1. STUDY ABOUT ONLINE SHOPPING
BEHAVIOR IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)
Aug, 2016
2. 1
SCOPE OF WORK
This survey was conducted to study about online shopping behavior in Vietnam
Methodology: Online survey
Fieldwork time: 17/8 – 20/8/2016
Sample size: N = 600
Target respondent: all gender and age who has purchased online in past 3 months
Geography: Nationwide
3. 2
KEY FINDINGS
• 94% Vietnamese internet population are shopping online
• Lazada.vn, Tiki.vn and Sendo.vn are most well-known E-commerce sites in Vietnam
• Over 1/2 online shoppers know E-commerce sites through Facebook ads (60%)
• Lazada.vn dominates the E-commerce industry with 36% market share
• 46% Vietnamese shop online for clothes & accessories
• 51% people shop online cause of the diversity of product types on these sites
• 79% online shoppers are satisfied with the service of their current E-commerce site
• 12% are loyal with their current E-commerce site (shop the most)
• 1/3 shop online 2- 3 times / month and 49% of them spend around $10 - $20/time
• 85% people pay cash on delivery instead of online payment
• 75% use Laptop / PC for shopping online
4. 3
KEY FINDING 2015 2016
E-commerce usage 67% online population 94% online population
Most well-known
E-commerce site
Lazada.vn, Hotdeal.vn and
Zalora.vn
Lazada.vn, Tiki.vn and Sendo.vn
Market leaders Lazada (23% market share) Lazada (36% market share)
Main sources of
brand awareness
Facebook ads and WOM Facebook ads and WOM
Reason for shopping
online
Frequent promotion/ discount
programs
Diversity of product types
Top bought product clothes & accessories clothes & accessories
Satisfaction 69% satisfied 79% satisfied
Loyalty 10% are loyal with their current
E-commerce site (shop the
most)
12% are loyal with their current E-
commerce site (shop the most)
Spending 43% spend from $10 - $20 49% spend from $10 - $20
Shopping frequency 30% shop 2-3 times / month 32%shop 2-3 times / month
E-COMMERCE IN VIETNAM 2015 VS. 2016
5. 4
N = 600
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
3%
6%
8%
8%
9%
13%
19%
36%
Job seeker/Retired
Housewife
Self-employed
Others
Factory Worker
Engineer/Doctor/Teacher
Student
Office worker
15%
18%
30%
34%
3%
Over 35
30-35
26-30
18-25
Under 18
36%
64%
Male
Female
39%
1%
3%
3%
17%
38%
Others
Hải Phòng
Đà Nẵng
Cần Thơ
Hà Nội
Hồ Chí Minh
6. 5
6% 8% 4% 5% 4%
94% 92% 96% 95% 96%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 30-35 Over 35
Yes
No
94% VIETNAMESE ONLINE POPULATION ARE SHOPPING ONLINE
Over the last 3 months, have you purchased anything online?
N = 600 N = 429 N = 231 N = 132 N = 108
7. 6
3%
9%
26%
31%
46%
49%
57%
Others
I may disclose my personal information
High shipping cost
I have never thought of buying things online
It is hard to exchange/ return products
I prefer browsing for prices and look for new fashion
I am not sure about quality and size
57% PEOPLE ARE DOUBT ABOUT QUALITY AND SIZE WHEN
SHOPPING ONLINE
If not, why didn’t you shop online?
N = 35
10. 9
1%
19%
19%
28%
33%
33%
34%
34%
37%
55%
60%
Others
I know through sms advertising
messages/ email
Out of home ads
I read news/ magazines mentioning
about these brands
I see the applications of these brands
on smart phone's app. stores
Web, forum ads
I know through other smartphone
applications
I search and recommended by Google
TV ads
Friends/relatives' suggestion
Facebook ads
Total
3%
13%
16%
27%
33%
35%
35%
40%
30%
60%
54%
Hồ Chí Minh
0%
14%
18%
26%
23%
38%
28%
36%
33%
54%
56%
Hà Nội
0%
36%
24%
40%
37%
33%
33%
34%
42%
56%
60%
Others
FACEBOOK AD AND FRIENDS/ RELATIVES’ SUGGESTION ARE MAIN
SOURCES OF BRAND AWARENESS
How do you know these e- commerce websites? (by city)
N = 565 N = 210 N = 90 N = 265
11. 10
1%
19%
19%
28%
33%
33%
34%
34%
37%
55%
60%
Others
I know through sms advertising
messages/ email
Out of home ads
I read news/ magazines mentioning
about these brands
I see the applications of these brands on
my smart phone's app. stores
Web, forum ads
I know through smartphone applications
I search and recommended by Google
TV ads
Friends/relatives' suggestion
Facebook ads
Total
2%
14%
15%
24%
32%
37%
36%
38%
38%
53%
62%
Under 18-25
1%
13%
18%
27%
34%
32%
32%
31%
31%
55%
61%
26-30
0%
36%
24%
40%
37%
33%
33%
34%
42%
56%
60%
30-35
0%
21%
25%
27%
29%
25%
34%
31%
38%
55%
54%
Over 35
FACEBOOK AD AND FRIENDS/ RELATIVES’ SUGGESTION ARE MAIN
SOURCES OF BRAND AWARENESS ACROSS ALL AGE GROUPS
How do you know these e- commerce websites? (by age)
N = 565 N = 203 N = 173 N = 104 N = 85
14. 13
78%
58%
52%
47% 46% 46%
43%
41%
39%
37%
30% 29% 28% 27%
14%
36%
19%
6%
10%
3%
6%
3% 3%
5%
2% 2% 2% 1% 2% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Awareness
Usage
LAZADA.VN GAINS HIGHEST BRAND AWARENESS
AS WELL AS MARKET SHARE
Which e-commerce website do you know?
Which e-commerce website do you buy most frequently?
N = 565
15. 14
2%
18%
30%
33%
40%
41%
45%
47%
49%
50%
52%
52%
54%
Others
Unique products
Convenient returning/ exchanging products process
Easy to compare with other similar products
Good quality
Competitive price
Good services
Trusted brands
Convenient/ Save time
Quick delivery
Convenient payment method
Frequent promotion/ discount programs
Be diverse in product types
Total
54% SHOP ONLINE CAUSE OF DIVERSITY OF PRODUCT TYPES
Why do you buy at this e-commerce website?
N = 565
16. 15
1%
5%
10%
17%
17%
20%
22%
23%
24%
25%
25%
26%
27%
31%
33%
35%
45%
Others
Car, motor
Travel (Tour, hotel,…
Sports/ Picnic equipments
Beauty services
Furniture
High technology products
Mom& baby care
Food and Beverage
Books, eBooks
Mobile phones, tablets
Vouchers
Computer, Laptop
Personal care
Cosmetics
Home appliances
Clothes & Accessories
Total
2%
4%
11%
16%
15%
14%
23%
13%
23%
34%
30%
28%
29%
25%
31%
27%
47%
Under 18-25
1%
3%
6%
16%
19%
17%
22%
25%
26%
24%
21%
24%
22%
31%
34%
34%
50%
26-30
1%
12%
13%
20%
21%
24%
19%
37%
27%
23%
28%
27%
29%
42%
33%
43%
39%
30-35
1%
5%
12%
18%
13%
35%
24%
27%
21%
11%
22%
27%
28%
32%
36%
46%
38%
Over 35
CLOTHES & ACCESSORIES ARE TOP BOUGHT PRODUCTS
What did you buy at those e-commerce websites?
N = 565 N = 203 N = 173 N = 104 N = 85
Over 30 group has higher demand for home appliances
17. 16
2%
18%
30%
33%
40%
41%
45%
47%
49%
50%
52%
52%
54%
Others
Unique products
Convenient returning/ exchanging products
process
Easy to compare with other similar products
Good quality
Competitive price
Good services
Trusted brands
Convenient/ Save time
Quick delivery
Convenient payment method
Frequent promotion/ discount programs
Be diverse in product types
Total
1%
16%
30%
32%
34%
39%
41%
47%
51%
52%
55%
54%
54%
lazada.vn
3%
20%
39%
37%
51%
48%
52%
56%
52%
61%
62%
52%
55%
tiki.vn
LAZADA.VN = DIVERSIFIED PRODUCTS + FREQUENT PROMOTION
TIKI.VN = CONVENIENT PAYMENT MOTHOD + QUICK DELIVERY
Why do you buy at this e-commerce website?
N = 565 N = 191 N = 100
18. 17
2%
18%
30%
33%
40%
41%
45%
47%
49%
50%
52%
52%
54%
Others
Unique products
Convenient returning/ exchanging products process
Easy to compare with other similar products
Good quality
Competitive price
Good services
Trusted brands
Convenient/ Save time
Quick delivery
Convenient payment method
Frequent promotion/ discount programs
Be diverse in product types
Total
2%
20%
20%
20%
37%
33%
53%
41%
49%
51%
49%
53%
55%
yes24.vn
Why do you buy at this e-commerce website?
N = 565 N = 51
YES24.VN = DIVERSIFIED PRODUCTS + GOOD SERVICE
19. 18
21%
24% 24%
17%
52%
37%
50%
60%
27%
37%
26% 23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total yes24.vn lazada.vn tiki.vn
Totally satisfied
Satisfied
Normal
Unsatisfied
79% FEEL SATISFIED WITH SERVICES OF E-COMMERCE SITE THEY
SHOP THE MOST FREQUENTLY
How do you feel with the service of e-commerce website that you buy
the most frequently?
N = 565 N = 51 N = 191 N = 100
Yes24.vn gains the highest top box of satisfaction (37%)
20. 19
9%
12%
13%
15%
16%
18%
18%
35%
Others
Poor quality
Products are NOT diverse/ fashionable
Poor customer service
Expensive
Delivery takes time
Difficult to return/ exchange
High shipping cost
Total
LOWER SHIPPING COST CAN MAKE CUSTOMERS HAPPIER
Is there anything make you feel unhappy about this e-commerce website?
N = 565
21. 20
9%
12%
13%
15%
16%
18%
18%
35%
Others
Poor quality
Products are NOT diverse/ fashionable
Poor customer service
Expensive
Delivery takes time
Difficult to return/ exchange
High shipping cost
Total
11%
14%
12%
15%
18%
15%
13%
34%
lazada.vn
7%
3%
14%
11%
12%
18%
12%
37%
tiki.vn
LAZADA.VN / TIKI.VN = HIGH SHIPPING COST
Is there anything make you feel unhappy about this e-commerce website?
N = 565 N = 191 N = 100
23. 22
0% 0% 0% 0%
14%
20%
16%
7%
35%
41%
32%
37%
39%
25%
39% 45%
12% 14% 13% 11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total yes24.vn lazada.vn tiki.vn
I will buy at this e-commerce
website only
I will prefer buying at this e-
commerce site in priority
I will buy at this e-commerce site ,
but I also buy at others
I will use this e-commerce website
parallel with others
I will try other e-commerce
websites
12% ONLINE SHOPPERS ARE LOYAL WITH THEIR E-COMMERCE SITE
What is your usage intention towards this e-commerce website in the future?
Yes24.vn owns highest ratio of loyal customer (14%)
N = 565 N = 51 N = 191 N = 100
24. 23
2%
22% 22% 23%
16%
46%
41%
47% 60%
30%
35%
29%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total yes24.vn lazada.vn tiki.vn
I will recommend definitely
I will recommend
I may recommend
I will not recommend
I will not recommend definitely
76% ARE WILLING TO RECOMMEND THE E-COMMERCE SITE
THAT THEY SHOP THE MOST TO OTHERS
What is your ability to recommend your current E-commerce site to others?
Yes24.vn has the highest top box recommendation level comparing to others
N = 565 N = 51 N = 191 N = 100
26. 25
10%
5%
12% 13% 15%
19%
17%
13%
32%
21%
20%
24%
21%
13%
18%
32% 36% 34%
29%
20%
10% 10% 8%
6%
18%
9% 8% 11% 9% 8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 30-35 Over 35
More than once/ week
Once/ week
2- 3 times/ month
Once/ month
2- 3 months/ time
More than 3 months/ time
NEARLY 1/3 ONLINE POPULATION SHOP ONLINE 2- 3 TIMES/MONTH
How often do you buy online?
27. 26
1% 0% 0% 1%
15%
19%
14% 12%
85%
80%
86% 88%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Hồ Chí Minh Hà Nội Others
Cash on delivery (COD)
Online payment
Others
85% PAY CASH ON DELIVERY INSTEAD OF ONLINE PAYMENT
How do you pay for every time you buy online?
N = 565 N = 210 N = 90 N = 265
28. 27
8% 5% 6%
11% 14%
13%
9% 10%
24% 14%
15%
9%
14%
26%
14%
21%
19%
25%
19%
21%
28%
31%
32%
14%
28%
14%
22%
12%
5% 8%
2% 4%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-
25
26-30 30-35 Over 35
Under $5
From $5- $10
From $10- $15
From $15- $20
From $20- $25
From $25- $50
Over $50
49% SPEND FROM $10 - $20/ E-SHOPPING TIME
On average, how much money do you spend on online shopping
every time? (VND)
N = 565 N = 203 N = 173 N = 104
8%
1% 3%
10%
15%
43%
13%
1%
14%
14%
16%
27%
15%
8%
12%
18%
28%
13%
21%
17%
25%
17%
25%
10%
28%
36%
32%
30%
10%
3%
14%
32%
11%
12%
5% 3%2% 5% 2% 1%
Total Under $200 $200.1 -
$450
$450.1 -
$700
$700.1 -
$1000
Over $1000
The higher income, the more spending on online shopping
N = 85 N = 565 N = 263 N = 84 N = 88 N = 30N = 100
29. 28
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (COO - Country Manager)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)
o Email: pimparima.p@di-mktg.com
o Contact number: +66 96 245 3656
30. 29
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (CMO – Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654