Around 48% of Vietnamese consumers are shifting to buy premium products at local online shops, compared with 69% still going to local physical stores, a latest report by global measurement company Nielsen revealed.

Additionally, 27% of locals chose to buy goods in foreign online shops, while 23% travelled abroad to buy luxury goods at stores. 

Vietnamese consumers are most willing to buy such premium items as cosmetics (46 %), clothing/shoes (44 %), personal electronics (43 %), body care (41 %) and meat or seafood (38 %), read the report.

Vietnamese consumers said they are seeking premium products mainly for high-quality (65%) and superior performance (58%). Notably, more than half of respondents are willing to pay a premium for products that contain environmentally friendly materials or natural ingredients.

Before buying a premium product, Vietnamese consumers considered positive reviews from friends and families the most important factor, as 50% of respondents said recommendations from their trusted community leading to their decision for trying a product, followed by other factors, including their self-research on a product, digital advertisement, and advertisements on TV and stores. 

Globally, more consumers are going online to local e-retailers for premium products as well as buying them from overseas e-retailers (15%). However, traditional stores remained favorite choice for 60% customers.

Hanoitimes