About this report
The TGM E-Commerce Fashion Trends and Insights 2025 report provides a buyer-focused view of fashion shopping in Vietnam, covering clothing, accessories, and footwear. It brings together category purchasing patterns, product search behavior, and online versus in-store shopping to help businesses understand how different audiences approach fashion purchases.
Based on TGM Research’s Vietnam e-commerce survey, the research used computer-assisted web interviews (CAWI) with Vietnamese respondents aged 18–54, conducted from 18 December 2024 to 22 January 2025. The fashion edition focuses on respondents who purchased products within the clothing, accessories, and footwear categories. TGM Research, the market research provider behind the report, conducted the entire study, producing survey-based consumer insights for audience profiling and business planning.
For fashion brands, footwear retailers, marketplace sellers, category managers, and marketing agencies, the findings can inform channel priorities, audience segmentation, and campaign planning. Use the report to compare clothing and footwear shopping patterns, develop promotions suited to different age groups, and assess how mobile shopping and payment preferences should influence the customer experience.
What's inside
Online shopping frequency; differences by gender and age; devices used for online shopping; mobile commerce; shopping activities, including buy now, pay later, delivery, livestream shopping, pickup, augmented reality, and virtual consultations.
Categories purchased in the past 12 months; clothing, accessories, and footwear purchases by gender and age; online versus in-store product searches; purchasing channels across categories; channel comparisons for clothing and footwear.
Favorite online stores and platforms; preferences for Shopee, Lazada, TikTok Shop, Tiki, Facebook, and Sendo; differences by gender and age.
Preferred promotion types; promotion preferences by gender and age; perceptions of online shopping value, including price, shipping costs, savings, delivery speed, and returns.
Preferred online payment methods, including cash on delivery, bank transfer, cards, e-wallets, buy now, pay later, and PayPal; payment preferences by gender and age.
Vietnam E-Commerce Fashion Trends and Insights 2025
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