Online shopping is now a daily habit for Vietnamese consumers. Half of them shop online at least once a week, primarily via smartphones. Speed, pricing, convenience, and flexible payment options are at the core of decision-making, with flash sales, vouchers, and mobile-first experiences driving conversions.
New shopping channels are reshaping the path to purchase. Livestream commerce and social platforms like TikTok Shop are rapidly gaining ground, blending entertainment with discovery and influencing buying behavior.
TGM Vietnam E-Commerce Insights 2025 delivers a data-driven, local view into the evolving habits, preferences, and touch points that matter most. Designed for platforms, brands, and agencies, this report is your strategic guide to thriving in one of Southeast Asia’s fastest-growing digital markets.
Online shopping frequency and behaviors
Devices used: smartphone, desktop, tablet
Shopper segmentation: light, moderate, heavy users
Top product categories: fashion, personal care, beauty, and more
Online vs. in-store preferences
Emerging trends: livestream shopping, subscriptions
Platform usage: Shopee, Lazada, TikTok Shop, Tiki, etc.
Why shoppers choose certain platforms
Cross-platform behavior by shopper type
Promotion triggers by age: discounts, vouchers, loyalty perks
Preferred payment methods: COD, e-wallets, BNPL, bank transfers
Payment trends by age, gender, and usage level
Vietnam E-commerce Insights 2025
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