"Most online shoppers are office workers."
According to a Nielsen report, 78% of digital platform shoppers in Vietnam are office workers. The majority of these office workers are female.
During an e-commerce event organized by TikTok in Hanoi last weekend, Ms. Le Minh Trang, a representative of market research company Nielsen, stated that the digital economy is one of the main growth drivers in Vietnam.
Among these, electronic commerce (e-commerce) is one of the largest segments. According to the Vietnam E-commerce 2023 report of the Ministry of Industry and Trade, from 2018 to 2023, the growth of the e-commerce retail market scale is continuously at double digits, from 16% to 25%, of which 2023 will have can reach 20.5 billion USD.
In 2023, Nielsen conducted a survey to provide more information about the online shopping behavior of Vietnamese consumers in four major cities including Hanoi, Ho Chi Minh City, Da Nang, and Hai Phong. The survey results indicate that the majority of online shoppers in Vietnam are young people with an average age of 31. Females make up 58% of the online shoppers, and 83% of them have a university degree or higher.
According to the survey results, 78% of online shoppers are office workers, whereas only 12% are freelancers and 6% are students. The majority of online shoppers, which is 71%, are married, and 68% have a household income of over 15 million VND.
Nielsen has identified a major trend in Vietnam called "Shoppertainment". This trend involves combining entertainment with shopping, usually through live streaming on e-commerce platforms. Shoppertainment has become increasingly popular because it allows users to easily interact with sellers, view detailed product information, and enjoy highly entertaining sessions. According to a survey conducted by Nielsen, 64% of respondents admitted to making "unconscious" purchases while watching livestreams.
At the event, TikTok representatives explored the trend of combining entertainment with shopping by using short videos to influence people's purchasing decisions. The company provided statistics indicating that by November 2023, there were more than 2.8 million micro, small, and medium-sized businesses operating on the TikTok platform in Vietnam.
Despite the convenience and wide selection of products, many online shoppers are concerned about the quality of products they receive.
A recent survey revealed that the majority of people, 84%, are worried about the quality of products purchased online and the inability to physically inspect them. Additionally, 68% of the respondents expressed their concerns about high delivery costs and long wait times. Moreover, 59% of people stated that they either don't trust online sellers or have had a bad experience with them. The technology industry is one of the industries that has suffered a significant decline in online sales because users prefer to visit physical stores to have a hands-on experience and a closer look at the product before making a purchase.
During an e-commerce event organized by TikTok in Hanoi last weekend, Ms. Le Minh Trang, a representative of market research company Nielsen, stated that the digital economy is one of the main growth drivers in Vietnam.
Among these, electronic commerce (e-commerce) is one of the largest segments. According to the Vietnam E-commerce 2023 report of the Ministry of Industry and Trade, from 2018 to 2023, the growth of the e-commerce retail market scale is continuously at double digits, from 16% to 25%, of which 2023 will have can reach 20.5 billion USD.
In 2023, Nielsen conducted a survey to provide more information about the online shopping behavior of Vietnamese consumers in four major cities including Hanoi, Ho Chi Minh City, Da Nang, and Hai Phong. The survey results indicate that the majority of online shoppers in Vietnam are young people with an average age of 31. Females make up 58% of the online shoppers, and 83% of them have a university degree or higher.
According to the survey results, 78% of online shoppers are office workers, whereas only 12% are freelancers and 6% are students. The majority of online shoppers, which is 71%, are married, and 68% have a household income of over 15 million VND.
Nielsen has identified a major trend in Vietnam called "Shoppertainment". This trend involves combining entertainment with shopping, usually through live streaming on e-commerce platforms. Shoppertainment has become increasingly popular because it allows users to easily interact with sellers, view detailed product information, and enjoy highly entertaining sessions. According to a survey conducted by Nielsen, 64% of respondents admitted to making "unconscious" purchases while watching livestreams.
At the event, TikTok representatives explored the trend of combining entertainment with shopping by using short videos to influence people's purchasing decisions. The company provided statistics indicating that by November 2023, there were more than 2.8 million micro, small, and medium-sized businesses operating on the TikTok platform in Vietnam.
Despite the convenience and wide selection of products, many online shoppers are concerned about the quality of products they receive.
A recent survey revealed that the majority of people, 84%, are worried about the quality of products purchased online and the inability to physically inspect them. Additionally, 68% of the respondents expressed their concerns about high delivery costs and long wait times. Moreover, 59% of people stated that they either don't trust online sellers or have had a bad experience with them. The technology industry is one of the industries that has suffered a significant decline in online sales because users prefer to visit physical stores to have a hands-on experience and a closer look at the product before making a purchase.
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