Vietnamese consumers double online shopping frequency

The survey, presented at an event on June 28, also highlighted that consumers use an average of 3.2 platforms for online purchases. However, cost savings are not the primary driver for online shopping. More significant reasons include stocking up on household goods (25 per cent) and immediate consumption needs (21 per cent).

"In previous years, Vietnamese consumers primarily turned to e-commerce for non-essential items like electronics, fashion, and household goods. Now, they are increasingly using online channels to purchase daily necessities," NielsenIQ noted.

On average, consumers buy 6.5 different product types online, with food, beverages, and personal care products topping the list, followed by fashion, sports equipment, home care, and technology.

Commenting at the recent event, Le Hoang Long, head of Retailer Vertical at NielsenIQ Vietnam, stated that online shopping had become the "new normal."

"Online shopping is becoming mainstream, with essential goods gaining popularity," he said.

Earlier, a Q1 report from e-commerce data firm Metric revealed that Vietnamese consumers are spending more on online shopping, exceeding the forecasts of major platforms. The five largest platforms - Shopee, Lazada, Tiki, Sendo, and TikTok Shop - achieved total retail sales of approximately $2.85 billion, marking a 78.69 per cent growth compared to the same period in 2023.

E-commerce is currently outpacing the growth of the overall retail market. According to the General Statistics Office, total retail sales of goods and consumer service revenue in the first half of the year increased by 5.7 per cent after adjusting for inflation, slower than the 8.8 per cent growth recorded in the same period in 2023.

“Middlescents” or Gen X spending outpacing other generations "Middlescents" or Gen X, those born between 1965 and 1980 and making up over 31 per cent of the world's population, are outpacing other generations in spending, according to a report released by Visa and Kantar on June 24.