E-commerce Behavior in Vietnam

Online Shopping is Becoming a Routine Habit

Vietnamese consumers are shopping online frequently, not as a rare or special occasion, but as part of their weekly or even daily habits. Over 91% shop online at least once a month, and nearly 60% do so multiple times per month or week. E-commerce has moved beyond occasional use and become a normalized, everyday activity. With mobile accessibility, growing product range, and platform familiarity, online shopping in Vietnam is now less about novelty and more about convenience, habit, and utility.

Vietnam’s E-Commerce Market is Highly Concentrated

The Vietnamese e-commerce market exhibits clear signs of platform concentration. Shopee commands nearly 80% of user preference, far surpassing competitors such as Lazada, TikTok Shop, and Tiki. Shopee’s early entry and long-standing presence in the market may contribute to its dominant position. In a landscape where digital shopping behaviors are still evolving, as reflected by the continued popularity of cash on delivery, established platforms may benefit from first-mover familiarity and consistent user experiences.

Additionally, Shopee’s extensive seller network and broad product coverage across diverse categories may help explain why nearly four in five users choose it as their preferred online shopping destination.

Promotions That Deliver Now, Not Later, Win Vietnamese Buyers

The promotions that work best with Vietnamese shoppers are the ones that are straightforward, immediate, and easy to see the value in. Popular choices like percentage-off discounts and free gifts with purchase offer instant rewards, no small print, no extra steps. You know what you’re getting, and you get it right away. Less popular are offers like bounce-back deals, tiered rewards, or “buy now, pay later” options. These aren’t necessarily unfamiliar, they just require customers to wait, track, or calculate to see the benefit. That extra uncertainty makes them less appealing. In a market where trust in online shopping is still developing, promotions do more than attract , they help build credibility. And for Vietnamese consumers, credibility often starts with simplicity and instant value.

Online Leads, But Offline Holds for High-Involvement Categories

Across most product categories, online purchasing is the dominant behavior in Vietnam. Shoppers buy online at high rates for essentials, fashion, and household items. These categories lend themselves well to e-commerce thanks to recurring needs, standardized products, and platform incentives. However, for higher-cost or bulkier items like appliances (59% online vs. 65% in-store) and furniture (57% online vs. 62% in-store), physical stores remain important. These categories often require more consideration, comparison, or physical inspection, explaining the stronger offline presence despite high online search behavior. Vietnamese consumers adapt their shopping channel based on the product’s characteristics, balancing convenience and confidence.

Cash on Delivery: The Final Trust Filter

All of this culminates at the moment of payment. Despite the rise of fintech, cash on delivery (COD) remains the top method in Vietnam (34.6%), followed closely by bank transfers (30.1%). Credit cards, e-wallets, and “Buy Now, Pay Later” services lag far behind. COD isn’t just a legacy method, it’s a trust mechanism. It allows the buyer to hold power until the product arrives. Even with increasing e-commerce sophistication, Vietnamese shoppers want the final word in any transaction. Until digital trust catches up with behavioral norms, COD will remain dominant, not as a crutch, but as a conscious preference.

What Value Really Means: Savings, Returns, Delivery Speed

“Value” in Vietnamese e-commerce doesn’t mean the absolute lowest price. It means mitigating risk while maximizing savings. When asked what matters most when shopping online, consumers chose not just “Prices” but also “Low costs & free shipping”, “Cashback”, and “Fast delivery”. Flexible returns, chosen by over 10%, are especially telling. Consumers don’t just want a good deal; they want a way out if the deal disappoints. This mindset reinforces the role of platforms and sellers to offer frictionless, buyer-friendly processes that reduce post-purchase regret."