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Vietnam’s savvy shoppers spend 44% more online than general consumers
Around one in four Vietnamese online shoppers are classified as “savvy shoppers”, consumers who are more deliberate in how they assess products, optimise value, manage risk and use digital tools, and spend 44% more per month than general shoppers.
Savvy shoppers push Vietnam's e-commerce beyond price wars
Vietnam's savvy online shoppers account for just 25% of buyers but spend 44% more each month than regular consumers, highlighting a shift in the country's e-commerce market toward trust, quality and long-term value.
Vietnam expands consumer protection mechanisms in digital environment
The rapid growth of e-commerce and digital transactions has brought new risks, requiring consumer protection mechanisms to keep pace.
Online shopping rises 26%, but easy growth is over
Vietnam’s e-commerce market expanded strongly in 2025, yet rising platform fees and price sensitivity signal a tougher, more selective phase ahead.
Vietnamese spend 45 million USD a day online shopping
The four largest e-commerce platforms, namely Shopee, TikTok Shop, Lazada and Tiki, generated total sales revenues of 429 trillion VND in 2025, up nearly 34.8% over 2024.
Vietnamese consumers ready to pay more for peace of mind in online shopping
A growing number of online consumers in Vietnam and Southeast Asia are choosing peace of mind over low prices, with nearly 90% preferring to shop from official brand stores - even if it means paying up to 30% more.
Super apps wage billion-dollar race for Vietnam’s digital shopping carts
Industry experts identify multiple factors driving online grocery shopping into a billion-dollar battleground for app developers.
