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E-commerce usage in Vietnam

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E-commerce usage in Vietnam

  1. 1. July 2015 STUDY ABOUT ONLINE SHOPPING BEHAVIOR IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com)
  2. 2. 1 SCOPE OF WORK  The survey was conducted to study about E-commerce industry and online shopping behavior of Vietnamese.  Methodology: Online survey  Fieldwork time: 3 days (17/07/2015 to 20/07/2015)  Sample size: N = 1277  Gender: Male and Female  Geography: Nationwide
  3. 3. 2 KEY FINDINGS • 67% Vietnamese internet population are shopping online • Doubt about the real quality and size is the main reason for don’t shop online • Over 1/2 people know E-commerce sites through Facebook ads • Lazada.vn dominates the e-commerce industry with 23% market share • Lazada.vn owns highest customer satisfaction (top box 31%) as well as customer loyalty (19%) • 46% shop online for clothes & accessories • 51% shop online cause of frequent promotion/ discount programs • 1/3 shop online 2- 3 times/month and 43% spend around $10-$20/time
  4. 4. 3 Age Gender Living places Occupation N= 1277 32% 68% Male Female 29% 2% 4% 3% 18% 45% Others Cần Thơ Đà Nẵng Hải Phòng Hà Nội Hồ Chí Minh 6% 4% 4% 5% 9% 12% 29% 31% Others Job seeker/Retired Housewife Factory Worker Self-employed Engineer/Doctor/Teacher Student Officer 13% 14% 26% 44% 4% Over 35 30- 35 26-29 18-25 Under 18
  5. 5. 4 4% 5% 18% 19% 35% 39% 39% 40% 47% 51% 52% 58% 59% 60% 61% 62% 78% Others adr.vn ( adayroi.vn) taobao.com Chon.vn chodientu.vn sendo.vn amazon.com cdiscount.vn ebay.vn tiki.vn yes24.vn muachung.vn cungmua.com nhommua.com zalora.vn hotdeal.vn lazada.vn Total 4% 3% 18% 16% 33% 41% 42% 42% 46% 57% 53% 65% 71% 73% 64% 74% 81% Ho Chi Minh 2% 11% 25% 30% 43% 46% 44% 45% 52% 52% 54% 65% 56% 63% 67% 70% 75% Hanoi 6% 5% 15% 18% 34% 34% 33% 37% 45% 43% 49% 47% 46% 45% 55% 43% 76% Others LAZADA.VN, HOTDEAL.VN AND ZALORA .VN ARE THE MOST WELL-KNOWN E-COMMERCE SITES IN VIETNAM N= 1277 Do you know any E-commerce website listed below?
  6. 6. 5 FACEBOOK AD IS THE MAIN SOURCE OF BRAND AWARENESS N= 1277 How do you know those E-commerce websites? 64% 64% 68% 69% 48% 47% 45% 48% 51% 43% 39% 36% 40% 45% 37% 34% 34% 36% 36% 27%26% 25% 26% 38% 20% 17% 13% 19% 30% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% Total 18-25 26-29 30- 35 Over 35 Facebook ads Friends/relatives' suggestion Web, forum ads TV ads Recommended by Google Through smartphone applications Ads newspaper/magazine See apps of these brands on app. stores SMS/ email marketing Out door ads
  7. 7. 6 67% VIETNAMESE INTERNET POPULATION ARE SHOPPING ONLINE N= 1277 Have you purchased anything online in past 3 months? 33% 31% 39% 67% 69% 61% Total Female Male Yes No 33% 49% 35% 24% 29% 44% 67% 51% 65% 76% 71% 56% Total Under 18 18-25 26-30 30- 35 Over 35 Yes No Female shop more frequent than male 26-35 shop more frequent than others 26-29
  8. 8. 7 7% 8% 11% 20% 25% 39% 51% Others I may disclose my personal information ( bank account, mail,…) I have never thought of buying things online It is hard to exchange/ return products High shipping cost I prefer browsing for prices and look for new fashion I am not sure about quality and size If not, why didn’t you shop online? N= 424 51% PEOPLE ARE DOUBT ABOUT QUALITY AND SIZE OF PRODUCTS SELL ONLINE
  9. 9. 8 On which E-commerce sites, do you usually buy things online? (MR) N= 853 A HALF ARE SHOPPING ONLINE AT LAZADA.VN E-COMMERCE SITE Hotdeal.vn ( 62%) dominates Ho Chi Minh online shopping market 4% 1% 4% 6% 8% 9% 11% 15% 15% 25% 30% 32% 35% 36% 38% 44% 51% Others adr.vn ( adayroi.vn) taobao.com Chon.vn chodientu.vn amazon.com ebay.vn sendo.vn cdiscount.vn zalora.vn tiki.vn yes24.vn muachung.vn nhommua.com cungmua.com hotdeal.vn lazada.vn Total 3% 1% 4% 5% 6% 8% 8% 12% 16% 22% 35% 28% 40% 49% 54% 62% 46% Ho Chi Minh 1% 1% 6% 6% 12% 15% 15% 14% 14% 25% 29% 29% 47% 35% 25% 41% 52% Hanoi 9% 1% 3% 6% 9% 7% 12% 19% 14% 28% 24% 40% 20% 16% 22% 17% 57% Others
  10. 10. 9 Which E-commerce website do you buy most frequently? (SR) N= 853 LAZADA.VN IS LEADER OF E-COMMERCE INDUSTRY WITH 23% MARKET SHARE Hotdeal.vn is dominant E-commerce market in Ho Chi Minh 2% 1% 1% 1% 1% 1% 3% 4% 5% 8% 9% 10% 13% 16% 23% Others taobao.com cdiscount.vn chodientu.vn amazon.com ebay.vn sendo.vn zalora.vn muachung.vn nhommua.com cungmua.com tiki.vn yes24.vn hotdeal.vn lazada.vn Total 1% 0% 0% 1% 1% 0% 1% 3% 3% 11% 13% 10% 10% 26% 18% Ho Chi Minh 2% 1% 1% 1% 4% 3% 2% 3% 17% 8% 3% 9% 8% 15% 24% Hanoi 4% 1% 3% 1% 1% 2% 5% 7% 1% 3% 7% 11% 20% 4% 31% Others
  11. 11. 10 Which E-commerce website do you buy most frequently? N= 853 LAZADA.VN DOMINATES THE E-COMMERCE MARKET IN VIETNAM People from 18- 25 shop at tiki.vn much more than other groups 2% 3% 2% 2% 1% 1% 1% 1% 2% 4% 2%1% 1% 2% 2% 3% 2%3% 3% 4% 2%4% 5% 4% 2% 3% 5% 4% 5% 11% 3% 8% 9% 6% 8% 11% 9% 8% 10% 11% 11% 10% 18% 4% 4% 0% 13% 12% 14% 11% 16% 16% 16% 18% 15% 17% 23% 18% 29% 26% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 18-25 26-30 30- 35 Over 35 lazada.vn hotdeal.vn yes24.vn tiki.vn cungmua.com nhommua.com muachung.vn zalora.vn sendo.vn ebay.vn amazon.com chodientu.vn cdiscount.vn taobao.com Others 26-29
  12. 12. 11 Do you know any E-commerce website listed below? Which E-commerce website do you buy most frequently? N= 853 LAZADA.VN & HOTDEAL.VN ARE THE TOP WELL-KNOWN AND SHOPPED THE MOST E-COMMERCE SITES 78% 62% 61% 60% 59% 58% 52% 51% 47% 40% 39% 39% 35% 19% 18% 5% 23% 16% 4% 8% 9% 5% 13% 10% 1% 1% 1% 3% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Brand Awareness Usage
  13. 13. 12 N= 853 Do you know any E-commerce website listed below? Which E-commerce website do you buy most frequently? LAZADA.VN LEAVES OTHER SITES FAR BEHIND IN BRAND AWARENESS & USAGE Awareness Usage high highlow low lazada.vn hotdeal.vn zalora.vn nhommua.com cungmua.com muachung.vn yes24.vn tiki.vn 0% 5% 10% 15% 20% 25% 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 90%
  14. 14. 13 21% Good services 19% Quality products 16% Competitive price 8% Diversity 7% Frequent promotion 5% Poor quality 5% Expensive price 14% Competitive price 13% Quality products 11% Poor quality 10% Quick delivery 7% Diversity 6% Good services 23% Quality products 19% Good services 7% Diversity 6% Expensive price 7% Frequent promotion 6% Competitive price 6% High shipping cost What do you think about your most used brand? (spontaneously) N= 853 LAZADA IS APPRECIATED FOR GOOD SERVICE, HOTDEAL TAKE ADVANTAGE IN PRICE & YES24 IS EVALUATED HIGH QUALITY PRODUCT
  15. 15. 14 4% 14% 16% 18% 17% 23% 20% 18% 31% 19% 26% 28% 32% 32% 28% 51% 26-29 N= 853 What did you buy at those E-commerce websites? CLOTHES & ACCESSORIES ARE TOP BOUGHT PRODUCTS 4% 14% 14% 18% 18% 19% 20% 20% 23% 23% 26% 27% 31% 31% 31% 46% Car, motor Sports/ Picnic equipments Travel ( Tour, hotel rooms,...) Mobile phones, tablets Computer, Laptop Furniture Beauty services High technology products Mom& baby care Books, eBooks Food and Beverage Personal care Cosmetics Home appliances Vouchers Clothes & Accessories Total 2% 9% 9% 12% 14% 9% 16% 16% 8% 26% 21% 21% 24% 21% 30% 39% 18-25 7% 30% 26% 32% 34% 36% 29% 34% 49% 33% 38% 42% 46% 51% 40% 58% 30- 35 7% 11% 17% 21% 22% 28% 22% 23% 24% 14% 33% 31% 32% 43% 31% 42% Over 35 30 and over group has higher demand for home appliances and mom & baby care
  16. 16. 15 N= 853 What did you buy at those E-commerce websites? BESIDE CLOTHES AND ACCESSORIES, MALE BUY COMPUTER/LAPTOP WHILE FEMALE PREFER COSMETICS 4% 14% 14% 18% 18% 19% 20% 20% 23% 23% 26% 27% 31% 31% 31% 46% Car, motor Sports/ Picnic equipments Travel ( Tour, hotel rooms, air ticket,….) Mobile phones, tablets Computer, Laptop Furniture Beauty services High technology products ( TV,… Mom& baby care Books, eBooks Food and Beverage Personal care Cosmetics Home appliances ( washing machine,…) Vouchers Clothes & Accessories Total 4% 17% 12% 23% 27% 15% 12% 25% 12% 17% 21% 20% 16% 24% 30% 36% Male 4% 12% 15% 15% 15% 21% 23% 18% 27% 26% 28% 31% 37% 34% 31% 50% Female
  17. 17. 16 What did you buy at those E-commerce websites? N= 853 46% SHOP ONLINE FOR CLOTHES & ACCESSORIES 18% 18% 4% 14% 14% 18% 19% 20% 20% 23% 23% 26% 27% 31% 31% 31% 46% Others Computer, Laptop Car, motor Sports/ Picnic equipments Travel ( Tour, hotel rooms, air ticket,….) Mobile phones, tablets Furniture Beauty services High technology products ( TV, camera,…) Mom& baby care Books, eBooks Food and Beverage Personal care Cosmetics Home appliances ( washing machine,… Vouchers Clothes & Accessories Total 15% 36% 6% 21% 12% 41% 28% 17% 38% 34% 22% 26% 29% 35% 51% 23% 39% lazada.vn 24% 9% 1% 4% 21% 5% 15% 25% 6% 15% 11% 47% 26% 21% 19% 58% 41% hotdeal.vn Lazada.vn is strong at home appliances ( 51%); Hotdeal.vn is at vouchers ( 58%)
  18. 18. 17 8% 1% 7% 8% 3% 2% 14% 22% 8% 5% 7% 79% 14% 17% 15% 14% 15% tiki.vn 28% 9% 24% 18% 40% 24% 19% 23% 22% 32% 29% 15% 47% 37% 22% 32% 59% cungmua.com 12% 0% 7% 7% 7% 9% 11% 13% 15% 15% 15% 16% 21% 29% 39% 47% 58% Others Car, motor Sports/ Picnic equipments Mobile phones, tablets Food and Beverage Travel ( Tour, hotel rooms, air ticket,….) Computer, Laptop High technology products ( TV, camera,…) Furniture Beauty services Mom& baby care Books, eBooks Vouchers Personal care Home appliances ( washing machine,… Cosmetics Clothes & Accessories yes24.vn What did you buy at those E-commerce websites? N= 853 YES24.VN& CUNGMUA.COM ARE STRONG AT CLOTHES & ACCESSORIES WHILE TIKI.VN IS FAVORED WITH BOOKS
  19. 19. 18 What did you buy at those E-commerce websites? N= 853 NHOMMUA.COM & MUACHUNG.VN ARE BOTH STRONG AT CLOTHES & ACCESSORIES 22% 3% 9% 9% 10% 15% 19% 19% 22% 24% 25% 33% 33% 34% 43% 45% 52% Others Car, motor Computer, Laptop Mobile phones, tablets High technology products ( TV, camera,…) Sports/ Picnic equipments Furniture Mom& baby care Travel ( Tour, hotel rooms, air ticket,….) Books, eBooks Home appliances ( washing machine,… Beauty services Personal care Cosmetics Vouchers Food and Beverage Clothes & Accessories nhommua.com 16% 5% 14% 9% 7% 19% 23% 33% 16% 16% 28% 26% 28% 30% 49% 35% 56% muachung.vn Muachung.vn is also strong at Mom& baby care (33%)
  20. 20. 19 26% 24% 31% 39% 43% 40% 43% 38% 44% 50% 52% 55% 51% lazada.vn Why do you buy at this E-commerce website? N= 853 51% PEOPLE SHOP ONLINE CAUSE OF FREQUENT PROMOTION/ DISCOUNT PROGRAMS 21% 17% 23% 31% 34% 35% 35% 36% 40% 43% 45% 47% 51% Others Unique products Convenient to return/ exchange products Good quality Easy to compare with other similar products ( prices, materials,…) Quick delivery Trusted brands Good services Competitive price Be diverse in product types Convenient payment method Convenient/ Save time Frequent promotion/ discount programs Total 16% 11% 9% 16% 30% 30% 23% 30% 41% 41% 41% 41% 44% hotdeal.vn Lazada is highly appreciated for convenient and save time
  21. 21. 20 16% 14% 16% 45% 29% 48% 51% 47% 44% 40% 53% 58% 59% tiki.vn Why do you buy at this E-commerce website? N= 853 BESIDE PROMOTION/DISCOUNT PROGRAMS, TIKI.VN IS HIGHLY APPRECIATED FOR ITS SERVICE QUALITY 14% 11% 21% 30% 31% 32% 32% 33% 34% 35% 39% 42% 58% Others Unique products Convenient to return/ exchange products Easy to compare with other similar products ( prices, materials,…) Good quality Quick delivery Good services Competitive price Trusted brands Convenient payment method Be diverse in product types Convenient/ Save time Frequent promotion/ discount programs yes24.vn 26% 23% 31% 26% 28% 45% 26% 33% 38% 42% 47% 56% 58% cungmua.com
  22. 22. 21 2% 2% 2% 0% 0% 4% 1% 3% 0% 28% 20% 20% 23% 30% 22% 36% 36% 44% 47% 47% 54% 54% 51% 55% 46% 44% 42% 22% 31% 24% 23% 19% 19% 16% 16% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Totally satisfied Satisfied Neutral Dissatisfied Totally dissatisfied N= 853 Overall, how do you feel about the E-commerce site that you shop the most? 69% CUSTOMERS ARE SATISFIED WITH SERVICES OF E-COMMERCE SITE THEY USED THE MOST Lazada.vn has the highest top box satisfaction rate
  23. 23. 22 N= 853 Is there anything make you feel unhappy about this E-commerce website? 1/5 PEOPLE ARE DISSATISFIED WITH HIGH SHIPPING COST 22% 19% 15% 44% 17% 15% 10% 16% 43% 26% 28% 15% 12% 17% 20% 8% 13% 12% 14% 20% 14% 24% 10% 5% 14% 16% 16% 17% 8% 5% 8% 3% 12% 13% 9% 12% 11% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% High shipping cost Difficult to return/ exchange Delivery takes time Expensive Poor quality Poor customer service Products are NOT diverse/ fashionable Nothing makes me happy Yes24.vn & Zalora.vn are considered to be expensive in shipping cost and product price while hotdeal.vn and muachung.vn are evaluated as difficult to return/exchange
  24. 24. 23 What is your usage intention toward E-commerce site that you shop the most? N= 853 ONLY 10% SHOPPERS ARE LOYAL WITH THEIR E-COMMERCE SITE 25% 19% 26% 18% 34% 34% 37% 21% 21% 33% 26% 33% 38% 21% 35% 31% 36% 46% 31% 36% 30% 29% 36% 24% 26% 39% 29% 10% 19% 12% 12% 9% 6% 6% 4% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% I will buy at this website only I will prioritize to buy at this website I will continue buy at this website , but I will buy at other in future I will buy at this website parallel with other websites I will switch to other websites
  25. 25. 24 Overall, how do you feel about the E-commerce site that you shop the most? What is your usage intention toward E-commerce site that you shop the most? LAZADA.VN LEAVES OTHER SITES FAR BEHIND IN CUSTOMER SATISFACTION & LOYALTY Satisfaction Loyalty High HighLow Low lazada.vn tiki.vn zalora.vn yes24.vn cungmua.com hotdeal.vn muachung.vn 0% 5% 10% 15% 20% 25% 50% 55% 60% 65% 70% 75% 80% 85% 90%
  26. 26. 25 23% 23% 16% 22% 21% 22% 30% 32% 27% 43% 34% 37% 41% 43% 48% 47% 46% 51% 31% 43% 43% 37% 30% 27% 21% 19% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% I will recommend definitely I will recommend I may recommend I will not recommend I will not recommend definitely What’s your ability to recommend this E-commerce website to others? N= 853 74% PEOPLE ARE WILLING TO RECOMMEND THE BRAND THEY USED MOSTLY TO OTHERS
  27. 27. 26 By which devices do you usually surf on E-commerce websites? N= 853 MOST ONLINE SHOPPERS BROWSING ONLINE SITES BY COMPUTER/ LAPTOP 81% 85% 83% 71% 74% 53% 53% 54% 55% 46% 21% 21% 24% 16% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Total 18-25 26-30 30- 35 Over 35 Computer( PC)/ Laptop Smartphone Tablets 26-29
  28. 28. 27 How often do you buy online? N= 853 NEARLY, 1/3 SHOP ONLINE 2- 3 TIMES/MONTH 10% 14% 7% 7% 7% 23% 26% 26% 15% 14% 22% 25% 16% 19% 33% 30% 26% 32% 40% 24% 10% 6% 11% 14% 18% 5% 4% 7% 5% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 18-25 26-30 30- 35 Over 35 More than once/ week Once/ week 2- 3 times/ month Once/ month 2- 3 months/ time More than 3 months/ time People from over 30 shop more frequently than younger group 26-29
  29. 29. 28 N= 853 On average, how much money do you spend on online shopping every time? ($) 13% 8% 19% 18% 12% 12% 10% 15% 15% 11% 16% 15% 19% 15% 14% 24% 26% 25% 16% 30% 19% 28% 12% 7% 18% 12% 8% 10% 28% 14% 2% 5% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 18-25 26-30 30- 35 Over 35 43% ONLINE SHOPPERS SPEND FROM $10- $20/ SHOPPING TIME 54% 18-25 spend $10-$20/time 28% 30-35 group spend $5-$10/time 12% 5% 7% 9% 35% 39%13% 5% 15% 14% 17% 20% 12% 9% 12% 18% 15% 10% 16% 10% 21% 22% 10% 7% 24% 27% 28% 24% 16% 12% 19% 38% 16% 11% 7% 12% 2% 7% 1% 1% 0% 0% Total Under $200 $200-Under $450 $450-Under $700 $700-under $1000 $1000 and over Under $5 From $5- $10 From $10- $15 From $15- $20 From $20- $25 From $25- $50 Over $50 26-29 The higher income the more spend on online shopping
  30. 30. 29 How do you pay for every time you buy online? N= 853 81% PEOPLE PAY CASH ON DELIVERY TRADITIONALLY 2% 17% 81% Cash on delivery Online payment ( online transaction, ATM,…) Others
  31. 31. 30 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing) o Email: dang.hohai@di-marketing.com.vn o Contact number: +84 902-73-9944 • Thailand: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing) o Email: woon.k@di-mktg.com o Contact number: +66 092-282 7992
  32. 32. 31 CONTACT US • Singapore, Indonesia, Malaysia: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: pratama.hendry@dreamincubator.com.sg o Contact number: +65 6671 9290 | +65 8518 3870 • India: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
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