Free Report Samples for our publication " Vietnam B2C E-Commerce Market 2018". Find the full 2019 report available for purchase at: https://bit.ly/3LU3X49

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GENERAL METHODOLOGY OF MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are
based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and
company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for
reported data. As a result, companies gain a precise and unbiased impression of the market situation.
 Cross referencing of data is conducted in order to ensure validity and reliability.
 The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several
sources. If this is the case, all sources are mentioned on the chart.
 The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.
Definitions
 The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact
definition used by the source (if available) is included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main
idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time
period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple
answers were possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents,
management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When
available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional
reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In
some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR
values are also provided in brackets. The conversions are made using the average currency exchange rate for the respective time period. Should the currency
figure be in the future, the average exchange rate of the past 12 months is used.

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METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the B2C E-Commerce market in Vietnam. A broad definition of retail E-Commerce used by some original sources cited in this report might
include both B2C and C2C E-Commerce.
 The report contains relevant information about international comparisons, market trends, B2C E-Commerce sales and shares, Internet users and shoppers,
products, payment methods, delivery and players.
Report Structure
 The report starts with an overview of the B2C E-Commerce market and international comparisons, where the relevant country is compared to other countries in
the region in terms of criteria relevant to E-Commerce.
 Next, the “Trends” section includes an overview of market trends, such as M-Commerce.
 The section “Sales & Shares” covers the development of retail B2C E-Commerce sales and E-Commerce’s share of total retail sales.
 In the “Users & Shoppers” section, information about Internet penetration and online shoppers is included.
 Afterwards, the section “Products” shows the leading product categories purchased online.
 The next section, “Payment”, covers the payment methods most used by online shoppers.
 Furthermore, the “Delivery” section covers information related to delivery in B2C E-Commerce.
 Finally, the “Players” section includes information about the leading E-Commerce companies, including a ranking of top online shopping platforms by website
visits.

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DEFINITIONS
 B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to
consumers (B2C). A broader definition of retail E-Commerce applied by some sources also includes consumer-
to-consumer (C2C) sales.
 E-COMMERCE SALES
the total sales generated either on the E-Commerce market in a certain country or region, or the total sales
generated through E-Commerce by a player on the market.
 M-COMMERCE
M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic
transactions via mobile devices, such as mobile phones, tablets and smartphones.
 SOCIAL COMMERCE
the use of social media in E-Commerce transactions, where social networks and other social media platforms
assist the selling and buying of products and services online.
 INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet.
 ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.
 E-COMMERCE MARKETPLACE
platforms where third-party merchants (B2C) or individuals (C2C) can sell their digital or physical products
online whereas the marketplace operator acts as an intermediary.
The following expressions and definitions are used in this market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts

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TABLE OF CONTENTS (1 OF 3)
1. Management Summary
2. Overview & International Comparisons
• B2C E-Commerce Market Overview and International Comparisons, April 2018
• Ranking of Selected Countries in Southeast Asia by Estimated B2C E-Commerce Sales, incl. Indonesia, Malaysia, Philippines,
Singapore, Thailand, Vietnam, 2017e & 2021f
• Retail E-Commerce Sales, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, in USD billion, 2016 & 2021f, and CAGR,
in %, 2016-2021f
• Selected Socio-Economic Characteristics, incl. Population, in thousands, GDP, in USD million, Y-o-Y Change in GDP, in %, GDP per
Capita, in USD, and GDP per Capita PPP, in International Dollars, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam,
2016
• Internet Penetration, in % of Individuals, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2015 & 2016
• Internet Penetration, in % of Individuals, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017 & 2022f
• Breakdown of Digital Consumers in Six Southeast Asian Markets by Country, in %, by Indonesia, Malaysia, Philippines, Singapore,
Thailand, Vietnam, 2017
• Year-on-Year Growth Rate in Number of Digital Consumers, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam,
2017
• Annual Online Spending per Online Shopper, in USD, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017
• Online Activities Performed via Computer at Least Weekly, in % of Internet Users, by Indonesia, Malaysia, Philippines, Singapore,
Thailand and Vietnam, 2017
• Online Activities Performed via Smartphone at Least Weekly, in % of Internet Users, by Indonesia, Malaysia, Philippines, Singapore,
Thailand and Vietnam, 2017
• Share of Internet Users Accessing the Internet via Smartphone, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand and
Vietnam, 2017
• Mobile Share of Traffic to E-Commerce Sites, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, June 2017
• Average E-Commerce Order Value, in USD, by Mobile, Desktop and Total, by Indonesia, Malaysia, Philippines, Singapore, Thailand,
Vietnam, June 2017
• Payment Methods Offered by E-Commerce Merchants, in % of E-Commerce Merchants, by Indonesia, Malaysia, Philippines, Singapore,
Thailand, Vietnam, June 2017

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TABLE OF CONTENTS (2 OF 3)
3. Trends
• Breakdown of Internet Traffic by Device, in %, March 2018
• Devices Used for Shopping Online, in % of Online Shoppers, 2016
• Devices Used for Shopping Online, in % of Online Shoppers, 2016 & 2017
• Share of Companies With a Mobile App for Selling, in %, 2017
• Activities Performed via Smartphone, incl. “Shopping Online”, in % of Smartphone Users, July 2017
• Channels Used to Shop Online, in % of Online Shoppers, 2015 & 2016
• Breakdown of Frequency of Buying Goods in Social Networks, in % of Social Network Users, June 2017
• Product Categories Purchased Online via Social Networks, in % of Online Shoppers, 2017
• Share of Companies Doing Business on Social Networks, and on E-Commerce Marketplaces, in %, 2017
4. Sales & Shares
• B2C E-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2014 – 2016
• B2C E-Commerce Sales, in USD million, 2016 & 2021f
• B2C E-Commerce Share of Total Retail Sales, in %, 2016
• B2C E-Commerce Share of Total Retail Sales, in %, 2017e
5. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2016
• Internet Penetration, in % of Individuals, 2017 & 2022f
• Online Shopper Penetration, in % of Internet Users, 2014 – 2016
• Breakdown of Frequency of Shopping Online, in % Urban Internet Users, 2017
• Annual Online Spending per Online Shopper, in USD, 2014 – 2016
• Breakdown of Average Annual Online Spending, in % of Online Shoppers, 2014-2016
• Barriers to Online Shopping, in % of Internet Users Who Do Not Shop Online, 2016
6. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2017
• Product Categories Purchased Online, in % of Online Shoppers, 2015 & 2016
• Breakdown of Purchasing Groceries Online, in % of Internet Users, 2016
• E-Commerce Share of Total Retail Sales of FMCG in Urban Areas, in %, 2017e & 2025f

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TABLE OF CONTENTS (3 OF 3)
7. Payment
• Factors Most Important to Online Shoppers When Buying Online, in % of Online Shoppers, 2016
• Payment Methods Used in E-Commerce, in % of Online Shoppers, 2015 & 2016
• Breakdown of Payment Methods Used in Latest Online Purchase, in % of Online Shoppers, 2017
• Payment Providers Used, in % of E-Commerce Companies Using Payment Providers, 2016
8. Delivery
• Breakdown of Forms of Delivery Services Used by E-Commerce Companies, in % of E-Commerce Companies, 2015 & 2016
• Reasons to Shop and Not to Shop Online, incl. Delivery-Related, in % of Online Shoppers and Internet Users Who Do Not Shop Online,
2017
• Reasons For Cancelling an Online Order, in % of Online Shoppers, 2016 & 2017
9. Players
• Overview of B2C E-Commerce Players, April 2018
• Number of Registered E-Commerce Websites, 2013 – 2016
• Websites Used for Shopping Online, in % of Online Shoppers, 2017
• Breakdown of Websites Most Used Shopping Online, in % of Online Shoppers, 2017
• Top 4 Online Shops by Product Category, incl. “Fashion”, “Beauty Care”, “Food”, and “IT/ Electronics”, in % of Online Shoppers in Each
Category, 2017
• Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018
• Top 7 Local C2C/P2P E-Commerce Websites, by Total Visits, in millions, February 2018

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1. Management Summary 10 – 12
2. Overview & International Comparisons 13 – 28
3. Trends 29 – 38
4. Sales & Shares 39 – 43
5. Internet Users & Online Shoppers 44 – 51
6. Products 52 – 56
7. Payment 57 – 61
8. Delivery 62 – 65
9. Players 66 – 73

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Internet Users
50,5%
Others
49,5%
2022f2017
Internet Users
65,1%
Others
34,9%
By 2022, 65.1% of Vietnam’s population is projected to be online,
up from 50.5% in 2017.
Vietnam: Internet Penetration, in % of Individuals, 2017 & 2022f
Note: according to the source, Vietnam’s population is expected to increase from 93.7 million in 2017 to 98.0 million in 2022
Source: Accenture, December 2017

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3%
4%
9%
15%
15%
22%
22%
28%
29%
33%
33%
36%
73%
0% 20% 40% 60% 80% 100%
Music/ Video
Flower/ Plants
SPA/ Beauty Services
Supplement/ Functional Food
Consumer Electronics
Sport Goods
Ticketing
Books/ Srationary
Kitchen Appliances
Food and Beverages
Cosmetics
IT/ Mobile Phones
Fashion
in % of Online Shoppers
“Fashion” was the leading online product category in Vietnam,
purchased by 73% of online shoppers in 2017.
Vietnam: Product Categories Purchased Online, in % of Online Shoppers, 2017
Note: does not add up to 100% due to multiple answers possible
Survey: based on a survey of 966 individuals, ages 16-39, conducted in Hanoi and Ho Chi Minh, question asked: “Please choose all the products that you have bought/ buy the most
online in the last 12 months?”; the base of respondents for this question was 805
Source: Q&Me, February 2018

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