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Vietnam EC market 2020

Vietnam is considered the fastest-growing digital economy in the region in which e-commerce is extraordinary dynamic with support from both domestic and foreign investors. The promising e-commerce market in Vietnam is driven by its young population and high internet/mobile penetration.
This survey was conducted in Oct 2020 amongst nearly 700 customers those who currently shopping online to have an up-to-date understanding on Ecommerce market in Vietnam.

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Vietnam EC market 2020

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Vietnam EC market 2020 Asia Plus Inc.
  2. 2. Objective Vietnam is considered the fastest-growing digital economy in the region in which e-commerce is extraordinary dynamic with support from both domestic and foreign investors. The promising e-commerce market in Vietnam is driven by its young population and high internet/mobile penetration. This survey was conducted in Oct 2020 amongst nearly 700 customers those who currently shopping online to have an up-to-date understanding on Ecommerce market in Vietnam.
  3. 3. Shopper Profile (N – 671) 33% 32% 35% 18-22 years old 23-29 years old 30 - 55 years old 57% 43% Male Female 27% 24% 49% HCM Hanoi Others 15% 12% 26%14% 18% 15% < 5 Mil VND 5 - 7.5 Mil VND 7.5 - 15 Mil VND 15 - 20 Mil VND 20 - 30 Mil VND > 30 Mil VND Location HH Income The online shopping reaches to both male & female, all HH income level, all age groups and all locations with high distribution on 18 – 39 years old and HHI from 7.5 – 15 mil Gender Age
  4. 4. Key takeaway Mobile app as the major usage Mobile application becomes the dominant media to enjoy online shopping. 59% use mobile app the most, which is the huge increase from 47% of the previous year. More frequent online usage The online shopping frequency has increased compared with the previous years. Monthly online user have increased to 61%, from 47% of the previous year. Online usage becomes as part of the Vietnamese shopping life Food popularity after Covid-19 As they had to stay home more during Covid-19, the category usage has been widened. Online usage for the food category has increased during this period.
  5. 5. Key takeaway Product / pricing + delivery In addition to the common motivations of pricing and product varieties, delivery speed became one of the good motivations to use online shopping. This is the great improvement by the EC providers Increase of non-cash payment Although cash is still dominant method, there are increasing number of those who use mobile payment in online shopping. Non-cash penetration has gradually increased compared with previous year. Further dominance by Shopee Shopee increased its popularity in online shopping due to the strong pricing and product varieties, with good fun shopping images. Other than the EC platform, social platform also remains its popularity
  6. 6. Shopping frequency and device to use Online shopping frequency is up 47% 59% 23% 20% 16% 11% 13% 8% 2019 2020 Smartphone (app) Smartphone (browser) Home PC Office PC Tablet Q. How often do you shop online? (Including Facebook/ Zalo) (N=671) / Q. Which devices do you use the most for online shopping (N=671) Online shopping is used more frequently, partially because of more penetrations of mobile app to receive information more frequently. 17% 22% 30% 39% 18% 12% 35% 26% 2019 2020 Weekly and more Once - A few times / month Once / several months Never / Rarely 47% Those who use online shopping monthly and more have increased from 47% to 61% in 2020 61% Mobile app used by more than half of shoppers Mobile app now is used by 59% of the shoppers. More app users, less browser users
  7. 7. Popular item bought online 63% 38% 33% 33% 31% 30% 26% 25% 20% 17% 15% 13% 13% 12% Fashion (clothes, shoes,...) Cosmetics Food and beverages Books/ stationaries IT / Mobile phones Sport goods Personal cleaning products Kitchen / home appliances Daily cleaning product/ (Washing powder,… Supplement / Functional foods SPA / Beauty services Mom & Baby products Consumer Electronics Ticketing (air / movies...) Q. Please choose ALL the products that you have bought online in the last 12 months (N=659) Fashion, cosmetics are the main categories in online shopping. The demand of food and beverage went up, due to the Covid-19
  8. 8. Category impacts during Covid-19 The purchase of foods online has increased due to Covid-19 impacts Q. Please choose if there are anything that you increased the purchase during / after Covid-19 period 28% 26% 22% 22% 20% 17% 16% 15% Food and beverages Cosmetics Sport goods Fashion (clothes, shoes, accessories...) Books/ stationaries IT / Mobile phones Personal care products Home care products • Dried foods: 56% • Milk / diary: 55% • Cooked meals: 48% • Vegetabls / fruts: 42% • Soft drinks: 39%
  9. 9. Amount to spend Although the frequency is high, half of the users spend less than 500,000 VND / month. There are 21% of high spenders who consumes 1M VND and more monthly. 7% 25% 20%14% 14% 11% 9% Less than 100,000 VND 100,001 - 300,000 VND 300,001 - 500,000 VND 500,001 - 700,000 VND 700,001 - 1,000,000 VND 1,000,001 - 2,000,000 VND Over 200,000 VND Q. How much do you spend for online shopping a month in P3M (N=659)
  10. 10. Location to receive goods 2/3 of the shoppers receive their order at home. The ratio from office to home has increased probably due to Covid-19 Q. Where do you often receive your product at? (N=659) 66% 22% 9% 3% My Home Office Friends’ / Relatives’ home Cafe/restaurants
  11. 11. Online shopping motivations 30% 36% 40% 46%47% 57%59% No need for the delivery Order it anytime Order it anywhere Mobile phone friendly Strong promotions Good pricingWide variety of products Q. What are the reasons that you use online shopping in P3M? (N=659) The mix of the product variety and pricing / promotions are the big motivations for the online shopping.
  12. 12. Online shopping motivations Q. Please choose if you have taken any of the following actions before purchasing the product. (N=659) Product reviews and pricings are checked / compared before the decisions. 58% 54% 41% 30% 25% 24% 10% Check product review Compare price with other online shops Search for more products details Check the pricing of the same product at the store Asked friends / colleagues about the reputations of the product Checked the product at a physical store Check the pricing of the same product in the other country
  13. 13. Payment method Online shopping witnesses the big changes in payment method. Cash on delivery declines while mobile payment climbs up to 9% 88% 75% 6% 7% 5% 7% 9% 2019 2020 Others E-wallet Bank transfer Credit/debit card Cash on delivery Q. How did you make a payment for your order (N=659)
  14. 14. Online shopping satisfaction / dissatisfaction In addition to the pricing and product variety, delivery speed came up as the 3rd highest satisfaction factors. On the other hand, some had faced product quality issues Q. How much are you satisfied with this EC site you use? (N=659) / What are the things you are satisfied with? (N=659) / What are the things you are dissatisfied with? (N=659) 36% 46% 17% Satisfaction level Very satisfied Satisfied So so Dissatisfied Very dissatisfied 59% 50% 48% 36% 31% 29% 28% Price Product variety Delivery speed Promotion/discount Product quality Customer support Payment method Satisfaction 50% 22% 20% 18% 13% 12% 10% Product quality Customer support Delivery cost Delivery speed Product variety Price Promotion/discount Dissatisfaction
  15. 15. 75% 69% 56% 45% 42% 20% 16% 36% 28% 11% 12% 4% 2% 2% Shopee Lazada Tiki Facebook Sendo TGDD Điện Máy Xanh Have used Use most Popular EC channels Shopee is used by the most followed by Lazada and Tiki. Facebook comes as one of the most popular channels to purchase Q. Please choose ALL the online services you use for online shopping (N=659) Q. Please choose the online site that you use the most (N=659)
  16. 16. EC Brand Imageries 53% 44% 37% 39% 42% 43% 31% 31% 44% 29% Good variety of products Good pricing Good customer services Good delivery Good information on site Fun Premium Trustful Youth Adult Q. What EC brand comes up for each of the keyword below? (N=659) 27% 24% 20% 22% 25% 24% 22% 22% 20% 27% 14% 19% 27% 26% 19% 21% 33% 33% 21% 22% Shopee has the images as good varieties, pricing and good information on site. Tiki has the unique images of premium and trustful
  17. 17. Social shopping popularity 45% of EC shoppers also use social network for online purchase. The image of social shopping is pricing and fun shopping. Q. How much are you satisfied with this EC site you use? (N=659) / What are the things you are satisfied with? (N=659) / What are the things you are dissatisfied with? (N=659) 42% 36% 30% 28% 26% 52% 48% 52% 59% 51% 5% 16% 18% 14% 24% Price Fun shopping Good customer care Fast delivery Product quality Images between EC and social shopping Neither EC Social shopping 43% 45% 57% 55% 2019 2020 Social shopping users
  18. 18. Q&Me – About Online Market Research Services
  19. 19. Key highlight - Who we are Q&Me is the tech-oriented market research company We manage all the projects of both online and offline through one dedicated platform to provide the valuable hints to your business promptly with high quality Q&Me is biggest online research service provider We own over 500,000 Vietnamese panelist with the variety of the profiles. With the proprietary reward and quality scheme, we deliver the research results soonest Proprietary research platform for superb quality We have 300 well-trained fieldworkers nation-wide, who are connected real-time through our dedicated app. All the tasks they conducts are monitored real-time with automation
  20. 20. Why us - 5 values With combining the technology with the well-trained humane operations, Q&Me provides the hint for your business efficiently and effectively Quality Trans parency Experi ences Speed Cost
  21. 21. Our Quality - 3rd party evaluations Our quality has been proven in the market. We provide high quality solution with speed, via our technology oriented solutons. FACT CONSISTENCY SCORE 97% THOUGHT CONSISTENCY SCORE 91% STRAIGHT-LINER/ FLAT- LINER SCORE 89% SPEEDERS SCORE 97% QUALITY CHECK SURVEY SPECIFICATION N (Sample size) 300 IR (Incident rate) 100% LOI (Lenght of Interview) 10 minutes Success Criteria Overral score of 80% or higher THE RESULTS Overal score 93.5% Average score in the industry 73% (*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
  22. 22. Our customers Food & Beverage FMCG Manufacturing Technology Finance Others Retail
  23. 23. Q&Me is provided by Asia Plus Inc. https://qandme.net Contact us: • Tel: 02839 100 043 • Email: info@qandme.net

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