Vietnam online shopping is has evolved from a novelty into an ingrained lifestyle. As the market prepares to surpass 202 trillion VND (≈US$7.77 billion) in the first half of 2025, a 42% year-on-year growth, this research report offers a strategic lens into consumer preferences, behaviours, and expectations across Vietnam’s e-commerce terrain.

Cimigo conducted this nationwide study, surveying 1,020 Vietnamese consumers aged 18-44 from all income classes and regions. It maps purchasing patterns, platform preferences, category-level trends, and consumer sentiments that define the emerging digital consumer.

Vietnam geographic scope and demographics

Sample Size: 1,020 respondents aged 18-44.
Coverage: North, Central, Southeast, and Mekong Delta regions.
Urban vs. Rural Split: Includes both urban and rural online shoppers.
Economic classes: All segments were included via stratified sampling from high-income (Class A) to low-income (Class F).

Vietnam online shopping habits: Rituals and routines

Vietnamese consumers, especially women and millennials (aged 29-44), have integrated online shopping into their daily rhythms, transforming it into a leisure activity rather than a mere utility. Evenings (7–10pm) and weekends have become digital peak hours.

Average Frequency: 9.84 purchases per month.
Weekend Surge: Over 50% shop more during weekends.
Millennials (aged 29-44) Lead: Millennials (aged 29-44) are reliable repeat customers who shop more frequently than Gen Z (aged 18-28) and dominate spending tiers.
Gen Z (aged 18-28) are early adopters and trend amplifiers.
Shopee is the “reliable utility” for planned shopping among Millennials (aged 29-44), while TikTok Shop emerges as the “emotional discovery” platform, especially for Gen Z (aged 18-28).

Big promotional events like 11.11 and 12.12 are not seen as anomalies but as anticipated shopping festivals, reinforcing the habitual nature of online shopping in Vietnam.

Vietnam’s online shopping by regions: The South leads, and the North lags

Consumers in Southern Vietnam spend more, shop more frequently, and trust digital platforms more. The North remains more cautious and value-driven.

Geo-targeted strategies are a must. Southern cities are ideal for piloting new formats, influencer partnerships, and bundle deals. The North needs reassurance through guarantees, reviews, and after-sales support.

Vietnam online shopping category trends: Essential goods now lead

Essential categories now dominate Vietnamese online baskets, signalling a shift towards practicality and thrift.

Top frequency categories: Fresh produce, food delivery, beverages, and baby care.
Top spending categories: Electronics, home appliances, travel, and infant formula.
Gender preferences: Women skew towards baby and household care; men prefer electronics and automotive accessories.

This points to a fundamental realignment: from indulgence to essential, e-commerce platforms effectively competing with supermarkets and convenience stores.

Whilst essentials keep the basket full. Fashion and beauty drive promotional spikes.

Marketers can use essentials to build loyalty and aspirational categories to drive event-based engagement.

Vietnam online shopper segments: Four shopping personas

The study identifies four distinct shopper segments based on frequency and expense:

Power shoppers (26%): High frequency and high spenders, mostly affluent millennials (aged 29-44). They average 24 orders/month and spend 4.22M VND.
Deal-driven daily shoppers (38%): Frequent but low spenders, predominantly female from lower income groups.
Big-ticket planners (9%): These are infrequent but high-spending, mostly affluent young males who focus on electronics, vehicles, and travel.
Budget Gen Z (aged 18-28) (27%): Low frequency, low spending, primarily focused on fashion and low-cost categories.

These segments enable brands to tailor messaging, promotions, and engagement strategies.

Platform use and preference: Vietnam’s e-commerce battlefield

Shopee: Market leader with challenges

Shopee dominates across awareness, usage, and trust. However, significant pain points, including inaccurate product descriptions and technical issues, risk future loyalty.

TikTok Shop: The disruptive challenger

TikTok Shop is scaling fast, blending content and commerce seamlessly. Live and shoppable video formats are gaining cross-generational traction, extending beyond Gen Z (aged 18-28).

Lazada: High awareness, weak retention

Despite strong awareness, Lazada struggles with conversion and post-purchase engagement. Satisfaction scores remain middling, suggesting brand fatigue.

Vietnam live commerce: The new storefront

Livestreaming is no longer a novelty; it’s the new in-store demo. Consumers trust charismatic Key Opinion Leaders (KOLs), enjoy interactive content, and make faster decisions in real-time settings.

To convert viewers into buyers, brands must invest in shoppertainment with urgency-driven formats, exclusive deals, and real-time community engagement.

Vietnamese shoppers actively engage with livestream shopping (63%) and shoppable videos (53%).

Vietnam livestream categories: Fashion, household care, beauty, and mother & baby care dominate.
Vietnam shoppable video: Driven by influencer reviews, tutorials, and before/after demonstrations.
Shoppable video length: Ideal duration hovers around 1.74 minutes, though regional preferences vary.

Live formats humanise the shopping experience, fostering trust and real-time engagement. Gen Z (aged 18-28) values entertainment and KOL interaction, while Class ABC leans into utility, free shipping, and clear product demos.

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Vietnam online delivery and payment: Convenience is non-negotiable

Delivery preferences: Express (70%) and standard (59%) dominate. In-store pickup is rising, especially among Gen Z (aged 18-28).
Payment methods:
- Banking apps: 88%
- Cash on Delivery (COD): Popular among women and older millennials (aged 29-44).
- E-wallets: 32%, mainly economic class ABC.
- Buy Now Pay Later (BNPL): Only 6%, indicating an educational gap.

Consumers expect fast fulfilment, secure payments, and flexible delivery options. These attributes are no longer competitive differentiators but must-haves.

Vietnam e-commerce platform experience and satisfaction

Trust is the tipping point

Top frustrations include product misrepresentation, payment failures, and delivery delays. While satisfaction scores are generally high, platforms with the fewest frictions will increasingly earn repeat business.

Consumer satisfaction is tightly linked to platform usability and delivery performance.

Shopee: High NPS but plagued by complaints around trust-breaking issues.
TikTok Shop: Strong content but poor logistics, frequent delivery delays and sizing issues.
Lazada: Stable experience but lacks emotional loyalty or engagement hooks.

Trust, ease of use, and credibility remain the most important platform selection criteria.

Vietnam e-commerce platform recommendations

Target millennial (aged 29-44) women in rural Vietnam: They drive frequency and expenditure. Tailor messaging for utility, family-oriented convenience, and value.
Lean into essentials: Household and baby care categories are rising. Prioritise these over discretionary or luxury segments.
Double down on video commerce: Integrate livestreams and shoppable videos with KOLs to engage audiences and build trust.
Fix the last mile: Delivery delays and inconsistent experiences risk trust erosion. Invest in logistics and real-time customer support.
Platform differentiation through trust: Ease of use, payment security, and return policies are non-negotiables for retention.
Reimagine promotional calendars: Events like 11.11 are habitual; make them immersive, gamified, and tailored.
Educate on payment innovations: BNPL is underutilised. Build familiarity and trust to increase adoption.
Personalise engagement: Leverage AI-driven chatbots, loyalty tiers, and predictive marketing to enhance user experience.
Elevate the post-purchase experience: Despite awareness, retention is low. Use push notifications, email flows, and reactivation incentives.
Invest in content creation: Influencer reviews, brand tutorials, and authentic storytelling drive conversions, especially on TikTok and Shopee.

Vietnam online shopping tips: Marketing and selling recommendations

Marketing strategies to win Vietnam online shoppers

Own the evening, dominate the weekend: Consumers tell us they shop at night, after work, for entertainment. Brands must meet them there. Schedule your digital campaigns and media buys for evening hours and weekends. This is when engagement peaks. Run flash sales, influencer streams, and exclusive bundles during these windows, in livestreams, on TikTok, and with seamless checkout flows.
Prioritise millennial (aged 29-44) women and rural audiences: They drive the highest frequency and spend. Focus on family convenience and affordable reliability.
Consumers don’t just want to shop, they want to feel good doing it. Create campaigns that elevate shopping to a social and emotional experience. Leverage KOLs and shoppable content to build trust and engagement.

Turn livestreams into brand theatres: Use livestreams not just to sell but to perform, creating urgency through KOLs, demonstrations, and time-limited deals.
Master shoppable video content: Use influencer reviews, tutorials, and authentic storytelling as conversion engines.

Treat mega sales events as cultural festivals: To stand out, design exclusive bundles, gamified campaigns, and immersive experiences.
Differentiate on trust and post-purchase experience: Address platform weaknesses by offering guarantees, clear communication, and seamless returns.
Leverage payment innovation for brand advantage: Educate and incentivise shoppers to use digital wallets and BNPL.
Activate shopper segmentation: Tailor strategies, where relevant to your category, for: Power shoppers, Deal-driven shoppers, Big-ticket planners, and Budget Gen Z (aged 18-28).
- Tailor content, deals, and user flows for distinct shopper segments. High-frequency, high-expense shoppers need VIP programs, while low-frequency groups need nudges with smaller, lower-risk offerings.
Invest in logistics partnerships: Work with platforms and providers to ensure fast, flexible delivery aligned with brand promises.
Build brand presence across platforms: Adapt campaigns to Shopee (scale), TikTok Shop (content-driven discovery), optimising for each platform’s unique strength.

The evolution of Vietnam online shopping

Vietnam’s e-commerce evolution is not just digital, it’s behavioural. Platform leaders and brands must adapt as platforms blur the line between entertainment and shopping. Those who prioritise trust, practicality, and immersive experiences will thrive in the fast-growing world of Vietnam online shopping.

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