Online Shopping Behavior in Vietnam: Lazada Dominates E-Commerce
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Lazada dominates the E-commerce industry in Vietnam with 36% market share
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Online Shopping Behavior in Vietnam: Lazada Dominates E-Commerce
- 1. STUDY ABOUT ONLINE SHOPPING BEHAVIOR IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com) Aug, 2016
- 2. 1 SCOPE OF WORK ï¶ This survey was conducted to study about online shopping behavior in Vietnam ï¶ Methodology: Online survey ï¶ Fieldwork time: 17/8 â 20/8/2016 ï¶ Sample size: N = 600 ï¶ Target respondent: all gender and age who has purchased online in past 3 months ï¶ Geography: Nationwide
- 3. 2 KEY FINDINGS âą 94% Vietnamese internet population are shopping online âą Lazada.vn, Tiki.vn and Sendo.vn are most well-known E-commerce sites in Vietnam âą Over 1/2 online shoppers know E-commerce sites through Facebook ads (60%) âą Lazada.vn dominates the E-commerce industry with 36% market share âą 46% Vietnamese shop online for clothes & accessories âą 51% people shop online cause of the diversity of product types on these sites âą 79% online shoppers are satisfied with the service of their current E-commerce site âą 12% are loyal with their current E-commerce site (shop the most) âą 1/3 shop online 2- 3 times / month and 49% of them spend around $10 - $20/time âą 85% people pay cash on delivery instead of online payment âą 75% use Laptop / PC for shopping online
- 4. 3 KEY FINDING 2015 2016 E-commerce usage 67% online population 94% online population Most well-known E-commerce site Lazada.vn, Hotdeal.vn and Zalora.vn Lazada.vn, Tiki.vn and Sendo.vn Market leaders Lazada (23% market share) Lazada (36% market share) Main sources of brand awareness Facebook ads and WOM Facebook ads and WOM Reason for shopping online Frequent promotion/ discount programs Diversity of product types Top bought product clothes & accessories clothes & accessories Satisfaction 69% satisfied 79% satisfied Loyalty 10% are loyal with their current E-commerce site (shop the most) 12% are loyal with their current E- commerce site (shop the most) Spending 43% spend from $10 - $20 49% spend from $10 - $20 Shopping frequency 30% shop 2-3 times / month 32%shop 2-3 times / month E-COMMERCE IN VIETNAM 2015 VS. 2016
- 5. 4 N = 600 DEMOGRAPHIC INFORMATION GenderAge OccupationLiving Place 3% 6% 8% 8% 9% 13% 19% 36% Job seeker/Retired Housewife Self-employed Others Factory Worker Engineer/Doctor/Teacher Student Office worker 15% 18% 30% 34% 3% Over 35 30-35 26-30 18-25 Under 18 36% 64% Male Female 39% 1% 3% 3% 17% 38% Others HáșŁi PhĂČng ÄĂ Náș”ng Cáș§n ThÆĄ HĂ Ná»i Há» ChĂ Minh
- 6. 5 6% 8% 4% 5% 4% 94% 92% 96% 95% 96% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 30-35 Over 35 Yes No 94% VIETNAMESE ONLINE POPULATION ARE SHOPPING ONLINE Over the last 3 months, have you purchased anything online? N = 600 N = 429 N = 231 N = 132 N = 108
- 7. 6 3% 9% 26% 31% 46% 49% 57% Others I may disclose my personal information High shipping cost I have never thought of buying things online It is hard to exchange/ return products I prefer browsing for prices and look for new fashion I am not sure about quality and size 57% PEOPLE ARE DOUBT ABOUT QUALITY AND SIZE WHEN SHOPPING ONLINE If not, why didnât you shop online? N = 35
- 8. 7 4% 14% 27% 28% 29% 30% 37% 39% 41% 43% 46% 46% 47% 52% 58% 78% Others taobao.com chodientu.vn cdiscount.vn amazon.com ebay.vn nhommua.com adayroi.com muachung.vn cungmua.com hotdeal.vn zalora.vn yes24.vn sendo.vn tiki.vn lazada.vn Total 6% 16% 30% 34% 33% 38% 52% 53% 53% 56% 61% 52% 44% 54% 70% 77% Há» ChĂ Minh 1% 16% 27% 18% 38% 31% 32% 44% 47% 37% 51% 42% 40% 49% 53% 76% HĂ Ná»i LAZADA.VN, TIKI.VN AND SENDO.VN ARE THE MOST WELL-KNOWN E-COMMERCE SITES IN VIETNAM Do you know any e-commerce website listed below? (by city) N = 565 N = 210 N = 90 2% 12% 24% 28% 23% 24% 27% 26% 29% 35% 31% 42% 52% 52% 49% 80% Others N = 265
- 9. 8 4% 14% 27% 28% 29% 30% 37% 39% 41% 43% 46% 46% 47% 52% 58% 78% Others taobao.com chodientu.vn cdiscount.vn amazon.com ebay.vn nhommua.com adayroi.com muachung.vn cungmua.com hotdeal.vn zalora.vn yes24.vn sendo.vn tiki.vn lazada.vn Total 6% 12% 27% 25% 30% 32% 39% 37% 37% 39% 43% 41% 44% 51% 66% 81% Under 18-25 3% 18% 25% 33% 29% 29% 35% 39% 43% 43% 48% 50% 54% 57% 61% 72% 26-30 1% 15% 29% 22% 30% 25% 42% 37% 39% 48% 48% 50% 46% 49% 46% 85% 30-35 2% 7% 27% 35% 26% 35% 31% 46% 47% 46% 45% 44% 41% 48% 45% 76% Over 35 OVERALL, LAZADA.VN, TIKI.VN AND SENDO.VN ARE THE MOST WELL-KNOWN E-COMMERCE SITES IN VIETNAM Do you know any e-commerce website listed below? (by age) N = 565 N = 203 N = 173 N = 104 N = 85
- 10. 9 1% 19% 19% 28% 33% 33% 34% 34% 37% 55% 60% Others I know through sms advertising messages/ email Out of home ads I read news/ magazines mentioning about these brands I see the applications of these brands on smart phone's app. stores Web, forum ads I know through other smartphone applications I search and recommended by Google TV ads Friends/relatives' suggestion Facebook ads Total 3% 13% 16% 27% 33% 35% 35% 40% 30% 60% 54% Há» ChĂ Minh 0% 14% 18% 26% 23% 38% 28% 36% 33% 54% 56% HĂ Ná»i 0% 36% 24% 40% 37% 33% 33% 34% 42% 56% 60% Others FACEBOOK AD AND FRIENDS/ RELATIVESâ SUGGESTION ARE MAIN SOURCES OF BRAND AWARENESS How do you know these e- commerce websites? (by city) N = 565 N = 210 N = 90 N = 265
- 11. 10 1% 19% 19% 28% 33% 33% 34% 34% 37% 55% 60% Others I know through sms advertising messages/ email Out of home ads I read news/ magazines mentioning about these brands I see the applications of these brands on my smart phone's app. stores Web, forum ads I know through smartphone applications I search and recommended by Google TV ads Friends/relatives' suggestion Facebook ads Total 2% 14% 15% 24% 32% 37% 36% 38% 38% 53% 62% Under 18-25 1% 13% 18% 27% 34% 32% 32% 31% 31% 55% 61% 26-30 0% 36% 24% 40% 37% 33% 33% 34% 42% 56% 60% 30-35 0% 21% 25% 27% 29% 25% 34% 31% 38% 55% 54% Over 35 FACEBOOK AD AND FRIENDS/ RELATIVESâ SUGGESTION ARE MAIN SOURCES OF BRAND AWARENESS ACROSS ALL AGE GROUPS How do you know these e- commerce websites? (by age) N = 565 N = 203 N = 173 N = 104 N = 85
- 12. 11 0% 0% 1% 2% 2% 2% 2% 3% 3% 3% 5% 6% 6% 10% 19% 36% Others taobao.com cdiscount.vn ebay.vn chodientu.vn amazon.com nhommua.com muachung.vn zalora.vn cungmua.com adayroi.com hotdeal.vn sendo.vn yes24.vn tiki.vn lazada.vn Total 0% 0% 0% 2% 2% 3% 3% 1% 2% 5% 6% 11% 2% 8% 28% 23% Há» ChĂ Minh 0% 1% 0% 0% 1% 2% 4% 9% 5% 2% 15% 5% 5% 2% 16% 33% HĂ Ná»i 0% 0% 2% 2% 2% 1% 1% 2% 4% 2% 0% 1% 9% 13% 13% 49% Others LAZADA.VN IS LEADER OF E-COMMERCE INDUSTRY IN VIETNAM WITH 34% MARKET SHARE Which e-commerce website do you buy most frequently? (by city) N = 565 N = 210 N = 90 N = 265 Saigonese prefers Tiki.vn
- 13. 12 0% 0% 0% 6% 3% 4% 3% 4% 3% 9% 5% 3% 6% 11% 6% 38% Over 35 0% 0% 1% 2% 2% 2% 2% 3% 3% 3% 5% 6% 6% 10% 19% 36% Others taobao.com cdiscount.vn ebay.vn chodientu.vn amazon.com nhommua.com muachung.vn zalora.vn cungmua.com adayroi.com hotdeal.vn sendo.vn yes24.vn tiki.vn lazada.vn Total 0% 1% 1% 0% 2% 2% 3% 1% 2% 3% 4% 6% 3% 9% 29% 34% Under 18-25 1% 0% 2% 1% 1% 2% 2% 5% 4% 2% 6% 7% 10% 11% 16% 31% 26-30 0% 0% 0% 2% 1% 1% 3% 2% 4% 2% 3% 5% 4% 7% 15% 49% 30-35 30-35 AGE GROUP SHOPS AT LAZADA THE MOST WHILE TIKI IS PREFERRED BY UNDER 18-25 AGE GROUP Which e-commerce website do you buy most frequently? (by age) N = 565 N = 203 N = 173 N = 104 N = 85
- 14. 13 78% 58% 52% 47% 46% 46% 43% 41% 39% 37% 30% 29% 28% 27% 14% 36% 19% 6% 10% 3% 6% 3% 3% 5% 2% 2% 2% 1% 2% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Awareness Usage LAZADA.VN GAINS HIGHEST BRAND AWARENESS AS WELL AS MARKET SHARE Which e-commerce website do you know? Which e-commerce website do you buy most frequently? N = 565
- 15. 14 2% 18% 30% 33% 40% 41% 45% 47% 49% 50% 52% 52% 54% Others Unique products Convenient returning/ exchanging products process Easy to compare with other similar products Good quality Competitive price Good services Trusted brands Convenient/ Save time Quick delivery Convenient payment method Frequent promotion/ discount programs Be diverse in product types Total 54% SHOP ONLINE CAUSE OF DIVERSITY OF PRODUCT TYPES Why do you buy at this e-commerce website? N = 565
- 16. 15 1% 5% 10% 17% 17% 20% 22% 23% 24% 25% 25% 26% 27% 31% 33% 35% 45% Others Car, motor Travel (Tour, hotel,⊠Sports/ Picnic equipments Beauty services Furniture High technology products Mom& baby care Food and Beverage Books, eBooks Mobile phones, tablets Vouchers Computer, Laptop Personal care Cosmetics Home appliances Clothes & Accessories Total 2% 4% 11% 16% 15% 14% 23% 13% 23% 34% 30% 28% 29% 25% 31% 27% 47% Under 18-25 1% 3% 6% 16% 19% 17% 22% 25% 26% 24% 21% 24% 22% 31% 34% 34% 50% 26-30 1% 12% 13% 20% 21% 24% 19% 37% 27% 23% 28% 27% 29% 42% 33% 43% 39% 30-35 1% 5% 12% 18% 13% 35% 24% 27% 21% 11% 22% 27% 28% 32% 36% 46% 38% Over 35 CLOTHES & ACCESSORIES ARE TOP BOUGHT PRODUCTS What did you buy at those e-commerce websites? N = 565 N = 203 N = 173 N = 104 N = 85 Over 30 group has higher demand for home appliances
- 17. 16 2% 18% 30% 33% 40% 41% 45% 47% 49% 50% 52% 52% 54% Others Unique products Convenient returning/ exchanging products process Easy to compare with other similar products Good quality Competitive price Good services Trusted brands Convenient/ Save time Quick delivery Convenient payment method Frequent promotion/ discount programs Be diverse in product types Total 1% 16% 30% 32% 34% 39% 41% 47% 51% 52% 55% 54% 54% lazada.vn 3% 20% 39% 37% 51% 48% 52% 56% 52% 61% 62% 52% 55% tiki.vn LAZADA.VN = DIVERSIFIED PRODUCTS + FREQUENT PROMOTION TIKI.VN = CONVENIENT PAYMENT MOTHOD + QUICK DELIVERY Why do you buy at this e-commerce website? N = 565 N = 191 N = 100
- 18. 17 2% 18% 30% 33% 40% 41% 45% 47% 49% 50% 52% 52% 54% Others Unique products Convenient returning/ exchanging products process Easy to compare with other similar products Good quality Competitive price Good services Trusted brands Convenient/ Save time Quick delivery Convenient payment method Frequent promotion/ discount programs Be diverse in product types Total 2% 20% 20% 20% 37% 33% 53% 41% 49% 51% 49% 53% 55% yes24.vn Why do you buy at this e-commerce website? N = 565 N = 51 YES24.VN = DIVERSIFIED PRODUCTS + GOOD SERVICE
- 19. 18 21% 24% 24% 17% 52% 37% 50% 60% 27% 37% 26% 23% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total yes24.vn lazada.vn tiki.vn Totally satisfied Satisfied Normal Unsatisfied 79% FEEL SATISFIED WITH SERVICES OF E-COMMERCE SITE THEY SHOP THE MOST FREQUENTLY How do you feel with the service of e-commerce website that you buy the most frequently? N = 565 N = 51 N = 191 N = 100 Yes24.vn gains the highest top box of satisfaction (37%)
- 20. 19 9% 12% 13% 15% 16% 18% 18% 35% Others Poor quality Products are NOT diverse/ fashionable Poor customer service Expensive Delivery takes time Difficult to return/ exchange High shipping cost Total LOWER SHIPPING COST CAN MAKE CUSTOMERS HAPPIER Is there anything make you feel unhappy about this e-commerce website? N = 565
- 21. 20 9% 12% 13% 15% 16% 18% 18% 35% Others Poor quality Products are NOT diverse/ fashionable Poor customer service Expensive Delivery takes time Difficult to return/ exchange High shipping cost Total 11% 14% 12% 15% 18% 15% 13% 34% lazada.vn 7% 3% 14% 11% 12% 18% 12% 37% tiki.vn LAZADA.VN / TIKI.VN = HIGH SHIPPING COST Is there anything make you feel unhappy about this e-commerce website? N = 565 N = 191 N = 100
- 22. 21 8% 8% 4% 10% 12% 22% 14% 63% yes24.vn 9% 12% 13% 15% 16% 18% 18% 35% Others Poor quality Products are NOT diverse/ fashionable Poor customer service Expensive Delivery takes time Difficult to return/ exchange High shipping cost Total YES24.VN = HIGH SHIPPING COST Is there anything make you feel unhappy about this e-commerce website? N = 565 N = 51
- 23. 22 0% 0% 0% 0% 14% 20% 16% 7% 35% 41% 32% 37% 39% 25% 39% 45% 12% 14% 13% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total yes24.vn lazada.vn tiki.vn I will buy at this e-commerce website only I will prefer buying at this e- commerce site in priority I will buy at this e-commerce site , but I also buy at others I will use this e-commerce website parallel with others I will try other e-commerce websites 12% ONLINE SHOPPERS ARE LOYAL WITH THEIR E-COMMERCE SITE What is your usage intention towards this e-commerce website in the future? Yes24.vn owns highest ratio of loyal customer (14%) N = 565 N = 51 N = 191 N = 100
- 24. 23 2% 22% 22% 23% 16% 46% 41% 47% 60% 30% 35% 29% 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total yes24.vn lazada.vn tiki.vn I will recommend definitely I will recommend I may recommend I will not recommend I will not recommend definitely 76% ARE WILLING TO RECOMMEND THE E-COMMERCE SITE THAT THEY SHOP THE MOST TO OTHERS What is your ability to recommend your current E-commerce site to others? Yes24.vn has the highest top box recommendation level comparing to others N = 565 N = 51 N = 191 N = 100
- 25. 24 21% 51% 75% Tablets Smartphone Computer(PC)/ Laptop Total 17% 53% 80% Under 18-25 21% 53% 78% 26-30 31% 42% 71% 30-35 20% 53% 65% Over 35 75% USE COMPUTER FOR SHOPPING ONLINE Which devices do you usually use for shopping online? N = 565 N = 203 N = 173 N = 104 N = 85
- 26. 25 10% 5% 12% 13% 15% 19% 17% 13% 32% 21% 20% 24% 21% 13% 18% 32% 36% 34% 29% 20% 10% 10% 8% 6% 18% 9% 8% 11% 9% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 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 NEARLY 1/3 ONLINE POPULATION SHOP ONLINE 2- 3 TIMES/MONTH How often do you buy online?
- 27. 26 1% 0% 0% 1% 15% 19% 14% 12% 85% 80% 86% 88% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Há» ChĂ Minh HĂ Ná»i Others Cash on delivery (COD) Online payment Others 85% PAY CASH ON DELIVERY INSTEAD OF ONLINE PAYMENT How do you pay for every time you buy online? N = 565 N = 210 N = 90 N = 265
- 28. 27 8% 5% 6% 11% 14% 13% 9% 10% 24% 14% 15% 9% 14% 26% 14% 21% 19% 25% 19% 21% 28% 31% 32% 14% 28% 14% 22% 12% 5% 8% 2% 4% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18- 25 26-30 30-35 Over 35 Under $5 From $5- $10 From $10- $15 From $15- $20 From $20- $25 From $25- $50 Over $50 49% SPEND FROM $10 - $20/ E-SHOPPING TIME On average, how much money do you spend on online shopping every time? (VND) N = 565 N = 203 N = 173 N = 104 8% 1% 3% 10% 15% 43% 13% 1% 14% 14% 16% 27% 15% 8% 12% 18% 28% 13% 21% 17% 25% 17% 25% 10% 28% 36% 32% 30% 10% 3% 14% 32% 11% 12% 5% 3%2% 5% 2% 1% Total Under $200 $200.1 - $450 $450.1 - $700 $700.1 - $1000 Over $1000 The higher income, the more spending on online shopping N = 85 N = 565 N = 263 N = 84 N = 88 N = 30N = 100
- 29. 28 CONTACT US âą 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 âą 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 (COO - Country Manager) o Email: dang.h@di-mktg.com o Contact number: +84 902-73-9944 âą Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing) o Email: pimparima.p@di-mktg.com o Contact number: +66 96 245 3656
- 30. 29 CONTACT US âą Indonesia: o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (CMO â Country Manager) o Email: hendry.p@di-mktg.com o Contact number: +62 21 3005 3541 âą India: o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654