Ultimate Guide to E-commerce Statistic in SEA and especially Vietnam market. A must-have pocket but in-depth guideline you should read before entering Vietnam!

1. 2014 The Ultimate Guide to
E-Commerce Statistics
in Southeast Asia & Vietnam

2. Why they are here?

3. Beautiful beaches?
Photo credits: Myshaadiwale

4. Source: World Bank
Internet penetration in Singapore, Malaysia, Vietnam,
Philipinnes is now growing faster than the world’s average !

5. In 2011, the Internet users in Southeast Asia was…
17m
4m
36m
11m
28m
22m
Source: Euromonitor
Total 118m Internet Users
In “Big 6” SEA countries

6. 21m
In 2016, the Internet users in Southeast Asia will be…
17m
4m
11m
28m
22m
Source: Euromonitor
21m
80m
43m
36m
36m
Total 205m Internet Users
In “Big 6” SEA countries

7. Source: Euromonitor
In 2011…
Retail Market E-Commerce Market
0.8%
0.33%
2.30%
0.25%
0.30%
0.6%
% EC Penetration rate, not inclusive of services

8. Source: Euromonitor
In 2016…
Retail Market E-Commerce Market
1.4%
0.47%
3.86%
0.71%
0.54%
0.94%
% EC Penetration rate, not inclusive of services

9. How’s southeast asia online users like?
How’s southeast asia online users like?
How’s southeast asia online users like?
How’s southeast asia online users like?
How’s southeast asia online users like?
How’s southeast asia online users like?

10. Source: comScore
Southeast Asia
online populations
are relatively young
… who spend much
of their time online

11. A Focus On Vietnam
Photo credit www.internations.org

12. Source: We are Social, 2014

13. Source: We are Social, 2014

14. Source: We are Social, 2014

15. Source: We are Social, 2014

16. Source: We are Social, 2014

17. Conducting a myriad of online activities
55% VN Internet Users search for products information and 33% of them are
purchase-intent

18. VN is ranked 4th in APAC for % Reach of Retail Category!

19. VN Digital Ad spend forecast to hit USD 900M in 2015!

20. Vietnam E-commerce market size

21. VN market size and forecast for 2015
Vietnam
Population
Internet user
penetration (%
population)
Average online
purchase value
Online buyer
penetration (%
Internet Users)
B2C E-commerce
sales
90m ( 2013) 36% USD 120 57% USD 2.2B
93m (2015) 45% USD 150 60% USD 3.7B
Source: Forecast by E-commerce and Information Technology Agency

22. Online Commerce Top Categories
Source: Euromonitor
In 2014… In 2016…
This is exclude hotel booking,
travel packages, online insurance,
and movie tickets

23. Popular Online Products on E-commerce Websites
Source: Forecast by E-commerce and Information Technology Agency

24. Vietnam Online User Behavior
2013

25. Online Business Nascent
We have 5% Internet Users shop daily, 11% of which shop once a
week, and 8% shop within 1 month

26. 3 in 4 Online Consumers use to find new products and brand!

27. VN has heavy online internet users!
Frequency of Internet using in 2013: 92% of
VN Internet Users is online EVERYDAY!
Devices to Access Internet: PC/ Laptop is big, but Mobile is catching up fast

28. 61% of 20% Internet Users Buy from Sale E-commerce Sites!
Purpose of accessing Internet
Online Purchase Method

29. 60% Buyers are Female, and are Manager/ Off. Staffs or Students!
Online Purchase by Occupation
Online Purchase by Gender

30. 74% payment made through COD, and 96% of them are happy!
Payment method for Online Shopping
Satisfaction of Online Purchase

31. Buyers are unhappy with product quality and price!
Obstacle of online shopping, which brings price comparison sites
In VN a big chance to grow!

32. Although there are reasons, 88% online buyers want to buy again!
Reason for people not shopping online
Continue to purchase item online or not

33. Vietnam E-commerce Players

34. Source: comScore

35. International Sites Online Marketplace B2C / Specialty Store
Ticketing / Travel
Deal Sites
Luxury Shopping
Online Classified
Online Grocery
Online Food Delivery
Baby B2C Sites
Lifestyle Shopping

36. Online store model is still a popular model for VN EC Sites
E-commerce service websites in operation models
The types of advertisement on e-commerce websites

37. Apparel, Gadget, Home Appliances are Popular products
The types of products or services introducing on e-commerce websites

38. VN Payment gateway is a battle between Nganluong and Baokim!
Online payment methods are chosen to use in business

39. Hotdeal.vn rocks the VN market up with 54% market share!
Market share of online promotion website in terms of revenue

40. Affiliate % and Ads still occupied for the main revenue
Revenue stream structure of e-marketplace

41. Lazada traffic grows fast, ranked 2nd after vatgia, but rev is bigger!
Top 5 surveyed e-marketplace in terms of revenue

42. VN Auction sites are dying with just 5giay and ebay left!
Market share of online auction websites surveyed in terms of
Successful transaction value

43. Q&A

44. Brought to you by
Johnny Tri Dung/ vn.ecommercemilo.com
E-Commerce Insights
vn.commercemilo