HANOI: Vietnam has witnessed a significant rise in online shopping, with consumers increasingly turning to e-commerce platforms, super apps, and websites of modern trade retailers, Vietnam News cited a recent survey conducted by NIQ, a leading authority in consumer and shopper insights.
The survey, titled Shopper Trends, has uncovered notable changes in shopping behaviour among Vietnamese consumers in 2024.
While the shift to online shopping in Vietnam is more pronounced in non-food and personal care products, traditional retail formats remain important for food and beverages, the survey has found.
The convenience and safety of contactless shopping have made online platforms a preferred choice for many Vietnamese consumers.
NIQ data indicates that promotions and deals play a pivotal role in influencing impulse buying decisions, with 93 percent of Vietnamese shoppers purchasing items beyond their initial plans.
According to the country's General Department of Taxation, revenue from e-commerce for domestic organizations and individuals reached 536.5 billion Vietnamese dong (over 22 million U.S. dollars) last year.
The Ministry of Industry and Trade said the Vietnamese e-commerce's market size was expected to grow 35 percent per year to reach 57 billion dollars in 2025. Enditem
