According to a survey in 2022, clothing, footwear, and cosmetic products were the most popular online product categories according to online shoppers in Vietnam. Home appliances ranked second, with 67 percent of respondents having purchased these items online.
Online shopping on the rise in Vietnam
In 2022, around 7.5 percent of total retail sales in Vietnam came from e-commerce, equaling over 16.4 billion U.S. dollars. The growth of this sector has been recorded year-on-year during the last decade in the country. In the same year, over half of the Vietnamese population reported having purchased consumer goods online. Not only are there more people buying products online, but the average amount spent per consumer on e-commerce channels has also been increasing exponentially in Vietnam.
Vietnam’s internet economy
Vietnam had the third largest internet economy in Southeast Asia, behind Indonesia and Thailand, with a total market value of 23 billion U.S. dollars. While e-commerce accounted for the lion’s share, other segments within the internet economy in the country have been growing fast in recent years. For instance, the COVID-19 pandemic has made online entertainment the new normal for people across different age groups, contributing to the substantial increase in online media market value in Vietnam. Furthermore, after the pandemic, food delivery, ride-hailing, and online travel have continued to benefit from the shift in consumer preferences towards online products and services.
