E-commerce continues to expand in Vietnam, Southeast Asia
After a successful year with many contributions to the macro-economy and supply of goods during the pandemic, e-commerce platforms continued to be recognized in terms of brand recognition in 2021 in Vietnam and Southeast Asia.
Ranking of the most mentioned brands in 2021 in Asia Pacific. (Source: YouGov)
YouGov has released the Best Buzz 2021, the list of the most mentioned brands in all areas in 2021. E-commerce in particular and the technology sector in general dominated the overall rankings and in each individual country.
Specifically, across the Asia Pacific region, Shopee e-commerce platform occupied the No. 1 position, followed by YouTube and Samsung. Shopee continued to hold the top position in a number of other Southeast Asian countries, and the leading position in Vietnam in the field of e-commerce. Lazada also appeared in YouGov's ranking in Southeast Asia, while Tiki appeared in the list in Vietnam.
E-commerce platforms in the past year showed the important role of these platforms during the Covid-19 pandemic, when many countries imposed lockdowns that forced people to shop online.
According to a report from Google, Temasek and Bain & Company, in 2021, thanks to the 53% growth of e-commerce compared to previous year, Vietnam’s digital economy is expected to grow 31% to 21 billion USD and is likely to reach 57 billion USD by 2025. In the Southeast Asia region, the total value of e-commerce goods may exceed 120 billion USD in 2021, nearly double from 2020, with potential to reach 234 billion USD by 2025.
Ranking of the most mentioned brands in 2021 in Vietnam. (Source: YouGov)
YouGov's Best Buzz report shows that Shopee had a great influence in Southeast Asia in 2021. In addition to the number one position in the Asia Pacific region, this platform also took the lead in Indonesia, Malaysia, and Singapore. In the Philippines, Thailand, and Vietnam, Shopee ranks No. 2 but led in the field of e-commerce.
On a regional scale, Lazada ranked second in the field of e-commerce. This platform ranked 5th throughout Asia Pacific, and entered the top 10 in countries such as Malaysia, the Philippines, Singapore, Thailand, and Vietnam.
Other local e-commerce platforms also appeared in the list of countries, for example Tiki (Vietnam), Tokopedia (Indonesia), and Flipkart (India).
In addition to the field of e-commerce, technology companies also appeared on YouGov's list in different countries, popularly Samsung, Google, YouTube, Facebook, and some brands like Huawei, iPhone, Panasonic, Netflix, etc.
YouGov's Best Buzz 2021 rankings was made based on multiple metrics, plus a question to users: "If you've heard the name of this brand within the last two weeks, through advertising, the media, or someone, is the information positive or negative?”
The Covid-19 pandemic has created the right conditions for online retail selling and the year 2021 saw a strong growth for many essential and even some luxury items.
The Covid-19 pandemic has turned out to be a golden opportunity for e-commerce platforms as online shopping was the only alternative to obtain essentials during lockdown.