{"id":16246,"date":"2024-05-18T09:00:45","date_gmt":"2024-05-18T02:00:45","guid":{"rendered":"https:\/\/secomm.vn\/?p=16246"},"modified":"2025-11-05T14:39:53","modified_gmt":"2025-11-05T07:39:53","slug":"highlights-of-vietnam-ecommerce-market","status":"publish","type":"post","link":"https:\/\/secomm.vn\/highlights-of-vietnam-ecommerce-market\/","title":{"rendered":"Highlights of the Vietnam eCommerce Market in Early 2024"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #2516c7;color:#2516c7\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #2516c7;color:#2516c7\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/secomm.vn\/highlights-of-vietnam-ecommerce-market\/#1_eCommerce_Market_Overview\" >1. eCommerce Market Overview<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/secomm.vn\/highlights-of-vietnam-ecommerce-market\/#2_Online_Shopping_is_Increasingly_Popular\" >2. Online Shopping is Increasingly Popular<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/secomm.vn\/highlights-of-vietnam-ecommerce-market\/#3_TikTok_is_Still_a_Suitable_Platform_for_Content_Marketing\" >3. TikTok is Still a Suitable Platform for Content Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/secomm.vn\/highlights-of-vietnam-ecommerce-market\/#4_Livestream_Explodes_as_a_New_Touchpoint\" >4. Livestream Explodes as a New Touchpoint<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/secomm.vn\/highlights-of-vietnam-ecommerce-market\/#5_Leveraging_the_Power_of_Influencers_to_Drive_Sales\" >5. Leveraging the Power of Influencers to Drive Sales<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/secomm.vn\/highlights-of-vietnam-ecommerce-market\/#6_Conclusion\" >6. Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<p>Despite the impact of inflation and economic recession on the Vietnamese economy, consumers are still willing to spend heavily on essential goods. As a temporary solution, they are turning to online shopping channels as one of the ways to deal with rising prices.<\/p>\n<p>In the first two quarters of 2024, the eCommerce market in Vietnam has seen many significant fluctuations with Livestream and Short-video still maintaining their heat as evidenced by the fact that not only TikTok but also the eCommerce giant Shopee is investing heavily in video content. Let&#8217;s take a look at some of the highlights of the first few months of the year with SECOMM.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"1_eCommerce_Market_Overview\"><\/span><strong>1. eCommerce Market Overview<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Vietnam is becoming a fertile market for eCommerce development as the demand for online shopping continues to grow. It is forecast that by 2025, eCommerce (B2B, B2C) will reach approximately $24 billion with a CAGR of 22%.<\/p>\n<p>According to statistics from NIQ, there are about 60 million people nationwide using online shopping systems with an average of 3.5 million daily visits to eCommerce sites.<\/p>\n<p>Among eCommerce platforms, TikTok Shop is expected to continue to grow strongly in the coming time. In the first quarter of 2024, this platform\u2019s revenue increased by more than 239% compared to the same period last year, while Lazada showed signs of a slight decrease. Shopee is still holding the upper hand and always outperforms TikTok Shop and Lazada.<\/p>\n<p>A notable point in the consumer behavior of Vietnamese shoppers is that they tend to focus on social factors (social-oriented), which means that they are interested in how products are being evaluated and promoted on communities and social networks, and from there, make purchasing decisions.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Online_Shopping_is_Increasingly_Popular\"><\/span><strong>2. Online Shopping is Increasingly Popular<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Currently, up to 90% of users intend to maintain or even increase their online shopping frequency on eCommerce platforms in the next year.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-16248\" src=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Online-Shopping-is-Increasingly-Popular-1024x576.webp\" alt=\"Online Shopping is Increasingly Popular\" width=\"1020\" height=\"574\" srcset=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Online-Shopping-is-Increasingly-Popular-1024x576.webp 1024w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Online-Shopping-is-Increasingly-Popular-300x169.webp 300w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Online-Shopping-is-Increasingly-Popular-768x432.webp 768w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Online-Shopping-is-Increasingly-Popular-1536x864.webp 1536w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Online-Shopping-is-Increasingly-Popular.webp 1600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/p>\n<p>Research indicates that while <strong>price reductions and special deals<\/strong> are influential, they only explain 90% of consumer shopping patterns. <strong>The convenience factors<\/strong> offered by eCommerce, which simplifies shopping to a few quick actions on mobile devices, actually play a slightly larger role, influencing 92% of consumer choices.<\/p>\n<p>This serves as a reminder for companies to prioritize their eCommerce website\u2019s quality to enhance user experience. For instance, Vinamilk has recently revamped its brand identity and collaborated with SECOMM to refine its online system through <a href=\"https:\/\/secomm.vn\/services\/ecommerce-development\/\">eCommerce development services<\/a>.<\/p>\n<p>The Story of Vinamilk: <a href=\"https:\/\/secomm.vn\/project\/vinamilk-unprecedented-shift-using-shopify-plus\/\">Vinamilk &amp; The Unprecedented Shift Using Shopify Plus<\/a><\/p>\n<p>In a certain survey, only 55% of shoppers chose the <strong>shopping experience<\/strong> as a key determinant in their online purchasing decisions. With after-sales services such as easy returns or 24\/7 customer care, sellers can easily leverage available resources to enhance the customer\u2019s shopping experience.<a href=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Factors-that-drive-online-shopping-behavior.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-16249\" src=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Factors-that-drive-online-shopping-behavior-1024x576.webp\" alt=\"Factors that drive online shopping behavior\" width=\"1020\" height=\"574\" srcset=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Factors-that-drive-online-shopping-behavior-1024x576.webp 1024w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Factors-that-drive-online-shopping-behavior-300x169.webp 300w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Factors-that-drive-online-shopping-behavior-768x432.webp 768w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Factors-that-drive-online-shopping-behavior-1536x864.webp 1536w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Factors-that-drive-online-shopping-behavior.webp 1600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/a><\/p>\n<p>According to research from NIQ, on average, a shopper uses <strong>3.1 different platforms<\/strong> within three months instead of being loyal to just one specific platform. Therefore, sellers should strengthen their presence across multiple platforms.<a href=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/On-average-a-shopper-uses-3-different-platforms.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-16250\" src=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/On-average-a-shopper-uses-3-different-platforms-1024x576.webp\" alt=\"On average a shopper uses 3,1 different platforms\" width=\"1020\" height=\"574\" srcset=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/On-average-a-shopper-uses-3-different-platforms-1024x576.webp 1024w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/On-average-a-shopper-uses-3-different-platforms-300x169.webp 300w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/On-average-a-shopper-uses-3-different-platforms-768x432.webp 768w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/On-average-a-shopper-uses-3-different-platforms-1536x864.webp 1536w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/On-average-a-shopper-uses-3-different-platforms.webp 1600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_TikTok_is_Still_a_Suitable_Platform_for_Content_Marketing\"><\/span><strong>3. TikTok is Still a Suitable Platform for Content Marketing<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Currently, the trend of \u2018Shoppertainment\u2019 remains prevalent, with over 79% of TikTok users making purchases influenced by seller content rather than sales promotions. <a href=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/TikTok-is-Still-a-Suitable-Platform-for-Content-Marketing.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-16251\" src=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/TikTok-is-Still-a-Suitable-Platform-for-Content-Marketing-1024x576.webp\" alt=\"TikTok is Still a Suitable Platform for Content Marketing\" width=\"1020\" height=\"574\" srcset=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/TikTok-is-Still-a-Suitable-Platform-for-Content-Marketing-1024x576.webp 1024w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/TikTok-is-Still-a-Suitable-Platform-for-Content-Marketing-300x169.webp 300w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/TikTok-is-Still-a-Suitable-Platform-for-Content-Marketing-768x432.webp 768w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/TikTok-is-Still-a-Suitable-Platform-for-Content-Marketing-1536x864.webp 1536w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/TikTok-is-Still-a-Suitable-Platform-for-Content-Marketing.webp 1600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/a><\/p>\n<p>On TikTok, <strong>content creation<\/strong> is crucial for merchants to maintain customer engagement and push buying decisions. Ms. Trang Pham, Channel Partner Director at TikTok Vietnam, emphasizes the importance of diversity in advertising and content strategies. She warns that a lack of variety can lead to viewer fatigue.<\/p>\n<p>Consequently, sellers need to understand their customer groups well to create the most suitable content for each group, limit inappropriate content, and utilize cost.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Livestream_Explodes_as_a_New_Touchpoint\"><\/span><strong>4. Livestream Explodes as a New Touchpoint<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Traditional shopping methods like browsing social media or eCommerce websites are becoming less attractive. Livestreaming, however, stands out as a dynamic way to shop online.<\/p>\n<p>In Q1 2024, 95% of online shoppers made purchases through livestreaming, dedicating an average of <strong>13 hours per week<\/strong> watching livestreams. Statistics reveal that 85% of users prefer livestreaming because it allows direct interaction with sellers, while 81% appreciate the ability to view products in greater detail. Notably, livestreaming can drive <strong>64% of users <\/strong>to purchase unintentionally.<a href=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Livestream-Explodes-as-a-New-Touchpoint.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-16252\" src=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Livestream-Explodes-as-a-New-Touchpoint-1024x576.webp\" alt=\"Livestream Explodes as a New Touchpoint\" width=\"1020\" height=\"574\" srcset=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Livestream-Explodes-as-a-New-Touchpoint-1024x576.webp 1024w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Livestream-Explodes-as-a-New-Touchpoint-300x169.webp 300w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Livestream-Explodes-as-a-New-Touchpoint-768x432.webp 768w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Livestream-Explodes-as-a-New-Touchpoint-1536x864.webp 1536w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Livestream-Explodes-as-a-New-Touchpoint.webp 1600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_Leveraging_the_Power_of_Influencers_to_Drive_Sales\"><\/span><strong>5. Leveraging the Power of Influencers to Drive Sales<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The rise of livestreaming has expanded the influence of content creators and social media influencers. Sellers can leverage these resources to build real connections with consumers. According to NIQ, approximately <strong>50% of consumers<\/strong> are influenced by KOCs\/KOLs when making purchasing decisions, with the personal care industry being the most impacted, as 60% of buyers in this category have changed their consumption habits.<a href=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Leveraging-the-Power-of-Influencers-to-Drive-Sales.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-16253\" src=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Leveraging-the-Power-of-Influencers-to-Drive-Sales-1024x576.webp\" alt=\"Leveraging the Power of Influencers to Drive Sales\" width=\"1020\" height=\"574\" srcset=\"https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Leveraging-the-Power-of-Influencers-to-Drive-Sales-1024x576.webp 1024w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Leveraging-the-Power-of-Influencers-to-Drive-Sales-300x169.webp 300w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Leveraging-the-Power-of-Influencers-to-Drive-Sales-768x432.webp 768w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Leveraging-the-Power-of-Influencers-to-Drive-Sales-1536x864.webp 1536w, https:\/\/secomm.vn\/wp-content\/uploads\/2024\/05\/Leveraging-the-Power-of-Influencers-to-Drive-Sales.webp 1600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/a><\/p>\n<p>Influencers and KOCs\/KOLs are valued for their trust and realness. Their shared content and insights are key in guiding customers\u2019 buying choices. With more influencers emerging, it\u2019s the quality of their content and real-world knowledge that helps shoppers confidently choose trusted brands online.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"6_Conclusion\"><\/span><strong>6. Conclusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Online shopping platforms are advancing rapidly, focusing on innovation that puts customers first. For large businesses, along with building brand awareness, improving online stores should always be kept in mind. SECOMM is ready to help companies upgrade their eCommerce platform. <a href=\"https:\/\/secomm.vn\/contact\/\">Contact<\/a> SECOMM for a free, detailed consultation.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Despite the impact of inflation and economic recession on the Vietnamese economy, consumers are still willing to spend heavily on essential goods. As a temporary solution, they are turning to online shopping channels as one of the ways to deal with rising prices. In the first two quarters of 2024, the eCommerce market in Vietnam&#8230;<\/p>\n","protected":false},"author":3,"featured_media":20028,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[716,1916,771],"class_list":["post-16246","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-market","tag-ecommerce","tag-ecommerce-marketplace","tag-ecommerce-website"],"acf":[],"_links":{"self":[{"href":"https:\/\/secomm.vn\/wp-json\/wp\/v2\/posts\/16246","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/secomm.vn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/secomm.vn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/secomm.vn\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/secomm.vn\/wp-json\/wp\/v2\/comments?post=16246"}],"version-history":[{"count":1,"href":"https:\/\/secomm.vn\/wp-json\/wp\/v2\/posts\/16246\/revisions"}],"predecessor-version":[{"id":16254,"href":"https:\/\/secomm.vn\/wp-json\/wp\/v2\/posts\/16246\/revisions\/16254"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/secomm.vn\/wp-json\/wp\/v2\/media\/20028"}],"wp:attachment":[{"href":"https:\/\/secomm.vn\/wp-json\/wp\/v2\/media?parent=16246"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/secomm.vn\/wp-json\/wp\/v2\/categories?post=16246"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/secomm.vn\/wp-json\/wp\/v2\/tags?post=16246"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}