According to a report on Statista, in 2021, e-commerce accounted for approximately seven percent in total retail sales. This amounts to more than 13.7 trillion U.S. dollars. Over the last decade, the sector has been growing year by year. More than half of Vietnamese people reported purchasing consumer goods online that year. There are more people buying products online. In Vietnam, the average amount of consumer spending on e-commerce channels has also been growing exponentially. In this article, we indicate the top 5 products that Vietnamese consumers spend the most money on buying online
1. Fashion and beauty products
Online shopping has made it easier for Vietnamese consumers to access a wide range of fashion and beauty products from local and international brands. The convenience of online shopping, along with competitive pricing and a wider selection of products, has made it a popular choice for consumers.
One of the most popular international fashion and beauty products available for online purchase in Vietnam is Zara, a fast-fashion retailer that offers clothing, shoes, and accessories for men, women, and children. Vietnamese consumers can purchase Zara products online through the Zara Vietnam website. When it comes to beauty products, MAC Cosmetics is the most popular global makeup brand that offers a wide range of products for the face, eyes, lips, and nails. Vietnamese consumers can purchase MAC Cosmetics products online through the MAC Vietnam website or through e-commerce platforms like Lazada.
In addition to international brands, Vietnamese consumers are also interested in local fashion and beauty brands. Some outstanding examples are Ivy Moda, which is a clothing brand offering trendy and affordable clothing for women, including dresses, tops, skirts, and accessories, or Dermalogica, a skincare brand that focuses on professional-grade products that are designed to address specific skin concerns, such as aging, acne, and sensitivity.
A lot of fashion and cosmetics brands have collaborated with influencers or KOLs in Vietnam to further promote their products. In 2022, the popular Vietnamese key opinion leader Ha Linh collaborated with MAC Cosmetics to promote a range of makeup and skincare products. As part of the campaign, Ha Linh created content on social media channels featuring special deals on such products as lipstick and cushion and also hosted a live-stream event to showcase the products.
With a large percentage of the population under the age of 35, which is also the country’s young and fashion-conscious population, there is a strong demand for the latest fashion and beauty products and trends in the near future. And online shopping has made it easier for these brands to reach a wider audience, with many local brands gaining popularity among Vietnamese consumers through online platforms. Learn more about Vietnam’s emerging cosmetics market with us:
2. Consumer electronic devices
With the rise of e-commerce in Vietnam, consumer electronics such as smartphones, laptops, and tablets have become increasingly popular among Vietnamese consumers. Online shopping platforms like Lazada, Tiki, and Shopee offer a wide range of electronic products at competitive prices, which has led to a surge in online sales of electronics.
The convenience of online shopping, along with a wider selection of products, has made it easier for consumers to purchase electronics without having to leave their homes.
Smartphones, laptops, and tablets are among the most popular consumer electronics products in Vietnam. With the rise of mobile technology, many Vietnamese consumers are upgrading their smartphones to keep up with the latest features and advancements. Laptops and tablets are also popular choices, especially among students and young professionals who need portable devices for work and study.
In addition to personal electronics, Vietnamese consumers are also purchasing home electronics such as televisions, refrigerators, and air conditioners online. These products are often bulky and difficult to transport, making online shopping a convenient option. Online shopping platforms offer competitive pricing and delivery services, making it easier for consumers to purchase these products from the comfort of their own homes.
One of the key drivers of the popularity of consumer electronics in Vietnam is the country’s young and tech-savvy population, who has a strong demand for the latest electronic devices and technologies. Online shopping has made it easier for these consumers to access a wider range of products and stay up-to-date with the latest trends and innovations in the electronics industry.
Understanding the demands of the market, Samsung has collaborated with top celebrities such as Chau Bui and Quynh Anh Shyn and leveraged their influence to reach a wider audience for its products. These influencers have appeared in a campaign for the Samsung Galaxy A series, promoting the phone’s features and capabilities through a series of social media posts and advertisements. Therefore, the campaigns have been successful in not only raising awareness of Samsung’s brand and products but also driving a huge amount of traffic to its website in the Vietnamese market
3. Food and beverages:
Online grocery shopping is a growing trend in Vietnam as the country’s e-commerce market continues to expand rapidly. With the rise of the digital age, many Vietnamese consumers have turned to online grocery shopping to save time and effort while enjoying the convenience of doorstep delivery. This trend has been accelerated by the Covid-19 pandemic, which has forced many people to stay at home and has increased the demand for online shopping.
One of the popular food and beverage products in Vietnam is instant noodles. Vietnamese consumers have a strong preference for instant noodles, which are considered a convenient and affordable meal option. According to a report by Kantar Worldpanel, instant noodles account for 70% of the country’s noodle market, with the most popular brands being Omachi, Hao Hao, and Masan. Other popular food and beverage products in Vietnam include dairy products, snacks, and soft drinks.
When it comes to online grocery shopping, Vietnamese consumers have some distinct preferences. Firstly, they prefer to buy fresh produce, meat, and seafood in person rather than online. This is because they want to be able to select the freshest ingredients and ensure their quality. However, for packaged food and beverages, Vietnamese consumers are more open to buying online. Secondly, Vietnamese consumers tend to be price-conscious, and they are always on the lookout for good deals and promotions. As such, online grocery retailers that offer discounts and free delivery are more likely to attract customers. Furthermore, they tend to believe social media KOLs who usually upload content about health and food topics. For instance, Thu Nhi is a popular Vietnamese KOL who is known for promoting healthy eating and lifestyle habits. She regularly shares recipes and meal plans on her social media channels and also offers advice and guidance on nutrition and wellness. Seen as trusted sources of information, Thu Nhi has worked with several online food delivery services and meal prep companies to promote their healthy food options to her followers.
4. Books and stationery
The online books and stationery market in Vietnam has experienced rapid growth in recent years, driven by the increasing adoption of digital technologies and the rising popularity of e-commerce platforms. According to a report by Statista, the market size of online book sales in Vietnam is expected to reach over 200 million USD by 2025, with a compound annual growth rate of 13.6% from 2020 to 2025.
One of the popular platforms for online books and stationery shopping in Vietnam is Tiki, an e-commerce site that offers a wide range of products from books, office supplies, and art materials to electronic gadgets. Tiki has been expanding its market share by launching various marketing campaigns, offering discounts, and investing in its delivery network to enhance customer experience. Another popular platform is Shopee, a Southeast Asian e-commerce platform, which has been growing rapidly in Vietnam since its launch in 2016. Shopee offers a variety of books and stationery products from local and international brands, and it has gained popularity among young consumers due to its user-friendly interface and competitive prices.
In terms of products, textbooks and reference books remain the top-selling categories in the online book market in Vietnam. The outlook for the online books and stationery market in Vietnam remains positive, with analysts predicting continued growth in the coming years. As more Vietnamese people go online and the demand for high-quality products increases, the market is likely to become even more competitive and dynamic, presenting new opportunities for both local and international players.
Nowadays, there are plenty of publishing companies that sell books on websites or e-commerce platforms. One outstanding example is Nha Nam, the leading publishers of Vietnamese literature, including both fiction and non-fiction works, as well as translations of foreign literature. Nha Nam sells their books online through their official website as well as various e-commerce platforms in Vietnam, such as Tiki, Lazada, and Shopee. Therefore, customers can easily browse and purchase a wide range of books from Nha Nam’s online store, including best-sellers, literary classics, and academic works. Besides, Nha Nam is known for its active presence on Facebook, where it engages with readers and promotes its books through a variety of marketing activities. Some examples of Nha Nam’s marketing activities on Facebook include book review contests, giveaways or social media ads.
5. Train and air tickets
Vietnam’s online train and air tickets market has experienced significant growth in recent years, as the country’s middle class continues to expand and consumers’ increasing travel needs. As more consumers love to visit famous destinations, especially after the COVID-19 lockdown in two recent years, they are increasingly turning to online platforms to book their travel tickets, whether it’s for a short domestic flight or a long-distance train journey.
In addition to the convenience of being able to book travel tickets online, consumers in Vietnam also appreciate the competitive prices and discounts that are often available on e-commerce platforms. Many of these platforms also offer a range of payment options, including cash on delivery and mobile banking, making it easier for consumers to make purchases without the need for a credit card.
The rise of online travel agencies has also led to increased competition in the market, with companies vying for customers by offering better prices, more flexible booking options, and a wider range of travel products and services. Therefore, these companies are investing in numerous marketing activities in order to attract new customers. For example, Traveloka is an online travel booking platform that operates in Vietnam, among other countries. This brand has partnered with several Vietnamese travel bloggers such as Ha Truc, Hong Hanh to promote its services on social media. These influencers share photos and videos of their own travels, along with recommendations to book through Traveloka. Besides, Traveloka has a strong presence on social media platforms like Facebook and Instagram, where it shares photos, videos, and travel tips to engage with potential customers. It also runs targeted social media ads to reach users who are interested in travel.
In conclusion, online shopping has become increasingly popular in Vietnam, with the country’s e-commerce market growing rapidly in recent years. Consumers are turning to online shopping for convenience, a wider selection of products, and competitive pricing. As a result, brands that focus on providing a seamless online shopping experience, building brand awareness, offering competitive pricing, prioritizing customer service, and expanding product offerings are likely to succeed in Vietnam’s increasingly competitive e-commerce market.
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