Premia TNC Vietnam Team
Author
The Vietnamese e-commerce market is currently experiencing explosive growth. This market is being driven by young adults who have skipped the PC generation and are moving straight to the mobile generation, revolutionizing consumption patterns.
This shift presents new opportunities for businesses, and a mobile-centric strategy is becoming essential for success. In this article, we will systematically analyze the characteristics of the Vietnamese e-commerce market, the consumption patterns of young and middle-aged people, and effective entry strategies.
Key Insights into Vietnam’s E-Commerce Market
Accelerated Market Expansion
By 2025, the market is expected to reach approximately $57 billion, making it the fastest-growing in Southeast Asia with an average annual growth rate exceeding 20%. This rapid expansion is driven by key factors such as widespread smartphone penetration, which reached about 84% by 2023, the growing adoption of digital payment systems like e-wallets, and high internet usage among the young demographic aged 18 to 34.
E-Commerce Market Leaders
Shopee
Holds the largest market share, driven by its mobile-first approach and aggressive pricing strategies.
Lazada
Backed by Alibaba Group, with strong capabilities in logistics and technology integration.
Tiki
A homegrown Vietnamese platform renowned for its reliability and customer-focused service.
Sendo
Offers a supportive marketplace environment, connecting small and medium-sized sellers with consumers.
Consumption Habits of the Mobile Generation
Mobile-Centric Consumption
In Vietnam, consumers overwhelmingly favor mobile devices over PCs when shopping, with a smartphone penetration rate exceeding 84%. Most shoppers rely on e-commerce apps such as Shopee, Lazada, and Tiki to access promotions and discount coupons in real time, making mobile platforms central to their purchasing journey. From product search and price comparison to payment, the entire shopping process is commonly carried out on smartphones, highlighting the dominance of mobile commerce in the market.
The Blend of Social Media and Commerce
Young Vietnamese consumers are highly influenced by social media in their shopping journey, with platforms like Facebook, Instagram, and TikTok playing a central role. They often discover products through targeted advertisements, explore reviews and influencer recommendations for credibility, and complete instant purchases using integrated features such as TikTok Shop, making social media a powerful driver of e-commerce in Vietnam.
A Price-Conscious Market
Vietnamese consumers are highly price-sensitive, often comparing options before making purchase decisions, and they respond strongly to discounts, promotions, and coupons. Major shopping events such as 11.11 (Singles Day), Tet (Vietnamese New Year), and Black Friday serve as key periods when retailers can maximize engagement and sales through large-scale promotions.
Growing Demand for Digital Payments Methods
In Vietnam, the traditional cash on delivery (COD) method is steadily being replaced by electronic payments, driven by the growing preference for convenience and security. Popular digital payment platforms such as MoMo, ZaloPay, and ShopeePay are widely adopted, offering consumers not only faster and safer transactions but also attractive discounts and promotions. This shift highlights the increasing trust in digital financial services and the role of incentives in encouraging cashless transactions.
Targeting the Next Generation of Online Shoppers
Strengthening UX/UI
Developing responsive websites and mobile apps is essential for success in today’s digital market. Prioritizing loading speeds, streamlined payment processes, and intuitive, user-friendly designs ensures a seamless experience that keeps users engaged and encourages conversions.
Social Media Marketing
Leverage TikTok Shop with short videos to promote products and boost sales, use live commerce to offer discounts and engage consumers in real time, and build credibility through influencer collaborations on TikTok and Instagram.
Discounts and Promotions
Actively join major discount events like 11/11 and Tet, leveraging free shipping and coupons to boost conversion rates.
Digital Payment Systems
Integration with local e-wallets (MoMo, ZaloPay, etc.) while ensuring a secure payment system to build consumer trust.
Robust Logistics Network
Establish a quick delivery service with a reliable system that ensures orders are fulfilled within 1–2 days, supported by strong partnerships with leading local logistics providers such as GHTK, GHN, and others to maintain efficiency and speed.
Success Stories from E-Commerce in Vietnam
Shopee
Shopee holds the highest market share in Vietnam’s e-commerce market by leveraging a mobile-centric user interface and an aggressive discount strategy, further strengthening customer loyalty through its monthly “Shopee Day” promotions.
TikTok Shop
By leveraging short video content and influencer collaborations, the platform captivates young adults and drives engagement. As a leader in social commerce, it stands out with unique content and a seamless purchasing process that makes shopping both entertaining and effortless.
Premia TNC’s Support
Premia TNC provides comprehensive consulting services to help businesses successfully enter Vietnam’s e-commerce market. Our incorporation support covers IRC/ERC issuance and ensures full compliance with local regulations, while our accounting and tax agency services align with Vietnam Accounting Standards (VAS) to strengthen financial management.
Partner with Premia TNC for Success
Vietnam’s mobile-first generation is reshaping the e-commerce landscape, making a mobile-focused strategy essential for success. With rapid digital adoption and strong consumer demand, now is the ideal moment to enter and thrive in this dynamic market.
Partner with Premia TNC to confidently conquer Vietnam’s e-commerce market.
Premia TNC Vietnam Team
Author
Premia TNC Vietnam is a dynamic team of experts dedicated to supporting businesses and entrepreneurs as they establish, manage, and grow their presence in Vietnam and across the region. Premia TNC Vietnam specializes in providing tailored corporate services, from company incorporation and compliance to tax planning and accounting. With our extensive experience and deep understanding of the local regulatory environment, we are here to make business operations smoother and more efficient.
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