Online shopping is getting popular in Vietnam. The most popular segment is fashion area. Q&Me Vietnam market research has conducted the survey among Vietnam online shoppers.

1. Your sub-title here
Vietnam fashion online shopping Survey
Lazada.vn, the most popular shopping website

2. Survey information
• Vietnamese Fashion Online Shopping
• 300 male / female Vietnamese above 18 years old those
who have purchased fashion products online in last 12
month
• Conducted on Dec 1st, 2014 – Dec 4th, 2014

3. Executive Summary
• 30’s have more frequent online shopping behavior, with
60% of online shoppers buy items monthly
• 100K – 500K are the most common spending range.
• Lazada.vn is the most popular choice for people.
• 30’s use online mainly because of the variety of products
while 10’s and 20’s use mainly because of price.
• Price (75%) and quality(73%) are the top 2 concerns
• 87% of fashion online shoppers buy fashion item from
Facebook pages

4. How often do you buy fashion product online?
9%
3%
10%
29%
9%
22%
10%
7%
3%
5%4%
17%
13%
27%
8%
22%
6%
0%0%
19%
10%
17%
16%
33%
Every day2-3 times/weekOnce/week2-3
times/month
Once/monthOnce/2-3
months
Once/6 monthsLess than that
30-39 20-29 -19
30’s have more frequent online shopping behavior, with 60%
of online shoppers buy items monthly

5. 100K – 500K are the most common spending range.
14%
38%
28%
4%
11%
4%
13%
32%
27%
15%
8%
6%
2%
28%
36%
9%
16%
10%
Up to 100,000 VND
100,000-300,000 VND
300,000-500,000 VND
500,000-700,000 VND
700,000-1,000,000 VND
More than 1,000,000 VND
-19 20-29 30-39
How much do you spend fashion online shopping
monthly?

6. What is your online shopping behavior?
6%
19%
57%
19%
8%
23%
55%
14%
10%
10%
69%
10%
I buy fashion products online mainly
I check fashion site but buy clothes at
real shops
I use both of the real shops and online
I use real shops mainly
30-39 20-29 -19
More than half use both real shop and online

7. Which site do you use for fashion online shopping?
Lazada.vn is the most popular choice for people.
31%
25%
16%
17%
17%
27%
27%
20%
30%
17%
13%
11%
40%
30%
30%
31%
26%
29%
26%
19%
22%
15%
16%
11%
64%
41%
43%
40%
43%
29%
22%
31%
17%
16%
17%
16%
Lazada.vn
Muachung.vn
Cungmua.com
Nhommua.com
Hotdeal.vn
123mua.vn
Vatgia.com
Zalora.vn
Tiki.vn
Lamido.vn
Sendo.vn
Amazon.com
Lower than 19 20-29 30-39

8. Which device do you use to receive fashion info?
50%
22%
31%
65%
42%
17%
40%
58%
50%
31%
71%
41%
Mobile Tablet Desktop Notebook
Lower than 19 20-29 30-39
Notebook for teens and 20’s, desktop for 30’s

9. Which products do you tend to buy online?
18%
26%
18%
15%
23%
9%
26%
10%
16%
14%
Tops
Bottoms
Underwear
Bag
Shoes
Male Female
Bottoms are the most popular items for online
18%
22%
12%
13%
18%
13%
27%
14%
16%
20%
14%
22%
16%
10%
12%
Tops
Bottom
s
Under
wear
Bag
Shoes
-19 20-29 30-39

10. What is the mainly reason you use online to buy
fashion items?
30’s use online mainly because of the variety of products
while 10’s and 20’s use mainly because of price.
57%
52%
43%
22%
35%
38%
60%
55%
50%
26%
37%
40%
53%
66%
59%
31%
38%
47%
Price
Variety of the products
Easy to order whenever I have
free time
Point system
Delivery
More information about items
-19 20-29 30-39

11. What is your main concern in fashion online shopping?
Price (75%) and quality(73%) are the top 2 concerns.
75%
73%
58%
55%
50%
47% 47%
43%
19%
6%

12. 37%
32% 32%
26%
44%
31%
46%
21%
55%
43%
36%
16%
Check the site to look for
special deals
Check the site to get
knowledge
Come to the site for price
comparison
Come to the site to kill my
spare time
-19 20-29 30-39
30’s more active for the special deal information
Please choose what is applicable to you when going
to the fashion website

13. Do you buy the fashion item from Facebook pages?
87% of fashion online shoppers buy fashion item from Facebook
pages
Yes
87%
No
13%

14. How long did it usually take for the product delivery?
5%
10%
43%
24%
11%
8%
Less than 12 hours
12-24 hours
2-3 days
4-5 days
6-7 days
More than one week
2-3 days are the most common

15. Please rank as the priority of the “good quality” image?
31%
25%
17%
13%
7%
4%
3%
21%
21%
11%
16%
18%
11%
2%
14%
18%
14%
15%
24%
12%
4%
13%
16%
10%
26%
20%
12%
3%
10%
8%
16%
19%
12%
30%
6%
9%
9%
27%
7%
15%
25%
9%
3%
3%
6%
5%
4%
6%
72%
Made in USA
Made in Japan
Made in Vietnam
Made in Korea
Made in France
Made in Thailand
Made in China
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7
USA followed by Japan. China worst

16. Have you ever returned the fashion products after
receiving of the delivery?
71% has returned the product in the pasts
More than 5
times, 9%
3-4 times, 15%
1-2 times, 48%
No, 23%
No due to the policy, 6%

17. Why did you return them?
60%
50%
40%
9%
10%
57%
65%
24%
9%
12%
Wrong size
Poor quality
Wrong product
Dislike at the time
receive the product
Other
Male Female
Size and quality are the two big issues

18. Interview with Vietnamese (1) (heavy online shopper)
• Female in 30’s – IT (at Pharitech technology center)
• Monthly income (individual): 5M VND ($250)
• Living in a private house with her sisters and parents in Vinh
Long province
• Shop fashion items online 4-5 times per week with family
members at home
• Spends around 2,000,000 VND ($100) per month.
• Buys t-shirt, pan, skirt, underwear and fashion accessories
often.
• Payment is via Vietcombank internet banking or 3rd party
gateway.
• Prefers online due to more frequent promotions.
• Not satisfied with the fact that online cannot let her have the
opportunity to wear it before purchase.
• Common use of the services at Sendo, Zalora, Guu,
Thoitrangpro
• Also try some sites that is liked by my Friend at Facebook
• User notebook for access.

19. Interview with Vietnamese (2) (heavy online shopper)
• Female in 30’s - Teacher
• Monthly income (individual): 7M VND ($350)
• Living in a private house with her sisters and parents in
Phu Tho province
• Shop fashion items online from Wednesday to Sunday
every week.
• Spends around 1,000,000 – 2,000,000 VND ($50-
$100)
• Usually buy working clothes for her, baby clothes for
her kid and sometimes gifts for her husband’s family.
• Use Visa / Mastercard
• Prefers online due to better design lineups
• Dis-satisified with size, slow delivery and quality.
• Uses Zalora, Lazada, Viet Tien, Yes24
• Doing side job as teaching students in the afternoon at
school and in the evening at my house.
• Mainly use smartphone (iPhone 5) to do shopping.

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