source: Sensortower

E-COMMERCE ECOSYSTEM
IN VIETNAM
Merchant
Brands
E-commerce platform
Banking and credit services
Services provider
Logistics service
E-wallet
Payment services
Payment gateway
Credit
Merchant
75

SUMMARY
On average, each Vietnamese spends 6.5 hours
using the Internet every day, of which about 3
hours and 18 minutes is accessed through mobile
phones.
Vietnamese people tend to download and use
more mobile applications after the pandemic.
Compared to global average, applications in
Vietnam are downloaded more, therefore this is an
advertising opportunity for the app publishers.
The speed of mobile Internet in Vietnam reaches
60.88 Mbps, up 40.7% compared to 2019. This further
promotes the habit of using mobile Internet when
smartphones are becoming the main connecting
device of consumers.
TikTok and OTT applications have a strong growth
and earn more new users after the pandemic, so
these two groups of applications become one
advertising channel that is being noticed.
After the pandemic, food delivery applications
became popular and became the most popular
method of ordering food among Vietnamese
consumers.
E-wallet also become one of the much more
popular forms of payment after the pandemic.
The e-wallet market is led by Momo, but the
competition between ViettelPay and ZaloPay is
going harsh.
TikTok booms after Covid-19 with 16 million
downloads in 2020 has made short video applications
a new entertainment trend in Vietnam, this market
is projected to be even more compeititve in 2021
with the entrance of Instagram and Youtube.
Mobile e-commerce is growing rapidly, is
forecasted to reach $ 7 billion in revenue by
2021 and tends to overtake desktop platforms
in the next few years.
The mobile game market witnessed 40% growth
in revenue through application stores, downloads
and the number of game launches also increased
sharply compared to 2019, proving that the mobile
game market has received a big boost from Covid-19.
Shopee continues to hold the No. 1 position in web
traffic, however Lazada is currently the leader in
mobile downloads.
01 06
02 07
03 08
04 09
05 10

Member Companies
Game publishing company
gamota.com
Digital marketing company
Adsota.com
Payment & fintech aompany
Kdata.vn
Cloud infrastructure
solutions company
AppotaPay.com
Appota is the pioneering company in providing technology solutions and digital entertainment content
in Vietnam.Our comprehensive entertainment ecosystem is comprised of over 55 million users. We are
among the top three largest game publishers, and the official partner to the Facebook Gaming Creator
network in Vietnam. Our strengths reside in: producing and distributing online entertainment content,
esports, advertising, gaming creators, online payment, cloud computing, IoT and business management
solutions.
WE ARE APPOTA
77

Building 11 (LE Building), Alley 71, Lang Ha St, Thanh Cong Ward, Ba Dinh Dist, Hanoi, Vietnam
(+84) 2435 191 618
marketing@appota.com
appota.com
CONTACT

VIETNAM MOBILE APPLICATION REPORT 2021

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VIETNAM MOBILE APPLICATION REPORT 2021