About this report
Vietnamese Gen Z Consumer Portrait Report examines how young consumers in Vietnam make decisions across e-commerce, food delivery and ride-hailing. The report examines platform preferences, online shopping behaviour, payment methods, app selection and everyday mobility, with a focus on how younger consumers compare with the overall adult sample.
Research methodology and scope: It draws on TGM Vietnam E-commerce Insights 2025 (fieldwork January 2025; 1,142 adults aged 18–54, including 225 aged 18–24), TGM Food Delivery Insights 2024 (fieldwork June–July 2024 and December 2024–January 2025; 91 food delivery app users aged 18–24 out of 563 users), and TGM Ride-hailing Insights 2024 (the same two fieldwork phases; 95 ride-hailing app users aged 18–24 out of 558 users). The three studies share an overall base of 1,142 adults; app-specific findings use eligible users.
Developed by TGM Research, the report is designed for e-commerce platforms, retailers, food delivery operators, mobility services, brand strategists and consumer insight teams. It brings together evidence from TGM's market-specific consumer studies with clearly identified subgroup bases and fieldwork periods, helping decision-makers identify the platforms, payment experiences and usage occasions most relevant to young Vietnamese consumers. The findings provide a practical foundation for audience planning, category strategy and market-specific marketing decisions.
What's inside
Online shopping frequency, preferred devices, and shopping platforms
The role of Shopee, TikTok Shop, and other e-commerce platforms
How younger consumers engage with livestream shopping and new shopping formats
Preferred product categories and online versus in-store shopping habits
The role of fashion, beauty, and personal care in purchasing decisions
What younger consumers value most when shopping online
Preferred payment methods and the leading role of bank transfers
How payment preferences differ across age groups
The promotions, discounts, and shopping incentives that appeal to Gen Z
Preferred food delivery platforms and brand preferences
Why younger consumers order food through delivery apps
Key factors influencing food delivery app choices
Car ownership and everyday mobility habits among younger consumers
Preferred ride-hailing platforms and usage frequency
The role of spontaneous trips, pricing, and ride experience in mobility decisions
Common myths about Vietnamese Gen Z and what the data actually shows
Key differences in consumer priorities across shopping, food delivery, and mobility
Practical opportunities for e-commerce, food delivery, and ride-hailing brands
Vietnamese Gen Z Consumer Portrait Report
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