About this report
The TGM E-Commerce Health & Beauty Trends and Insights 2025 report examines how consumers in Vietnam shop across beauty products, personal care products, and medicines or vitamins. By comparing product searches and purchases across online and in-store channels, it helps businesses see where shopping behavior differs between these categories and across demographic groups.
The report draws on TGM Research’s Vietnam e-commerce survey, conducted using computer-assisted web interviews (CAWI) from 18 December 2024 to 22 January 2025, among respondents aged 18–54. This edition focuses on the health and beauty buyer segment. TGM Research is the market research provider responsible for the full study, developing consumer survey insights to support audience profiling, targeting, and marketing decisions.
For beauty and personal care brands, pharmacies, health-product retailers, e-commerce teams, and consumer insights professionals, the report can support more focused channel and campaign planning. Use the findings to compare category-specific shopping channels, tailor promotional approaches to different audiences, and evaluate payment and service priorities against shoppers’ stated preferences.
What's inside
Online shopping frequency among health and beauty buyers; differences by gender and age; devices used for online shopping; mobile commerce; shopping activities, including buy now, pay later, livestream shopping, delivery, pickup, and augmented reality.
Categories purchased in the past 12 months; personal care, beauty, and medicine or vitamin purchases by gender and age; product searches online and in-store; purchasing channels across categories; channel comparisons for the three health and beauty categories.
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, returns, and delivery speed.
Preferred online payment methods, including cash on delivery, bank transfer, cards, e-wallets, PayPal, and buy now, pay later; payment preferences by gender and age.
Vietnam E-Commerce Health & Beauty Trends and Insights 2025
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