About this report
The TGM E-Commerce Home & Living Trends and Insights 2025 report explores how consumers in Vietnam shop for household goods, home furnishings, and furniture. It brings together category purchasing patterns and online versus in-store behavior, helping businesses assess these product groups separately rather than treating home and living as a single shopping category.
The findings are based onTGM Research’s Vietnam e-commerce survey, carried out through computer-assisted web interviews (CAWI) between 18 December 2024 and 22 January 2025, with respondents aged 18–54. The home and living edition focuses on buyers within its three covered product categories. TGM Research, the market research provider behind the study, conducted the complete research project, producing consumer insights intended to support audience profiling and strategic planning.
For household-goods brands, furniture retailers, home-furnishing sellers, category managers, and e-commerce teams, the report can inform audience targeting, channel priorities, and promotional planning. Use it to compare the role of digital and physical retail across product groups, identify differences between shopper segments, and review customer experience priorities such as shipping, returns, and payment options.
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, livestream shopping, delivery, pickup, and augmented reality.
Categories purchased in the past 12 months; household goods, home furnishings, and furniture purchases by gender and age; online versus in-store product searches; purchasing channels across categories; channel comparisons for the three home and living 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 Home & Living Trends and Insights 2025
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